PERSONAL SELLING ADVERTISING PUBLICITY SALES PROMOTION Promotion Mix

Major Consumer Sales Promotion Tools Sample &Demonstration Coupons Cash Refunds Price Packs Premiums Advertising Specialties Trial amount of a product Savings when purchasing specified products Refund of part of the purchase price Reduced prices marked on the label or package Goods offered free or low cost as an incentive to buy a product Articles imprinted with an advertiser’s name given as gifts

Major Consumer Sales Promotion Tools Patronage Rewards Point-of-Purchase Contests Sweepstakes Game Cash or other rewards for the use of a certain product Displays and demonstrations that take place at the point of sale Consumers submit an entry to be judged Consumers submit their names for a drawing Presents consumers with something every time they buy

Sales Promotion Methods for Consumers Multiple purchase offers, Frequent-user incentives Product placements/tie-ins

Rebates are often effective at changing purchase probabilities, even for big-ticket items

Coupons, too, can be effective at getting consumers to purchase specific products

A Benefit Congruency Framework of Sales Promotion Effectiveness Are monetary savings the only explanation for consumer response to sales promotions? If not, how do the different consumer benefits of sales promotion influence its effectiveness? Savings Quality Convenience Value expression Exploration Entertainment Six Benefits

Developing the Sales Promotion Program Decide on the Size of the Incentive Set Conditions for Participation Evaluate the Program Determine How to Promote and Distribute the Promotion Program Determine the Length of the Program