This presentation will give you the point about Sales Promotion.

1. PERSONAL SELLING ADVERTISING PUBLICITY SALES PROMOTION Sales Promotion

4. Sales Promotion Methods for Consumers Contests, games & sweepstakes Product sampling, demonstrations Rebates, cents-off- Coupons, refunds

5. Sales Promotion Methods for Consumers Multiple purchase offers, Frequent-user incentives P-O-P material Product placements/tie-ins Premiums

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

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

10. Number of Coupons Redeemed Per (International) Household in 1992

13. Trade Shows Maintain relationship Transmit messages to key accounts Remedy problems Add-on sales Selling objectives Non-selling objectives Current customers Potential customers Maintain image Test products Gather competitive intelligence Widen exposure Contact prospects Determine needs Transmit messages Commit to call back or sale Contact prospects Foster image building Test products Gather competitive intelligence

14. Proportion of Promotional Expenditures Trade sales promotion Consumer sales promotion Advertising

16. A Benefit Congruency Framework of Sales Promotion Effectiveness JrlMktg,Oct.2000 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

17. Sales Promotions Benefit Matrix Low Low High High Utilitarian Hedonic Free Gifts Positioning Map * Coupons * *Price Reductions Rebates * Sweepstakes Free Product Offers * *

18. Study #4: Design and Procedure

20. Study #5: Benefit Congruency Effect Design and Procedure