推广策略consumerpromotion.ppt

Sales Promotion Sales Promotion Sales Promotion Vehicles Reasons for Increase in Sales Promotion Objectives of Consumer-Oriented Sales Promotion Use of Consumer Promotions by Package Goods Companies Sampling Samples are Often Distributed With Local Newspapers Armor All Uses an On-Package Sample Coupons Advantages and Limitations of Coupons Percent of Sales Made With Coupons for Various Products Coupon Distribution FSIs are the Most Popular Types of Coupons Coupons Are Now Available Online Premiums Airline Miles are a Very Popular Premium Incentive Keys to Successful Premiums Match the premium to the target market. Carefully select the premiums. (Avoid fads, try for exclusivity) Pick a premium that reinforces the firm’s product and image. Integrate the premium with other IMC tools. (Especially advertising and POP displays) Don’t use premiums to increase profits. Contests and Sweepstakes Contests can be used to build brand equity Gerber developed a sweepstakes in conjunction with a loyalty program Problems With Contests and Sweepstakes Other Popular Consumer Sales Promotion Tools Consumer Franchise-Building (CFB) Promotions Nonfranchise-Building (non-FB) Promotions Summary of Consumer-Oriented Promotions and Market Objectives Relation to text This slide relates to material on pp. 507-508 and Figure 16-2 of the text. Summary Overview This slide is a graph that shows the types of consumer promotions used by packaged- goods manufacturers. Various forms of couponing are the most prevalent sales promotion techniques followed by sampling and refund offers. Use of this slide This slide can be used to show the extent of use of the various consumer promotions by packaged goods companies. Packaged good companies use many of these techniques repeatedly in their promotional programs. Relation to text This slide relates to material on pp. 507-509 of the text. Summary Overview Sampling involves giving the consumer some quantity of the product at no charge to