广告与促销(Belch-Advertising+n+Promotion+)8e (16)[33页]

Trade-Oriented
Contests, incentives Trade allowances
Point-of-purchase displays Training programs Trade shows
Cooperative advertபைடு நூலகம்sing
San Diego Padres Boost Attendance
An extra incentive to buy
A tool to speed up sales
Targeted to different parties
Sales Promotion Vehicles
Consumer-Oriented
Samples Coupons Premiums Contests/sweepstakes Refunds/rebates Bonus Packs Price-off deals Frequency programs Event marketing
Objectives of Consumer-Oriented Promotions
To obtain trial and purchase
To increase consumption of an established
brand
Objectives
To defend (maintain)
current customers
Techniques and Practices
“Frequency” programs encourage
repeat purchase
Sweepstakes & contests to build equity, increase
involvement
Premium offers that reinforce the brand image and help build equity
Sales Promotion Increases
Reasons
Growing power of retailers Declining brand loyalty Increased promotional sensitivity Brand proliferation Fragmentation of consumer markets Short-term focus of marketers Increased accountability Competition Clutter
Rebates or refunds
Shortcomings
Trade promotions benefits may not reach customers
If they do, they may lead only to price reductions
Customers may “buy price” rather than brand equity
30%
20%
Trade Promotions
10%
0% ‘94 ‘95 ‘96 ‘97 '98 ‘99 ‘00 ‘01 ‘02 ‘03 ‘04 ‘05
% of Total Promotional Dollars, 3-yr Moving Average
Media Often Delivers a Promotion Message
16
Sales Promotion
McGraw-Hill/Irwin
Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Sales Promotion
“A direct inducement that offers an extra value or incentive for the product to the sales force, distributors, or the ultimate consumer with the primary objective of creating an immediate sale.”
Nonfranchise-Building Promotions
Objectives
Accelerate the purchase decision
process
Generate an immediate sales
increase
Limitations
Do not identify unique brand
Consumer Franchise-Building Promotions
Promotional Objectives
Communicate distinctive brand
attributes
Develop and reinforce brand
identity
Build long-term brand preference
features
Do not contribute to brand identity
or image
Contests Can Build Brand Equity
Nonfranchise-Building Promotions
May Include . . .
Price-off deals
Bonus packs
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Long-Term Budget Allocations
100%
90% Consumer Promotions
80%
70%
60%
Media Advertising
50%
40%
Enhance IMC efforts and build
brand equity
To target a specific segment
Sampling
Sampling Works Best When
The products are of relatively low unit value
The product can be broken into a small piece or size that reflects the full features and