Marketing Communications sales Promotions / Marketing communications

Marketing Communications sales Promotions

  • Sales promotion - Sales promotions are short-term incentives to encourage the purchase or sale of a product or service.

Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used in sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes.

Examples of coupons, free trials, and rebates.

Sales Promotion Strategies

There are three types of sales promotion strategies: Push, Pull, or a combination of the two.

coupon A push strategy involves convincing trade intermediary channel members to "push" the product through the distribution channels to the ultimate consumer via promotions and personal selling efforts. The company promotes the product through a reseller who in turn promotes it to yet another reseller or the final consumer. Trade-promotion objectives are to persuade retailers or wholesalers to carry a brand, give a brand shelf space, promote a brand in advertising, and/or push a brand to final consumers. Typical tactics employed in push strategy are: allowances, buy-back guarantees, free trials, contests, specialty advertising items, discounts, displays, and premiums.

A pull strategy attempts to get consumers to "pull" the product from the manufacturer through the marketing channel. The company focuses its marketing communications efforts on consumers in the hope that it stimulates interest and demand for the product at the end-user level. This strategy is often employed if distributors are reluctant to carry a product because it gets as many consumers as possible to go to retail outlets and request the product, thus pulling it through the channel. Consumer-promotion objectives are to entice consumers to try a new product, lure customers away from competitors products, get consumers to "load up" on a mature product, hold & reward loyal customers, and build consumer Typical tactics employed in pull strategy are: samples, coupons, cash refunds and rebates, premiums, advertising specialties, loyalty programs/patronage rewards, contests, sweepstakes, games, and point-of-purchase (POP) displays.

Car dealers often provide a good example of a combination strategy. If you pay attention to car dealers' advertising, you will often hear them speak of cash-back offers and dealer incentives.

  • Marketing Crash Course Navigation:
[What is marketing?] [Marketing plans]
[Marketing Communications Mix:] [Personal selling] [Sales promotion] [Public relations] [Direct marketing]
[Brands and Branding] [Personal Branding & Career Development] [This site's main page] [ About This Brand | Books | Personal Brand Mission ] [ Donate ] Dave's

Copyright 1999-2013. All rights reserved.
This Website may not be reproduced, in whole or in part, in any form without prior written permission.

coupon free trial

You might also like

What you do in Marcom/PR

by marcomprweirdo

It all depends on your function, but the bottom line is, yes, to bring in more business. Public Relations usually deals with events, publicity, trade shows, fundraisers and the like. You can work on an in-house team in a corporation, or at an agency, or run your own company. Marketing has more to do with print communications, advertising, promotions, leads, web communications and such.
Marketing and PR are known generally to be rather competitive, cut-throat fields. They revolve around sales, and we all know the reputation of sales people. Plus they are considered to be fun and glamourous occupations, which they can be

Facebook Inc. (FB), Twitter Inc. (TWTR), Pinterest & Others: The Rise Of ..  — Tech Insider
In the show, 'Taking Stock' on BloomBerg TV, anchor Pimm Fox shared an interview with David Sable, the Global CEO of Y&R, a global marketing communications company, with 'Market Makers' anchor Stephanie Ruhle, at the Cannes Creativity Conference.

HH Global awarded $50m HSBC contract  —
This is an opportunity for an experienced print Estimator to make a personal contribution to the growth of APS Group, an international marketing communications company. Attractive salary plus excellent benefits, Cheadle, Cheshire. More jobs ▷. Jobs. News.