16. Price Incentive Sales Promotion

Front 1

Integrated Marketing Communications (IMC def)

Back 1

designed to make all aspects of marketing communication work together as a united force

Front 2

IMC

Back 2

1. advertising
2. sales promotion
3. direct marketing
4. public relations

Front 3

Sales Promotion (def)

Back 3

offers extra incentive for the product to facilitate immediate sales

Front 4

Advertising

Back 4

1. creates an image over time
2. emotional message
3. contributes to profitability
4. creates intangible value

Front 5

Sales Promotions

Back 5

1. creates immediate action
2. rational message
3. short term profitability
4. creates tangible value

Front 6

Problems

Back 6

1. make sure there is awareness before promotions begin
2. message must be consistent

Front 7

Behavioral Learning

Back 7

consumer experience with the environment changes behavior
promotional tools act as reinforcers along with product performance to increase the probability or repeat purchases

Front 8

Shaping

Back 8

changing an existing behavior, gradually with successive trials, towards a desired behavior by rewarding segments of behvior

Front 9

Errors of Shaping

Back 9

1. improper fading
2. overuse

Front 10

Price Oriented Promotional Tools

Back 10

1. samples
2. coupons
3. money refunds/rebates

Front 11

Samples (POPT)

Back 11

eliminate inconvenience and financial risk

Front 12

Samples are effective when:

Back 12

1. brand is clearly superior
2. not much variety
3. purchase cycle is short
4. desire to change attitude

Front 13

Use of Coupons (POPT)

Back 13

1. retain current users
2. encourage brand switching
3. increase in home inventory
4. lengthen purchase cycle

Front 14

Money Refunds/Rebates (POPT)

Back 14

1. consumer purchases product
2. mail in proof of purchase
3. refund sent later
problems:
1. delayed reinforcement
2. effort