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29 Cards in this Set
- Front
- Back
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Role of sales promotion in AIDA
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Moves prospects and customers through the decision process started by other IMC functions
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Deceptive Advertising
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-Must be reasonable consumer
-Must be ommission or inclusion of information that has affect in decision making -Materiality (that information caused consumers to behave that way) |
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Sales Promotion (Consumer Promotion)
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-Incentives more temporarily alter (improve) value
-Short-term |
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Value
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Benfits / Cost
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Primary Goals of Sales Promotion
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Franchise building:
-Awareness and loyalty (builds favorable image) Sales building: -motivate actual sales -trial and repurchase -frequency and quantity -cross-sell |
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Consumer
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Pull
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Trade (Company)
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Push
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Hedonic
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fantasy and emotional aspects; subjective and experiential (excitement, self-confidence, fantasy)
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Utilitarian
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consumer will emphasize objective, tangible attributes of products (miles per gallon for car)
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Price Promotion
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empasize price; want to beat competition and have lower cost
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Non-price promotion
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emphasize product features, service, and quality; distinguish brand from others
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Passive Participation
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not readily or actively participating
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Active Participation
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ready participating
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Overlay
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2 or more self promotion techniques combined
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Intra-company Tie-in
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another brand "within" organization to work with and encourage additional coorperation
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Inter-company Tie-in
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work with someone within "another" organization that makes sense
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Promotion Prone Consumers
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individuals who are not brand loyal and reguarly respond to promotions, only purchasing items that are on-deal
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Brand-loyal Consumers
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someone who purchases only one particular brand and does not substitute regardless of any deal being offered
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Price-sensitive Consumers
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a consumer for whom price is the primary, if not only, criterion used in making a purchase decision
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Retailer Incentives
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-Increase store traffic
-Increase store sales -Attract new customers -Increase basket size |
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Building brand image
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long-term
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Increasing Sales
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short-term
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Price based offers
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attract new customers or build sales
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High value premiums
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enhance firm's image
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Freestanding Inserts (FSIs)
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sheets of coupons distributed in newspaper
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Instant Redemption Coupons
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coupons that customers can redeem immediately when making a purchase
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Bounce-back Coupons
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coupons that customers cannot redeem instantly but instead must be used at a later purchase; encourages repeat purchases
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Scanner-delivered Coupons
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coupons issued at cash register, triggered by item being scanned
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Cross-Ruffling
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placement of coupon for one product on another product; can be used to encourage one to purchase another of manufacturer's products
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