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Ch. 16, Summary, Intro to Advertising
Terms in this set (20)
There has been a steady increase in the use of sales promotion techniques to
Influence consumers' purchase behavior.
Reasons for the increase in Sales Promotion include
The growing power of retailers, erosion of brand loyalty, increase in consumers' sensitivity to promotions, and increase in new product introductions
Fragmentation of the consumer market, short-term focus of marketing and brand managers, increase in advertising, and competition
Additional Reasons for the increase in Sales Promotion include
Sales Promotions can be characterized as etiher
Franchise building or Nonfranchise building.
Nonfranchise Building or Franchise Building
Sales Promotions can be characterized as either (different order)
Franchise Building Sales Promotions
Contribute to the long-term development and reinforcement of brand identity and image.
Nonfranchise Building sales Promotions
Designed to accelerate the purchase process and generate immediate increases in sales.
Sales promotion techniques can be classified
As either Trade-Oriented or Consumer-Oriented
As either Consumer-Oriented or Trade-Oriented
Sales promotion techniques can be classified (different order)
Consumer-Oriented sales promotion techniques include
Sampling, couponing, premiums, contests and sweepstakes, rebates and refunds, bonus packs, price-off deals, loyalty programs, and event marketing.
Price-off deals, loyalty programs, rebates and refunds, event marketing, contests and sweepstakes, sampling premiums, and couponing
Consumer-Oriented sales promotion techniques include (different order)
Trade-Oriented sales promotions include
Trade contests and incentives, trade allowances, displays and point-of-purchase materials, sales training program, trade shows, and cooperative advertising.
Trade allowances, sales training program, displays and point-of purchase materials, trade contests and incentives and cooperative advertising
Trade-Oriented sales promotions include (different order)
Advertising and sales promotion should be viewed not as separate activities but rather
As complementary tools
When planned and executed properly, advertising and sales promotions can produce
A synergistic effect that is greater than the response generated from either the promotional mix element alone.
To accomplish synergistic effects with advertising and sales promotion marketers must coordinate
Budgets, advertising and promotional themes, media scheduling and timing, and target audiences.
Media scheduling and timing, target audiences, budgets, and advertising and promotional themes.
To accomplish synergistic effects with advertising and sales promotion marketers must coordinate (different order)
Sales Promotion Abuse can result when marketers
Become too dependent on the use of sales promotion techniques and sacrifice long-term brand position and image for short-term sales increases.
Many industries experience sales promotion traps when a number of competitors use
Promotions extensively and it becomes difficult for any single firm to cut back on promotion without risking a loss in sales.
Overuse of sales promotion tools can
Lower profit margins and threaten the image and even the viability of a brand.
THIS SET IS OFTEN IN FOLDERS WITH...
Ch. 17, Definitions, Intro to Advertising
Ch. 18, Definitions, Intro to Advertising
Exam 2, Equations
Ch. 15, Summary, Intro to Marketing
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