MRKTNG 3000 1nd Edition Lecture 14 Outline of Last Lecture I Integrated marketing communications a Personal selling b Sales promotions c Public relations d Advertising Outline of Current Lecture II Sales promotion a Coupons b Rebates c Premiums d Contests sweepstakes e Point of purchase f Sampling g Trade sales h PR i Alternative vehicles Current Lecture Sales Promotion Promotional tools Coupons certificate that entitles consumers to immediate price reduction when they make a purchase Rebates Premiums extras given with a purchase Contest sweepstakes Contests involve skill while sweepstakes involve luck Point of purchase Displays at retail locations where 70 80 of purchases are made Sampling Technique that allows consumers to try a new product at no cost and no risk These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute Trade sales promotion Used to help push products through various distribution channels price reductions demonstrations free merchandise Public Relations Publicity efforts to capture media attention press relations and releases product publicity and managing unfavorable publicity Media relations is very important As is having a plan of action Tell the truth and address problem directly Event sponsorships Issue sponsorships Alternative vehicles Trend away from traditional promo Effectiveness and efficiency Main limitations clutter low credibility sophisticated jaded customers Marketing seeking different communication tools Product placement paid integration of product communication into media Fastest growing promo expenditure Fastest growing in reality TV niche learning channels movies etc Drop ins mention a commercial product in something most common in radio and TV Hot pitch of the day brought to you by the new Hardees Hot n Spicy Chicken Sandwich
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