MRKTNG 3000 1nd Edition Lecture 14Outline of Last LectureI. Integrated marketing communications a. Personal sellingb. Sales promotionsc. Public relationsd. Advertising Outline of Current LectureII. Sales promotion a. Couponsb. Rebatesc. Premiumsd. Contests/sweepstakese. Point-of-purchasef. Samplingg. Trade sales h. PRi. Alternative vehicles Current LectureSales Promotion:Promotional tools: Coupons- certificate that entitles consumers to immediate price reduction when they make a purchase RebatesPremiums- extras given with a purchase Contest/sweepstakes- Contests involve skill while sweepstakes involve luckPoint-of-purchase- Displays at retail locations where 70-80% of purchases are madeSampling- 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 merchandisePublic 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 sponsorshipsAlternative vehicles:-Trend away from traditional promo-Effectiveness and efficiency-Main limitations: clutter, low credibility, sophisticated/jaded customers-Marketing seeking different communication toolsProduct 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
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