sales promotions - answer-all promotional activities that stimulate short-term behavioral responses from customers, the trade, and/or the company's sales force
goal of sales promotions - answer-create immediate short-term sales, customer traffic, or exposure for products & services
BOGO - ans...
ISC FINAL EXAM
sales promotions - answer-all promotional activities that stimulate short-term behavioral
responses from customers, the trade, and/or the company's sales force
goal of sales promotions - answer-create immediate short-term sales, customer traffic, or
exposure for products & services
BOGO - answer-buy one get one promotion
advantages of sales promotions - answer-immediate sales
easy to measure
helps other IMC areas
helps keep sales consistent
encourages trail of a product
entices customers to switch brands
disadvantages of sales promotions - answer-sales are short-term
customers may wait for sales promotions
may damage image
companies rely too much on sales promotions, which may increase price sensitivity
consumer promotions - answer-directed to the final user
trade promotions - answer-directed at retailer or wholesales instead of customers
coupons - answer-document that can be exchanged for a discount off the price of a product or
service
most popular
cash refunds or rebates - answer-return, reduction, or refund on the purchase price of a
product or service
cents-off - answer-tagging a product's package with a discount off the regular price of the
product which can be peeled off
premiums - answer-consumers purchase a set amount of products, they receive a gift
enhance product's image
sweepstakes - answer-drawings of chance and are free to enter
, games or contests - answer-may not be free and require skill or are based on both chance and
skill
POP
POS - answer-point-of-purchase
point-of-sale
specialized sales promotions located in a retail store
they often hold products and are found near the check out location
frequency or loyalty programs - answer-consumers are rewarded for frequently making
purchases of a business's products
free trials - answer-provides an opportunity for a customer to try a product before buying
warranties - answer-are assurances about a product or service
guarantees - answer-a promise that the product or service will perform
tie-in promotions - answer-a type of cross promotion in which two or more brands (or
companies) join to develop coupons, refunds, contests, rebates, etc.
types of consumer promotions - answer-coupons
sampling
cash refunds or rebates
cents-off
premiums
sweepstakes, games, or contests
POP, POS
frequency or loyalty programs
free trials
warranties
guarantees
tie-in promotions
cross promotions
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller TOPDOCTOR. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $10.99. You're not tied to anything after your purchase.
