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Integrated Marketing Communications (IMC) Final Exam 2024 Already Graded A+
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Integrated Marketing Communications (IMC) Final Exam 2024 Already Graded A+Sales promotions and characteristics Answer- Any incentive that is additional to the basic benefits provided by the brand and temporarily changes its perceived price or value
-Short-term oriented -Capable of influencing behavior b/c it offers buyers superior value and can make them feel better about the buying experience
Sales promotions examples Answer- Consumer: samples, coupons, premiums, contests, sweepstakes, etc.
Trade: buying allowances, push money, advertising allowances, display allowances, trade shows
Sales force: sales contests, bonuses, meetings, POP displays
Purposes of sales promotion Answer- - To induce trade (wholesalers/retailers) or consumers to buy a brand
-To encourage the manufacturers sales force to sell a brand aggressively
-To encourage immediate, desired shopping and purchasing behaviors from consumers
-To encourage people to increase their donations to nonprofits now rather than later
Advertising spending Answer- Advertising expenditures have declined in recent years while promotion spending has increased
-Encourage the sales force
What types of companies use sales promotions Answer- -Mature brands?
How sales promotions relates to push strategies Answer- Using promotional efforts to push product through the selling chain
-Push retailers to sell
How sales promotions relates to pull strategies Answer- Using consumer advertising
to pull product through the channel of distribution
-Pull consumers in Who are the targets/audiences for brand promotions and how this relates to push vs.
pull Answer- Encourage = sales force
Push = retailers
Pull = consumers
What has led to growth in sales promotions Answer- -Shift in balance of power from manufacturers to retailers
-Increased brand parity and price sensitivity
-Reduced brand loyalty
-Splintered mass market reduced media effectiveness
-Emphasis on short term results in corporate reward structures
-Responsive consumers
Sales promotions CAN... Answer- -Stimulate sales force enthusiasm for a new, improved, or mature product
-Invigorate sales of a mature brand
-Facilitate the introduction of new products to the trade
Sales promotions CAN... Answer- -Increase on and off shelf merchandising space
-Neutralize competitive advertising and sales promotions
-Obtain trial purchases from consumers
Sales promotions CAN... Answer- -Hold current users by encouraging repeat purchases
-Increase product usage by loading consumers
-Preempt competition by loading consumers
-Reinforce advertising
Sales promotions CANNOT... Answer- -Compensate for a poorly trained sales force or for a lack of advertising
- Give the trade or consumers any compelling long-term reason to continue purchasing a brand
-Permanently stop an established brands declining sales trend or change the basic non-acceptance of an undesired product
Problems with an excessive emphasis on sales promotion Answer- -Damage image of product
-Diminish brand loyalty
-Reduce consumption
Examples: Kohl's, Justice for Girls
Brand management objectives of sales promotions Answer- (influencing consumer behavior)
-Generate purchase trial and re-trial for new customers
-Encourage repeat purchases for current customers
-Reinforce brand image
Consumer rewards provided by sales promotions Answer- -All promotion techniques
provide consumers w/ rewards (benefits, incentives, inducements)
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