Chapter 16 - Sales promotion. The goals of this chapter are: To understand the role of sales promotion in a company’s integrated marketing communication program and to examine why it is increasingly important, to examine the various objectives of sales promotion programs, to examine the types of consumer- and trade-oriented sales promotion tools and the factors to consider in using them,. | Chapter 16 Sales promotion Chapter One An Introduction to Integrated Marketing Communications © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Title page—chapter 16 Learning objectives To understand the role of sales promotion in a company’s integrated marketing communication program and to examine why it is increasingly important. To examine the various objectives of sales promotion programs. To examine the types of consumer- and trade-oriented sales promotion tools and the factors to consider in using them. To consider potential problems and abuse by companies in their use of sales promotion. Relation to text This slide sets out the chapter’s learning objectives on p. 534 of the text. Scope and role Objectives Consumer-oriented sales promotion Sales promotion abuse Trade-oriented sales promotion Growth of sales promotion Techniques Sales promotion Techniques Objectives Relation to text This slide presents a mind map of the key topics/concepts covered in Chapter 16 as shown on p. 534. Use of this slide This slide is an introductory/ transition slide. Australia’s national dish Relation to text This slide relates to the material on pp. 535–536 of the text and the opening vignette. Summary overview This slide shows an image from Four’N Twenty Pies Magic Plate campaign. The opening vignette details the challenges facing the pie manufacturer as Australian men deserted the pie category in favour of healthier meal choices. Four’N Twenty were faced with a choice: change their product–– many food retailers had reinvented their offerings to make them a healthy choice stay true to the brand and celebrate all the meat pie stood for. The company chose the latter. Campaign objectives: 1. Drive dollar sales of single serve pies across Retail and Foodservice by 8% and 10%. 2. Reinforce Four’N Twenty’s status as champion of the Aussie bloke’s hunger. 3. Create noise and talkability for the brand so that it would punch beyond its weight. Budget: $ million | Chapter 16 Sales promotion Chapter One An Introduction to Integrated Marketing Communications © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Title page—chapter 16 Learning objectives To understand the role of sales promotion in a company’s integrated marketing communication program and to examine why it is increasingly important. To examine the various objectives of sales promotion programs. To examine the types of consumer- and trade-oriented sales promotion tools and the factors to consider in using them. To consider potential problems and abuse by companies in their use of sales promotion. Relation to text This slide sets out the chapter’s learning objectives on p. 534 of the text. Scope and role Objectives Consumer-oriented sales promotion Sales promotion abuse Trade-oriented sales promotion Growth of sales promotion Techniques Sales promotion Techniques Objectives Relation to text This slide presents a mind map of the key topics/concepts covered in Chapter 16
