After studying this chapter you will be able to understand: What is “Sales Promotion”, how do sales promotions add value to a brand? What are consumer sales promotions designed to accomplish and what are their strengths and limitations? What role does packaging play when consumers make brand decisions? | LECTURE 26 Copyright 2012 Pearson Education Inc. 1- 1- 11 Publishing as Prentice Hall Topic Outline What is Sales Promotion How do sales promotions add value to a brand What are consumer sales promotions designed to accomplish and what are their strengths and limitations What role does packaging play when consumers make brand decisions Copyright 2012 Pearson Education Inc. 1- 2 Publishing as Prentice Hall Chapter Perspective Sales promotion and packaging help move prospects and customers through the decision process started by other marketing communication functions Awareness Interest Desire Action Public Relations Sales Promotion Direct Marketing Packaging Website Copyright 2012 Pearson Education Inc. 1- 3 Publishing as Prentice Hall Sales Promotion Sales promotion refers to the short-term incentives to encourage purchases or sales of a product or service Consumer promotions Trade promotions Sales force promotions Copyright 2012 Pearson Education Inc. 1- 4 Publishing as Prentice Hall Two Types of Sales Promotion Consumer Promotion Trade Promotion The use of incentives The use of to motivate end users incentives to to purchase a brand motivate the and thus pressure retailers to stock that buying and brand reselling of Used by marketers as products part of a pull strategy Used as part of a push strategy Copyright 2012 Pearson Education Inc. 1- 5 Publishing as Prentice Hall Sales Promotion Rapid Growth of Sales Promotions Product managers are under pressure to increase current sales Companies face more competition Competing brands offer less differentiation Advertising efficiency has declined due to rising costs clutter and legal constraints Copyright Consumers have become more deal- 2012 Pearson Education Inc. Publishing as Prentice Hall 1- 6 Sales Promotion Sales Promotion Objectives Setting sales promotion objectives includes using Consumer promotions Trade promotions Sales force promotions Copyright 2012 Pearson Education Inc. 1- 7 Publishing as Prentice Hall .