Promotional Mix Strategies. Push versus Pull and More. Sales Promotion:. How will they become aware of your promotion? Where will the incentive and the message be delivered? When? In store vs. Sales call? Trade vs. Consumer? Best method of distribution?
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Despite Tough 3rd Quarter, Will Still Emphasize In-Store
AdAge: October 19, 2006
Wall Street Journal 3/21/06
2002 Package-Goods Marketing Budgets
15%: Coupons and Customer Promotion
+61%: Retail-Trade Promotion
24% Coupons/Cust. Promotion
53% Retail-Trade Promotion
Progressive Grocer (4/05)
Wal-Mart TV network (in store)
Research claims advertising on its in-store marketing network, with Premier Retail Networks, is more efficient than Cable and Network TV advertising in generating sales. A survey of TV watchers conducted by the TNS Media & Entertainment Group found that 15% of viewers purchased advertised products immediately after seeing them on an in-store broadcast.
MediaPost Communications 11/30/05
1. Consumer advertising
2. Consumer promotion
3. Trade promotion
"Consumers are more participative and selective and the trend from push to pull is accelerating."
A.G. Lafley, Procter & Gamble CEO, keynote speaker at the Association of National Advertisers (ANA) ‘06.
Product Categories: Different Input For