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?
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