Retail Promotion Mix. Sales Promotion. Advertising. Personal Selling. Publicity. The Retail Promotion Mix. Advertising:
Is paid, nonpersonal communication through various media to inform or persuade members of a particular audience; includes communication of products, services, institutions, and ideas.
Involves the use of media and nonmedia marketing pressure applied for a predetermined, limited period of time at the level of consumer, retailer, or wholesaler in order to stimulate trial, increase consumer demand, or improve product availability.
Is non-paid-for communications of information about the company or product, generally in some media form.
Involves a face-to-face interaction with the consumer with the goal of selling consumer merchandise or services.
1. Stimulate trial purchase
2. Stimulate repeat purchases
3. Stimulate larger purchases
4. Introduce a new brand
5. Combat or disrupt competitors
What is sales promotion anyway?
Why do it?
Who does it?
How do you do it?
The sale of a product, fashion or otherwise, occurs only when it meets or satisfies the customer’s
The Objective of Sales Promotion is
To sell an idea, product or service
Retailers use sales promotion to bring traffic into their stores, and it includes advertising, sales promotion, publicity, and personal selling.
Manufacturers use incentives to induce the trade and/or consumers to buy a brand and encourage sales force to aggressively sell it by creating a perception of greater brand value.
Targeting and research are essential FIRST!