Maximizing Advertising Effectiveness Through Strategic Tools
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Evaluating Advertising Effectiveness
Sales Promotion
A collection of incentive short-term tools to stimulate the purchase of goods and services.
Sales promotion includes:
- Consumer promotion
- Trade promotion
- Sales force promotion
Sales promotion expenditures have increased over the last two decades. This rapid growth has created clutter. To combat this clutter, manufacturers must find effective sales promotion tools.
Objectives
- Consumer promotion
- Trade promotion
- Sales force promotion
Process
- Establish objectives
- Select the tools
- Develop the program
- Pretest the program
- Implement and control the program
Tools
- Samples
- Coupons
- Rebates or cash refunds
- Price packs
- Premiums
- Promotional products
- Point of purchase promotions
- Contests, drawings, and games
Public Relations
Building