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marketing Communications
…sales promotion tutorial
5
…introduction to…
…introduction to
we’re going to look at some examples of sales promotion and
consider their strengths and weaknesses….
…as well as identifying their main characteristics, reasons
for use (think Fill (2009) and Lee(2002)) and audiences
sales promotion was covered in last weeks lecture…
sales promotion…
High Low
New Product or MarketWithhold Sales
PromotionUse Sales Promotion to
Stimulate Full Trial
Established Product or Market
Non-Loyals – Use for SwitchingLoyals – Use Carefully
Non-Loyals – Attract for Trial
Loyals – Reward for Increased Usage
Involvement
Fill, 2006
does this framework support the examples?
sales promotion
sales promotion
sales promotion
sales promotion
sales promotion
next week the topic is direct marketing
topics and talkers will be assigned in each tutorial – so
you must attend
short talk...
there is an added level of complexity as you need to get
out there and participate in an exchange