Exam III

Personal Sales: Still the Most Effective Tool

"Dear Fuller Brush Man, I have a hard time reaching into the shower to clean it. What do you have that will make this job easier?" -- Sara from NC The popular "Ask the Fuller Brush Man" feature, which draws on a century of door-to-door sales, answers consumer cleaning questions as an important feature of the brand's "Ask" website.

Example of PSA Campaign

"This is Your Brain on Drugs"

Two types of Sales Promotion

*Consumer Sales Promotions -Any Sales promotion activity that you do keeping the end consumer in mind *Trade Sales Promotions -When your promotional activities are focused on dealers. distributors or agents

Fast Food for Advertising

*Musical Influence *Direct Mail Promotions *"Advergames" for Kids - online games kids can play while receiving subtle advertising *Mobile Apps *Viral Videos

What Are the Key Persuasive Techniques Used in Consumer Advertising?

-Appeal to Emotions -Endorsements -Characters and Storylines -Solutions

Telemarketing as a DRC Medium

Call centers are large rooms with multiple stations for staff who make the calls (outbound) or answer calls from people placing orders (inbound).

Dialing up your Creativity

Other characteristics of creative people: •Problem solving •Playfulness •Ability to visualize •Openness to new experiences Conceptual thinking

Database Marketing Process

1. Collection Point 2. Data Entry 3. Data Assessment 4. Data Clustering 5. Data Application 6. Data Sharing 7. Data Refinement Database marketers continually improve the effectiveness of their marketing communication campaigns. Results feed back into planning, for a continual loop of improvement.

Sales promotion Techniques

1. Discounts - Trade/Consumer 2. Gifting 3. Coupons 4. Financing 5. Sampling 6. Bundling 7. Contests 8. Refunds and Rebates 9. Exchange Offers 10. Free Trial 11. Email Marketing 12. Exhibitions 13. Trade Shows 14. Demonstrations 15. Continuity Programs 16.Quantity Discount

4 methods of Direct Marketing

1. Door-to-Door 2. Telemarketing 3. Direct Mail 4. Face to Face/Email

The Creative Process: How to get an Idea

1.Immersion: read, research, learn about problem. 2.Ideation: look at the problem from every angle; generate as many ideas as possible. 3.Brainfog: don't give up when you hit a blank wall. 4.Incubation: let your subconscious work on it. 5.Illumination: the idea often comes when you're relaxed and doing something else. 6.Evaluation: does it work? Is it on strategy?"

We can learn a lot REI

1.Zig when others zag. Be creative. 2.Have courage to execute bold ideas. Take risks. 3.Find an authentic voice for your brand. Stay true to the mission. 4.Know your customers. Empathize with them. 5.Products are more than things to buy. They add meaning to customers' lives.

The ROI of Creativity

According to the DDB agency, an effective ad is: •Relevant: means something to target audience. •Original: novel, fresh, unexpected, unusual. •Has impact: makes an impression.

A Social Media Promotion from Heinz

An example of a novel promotional medium is the Heinz "personalized bean" social media promotion. It was designed by UK-based We Are Social to launch the brand's new five-bean variety, Five Beanz.

Billings Cross-Promotes with Pepsi

Another element in the Billings, Montana, rebranding campaign was a cross promotion that enlisted Pepsi-Cola to sponsor special cans with a premium offer on a "Trailhead" cap.

Who could forget this classic big idea from coppertone

Big ideas have the power to transform. Consider the Coppertone suntan lotion ads from the 1950s that showed a dog pulling down a little girl's bathing suit revealing a tan line and (gasp!) her bottom.

Top Ten Promotional Strategies

Contests Social Media Promotion Mail Order Marketing Product Giveaways and Samples Point-of-Sale Promotion/End-Cap Marketing Customer Referral Incentive Program Causes and Charity Branded Promotional Gifts Customer Appreciation Events After-Sale Customer Surveys

The Direct-Response Industry

Direct response begins with research and database development. The main tools of DRC are catalogs, direct mail, telemarketing, direct-response advertising, the internet, and other forms of social media.

Sales Promotion at Best Buy

For a past Best Buy "Hinting Season" Production, the team was asked to surprise people around the country with gifts they had asked for via Twitter.

Sears: The King of Catalog Advertising

For most of its life, the Sears catalog was sent to homes via the US Postal Service, and shoppers could order directly from the "Wish Book" with their merchandise also delivered to them by mail.

What are the Primary Media of DRC?

Personal sales •The earliest and most effective — and also most expensive — form of direct marketing. •Salespeople are in stores, make phone calls, and call on business prospects. •Home parties such as Mary Kay or Tupperware are the original form of social networking sales. Direct mail •Communication for a product, service, or nonprofit organization that is addressable. •Allows business to be conducted between a firm and a customer without a middleman, such as a retailer. •Usually sent with a third-class bulk mail permit, which requires a minimum of 200 identical pieces. •Response is typically 2 to 3 percent. •It is expensive in terms of cost per impression. •But it is much easier to calculate the actual payout rate. •Therefore, direct mail is considered more accountable than other forms of marketing communication. The mailing list 1.House list: the marketer's own customers/members; its most important target market and most valuable list. 2.Response list: people or households who have responded to some type of direct-response offer or promotion. 3.Compiled list: a specific category, such as sports car owners, new home buyers, or graduating seniors. Issues and ethics: trees, water, and waste •Critics of direct mail cite its environmental impact. •Production of direct mail uses an millions of trees and billions of gallons of water annually. •Environmental, business, and citizen concerns must be weighed carefully. Catalogs •A multiple-page direct mail publication showing a variety of merchandise. •In the digital media age, catalogs have evolved into online publications with immense offerings. •The growth is in specialty catalogs aimed at niche markets serving every business category, hobby, and interest. Print media •Newspaper and magazine ads carry coupons, orders form, addresses, toll-free numbers, etc. Broadcast, cable, and digital media •Direct-response commercials sell clothes, health products, insurance, and financial services. •Online or web-based ads use do-it-yourself media: YouTube, Pinterest, or Instagram. Telemarketing •A form of personal sales, but much less expensive. •Callers work in call centers, rooms with large banks of phones and computers. •Occasionally, a cold call is used; here, call center staff are calling random numbers. •Predictive dialing makes it possible to call anyone using random dialing. •Inbound calls are initiated by a customer. •Outbound calls originate from the firm. •The message must be simple, compelling, and short. •People resent intrusive telephone calls, so there must be a strong initial benefit to convince prospects. Issues: intrusion and fraud •Fraudulent behavior has tarnished telemarketing's image. •The FTC has enacted regulations to protect consumers. •The national Do Not Call registry and Caller ID restrict access by telemarketers. •Telemarketers subscribe to the registry and check it for numbers they need to delete. Internet direct response •Exciting advances are under way in mobile marketing and social media. •Social selling, also known as network marketing, utilizes the reach and persuasiveness of social media. •The network can grow exponentially as messages zing through cyberspace. Issues and ethics: spam •Email marketing has received criticism for generating unwanted email, otherwise known as spam. •FTC: 90 percent of spam for business, investment, health products, and travel contains false/misleading information. •Permission marketing gives recipients the choice to opt in or opt out. Every customer who opts in is a qualified lead.

Example of Brand Communication

Pillsbury Doughboy

Disadvantages of Advertising on the Internet

It's Complicated Mistakes can be costly Competition is fierce Ad Fatigue is Common

The Creative Personality

Leonardo DaVinci, Albert Einstein, and Georgia O'Keefe excelled in different fields, but all three qualify as creative geniuses

Long-Term Effects of Customer-Oriented Sales Pomotions

Loyalty Poor Image Value Added Boost Profits

Example of Big Idea

MasterCard "Priceless"

Michelin Makes a Creative Leap

Michelin's tire advertising is classic example of out-of-the-box thinking. The creative concept leaps from the idea of a durable tire to the idea of protecting your family by surrounding them with the dependability of a Michelin tire.

Wheaties uses Multiplatform Promotion

Olympians have graced the Wheaties "Breakfast of Champions" box since 1958, when pole-vaulter Bob Richards was the first athlete to be featured on the box.

Tangible Characteristics

Size Features Color Durability Package Taste Others

Multiplatform Promotions

Some promotions blur the lines between promotion, advertising, and public relations. •Sponsorships •Event marketing •Loyalty programs *Partnership promotions

Choosing the Strategic Approach that Fits

Some ways to express a strategic approach: •Head and Heart -Head: uses more rational, cognitive (thinking) objectives. -Heart: uses more emotional, affective (feeling) objectives. Ways to express a strategic approach..... •Hard sell: Uses an informational message that touches the mind and creates a response based on logic. •Soft sell: Uses emotional appeals or images to create a response based on attitudes, moods, and feelings. Systems of strategies Frazer's Six Creative Strategies address various situations, and identify common approaches to message strategy: 1.Preemptive 2.Unique selling proposition 3.Brand image 4.Positioning 5.Resonance 6.Affective/anomalous (or ambiguous)

Evaluation: The Go/No-Go Decision

Structural analysis This method relies on these three steps: 1.Evaluate the power of the narrative 2.Evaluate the strength of the product claim 3.Consider how well the two are integrated Avoid vampire creativity. Here, the ad is so creative that the ad is remembered but not the brand.

Intangible Characteristics

Style Quality Image Prestige Warranty Brand Name Others

Matching Messages to Objectives

The Facets Model Helps us to Identify messages that: •get attention • create interest • resonate • create believability *are remembered •touch emotions • inform • teach • persuade • create brand associations *drive action

Database Marketing Aids a Social Cause

The Smile Train organization sends out millions of pieces of direct mail each year and generates, in addition to donations, reams of data about which appeals and visuals generate the most money as well as information about which ZIP codes have the best responses.

Got Milk? Visuals and Verbals Expressed as One

The idea that some moments, such as when eating cupcakes and cookies, require a glass of milk is the creative concept behind the award-winning "Got Milk?" campaign. The creative concept is expressed in both words and pictures in this ad.

History of Direct Marketing

The roots of direct marketing date back to trade catalogues

Key Elements of DRC

There are two sides to DRC: 1.It involves communication sent in some form directly to the prospect. 2.The response comes directly back to the organization. Like a conversation, the original respondent can also initiate the conversation as well as respond. The offer •Description of the proposition: -Terms of sale -Delivery -Warranty information -Membership -Donation request -Cost Must answer "What's in it for me?" •Message must make it as easy as possible for customers to respond via online, mail, phone, and text. •Immediately acknowledge response, thank customer and advise when the product will arrive. •The message must make it as easy for customers to respond. Fulfillment •Respond quickly by getting the product (or membership card, etc.) to those who respond. •Includes all back-end activities of processing the transaction or interaction.

The Billboard as a Promotional Tool

These three billboards are from a series of billboards that celebrate the history of GM's iconic Chevrolet brand. Their purpose is more event sponsorship and brand recognition than traditional advertising.

The Facets Model of Effects

Think of these six effects as facets that come together to make up a unique consumer response to a brand message. The effects are holistic in the sense that they lead to an impression, or "integrated perception."

Product Advertising as a DRC Medium

This CD cover was designed by Michael Dattolico for his client Microflex, a B2B company in the automotive industry.

DRC used in a Tourism Campaign

This envelope is used by the Billings Chamber of Commerce/Convention and Visitors Bureau to send information about visitor, tourism, and relocation opportunities. It reinforces a new brand identity campaign and carries the campaign's "Trailhead" logo and slogan as well as the "explore" graphics.

Special Events can Promote Movies

To help promote the opening of the movie Spider-Man, inflatables like this one were placed along buildings in major cities.

Benefits of Direct Marketing

Track customer responses, allowing for marketing effectiveness to be monitored

T or F: Brand communication creates symbols and cues that make brands distinctive.

True

T or F: Direct-response communication leads to a strengthened customer relationship and, ultimately, increased brand loyalty.

True

T or F: Direct-response communication may have higher costs per impression than mass media, but it is less expensive in the long run because its messages are tightly targeted to reach prime prospects.

True

T or F: Opt-in and opt-out strategies make email campaigns more acceptable because customers give permission to marketers to contact them. At the heart of permission marketing is the idea that every customer who opts in to a campaign is a qualified lead.

True

How are Trade Promotions Used?

Two primary roles: 1.Stimulate in-store merchandising or other trade support. 2.Create excitement among those responsible for selling the product. Also used to: •Manipulate wholesalers' and retailers' inventory levels. •Expand product distribution to new areas of the country, or new markets and trade groups.

Advantages of Advertising on the Internet

Your customers are on the internet You can target effectively You can closely monitor spending You can track results

What is Direct Marketing

promoting a product or service straight from the seller to the consumer, without intermediary advertising such as television commercials, radio ads, or public displays. Effective for small to medium sized businesses with little brand recognition and moderate advertising budgets

Extension: an Idea with legs

•A strong Big Idea gives legs to a campaign. •It can serve as an umbrella concept for a variety of executions in different media talking to different audiences. •Extendability is a strength of the Chick-fil-A, Geico's gecko, and Frontier's talking animals campaigns.

Who are the Key Players in DRC

•Advertising agencies: department or separate direct-response company owned by the agency. •Direct marketing agencies: independent, full-service agencies specializing in direct response. •Service firms: printing, mailing, list brokering, data management. •Fulfillment houses: ensure that consumer requests are fulfilled in a timely manner.

Loyalty Programs

•Also called continuity or frequency programs, designed to increase repeat business and customer retention. •If effective, it leads to a customer retention strategy that ultimately increases brand loyalty. •Frequent-flyer and frequent-buyer programs are data-driven reward programs that help keep customers loyal. •Lifetime customer value estimates how much purchase volume companies can expect from various markets. •Knowing consumers' past behavior, you can decide what you want to spend to get them to purchase and repurchase. •You can track your investment by measuring the response.

Creative Thinking

•An idea is a thought or concept formed by mentally combining pieces and fragments into something meaningful. •Concepting is the process of coming up with a new idea. •Big Ideas are also called creative concepts. •Clichés are the most obvious examples of generic, nonoriginal, nonnovel ideas

Brainstorming

•Assemble a group of 6-10 people to generate ideas. •People and ideas play off of each other and stimulate more ideas than one could alone. •The group becomes an "idea factory." •Special processes or locations for brainstorming sessions can stimulate group creativity against a deadline. Techniques to create an original and unexpected idea: •What if? •An unexpected association •Dramatize the obvious •Catchy phrasing •An unexpected twist •Play on words •Analogy and metaphor •Familiar and strange •A twisted cliché •Twist the obvious *Exaggeration To prevent unoriginal ideas, avoid or work around: •The Look-Alike: Avoid copycat advertising that uses somebody else's great idea. •The Tasteless: Attempted twists on clichés usually don't work.

How are Consumer Promotions Used

•Awareness •Trial •Market share *Brand reminder and loyalty Trade promotions •Trade refers to all involved in the distribution channel: buyers, brokers, distributors, wholesalers, and others. •Sometimes referred to as channel marketing. •Provides trade members with information about the new product and its selling points. Common tools: •Retailer (dealer) kits •Trade incentives and deals •Contests •Point-of-purchase promotions *Trade shows and exhibits

Partnership Programs

•Comarketing involves manufacturers developing marketing communication programs with their retail accounts. •Cobranding occurs when two companies come together to offer a product. Example: Yoplait and Komen. •Tie-in and cross-promotion uses associations between complementary brands.

Event Marketing and Special Events

•Connects a sponsor with attendees at concerts, art exhibits, and sporting events. • An increasingly important component of integrated marketing communication. •Tactics: -Free samples or logo merchandise -Tickets and hospitality tents -Signage -Logos on tickets or in event ads

The Art and Science of IMC

•Creative strategy brings together the art and science of advertising. •A winning marketing communication idea must be: -creative (original, different, novel, unexpected) -strategic (right for the product and target; meets advertising objectives) •The message plan is a rational analysis of a problem and what's needed to solve that problem. •The message translates the planning decisions into a creative idea that is original, attention getting, and memorable. •In the 21st century, brand communication creatives must develop messages that won't get lost in the media explosion.

What is the Role of Creativity in IMC

•Creativity can be defined as the generation of fresh ideas and solutions to current problems or challenges. •You don't have to be an artist to be creative. Consider the invention of new products and services. •Creativity requires the ability to think like a problem solver and the courage to take risks and try something new. •Creativity is a product of teamwork between: -Account planners -Copywriters -Art directors -Social media and content directors •The team works together to generate concept, word, and picture ideas. •The creative director manages the creative process and plays an important role in focusing the strategy of ads. •They also make sure the creative concept is strategically on target. •Creative directors must be familiar with user experience (UX) design: interactive conversation about the brand.

The Database Marketing Process

•Data mining means sifting through information captured in a company's database to maintain customer relationships. •Information includes profiles based on demographics, lifestyle, and behavior as well as basic contact information. •Used for prospecting to find the most interested people. •Can also be used to spot trends and patterns in behavior.

Databases

•Databases are massive lists that keep track of current customers and prospects. •They include contact information as well as characteristics that predict willingness to respond. •Organizations that keep track of response behavior are better able to personalize their messages. •Using behavioral targeting, messages are designed based on what people have done in the past. •Messages targeted on behavior are more than twice as effective as general advertising in converting website visitors to buyers. •Databases can be searched, compiled, merged, and purged to create a list matching the profile of an ideal prospect.

Integrated Communication and Promotion

•Direct marketing was the first area of marketing communication to adopt an integrated marketing approach. •The challenge to direct marketers is to integrate all media platforms with a consistent brand voice that reflects brand integrity. •DRC programs seek precise use of the right media at the right time, with a measurable return on dollars spent. •Promotions should work within a mix of brand messages and experiences to build brand strength and presence. •When planned strategically, direct marketing and promotions add impact to an IMC campaign and increase its efficiency.

The Creative Leap

•Divergent thinking means exploring multiple possibilities rather than arriving at the "right" or logical conclusion. •It is the same as right-brain thinking, which is intuitive, holistic, artistic, and emotionally expressive thinking. •Left-brain thinking is logical, linear, and orderly. How can you become a more creative thinker who uses the right brain for divergent explorations? 1.Think about the problem as something that involves a mind shift. Look at a problem from a different angle. 2.Put the strategy language behind you. The creative leap means jumping from boring business language in a strategy statement to an original idea.

Sponsorships

•Here, companies support a sporting event, concert, or charity, either financially or by donating supplies and services. •Can be costly but they generate excitement for both consumer and trade audiences.

Event Marketing

•Here, marketers link a brand to an event. •The event showcases the brand, often with sampling, coupons, other incentives, and attention-getting stunts. •To succeed, the event must match the brand to the target market's lifestyle.

Strategic Formats

•Lectures -A series of instructions is given verbally. -Speaker presents evidence to persuade the audience. -A "talking head" delivers a lecture about a product. •Dramas -Funny or serious stories about how the world works. -Characters speak to each other and audience infers lessons from them. Psychological appeals •An appeal connects with some emotion that makes the product attractive or interesting. •Appeals might include: -Security -Esteem -Fear -Sex Sensory pleasure Selling premises •These strategies speak to the head with a sales message. •A selling premise uses a rational (head) approach that states the logic behind the sales offer. •The most important features or attributes must be identified. •A claim is a product-based strategy based on how well the product will perform. Rational customer-focused strategies: •Benefit: what the product does for the user. •Promise: benefit the user will get by using the product. •Reason why: the logic behind why you should buy. •Unique selling proposition (USP): a benefit unique to the product and important to the user. Other message formulas •Straightforward message •Demonstration •Comparison •Problem solution /product as hero •Humor •Slice-of-life •Spokesperson Teasers

Direct-Response Communication (DRC)

•Makes personal interaction between an organization and its customers or members possible. •Also referred to as direct-response marketing. •A multichannel business practice that uses a variety of media with customers and prospects who deal with each other directly. •DRC is all about action. •Business and nonprofits use it to reach key audiences and encourage them to respond in some way. •NGOs use DRC to generate donations, memberships, and volunteers. DRC opens opportunities for interactivity

Issues and Ethics: Privacy

•On social media, friends and associates can share information about you on all their online social networks. •Companies are increasing the amount of data they collect on customers, often without customers' awareness. •Tracking is enabled by "cookies" installed web browsers without user knowledge to monitor their online behavior. •The privacy paradox: you can't do narrow targeting without collecting personal information. •At what point is efficiency of targeting compromised by privacy concerns?

Translating Messages into Strategies

•Planners search for the best message design. •They consider the brand's marketing situation and the target audience's needs and interests. •Message design is not graphics; rather, it is problem solving.

Marketplace Changes

•Promotion delivers accountability: quick results that are easy to measure. •Consumers are less brand loyal and more willing to switch for a parity product. •Dominant retailers demand promotional support and incentives for shelf space. •Digital and other new, novel media have grown rapidly.

The Importance of Promotion

•Promotion is about the fun, creative, attention-getting ideas used to spur action and build strong brand relationships. •Promotions build excitement for charitable causes and marketing events. •Similar to direct-response communication, promotions engage customers and prospects on a personal level and encourage action. •Used in marketing-oriented programs to build demand, stimulate immediate action. •Use in public relations programs to create excitement and participation. •An organization can increase the value of its brand by offering something special. Sales promotion defined: "Activities and communication programs that build excitement in the market for a limited period of time to stimulate trial, increase consumer demand, or improve product availability." •Sales promotion prompts action by: -consumers -Sales representatives -The trade (distributors, retailers, and dealers) •Sales promotion affects demand by making the brand more attractive or interesting.

Demand: Push and Pull

•Pull strategy: creating or increasing customer demand so product is pulled through the channel. •Push strategy: convince channel members to carry the product and push its sales. •Common push strategy incentives: -Monetary bonuses -Dealer loader premiums -Advertising allowances -Display allowances Trade promotions are also used for: •Attention: point-of-purchase displays grab attention of shoppers in the store and stimulate impulse purchases. •Motivation: motivate trade members to cooperate with promotions and create enthusiasm among trade members. •Information: trade show displays give product information, and allow trade buyers to gather and compare products.

Adaption: Taking an Idea Global

•Standardizing the campaign across multiple markets works only if the objectives and strategic position are the same. •Otherwise, a creative strategy may call for a little tweaking of the message for a local market or even major revision. If the core targeting, positioning strategies are the same in different markets, the central creative idea may be used

Promotional Big Ideas

•The Big Idea is just as important for sales promotion as it is for advertising. •In many cases, the promotion is part of a bigger IMC plan. •Exciting and interesting promotional ideas must involve and capture the attention of the target market.

What's the Big Idea?

•The Big Idea or creative concept becomes a point of focus for communicating the message strategy. •Big Ideas can be risky because they are different and, by definition, untested. •Risky is good for edgy Big Ideas, but how far should one venture on the edge is a difficult question.

The Creative Brief

•The creative brief is a document summarizing the basic marketing and advertising strategy. •Creative strategy or message strategy is what the advertisement says. *Execution is how it is said. Key points in a typical brief: •Problem that can be solved by communication. •Target audience and key insights into their attitudes and behavior. •Brand position and other branding decisions, such as personality and image. •Communication objectives that specify the desired response to the message by the target audience. •Proposition or selling idea that will motivate the target to respond. •Media considerations about where and when the message should be delivered. •Creative direction that provides suggestions on how to stimulate the desired consumer response. •The Road Crew's creative brief: •Why are we advertising at all? To create awareness for an evening alternative ride service. •What is the advertising trying to do? Make the new ride service appealing to men in order to reduce the number of alcohol-related crashes. •What are their current attitudes and perceptions? "My car is here right now. Why wait? There are few options available anyway. I want to keep the fun going all night long." •What is the main promise we need to communicate? It's more fun when you don't have to worry about driving. •What is the key moment to which we tie this message? "Bam! The fun stops when I need to think about getting to the next bar or getting home." •What tone of voice should we use? The brand character is rugged, cool, and genuine. We need to be a "straight shooter" buddy on the barstool next to the target. Message objectives Consider the Facets Model of Effects: •See/hear: Create attention, awareness, interest, recognition. •Feel: Touch emotions and create feelings. •Think/understand: Deliver information, aid understanding, and create recall The Facets Model of Effects: •Connect: Establish brand identity/associations; transform a product into a brand with distinctive personality and image. •Believe: Change attitudes, create conviction, and preference. •Act/do: Stimulate trial, purchase, repurchase or some other form of action. Targeting •The target decision is key to planning a message strategy. •Target audience for Road Crew campaign: -21- to 34-year old single men with a high-school education and a blue-collar jobs. -They are responsible for most alcohol-related crashes; most likely to kill or be killed. Branding and positioning •Brand positions and brand images are built through message strategies, brought to life through advertising executions. •Salience means the brand is visible, has a marketplace presence, and the brand is important to its target market. •Brand salience is measured as top-of-mind awareness.

The Functions of Promotion

•The objective of advertising differs from sales promotion. •Over time, advertising builds brand equity by establishing a consistent image or feeling for a brand. •Sales promotions are more immediate, involving a finite time period. •In return for taking action, sales promotions offer the consumer something more tangible. •Often used with a new product launch to deliver trial. •Can make consumers more aware of brand, generate a trial, and persuade them to buy the product again. •Can push the product through the distribution channel by generating positive brand experiences among resellers and buyers. •Designed to motivate action among these audiences: -Consumer -Trade -Sales force •Many campaigns use separate message strategies for consumers or trade partners. •Payout planning estimates results and compares them with projected costs of the effort.

Consumer Promotions

•Used for such things as membership appeals for nonprofit organizations. •Intended to provide an incentive so that when people go into a store, they will look for a particular brand. •Primary strengths: variety, flexibility, and accountability. A price deal is a temporary price reduction, sale price, or giveaway to create excitement and drive demand. They include: 1.Cents-off deals 2.Prize-pack deals 3.Bonus packs 4.Banded packs Other types: •Refund or rebate •Sampling •Premiums •Coupons •Contests and sweepstakes •Specialty advertising *Swag