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CHAPTER 17: PROMOTION (The promotion mix: an overview (Advertising (paid…

- - - - Institutional advertising = enhance a firms image & builds its reputation
      - Primary - demand advertising
        = increase demand for all brands of a products
      - Selective - demand advertising
    - - Newspapers
      - Magazines
      - Direct mail
      - Yellow pages
      - Television
      - Radio
      - Internet
      - Social media
  - - - Boost sales
      - Reinforce advertising
      - Encourage trial of new product
      - Increases traffic in retail stores
      - Attract new customers
      - Build up reseller inventories
    - - Sample = free product given to encourage trial & purchase
      - Premium = gift in return for buying product
      - Coupon = reduces the retail price
      - Frequent-user incentives = program that rewards frequent purchases
      - Rebate = return of part of the purchase price (coupon) - low cost promotion method - launch new products
      - Point-of-purchase displays = promotional material designed to inform and encourage purchases
      - Trade shows = industry wide exhibits where many sellers display their products
      - Buying allowance = a temporary price reduction for purchasing specified quantities of the product
      - Cooperative advertising =manufacture pays a certain amount of the retailer's media cost for advertising the manufactures product
  - - - Event sponsorship
      - Publicity
        
        Feature article
        
        Captioned photograph
        
        News release
        
        Press conference
      - Written & spoken communications