1、,Sales Promotion II: trade promotion, 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin,15,Encourage retailers to display existing brands,Maintain trade support for existing products,Obtain distribution of new products,Trade-Oriented Sales Promotion Objectives, 2007 McGraw-Hill Companies, Inc., Mc
2、Graw-Hill/Irwin,Objectives,Trade Shows,Trade Shows,Contests and Incentives,Contests and Incentives,Trade Allowances,Point-of-Purchase Displays,Sales Training Programs,Cooperative Advertising,Types of Trade-Oriented Promotions, 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin,Buying Allowances,Pro
3、motional Allowances,Slotting Allowances,Buying Allowances,Promotional Allowances,Trade Allowances,Point-of-Purchase Displays,Sales Training Programs,Slotting Allowances,Problems with Trade Allowance,Forward buyingDivertingEvery day low pricing (EDLP) is one way to rectify trade allowance problems, 2
4、007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin,Display Distributed to Retailers Used to Call Customers Attention to Product PromotionsMany product-and-brand choice decisions are made at this time$15 billion business,Point-of-Purchase Displays,Point-of-Purchase Materials,Permanent P-O-P,Temporary
5、 and Semipermanent P-O-P,In-Store Media,displays intended for sixmonths or more,Point-of-Purchase Displays,Permanent displayfor Sesame Streettoys,Point-of-Purchase Displays,Permanent displayfor Kodak film,Point-of-Purchase Materials,Permanent P-O-P,Temporary and Semipermanent P-O-P,In-Store Media,di
6、splays intended for sixmonths or more,displays intended for fewer than six months,Point-of-Purchase Displays,Semipermanent display,Point-of-Purchase Displays,Temporary display,Point-of-Purchase Displays,Temporary displayfor Michelob beer,Point-of-Purchase Materials,Permanent P-O-P,Temporary and Semi
7、permanent P-O-P,In-Store Media,displays intended for sixmonths or more,displays intended for fewer than six months,executed by a third party (P-O-P radio, shopping cart ads, shelf talkers, coupon dispensers, etc.),Point-of-Purchase Displays,ActMedia shelf talkin-store advertising,Point-of-Purchase D
8、isplays,ActMedia in-storeadvertising cart,Types of Cooperative Advertising, 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin,CooperativeAdvertising,The “Intel Inside” campaign is an example of ingredient-sponsored cooperative advertising,The Sales Promotion Trap, 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin,1,2,3,4,
