Sales Promotion

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Chapter 16

• Sales Promotion

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Chapter 16 Learning Objectives

• Identify consumer- and trade-oriented sales
  promotion vehicles.
• Understand the classifications of
  consumer-oriented sales promotions.
• Identify the components of a successful
  trade-promotion program.
• Explain the three types of cooperative
  advertising.

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Sales Promotion Vehicles
Consumer-Oriented
Trade-Oriented
Samples
Contests, dealer incentives
Coupons
Trade allowances
Premiums
Point-of-purchase displays
Contests/sweepstakes
Training programs
Refunds/rebates
Trade shows
Bonus packs
Cooperative advertising
Price-offs
Event sponsorship
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Classifications of Sales Promotions
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Successful Trade-Promotion Program

• Financial incentive
• Correct timing
• Minimize retailers effort/cost
• Quick results
• Improve retailer performance

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Cooperative Advertising

• Horizontal
• Ingredient-sponsored
• Vertical