STC 114 Lecture Notes - Lecture 17: Loyalty Program, Mass Distribution, Loyalty Marketing

• School: University of Miami
• Department: Strategic Communication
• Course: STC 114
• Professor: Kay Snell

Document Summary

When a marketer increases the value of its product or brand by offering an extra incentive to purchase it. Promotions cost less and deliver tangible results. Evaluation is easy and quick because there is usually an immediate response. It"s easier to (cid:272)o(cid:373)pute retur(cid:374) o(cid:374) i(cid:374)(cid:448)est(cid:373)e(cid:374)t (cid:894)roi(cid:895). Targeted to brokers, distributors, wholesales, dealers, franchisees, retailers, etc. Dire(cid:272)ted at a (cid:272)o(cid:373)pa(cid:374)y"s salespeople to (cid:373)oti(cid:448)ate them to increase their sales consumer and trade promotion. Price-pack deals (i. e. prize in cereal box) Bonus packs: additional amounts of the product free (i. e. 25% more) A certificate that entitles consumers to an immediate price reduction. Marketer"s offer to retur(cid:374) a (cid:272)ertai(cid:374) a(cid:373)ou(cid:374)t of (cid:373)o(cid:374)ey to the (cid:272)o(cid:374)su(cid:373)er duri(cid:374)g a spe(cid:272)ifi(cid:272) time. Allowing the consumer to try the product or service. Sampling location: if you (cid:449)a(cid:374)t to rea(cid:272)h (cid:862)health (cid:272)o(cid:374)s(cid:272)ious(cid:863) (cid:272)o(cid:374)su(cid:373)ers for your (cid:374)e(cid:449) Prese(cid:374)ts the (cid:271)ra(cid:374)d"s (cid:374)a(cid:373)e o(cid:374) so(cid:373)ethi(cid:374)g that is gi(cid:448)e(cid:374) a(cid:449)ay as a re(cid:373)i(cid:374)der. Examples: key chains, pens, calendars, tote bags, coffee mugs.