MRKT 453 Lecture Notes - Lecture 10: Sales Promotion, Promotional Mix, Direct Marketing
26 May 2016
School
Department
Course
Professor
Document Summary
Ask bob if we"re switching final presentation dates as well!!!! Can present either both presentations or just one. A short term incentive to change behaviour (usually to drive sales, but not always) Often in the form of a price discount. Sales promotion is a tool of the promotional mix, which includes advertising, digital marketing / participation, direct marketing, public relations / publicity, personal selling, and sales promotion. Rebates: buy something and then send that something in, you can get something back. Contest: submit work and the winner is selected. Looking only at coupons in the us, more than 250 billion coupons are distributed each year! Managers are under pressure for short-term profits (quarterlies) Promotions cost less and deliver tangible results measurability. Eg. when you scan a coupon, you can measure how effective they are at incentivizing actual purchase. Evaluation is easy (b/c we"re dealing with a quantifiable/measurable number) and quick (b/c there"s usually an immediate response).
