130. TRADE PROMOTIONS Performance Allowances: Co-op Advertising Defray cost of media TV, Radio, Print Must mention/display brand
131. TRADE PROMOTIONS Performance Allowances: POP = Point of Purchase Creative supplied by manuf. Bins, posters, clings Shelf talkers/danglers Often go unused
132. TRADE PROMOTIONS Performance Allowances: Trade Shows/Sales Mtgs Hospitality Suites Show deals Meal/Break Sponsorships Invite Trade to Corp Mtg
133. PUBLIC RELATIONS ROLES: Promote understanding of policies Combat negative images & publicity Correct misconceptions Encourage positive discussion Advise & train executives Do something good & talk about it
134. PUBLIC RELATIONS TYPES: News Stories New Products Situation Updates Interviews Access behind the scenes
135. PUBLIC RELATIONS TYPES: Press Kits Newsletters Pamphlets Brochures Annual reports Info Hot Lines
164. DIRECT MARKETING OFFERS Creating an Offer Top Ten: 8. Time Limits - Also creates sense of urgency - Entertainment Books 7. Incentives - Should add value not detract - Free Low cost gifts work well
165. DIRECT MARKETING OFFERS Creating an Offer Top Ten: 6. Credit Options - Sales Increase with Credit Cards - Can hold merch. until charge clears 5. Future Obligation - Continuity – Books, DVD’s - First one = low price - Then auto send at higher price
166. DIRECT MARKETING OFFERS Creating an Offer Top Ten: 4. Optional Features - Colors - Sizes - Personalization (monograms) 3. Units - Smaller units (1 or 2) get more response
167. DIRECT MARKETING OFFERS Creating an Offer Top Ten: 2. Shipping & Handling - Mail orders usually include - TV offers usually add And the #1 factor in creating a direct marketing offer is…………