1. ADV 435 Chapter8 IMC

3. Creating

4. Integrating

6. Sales Promotion

7. PR/EventsDelivered to brand’s customers/prospects

10. Target: Bulls eye logo web, credit card

11. Aflac: Duck appears somewhere

14. Brand Switchers

16. Buy Largest Quantities or most often

17. Do NOT switch if unavailable

19. Swayed by:

20. Promos

21. Incentives

22. Just a change

24. Goal = Initiate trial & some conversion:

25. First to “Switchers”

27. Short term impact

28. May increase consumer expectations for more

29. Why pay full price…just wait for coupons

30. Should reinforce ad message

32. building sales vs. image

35. Coupons - Refunds

36. Rebates - Bonus Packs

37. Premiums - Event Sponsorships

38. Contests - Price-offs (days, weeks, months)

40. Dealer Contests ($, gifts, trips)

41. Co-op Ad Support

42. Trade Show Specials

43. Spiffs (cash to sales force)

44. Display Allowances

45. POP Material

47. Retention

48. Increase Sales

49. Reinforce Advertising

50. Build Trade Support

52. Coupons

54. Recipes

55. Calendars

57. Special Sizes (larger, travel, pocket)

59. SALES PROMOTION Build Trade Support Increase Distribution Increase Exposure Motivate Retailers

60. SALES PROMOTION Generate Excitement Starts with Sales Force Incentives on: Models Sizes Flavors/Scents

62. Mail or Door Hanger

63. Magazine/Newspaper Insert

64. Demonstration

65. Attached to other product

67. Target geographically

68. Retailer can double/triple

69. Low redemption rates

70. Retail stock level varies

72. Use cut marks

73. FSI’s will perforate

74. Face Value & Expiration Date must be clear

75. UPC and Coupon code to track

76. Package & Logo on coupon

78. Happy Meals

79. Cracker Jack

80. Cereals

81. In/On Pack = Immediate reward

83. Fragrance sets with bags

84. BBQ sets

85. Continuity Plans

86. Frequent Flyer

87. Hotel Guest

89. Mail in for check

90. Mail in for debit card (w/co-marketer)

91. Provides Data Base

92. Time period between purchase & receipt affects redemption

93. Longer lapse, less redemption

95. Avoid Purchase (lottery)

96. Contests involve skill or judging

97. Less appealing

99. Two for One plus slight premium

101. Positive Correlation to brand

102. Sports

103. Local Festivals

104. Civic Organizations

105. Entertainers

107. Help one, help all

108. Local Causes

110. New products die w/o distribution

113. Reduces ad budget

114. May reduce # facings

115. Reduce/Eliminate certain

116. Flavors

117. Scents

119. Restricted by Time & # Orders

120. Can reduce invoice price 5%-25%

122. Two/10, net/30 or net 60

124. Buy 10 cases get one free

125. Listing Advertising

127. TRADE PROMOTIONS Performance Allowances: POP

128. TRADE PROMOTIONS

129. TRADE PROMOTIONS Performance Allowances: Advertising Allowances Weekly Circular Product Position Package Logo

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

136. PUBLIC RELATIONS TYPES: Staged Events Trade Shows Celebrities Sponsorships

137. PRODUCT PUBLICITY Informing how to select, buy & use the product Technology High End New/Different Risky Complicated

139. Print

140. Internet

141. Broadcast/Cable/Radio

142. News

144. Information

146. Can tie Celebs/Politicians to brand in positive way

149. Internet

151. Offer

152. Media

153. Target

155. Home grown

157. Demographics

158. Purchase Patterns

159. Frequency

160. Timing (recent?)

161. Amount in units & $$$

162. Location – Where? How? Online?

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…………

170. Focus on Human Nature & Self Interest

171. Provide Information

174. Avoid confusion – less is more

177. Fine Print

178. Asterisks

179. Disclaimers

181. SPECIAL

182. GLAD

183. UNIQUE