To be successful, an advertiser, marketing executive, or promotion manager should have knowledge of the components of public relations, advertising, personnel selling, and sales promotion. This total system is referred to under the umbrella term:
The key to successful marketing communication is determining the purposes and objectives of advertising, sales promotion, and other components and how best to coordinate and integrate these objectives.
When it comes to promotion strategy, in-depth situation analyses and strategy development can help determine the incentive needed, the type of promotion likely to have the greatest appeal, and the media required to reach the desired audience.
In a total promotion budget, the long-term trend is that almost half of the dollars allocated go to consumer advertising and only about 25 percent goes to both trade promotions and consumer sales promotions.
Premiums, one of the oldest and largest categories of sales promotion, usually involve programs in which merchandise such as writing instruments, calendars, and clothing is given to customers in exchange for a purchase or some other action.
The main reason for the failure to fully use co-op is primarily a result of a lack of knowledge on the part of retailers as to how to use them or an unwillingness to meet the restrictions dictated by manufacturers.
In trade promotions, manufacturers put money into incentives designed to motivate members of the distribution?-wholesalers, retailers, and even company sales personnel-to increase sales, productivity, and morale.
The organization that handles, organizes, and responds to requests for merchandise is referred to as a(n)________; they are often used in marketing to handle coupon processing, and contest and sweepstakes responses.