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Chapter 14: Sales Promotion

Chapter Summary:

In this chapter we continue our discussion of promotion decisions by looking at a second promotional mix item: sales promotion. Sales promotions are used widely in many industries and especially by marketers selling to consumers. We show that the objectives of sales promotion are quite different than advertising and are specifically designed to encourage customer response. Coverage includes a detailed looked at promotions aimed at consumers, channel partners, and business-to-business markets. Finally, we will look at the trends shaping the sales promotion field.

Key Issues:

  • What is Sales Promotion?
  • Objectives of Sales Promotion
  • Classification of Sales Promotion
  • Consumer Sales Promotions
  • Trade Sales Promotions
  • Business-to-Business Sales Promotions
  • Trends in Sales Promotion

Links to Cited References:

(note: Some links may no longer be active, if this is the case check Accessing Marketing Stories for hints on accessing.)

  1. Myers, J., "JackMyers Media Spending 2006-2009 Estimates," JackMyers.com, September 15, 2007. http://www.jackmyers.com/commentary/9805012.html
  2. Holahan, C. "Cutting Costs with Online Coupon Sites," BusinessWeek, May 6, 2008. http://www.businessweek.com/technology/content/may2008/tc2008055_663529.htm
  3. Quinton, B., "Mobile Couponing on the Grow," Promo Magazine, July 1, 2008. http://promomagazine.com/mag/0701-mobile-couponing-growing/
  4. Averbook, A. "Nothing Like Free," Promo Magazine, July 1, 2007. http://promomagazine.com/sampling/marketing_nothing_free/
  5. "Text Message Sweepstakes: What Game Are You Playing?" AdLaw by Request, December 14, 2007. http://www.adlawbyrequest.com/abr_knowledge_base/publications.cfm?cit_id=2846
  6. MediaCart website. http://www.mediacart.com/index.html
  7. "The 2007 Estimate of Promotional Products Distributor Sales," Promotional Products Association International. http://www.ppa.org/NR/rdonlyres/CF9F685C-AA7F-421D-92A8-ADEBE630CFA2/0/2007SalesVolume.pdf
  8. Clancy, H. "Cyberspace Trade Shows Bring Action to the Desktop," New York Times, September 12, 2007. http://www.nytimes.com/2007/09/12/technology/techspecial/12show.html
  9. "From Clipping Coupons to Clicking on Them," MSNBC, January 13, 2008. http://www.msnbc.msn.com/id/22636774/
  10. O’Donnell, J., "Online Buyers Crack the Code on Deals," USA Today, April 4, 2008. http://www.usatoday.com/money/perfi/basics/2008-04-03-online-coupons-discounts_N.htm

 

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