Integrated Marketing Communications
(IMC) Final Exam
Sales promotions and characteristics - Question and answersAny incentive that is
additional to the basic benefits provided by the brand and temporarily changes its
perceived price or value
-Short-term oriented
-Capable of influencing behavior b/c it offers buyers superior value and can make them
feel better about the buying experience
Sales promotions examples - Question and answersConsumer: samples, coupons,
premiums, contests, sweepstakes, etc.
Trade: buying allowances, push money, advertising allowances, display allowances,
trade shows
Sales force: sales contests, bonuses, meetings, POP displays
Purposes of sales promotion - Question and answers- To induce trade
(wholesalers/retailers) or consumers to buy a brand
-To encourage the manufacturers sales force to sell a brand aggressively
-To encourage immediate, desired shopping and purchasing behaviors from consumers
-To encourage people to increase their donations to nonprofits now rather than later
Advertising spending - Question and answersAdvertising expenditures have declined in
recent years while promotion spending has increased
-Encourage the sales force
What types of companies use sales promotions - Question and answers-Mature
brands?
How sales promotions relates to push strategies - Question and answersUsing
promotional efforts to push product through the selling chain
-Push retailers to sell
How sales promotions relates to pull strategies - Question and answersUsing consumer
advertising to pull product through the channel of distribution
-Pull consumers in
Who are the targets/audiences for brand promotions and how this relates to push vs.
pull - Question and answersEncourage = sales force
Push = retailers
Pull = consumers
, What has led to growth in sales promotions - Question and answers-Shift in balance of
power from manufacturers to retailers
-Increased brand parity and price sensitivity
-Reduced brand loyalty
-Splintered mass market reduced media effectiveness
-Emphasis on short term results in corporate reward structures
-Responsive consumers
Sales promotions CAN... - Question and answers-Stimulate sales force enthusiasm for
a new, improved, or mature product
-Invigorate sales of a mature brand
-Facilitate the introduction of new products to the trade
Sales promotions CAN... - Question and answers-Increase on and off shelf
merchandising space
-Neutralize competitive advertising and sales promotions
-Obtain trial purchases from consumers
Sales promotions CAN... - Question and answers-Hold current users by encouraging
repeat purchases
-Increase product usage by loading consumers
-Preempt competition by loading consumers
-Reinforce advertising
Sales promotions CANNOT... - Question and answers-Compensate for a poorly trained
sales force or for a lack of advertising
- Give the trade or consumers any compelling long-term reason to continue purchasing
a brand
-Permanently stop an established brands declining sales trend or change the basic non-
acceptance of an undesired product
Problems with an excessive emphasis on sales promotion - Question and answers-
Damage image of product
-Diminish brand loyalty
-Reduce consumption
Examples: Kohl's, Justice for Girls
Brand management objectives of sales promotions - Question and answers(influencing
consumer behavior)
-Generate purchase trial and re-trial for new customers
-Encourage repeat purchases for current customers
-Reinforce brand image
Consumer rewards provided by sales promotions - Question and answers-All promotion
techniques provide consumers w/ rewards (benefits, incentives, inducements)
-They encourage certain forms of behavior
(IMC) Final Exam
Sales promotions and characteristics - Question and answersAny incentive that is
additional to the basic benefits provided by the brand and temporarily changes its
perceived price or value
-Short-term oriented
-Capable of influencing behavior b/c it offers buyers superior value and can make them
feel better about the buying experience
Sales promotions examples - Question and answersConsumer: samples, coupons,
premiums, contests, sweepstakes, etc.
Trade: buying allowances, push money, advertising allowances, display allowances,
trade shows
Sales force: sales contests, bonuses, meetings, POP displays
Purposes of sales promotion - Question and answers- To induce trade
(wholesalers/retailers) or consumers to buy a brand
-To encourage the manufacturers sales force to sell a brand aggressively
-To encourage immediate, desired shopping and purchasing behaviors from consumers
-To encourage people to increase their donations to nonprofits now rather than later
Advertising spending - Question and answersAdvertising expenditures have declined in
recent years while promotion spending has increased
-Encourage the sales force
What types of companies use sales promotions - Question and answers-Mature
brands?
How sales promotions relates to push strategies - Question and answersUsing
promotional efforts to push product through the selling chain
-Push retailers to sell
How sales promotions relates to pull strategies - Question and answersUsing consumer
advertising to pull product through the channel of distribution
-Pull consumers in
Who are the targets/audiences for brand promotions and how this relates to push vs.
pull - Question and answersEncourage = sales force
Push = retailers
Pull = consumers
, What has led to growth in sales promotions - Question and answers-Shift in balance of
power from manufacturers to retailers
-Increased brand parity and price sensitivity
-Reduced brand loyalty
-Splintered mass market reduced media effectiveness
-Emphasis on short term results in corporate reward structures
-Responsive consumers
Sales promotions CAN... - Question and answers-Stimulate sales force enthusiasm for
a new, improved, or mature product
-Invigorate sales of a mature brand
-Facilitate the introduction of new products to the trade
Sales promotions CAN... - Question and answers-Increase on and off shelf
merchandising space
-Neutralize competitive advertising and sales promotions
-Obtain trial purchases from consumers
Sales promotions CAN... - Question and answers-Hold current users by encouraging
repeat purchases
-Increase product usage by loading consumers
-Preempt competition by loading consumers
-Reinforce advertising
Sales promotions CANNOT... - Question and answers-Compensate for a poorly trained
sales force or for a lack of advertising
- Give the trade or consumers any compelling long-term reason to continue purchasing
a brand
-Permanently stop an established brands declining sales trend or change the basic non-
acceptance of an undesired product
Problems with an excessive emphasis on sales promotion - Question and answers-
Damage image of product
-Diminish brand loyalty
-Reduce consumption
Examples: Kohl's, Justice for Girls
Brand management objectives of sales promotions - Question and answers(influencing
consumer behavior)
-Generate purchase trial and re-trial for new customers
-Encourage repeat purchases for current customers
-Reinforce brand image
Consumer rewards provided by sales promotions - Question and answers-All promotion
techniques provide consumers w/ rewards (benefits, incentives, inducements)
-They encourage certain forms of behavior
