3. LEARNING OBJECTIVE
At the end of the lesson, students should be able to :
Define Sales Promotion
Briefly explain the objectives of Consumer
Promotion
Describe each of the Consumer Promotion Tools.
Back to
school
5. Promotion Mix
The specific mix of
advertising,
personal selling,
sales promotion,
and public
relations a
company uses to
pursue its
advertising and
marketing
objectives.
6. Sales Promotion
Mass communication
technique that offers short-
term incentives to
encourage purchase or
sales of a product or
service.
7. Consumer-Promotion Consumer-Promotion
Objectives Tools
Entice Consumers to
Try a New Product Samples Coupons
Lure Customers Away
From Competitors’ Products Patronage
Price Packs
Rewards
Hold & Reward Loyal
Customers
Advertising
Specialties
Consumer Relationship
Building
8. Consumer - Promotion Tools
1. Samples
Are offers of a trial amount
of a product.
Sampling is the most
effective but most
expensive.
9. 2. Coupons
Are certificates that
give buyers a saving
when they purchase
specified products.
Ex: RM 5 off the regular
price that will apply to a
new product (Discount
on full price will
encourage product
trial)
10. 3. Price packs
Offer consumers savings off
the regular price of a
product.
Price packs can be single
packages sold at reduced
price (such as two for the
price of one) OR two related
products banded together
Ex: Toothbrush and
toothpaste
11. 4. Patronage Rewards
Cash or other
rewards offered for
the regular use of a
certain company’s
products or services.
Ex: Membership
card collecting points
to redeem with
items.
12. 5. Advertising Specialties
Are useful articles imprinted with an
advertiser’s name given as a gifts to
consumers
Ex: Items included pen, key chain,
goody bags, t-shirts, caps and coffee
mugs.
13.
14. Exercise :
DESCRIPTION CONSUMER PROMOTION TOOL
Articles imprinted with an advertiser’s name given Advertising Specialties
as a gifts to consumers
Single packages sold at reduced price (such as two Price Packs
for the price of one) OR two related products
banded together
Trial amount of a product. Sample
Certificates that give buyers a saving when they Coupons
purchase specified products.
Cash or other rewards offered for the regular use Patronage Rewards
of a certain company’s products or services
15. ASSIGNMENT
Marketing Project:
To fulfill the requirement of this subject, each group are
required to prepare ONE product to be marketed to your
selected target market.
Each group must apply any type of Consumer Promotion Tool
to market their product
Details of the assessment will be disclosed on our next class.
