Chapter 18
                        Chapter 18
 •
 •Consumer and Trade Sales Promotion
    Consumer and Trade Sales Promotion
    Consumer and Trade Sales Promotion
    Consumer and Trade Sales Promotion
                                     
 1-2                                 Copyright © 2004 by The McGraw-Hill Companies, Inc.  All rights reserved.
  McGraw-Hill/Irwin
            After studying this chapter 
                you should be able to:
        • Explain the role and significance of sales 
          promotion in the marketing communications 
          mix.
        • Understand why sales promotion expenditures 
          account for a significant portion of many firms’ 
          marketing communications budgets.
        • Discuss the objectives and techniques of 
          consumer sales promotion.
                                  
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          After studying this chapter 
             you should be able to:
       • Discuss the objectives and techniques of 
         trade sales promotion.
       • Explain the limitations of sales promotion.
       • Realize how deceptive and fraudulent 
         sales promotion victimizes both 
         consumers and marketers.
                             
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             The Role of Sales Promotion
            •  Sales Promotion:
                – Consists of media and non-media marketing 
                   communications employed for a predetermined, 
                   limited time to stimulate trial, increase consumer 
                   demand, or improve product availability.
                                           •   Consumer Sales 
                                               Promotion:
                                                – Directed at Consumers
                                           •   Trade Sales Promotion:
                                                – Directed at Resellers
                                            
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     The Significance of Sales Promotion
      The Significance of Sales Promotion
                            Sales Promotion 
                              Expenditures
                            Consumer Factors
                            Impact of Technology
                            Increased Retail Power
                             
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