Communication Plan

Communication and Purchase Process

Sales PromotionSales Promotion

• Sales promotions are sales activities Sales promotions are sales activities that supplement both personal that supplement both personal selling and marketing, coordinating selling and marketing, coordinating the two, and helping to make them the two, and helping to make them effective.effective.

• Point-of-purchase advertisingPoint-of-purchase advertising

• PremiumsPremiums

• Specialty advertisingSpecialty advertising

• CouponsCoupons

• SamplingSampling

• DealsDeals

Forms of Sales PromotionForms of Sales Promotion

• Event marketingEvent marketing

• Sweepstakes and contestsSweepstakes and contests

• Cooperative advertisingCooperative advertising

• Trade shows and exhibitsTrade shows and exhibits

• Directories and Yellow PagesDirectories and Yellow Pages

• Trade IncentivesTrade Incentives

Forms of Sales Promotion Forms of Sales Promotion (continued)(continued)

Displays prepared by the Displays prepared by the manufacturer for use manufacturer for use where the product is soldwhere the product is sold

Point-of-Purchase AdvertisingPoint-of-Purchase Advertising

An item other than the product, given to the purchaser as an inducement to An item other than the product, given to the purchaser as an inducement to buy.buy.

PremiumsPremiums

Specialty Specialty AdvertisingAdvertising

A gift given to a customer to encourage a A gift given to a customer to encourage a purchase.purchase.

• Difference between premiums and Difference between premiums and specialties:specialties:– Advertising specialties are imprinted Advertising specialties are imprinted

with the advertiserwith the advertiser’’s name, logo, or s name, logo, or short advertising messageshort advertising message

– Specialties are given with no Specialties are given with no obligation on the part of the obligation on the part of the recipientrecipient

Coupons are the most Coupons are the most popular form of sales popular form of sales promotion. promotion.

CouponsCoupons

• Introducing/promoting a Introducing/promoting a merchandise by distributing a merchandise by distributing a miniature or full-size trial miniature or full-size trial package of the product free package of the product free

or at a reduced price.or at a reduced price.

SamplingSampling

Promotion Promotion sponsored in sponsored in connection with connection with some special event, some special event, sports, music sports, music concert, etc.concert, etc.

EventEvent Marketing Marketing

Product LicensingProduct Licensing

•Commercial relationships with movies, Commercial relationships with movies, television shows, cartoon characters, etc.television shows, cartoon characters, etc.

• Sweepstake: Prize Sweepstake: Prize winners are determined winners are determined by chance aloneby chance alone

• Contest: Winners are Contest: Winners are selected on the basis of selected on the basis of skillskill

Sweepstakes Sweepstakes and Contestsand Contests

– Vendor ProgramsVendor Programs– Ingredient Manufacturer Co-opIngredient Manufacturer Co-op– Manufacturer to Wholesaler Co-opManufacturer to Wholesaler Co-op

Cooperative AdvertisingCooperative Advertising

National firm pays 50% of cost for most co-op advertising; some at 100%

• Are most successful for sponsors Are most successful for sponsors with high brand recognitionwith high brand recognition

Trade Shows Trade Shows and Exhibitsand Exhibits

• Yellow PagesYellow Pages

• The Yellow Pages IndustryThe Yellow Pages Industry

DirectoriesDirectories and Yellow Pagesand Yellow Pages

• Press ReleasePress Release

• Video News ReleaseVideo News Release

• Social MediaSocial Media

PRPR