Marketing Communications

378 CHAPTER 12 BRAND ACTIVATION Promotions can be used to increase market size, as such, by stimulating the use of an entire pro ...

CONSUMER PROMOTIONS 379 For existing products, it is useful to keep the trade channel motivated to sell the brand. Trade promoti ...

380 CHAPTER 12 BRAND ACTIVATION Photo 12.1 Sampling brochures from Debenhams Source : Getty Images. the consumer is that the pri ...

CONSUMER PROMOTIONS 381 On the other hand, there are a number of disadvantages, the most important being the potential damage to ...

382 CHAPTER 12 BRAND ACTIVATION the primary objective of a couponing action. If the consumer is not price-sensitive, he or she w ...

CONSUMER PROMOTIONS 383 Cash refunds are discounts off ered to the consumer by means of refunding part of the purchase price aft ...

384 CHAPTER 12 BRAND ACTIVATION Source : Alamy Images: Alex Segre Product promotions In product promotions the consumer is off e ...

CONSUMER PROMOTIONS 385 Although consumers prefer promotions to the regular offering, not all promotions are equally liked. Rese ...

386 CHAPTER 12 BRAND ACTIVATION The relatively small Dutch beer brand Bavaria managed to attract quite some attention during the ...

CONSUMER PROMOTIONS 387 Finally, self-liquidators or self-liquidating premiums are presents that can be obtained in exchange for ...

388 CHAPTER 12 BRAND ACTIVATION Trade promotions Diff erent promotion tools can be used to motivate the trade. Th ey are summari ...

TRADE PROMOTIONS 389 Th e dealer adds an agreed-upon percentage to the fund, and uses it to advertise the brands of the manufact ...

390 CHAPTER 12 BRAND ACTIVATION promotions can have a negative effect on the medium-term image of the brand because consumers re ...

SALES PROMOTIONS RESEARCH 391 Sales promotions research Sales promotions can be pre- and post-tested. Sales promotions pre-testi ...

392 CHAPTER 12 BRAND ACTIVATION Th is type of analysis will also reveal potential ‘sawtooth’ eff ects, which follow the ‘post- p ...

POINT-OF-PURCHASE COMMUNICATIONS 393 judged on the basis of the size of the positive diff erence between the extra sales during ...

394 CHAPTER 12 BRAND ACTIVATION Figure 12.8 Percentage of people making at least one decision in-store Source : Based on Ogilvy ...

POINT-OF-PURCHASE COMMUNICATIONS 395 POP communications are most eff ective when they form part of an integrated commu- nication ...

396 CHAPTER 12 BRAND ACTIVATION Objectives and target groups of POP communications POP communications can serve several objectiv ...

POINT-OF-PURCHASE COMMUNICATIONS 397 material can also inform consumers. Detailed information on a DVD recorder or a computer ca ...