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Sales Promotion And Publicity
FACTORS AFFECTING RETAILER ABILITY TO SELL
- The type of store
- The nature of the product line carried.
- The character of the market served.
FACTORS AFFECTING RETAILER wILLINGNESS TO SELL
- The strategies and objectives of retailers.
- The division of the selling task and the margin of payment.
- The type and extent of manufacturer’s help provided.
- The nature of competition.
DEVELOPING THE SALES PROMOTION PROGRAMME
The main decision areas in developing a sales promotion programme include:
- Size of incentive
- Conditions for participation
- Distribution vehicle for promotion
- Duration of promotion
- Timing of promotion
- Overall budget for promotion
• SIZE OF INCENTIVE: the marketer must decide the most cost effective size of the
incentive, based on the assumption that sales response will increase with the size of the
incentive.
• CONDITIONS FOR PARTICIPATION: decision must be taken on the condition for
participation. For example, a premium offer may be made available to anyone or only
to those who turn in the products containers or other evidence of consumption.
• DISTRIBUTION VEHICLE FOR PROMOTION: the marketer must decide how to
promote and distribute the promotion programme to the target audience.
• DURATION OF PROMOTION: length of the period of sales promotions to be run
must be evaluated and decided. If promotion offered runs for too short a period, many
prospects would not have a chance to participate, since they might not be repurchasing
at the time promotion is running. If the promotion runs for a long period, then the
customers may begin to view the promotion effort as a long-term price concession and
the deal will lose some of its “act now” effects and also raise questions about the brand’s
quality in the minds of consumers.