Marketing Communications

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Marketing Communications
Sales Promotion And Publicity

DEVICES FOR PROMOTING MIDDLEMEN

1. Regular distributor and dealer’s sale meeting with the producer


2. Point-of-purchase material such as posters, banners, price cards, signs and displays


3. Trade shows and exhibitions


4. Publications about the company or product distributed to middlemen.


5. Sales contest among distributors, dealers, and their sales people.


6. Push contest – monetary incentive offer to retail sales people to push a particular line
   or brands


7. Dealer loader – a premium given to retailers for buying a specified amount of a product.


8. Business catalogues


9. Trade deals such as buying allowance, advertising and display allowance, free goods
   and others

DEVICES FOR PROMOTING TO CONSUMERS

There are two types of promotion devices:

1. Promotion that reach consumers in retail stores


2. Promotion that reach consumer at home

RETAIL STORE SALES PROMOTION DEVICES

1. Packing which protects the products communicates and promotes the products’ benefit to
   consumers


2. In store demonstration, carried out by paid employees of the manufacturer in selected stores.


3. Premiums which are free offer or merchandise or low cost product reward for buyers of a
   particular brand


4. Price-off promotions which gives specified amount off retail prices of a product

HOME SALES PROMOTION DEVICES

1. Sampling of products which are given as free trail


2. Coupon – certificate that consumers can present for redemption at a retail store for more
   specified quantity of the product free or specified money


3. Money refund offers which returns a sum of money by mail to consumers who mail in
   proof of purchase of a particular product to the manufacturer.


4. Contests and sweepstakes such as prizes, raffles and others. (Dwyer and Tanner, 1999;
   Mason and Mayer, 1984)