sales promotion, point-of-purchase advertising, and support media
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15. Sales Promotion, Point-of-Purchase Advertising, and Support Media. Coordination Challenge. Directories. Events. Television. Internet. Billboards. Magazines. Branded Entertainment. Transit. Radio. Traditional Support Media. - PowerPoint PPT PresentationTRANSCRIPT
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Sales Promotion, Point-of-Purchase Advertising, and Support Media
15
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Coordination ChallengeDirectoriesEvents
Transit
Billboards
Television
BrandedEntertainment
Magazines
Internet
Radio
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Traditional Support Media• Purpose: To reinforce or extend a
message being delivered through other media– Signs, billboards– Transit– Aerial– Specialty– Directory
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Outdoor Signage and Billboards• Advantages
– Wide local exposure
– Captivating– Around-the-clock
exposure– Address an
immediate need or desire
• Disadvantages– Message limits– Location affects impact– Relatively expensive– Criticized by environmental groups
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Transit Ads• Transit Ads
– Urban environments– Demographic segmentation– Timely to purchase– Build brand awareness
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Aerial Ads• Aerial Ads
– Blimps increasingly common– Common at sporting events– Networks are in control
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What is Vehicle Wrapping?• Vehicle wrapping is a form of outdoor advertising
• Digitally-generated graphics are printed on vinyl, and subsequently “wrapped” onto vehicles
• Has become an international advertising medium
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Outdoor Advertising - An Overview
• U.S. advertisers spent $4.8 billion on outdoor media in 1999
• Outdoor ads represent 2% of all advertising media
• Growing approximately 10% per year
• Growth is faster than:– Total Advertising Expenditures– Gross Domestic Product (GDP)
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The Power of the Personal Vehicle
• Spends two hours per day in a car• Averages 48 miles per day on the weekends• Makes four or five trips each day
• 125 million Americans commute to work daily• Daily trips have increased by 110% since 1970• Total number of cars on the road is up over 174%• Motorists travel 3.4 trillion miles each year
The Average Person:
Source: Federal Highway Administration
Outdoor Advertising Association of America (OAAA)
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Wrapping for the Advertiser
• Advertisers approach trucking companies, dealerships, etc. to “use” their vehicle(s)
• Costs from $500 to $2500 to wrap an automobile
• The use of vinyl technology has made the medium more cost effective
• Aids in helping build awareness or maintain brand image
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Continued . . .
• Global Positioning System (GPS)– Satellite-based tracking system
– Installed by plugging device into cigarette lighter
– Provides 24-hr., three dimensional position, velocity and time information
– Updates data every four minutes
– Is key in determining OTS (opportunity to see)
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Wrapping for the Consumer
Companies such as Autowraps, Media Vehicles and Ads on Wheels are designed to accommodate people
who would like to have their vehicle wrapped
http://www.adsonwheels.com
http://www.autowraps.com
http://www.mediavehicles.com
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Continued. . .Three Types of Vehicle Wrapping
• Full Wrap– Covers entire exterior, including windows– Driver is paid $450 max per month
• Decal Graphic– Requires only 50%exterior coverage, usually a
large graphic or text image– Driver is paid $250 max per month
• Window Wrap – Covers two rear windows and back windshield– Driver is paid $150 max per month
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Maintenance
• Takes 8 hrs for full wrap
• Takes 4 hrs for decal and/or window wrap
• Installation takes place within 30 mile radius of driver
• Driver is asked to provide proof of insurance, a DMV report, and sign agreements
• Required to drive approx. 1000 hours per month
• Meet with field monitor for a monthly inspection, and to switch out GPS system
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Businesses - Advantages• Can provide exposure in urban areas and on the
interstate
• Allows for outdoor advertising where no billboard space exists
• Have the ability to entertain, educate and inform
• Geographic and demographic flexibility
• This form of advertising is less intrusive and annoying than other forms
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Businesses - Disadvantages
• Must maintain message control – Social Responsibility– I.e. “Make 7…Up Yours”
• Cannot be used as the sole promotional tool– Component of an overall communications mix
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Consumer - Advantages
• Generate extra income
• Low-end and high-end cars are used
• Some companies are willing to donate their wrapped vehicles if motorists will drive them
• Great for those with no mode of transportation
• Some companies sell their wrapped vehicles at special discount rates
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Consumer - Disadvantages
• Too eye-catching for the open road
• “Sophisticated Graffiti”
• Could spark an onslaught of spray painting on buildings, cars and trucks
• Difficult to break contracts
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Airport Advertising: Dioramas
The following airport advertising info is from Yong Jun Sung & Pumsoon Park
- the first and most commonly utilized
- located throughout the terminals in arrivals, departures, ticketing and baggage claim areas - Wall, shelter, and king-size dioramas
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Wraps
- The most widely used form of U.S.
- Applied to flat surfaces (walls, windows, and floors)
- Flexible in size and shape
- For short or long term campaign
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Cylinder Showcases
- Highly visible units
- Display products and services
- Secure setting for products such as perfume, jewelry, fashions, and ceramics
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SkyScreens (Plasma)
- Provide digital advertising and information
- At high-traffic passenger cluster areas
- Catch the eyes of people
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Baggage Cart Sponsorships
- Deliver total audience coverage
- Message frequency
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Others
Bus shelter
Leaflet dispensers
Kiosks
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Message Effectiveness
High recall rates for airport advertising
Traveler arrive at airport 57 minutesPrior to departureOn average
On average Passengers spend 93 minutes at the airport
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How We Measure?
1. Overall airport traffic Ex) World airport ranking by total passengers 1999
Atlanta – 78,092,940 (Rank #1)JFK, NY – 31,700,604 (Rank #20)
Orlando – total passengers 29,203,755 (Rank #24)
2. The number of brochures or leaflets taken from displays
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Rate examplesJFK International Airport (NY) Orlando International Airport
Annual Passenger
Monthly Passenger
31,700.604 29,203,755
2,641,717 2,433,644
Popular Vehicles
Diorama $ 4,000 $ 3,300
Spectacular $ 12,000 $ 9,500
Exhibition Area $ 24,000 $ 8,000Interactive Courtesy
Phone Center $ 2,000 $ 1,500
SkyScreen $ 35,000 $ 25,000
JFK Airport (NY) Orlando Airport
43” x 62”
7’ x 11’
16” x 10”
6’ x 4’
Size
* per month & unit
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Directory Advertising:CD-ROM and Web-based
Directories• Disadvantages
– Too many directories
– Long lead times– Limited creativity
• Advantages– High acceptance– High availability– Final link to
purchase
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Power Struggles and Sales Promotion
• Sales promotion plays a key strategic role in the channel of distribution– Big name brands must be supported with sales promotion
and POP to get the support of retailers through self space allocation.
– The top 10 retailers control 43% of all packaged goods sales so they can dictate which brands get how much shelf space.
– Brand marketers spend $30 billion a year on sales promotion and POP to gain favored retailer treatment and to provide incentives to household consumers and business buyers.
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Sales Promotion• Using incentives to create a perception of
greater brand value– Consumer Market
• Induce household consumers to purchase a firm’s brand
– Trade-Market• Motivate distributors, wholesalers, and retailers to
stock and feature a brand– Business Buyer
• Cultivate buyers in large corporations who make purchase decisions
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Sales Promotion Examples
Coupons
Price-off deals
Premiums
Contests
Sampling
Sweepstakes
Brand placements
Incentives
Loyalty programs
Trade shows
AllowancesGift Cards
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Sales Promotion vs. Advertising• Short term demand vs. long term demand• Encourage brand switching vs. brand loyalty• Induce trial use vs. encourage repeat
purchase• Promote price vs. promote image• Immediate results vs. long term effects• Measurable results vs. difficult to measure
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Importance of Sales Promotion
• $100 plus billion industry• Growth rate: 4-8 percent• Reasons for growth:
– Demand for accountability– Short-term orientation– Consumer response to promotions– Proliferation of brands– Increased power of retailers– Media clutter
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Objectives for Consumer-Market Sales Promotion
1. Stimulate trial purchase
2. Stimulate repeat purchases
3. Stimulate larger purchases
4. Introduce a new brand
5. Combat or disrupt competitors
6. Contribute to IMC
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Consumer-Market Sales Promotion Techniques
1. Coupons2. Price-off deals3. Premiums4. Contests/sweeps5. Samples and
trials
6. Phone gift cards7. Brand
placements8. Rebates9. Frequency
programs10.Event
sponsorship
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Coupons
• Entitles a buyer to a price reduction for a product or service– Advantages
• Give a discount to price sensitive consumer while selling product at full price to others
• Induce brand switching• Timing and distribution can be controlled• Stimulates repeat purchases• Gets regular users to trade up within
a brand array
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Coupons (cont’d)
• Disadvantages– Time of redemption cannot be controlled– No way to prevent current customers from
redeeming coupons– Coupon programs require costly
administration– Fraud is a serious, chronic problem
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Price-Off Deals• Offering consumers a reduced price at point of
purchase through specially marked packages• Advantages
– Is controllable by manufacturer.– Affects positive price comparisons.– Increases consumers’ belief in the value of a known
brand.• Disadvantage
– Retailers believe it creates inventory and pricing problems.
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Premiums and Advertising Specialties
• Premiums– Free or reduced price for an item with the purchase
of another item.• Free premiums provide item at no cost.• Self-liquidating premiums require consumers to
pay most of the cost of the item• Advertising specialties:
– A message placed on a free, useful item
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Contests and Sweepstakes
• Contests: consumers compete for prizes based on skill or ability.
• Sweepstakes: winners picked by chance• Both create excitement and interest
– But…• Legal and regulatory requirements are complex.• Consumers may focus on the game rather than the
brand.• Difficult to get an IBP message across in a game.
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Nordstrom Launches 'Twilight' Line, Gives Away Tickets to 'New Moon' Premiere
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Samples and Trial Offers• Sampling
– Giving a consumer an opportunity to use a brand on a trial basis with little or no risk
• Types of sampling– In-store – Newspaper– Door-to-door – On-package– Mail – Mobile
• Trial offers– Used for more expensive items– Try product for a fixed time– Trader Joes Example
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Gift Cards
• Manufacturers offer either for free or for purchase debit cards.– With phone time– Or with preset spending limits
• Examples– Offers from Sephora, and The Gap.
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Rebates
• Money back offer requiring the buyer to mail a request for money back from the manufacturer.
• Often tied to multiple purchases.• Many consumers fail to bother sending the
request.• Canon example
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Frequency Programs
• Also known as “continuity programs”– Offer customers discounts or free products for
repeat patronage– Common in the airline, travel, and restaurant
businesses
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Objectives for Promotions in the Trade Market
• Objectives: Use a “push” strategy– Push a product into the distribution channel
towards the consumer• Obtain initial distribution• Increase order size• Encourage cooperation with consumer market
sales promotions• Increase store traffic
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Trade-Market Sales Promotion Techniques
• Incentives: Push money• Allowances: Merchandise allowances,
slotting fees, bill-back allowances, off-invoice allowances
• Sales Training Programs• Cooperative (Co-Op) Advertising
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Business Market Sales Promotion Techniques• Trade Shows• Business gifts• Premiums and advertising
specialties• Trial offers• Frequency programs
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Rewind Video
Click Bar To Start Video
Next Slide
Trial offers are very effective in the business market. Why?
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Sales Promotion, the Internet, and New Media
• Sampling removes risk associated with consumer trial.
• Internet firms use incentives to make Web sites “sticky.”
• Internet is used to implement sales promotions and distribute coupons.
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Risks of Sales Promotion• Creates a price orientation• Borrows from future sales• Alienates consumers• Time and expense• Legal considerations
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Point-of-Purchase (P-O-P) Advertising
• Materials used in the retail setting to attract shoppers’ attention to a brand, to convey primary product benefits, or highlight pricing information.
• Objectives for P-O-P Advertising– Draw consumers’ attention to a brand in the retail
setting.– Maintain purchase loyalty among brand loyal users.– Stimulate increased or varied usage of the brand.– Stimulate trial use by users of competitive brands.
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P-O-P Advertising and the Trade and Business Markets
• Product displays and information sheets encourage retailers to support one distributor or manufacturer’s brand over another.– P-O-P promotions can help win precious shelf space
and exposure in a retail setting. – A P-O-P display is designed to draw attention to a
brand, increase turnover, and possibly distribute coupons or sweepstakes entry forms.
– To combat losing business to online shopping, retailers are trying to enliven the retail environment, and P-O-P displays are one strategy.
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Coordination Challenge
• Message coordination• Media coordination• Research conclusions:
– Short-term effects can be dramatic.– Short-term effects are often not profitable.– Rare for long-term effects to occur.– Most power effects result from advertising and
sales promotion being used together.