Shorter-term tools to stimulate demand (consumer, trade and orgs. sales force.)
Potential impact on brand and shift demand?
Sales Promotion spend exceeds advertising spend and is growing faster ... why?
Consumer promotional tools include:
samples
Coupons (redemption rates ?)
rebates
cash refunds
product warranties (high risk items)
premiums (McDonalds)
prizes
frequent user programs
free trials
point of purchase displays
Discussion Topic: Take a look at Sweepstakesbuilder: What roles does a service like this provide for web-sites? Why would web-sites participate?
Trade promotional tools include:
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