Consumer Promotions Defined
Consumer Promotions Defined 1
Consumer Promotions Defined
Name
OMM 615
Date
Consumer Promotions Defined 2 In an effort to continue commerce, consumerism and capitalism businesses must be strategic and creative in enticing consumers to purchase products and services. Today consumer is bombarded with whimsical and seductive ploys to get their attention and buying power. Through the use of various mediums seven consumer promotions can be employed to reach consumers. Coupons, Sampling, Bonus packs, Price-offs, Refunds and rebates, contests and sweepstakes and premiums have proven quite useful in soliciting business (Clow & Baack, 2012, p. 313). It is nearly impossible to not be affected by the lure of these gimmicks and the basic human need for staples and sundries begs any budget conscience person to examine which purchase and brand are most likely to benefit him or her best. Coupons are definitely a great consumer promotion tool and can be found in print media, direct mail, in-or on-packages, in-store (scanner delivered), digital or employee delivered locations (Clow & Baac,, 2012, p. 314). Coupons can be distributed at numerous media locations with a creative flair but must be implemented wisely by the manufacturer. Consumers oftentimes will weigh out the real cost effectiveness of the coupon in relation to other competitive and comparative products. Premiums include “prizes, gifts, or other special offers consumers receive when purchasing products; the consumer pays full price for the good or service with a premium. In contrast, coupons grant price reductions” (Clow & Baack, 2012, p. 315). Oftentimes premiums will be used to promote a product that needs greater consumer attention by coupling it with a well known product. Avenues for dispersing premiums include store or manufacturer, self-liquidating, free-in-mail and in-or on-packaging (Clow & Baack, 2012, p. 315).
Consumer
Consumer Promotions Defined
Name
OMM 615
Date
Consumer Promotions Defined 2 In an effort to continue commerce, consumerism and capitalism businesses must be strategic and creative in enticing consumers to purchase products and services. Today consumer is bombarded with whimsical and seductive ploys to get their attention and buying power. Through the use of various mediums seven consumer promotions can be employed to reach consumers. Coupons, Sampling, Bonus packs, Price-offs, Refunds and rebates, contests and sweepstakes and premiums have proven quite useful in soliciting business (Clow & Baack, 2012, p. 313). It is nearly impossible to not be affected by the lure of these gimmicks and the basic human need for staples and sundries begs any budget conscience person to examine which purchase and brand are most likely to benefit him or her best. Coupons are definitely a great consumer promotion tool and can be found in print media, direct mail, in-or on-packages, in-store (scanner delivered), digital or employee delivered locations (Clow & Baac,, 2012, p. 314). Coupons can be distributed at numerous media locations with a creative flair but must be implemented wisely by the manufacturer. Consumers oftentimes will weigh out the real cost effectiveness of the coupon in relation to other competitive and comparative products. Premiums include “prizes, gifts, or other special offers consumers receive when purchasing products; the consumer pays full price for the good or service with a premium. In contrast, coupons grant price reductions” (Clow & Baack, 2012, p. 315). Oftentimes premiums will be used to promote a product that needs greater consumer attention by coupling it with a well known product. Avenues for dispersing premiums include store or manufacturer, self-liquidating, free-in-mail and in-or on-packaging (Clow & Baack, 2012, p. 315).
Consumer
References: Clow, K. E. & Baack, D. E. (2012). Integrated advertising, promotion, and marketing communications (5th ed.). Upper Saddle River, NJ: Prentice Hall. ISBN 978-0-13-253896-1 cornell.edu. (2000). Develop a Successful Promotion Program. Cornell.edu. Retrieved from http://hortmgt.dyson.cornell.edu/pdf/smart_marketing/uva%2012-00.pdf Wdsdemos.com. (2013). WDS in the News. Wdsdemos.com. Retrieved from http://www.wdsdemos.com/about/news/5