Summary
“Sale Promotion” (Belch, G. et al, 2003, p306) is a section from the text book “Advertising & Promotion” (Belch, G. et al, 2003, p306) which was published in Canada. In this section, the authors, Belch, G., Belch, M. and Guolla, M., introduce the theory of sale promotion, which is quit important for company’s marketing program. First of all, the authors introduce the characteristics of sales promotion and the two types of sales promotion that are consumer sales promotion and trade sales promotion. In addition, the authors gave examples to explain that recent years, a increasing number of money was spent on sales promotion because of several reasons that are “the growing power of retailers, declining brand loyalty, increased promotional sensitivity, brand proliferation, fragmentation of the consumer market, short-term focus, increased accountability, and competition”(Belch, G. et al, 2003, p310). Moreover, the authors state the plan of sales promotions, which includes the goals of sales promotion, the strategies of sales promotion and the “sales promotion tactics decisions” (Belch, G. et al, 2003, p316). Feather more, the authors exposed that “sales promotion strategy option” (Belch, G. et al, 2003, p323) is quit important to sales promotion. In this part, the authors insist the effects of sampling, and they also point out the strengths and limitations of sampling. Next, they stress the methods of sampling, such as, “Door-to-door sampling and sampling through media” (Belch, G. et al, 2003, p326). In conclusion, the authors imply that sales promotion play an important role in marketing program, and they also suggest the plan of sales promotion.
“Sale Promotion” (Belch, G. et al, 2003, p306) is a section from the text book “Advertising & Promotion” (Belch, G. et al, 2003, p306) which was published in Canada. In this section, the authors, Belch, G., Belch, M. and Guolla, M., introduce the theory of sale promotion, which is quit important for company’s marketing program. First of all, the authors introduce the characteristics of sales promotion and the two types of sales promotion that are consumer sales promotion and trade sales promotion. In addition, the authors gave examples to explain that recent years, a increasing number of money was spent on sales promotion because of several reasons that are “the growing power of retailers, declining brand loyalty, increased promotional sensitivity, brand proliferation, fragmentation of the consumer market, short-term focus, increased accountability, and competition”(Belch, G. et al, 2003, p310). Moreover, the authors state the plan of sales promotions, which includes the goals of sales promotion, the strategies of sales promotion and the “sales promotion tactics decisions” (Belch, G. et al, 2003, p316). Feather more, the authors exposed that “sales promotion strategy option” (Belch, G. et al, 2003, p323) is quit important to sales promotion. In this part, the authors insist the effects of sampling, and they also point out the strengths and limitations of sampling. Next, they stress the methods of sampling, such as, “Door-to-door sampling and sampling through media” (Belch, G. et al, 2003, p326). In conclusion, the authors imply that sales promotion play an important role in marketing program, and they also suggest the plan of sales promotion.
3 comments:
The new media is a hot topic in recent days. Youtube has accociated with CNN to take part in the election of the Democratic Party of USA. After listen to you presentation, I am more interested in media
I am impressed by your precise and clear description of sale promotion. You must have been reading your 20 pages very carefully otherwise it will be quite difficult to condense the content, since there is so much information. In class you presented your ideas excellently, many interesting points. Well done:)
It is not an easy job reading the textbook I believe. After all, you concluded your point clearly and logically, which were supported by evidence strongly.
Good job!
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