Summary
The video delves into the world of sales promotion tools, exploring strategies used by marketing managers to enhance brand visibility and drive consumer engagement. Consumer promotions such as product sampling, discounts, and premiums are highlighted for their role in influencing purchasing decisions. Trade promotions targeting retailers and industries are also discussed, showcasing how discounts, allowances, and exhibitions can help in establishing new contacts and boosting sales effectively.
Introduction and Overview
The speaker introduces the topic of sales promotion tools and mentions the previous video. They discuss the tools used by marketing managers to promote their brands, following the structure of Cutler's book.
Consumer Promotions
Explanation of consumer promotions and their significance in marketing. Different types of consumer promotions like product sampling, offering premiums, discounts, and rebates are discussed with examples.
Trade Promotions
Details about trade promotions targeting retailers, wholesalers, and industries purchasing products. Tools like discounts, rebates, demonstration equipment, exhibitions, and promotional allowances are explained.
Advantages of Trade Promotions
The benefits of trade promotions including establishing new contacts, showcasing new products, increasing sales to existing customers, and leveraging technology and publications for promotion.
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