Sales promotion in postmodern marketing:
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Aldershot u.a.
Gower
1994
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XIV, 192 S. Ill. |
| ISBN: | 0566074508 |
Staff View
MARC
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Record in the Search Index
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| adam_text | Contents
List of illustrations ix
Foreword by Gordon Medcalf xi
Preface xiii
Part One: Postmodern marketing 1
1 Modern marketing 3
The golden age of marketing 3
An era comes to an end 5
2 How everything has changed 7
Limitations and constraints 7
Mass markets break up 8
Attritional marketing and the Japanese 11
Power passes to retailers 12
Some brands prove valueless 14
Manufacturers spend more on promotion 14
Demassification 15
Can the cost of marketing any longer be justified? 16
3 Key features of postmodern marketing 19
Marketing s role 19
Part Two: Advertising vs sales promotion 23
4 False contrasts 25
Creating commercial values and destroying them 26
Communicating commercial values 26
Strategies and tactics 33
v
vi CONTENTS
Local vs international 39
Creativity 39
5 Real differences and similarities between
advertising and sales promotion 41
The real differences 41
The similarities 42
Part Three: Sales promotion techniques 45
6 Extra value offers 47
Price cuts 50
Bonus offers 53
Cash backs 53
Buy two, get one free 56
Share outs 58
7 Coupons 59
Coupons as alternative price cuts 59
Kick starting with coupons 61
Multiple coupon distributions 63
Looking ahead 68
8 Premiums and prizes 73
Premiums free at the point of purchase 74
Premiums free by application 75
Paid for premiums 76
Lotteries 77
Sweepstakes 78
Contests and competitions 78
Instant win games 78
Card control games 79
Free draws 79
Postmodern premiums and prizes 80
9 Partnership and social concern promotions 85
Partnership promotions 85
Social concern 89
10 Sampling 95
Free samples 97
Paid for samples 98
The technique is the message 99
Part Four: Media for announcing sales promotions 103
11 Classic media 105
Press 105
Television 108
Radio 108
Outdoor 109
Direct mail 111
CONTENTS vii
12 Alternative media 115
Door to door 115
Point of purchase 118
Packaging 124
New and unorthodox media 131
Part Five: Media for responding to sales promotions 133
13 The context 135
The technological context 135
14 Responding at a distance 137
By mail 137
By telephone 139
TV 142
By fax 144
15 Responding in person 145
In stores 145
Face to face 148
Keeping response in perspective 149
Part Six: Management and organization 153
16 Marketing companies 155
The postmodern marketing mix 155
Brand management 157
Trade marketing 158
International brand direction 159
17 External services 161
Service agencies 161
Postmodern creativity 162
18 Some options 165
Reintegrating agency services 165
Reshaping marketing departments 166
19 Promotional professionalism 169
Research, evaluation and understanding 169
Education and training 174
Legal and honest 174
20 Back to the future 177
Notes 181
Further reading 187
Index 189
List of illustrations
4.1 The Mr Quaker Milk Jug communicated the positive values of Puffed
Wheat 29
4.2 The Puffed Wheat pack and (clockwise) Mr Quaker Egg Cups,
Mr Quaker Egg Timer, Mr Quaker Happy Waker and Mr Quaker
Sugar Shaker 30
4.3 Mr Quaker Mug greets the child by name at breakfast time 31
4.4 The Mr Quaker Money Saver money box 32
4.5 Throughout the 1980s, Cadbury supported its boxes of assorted
chocolates in Britain with a strategic programme of annual Mothers
Day promotions 34
4.6 Miss Pears: a classic long running promotion, still going strong. Here,
in the culmination of the 1978 event, Kirsty Leighton aged 6 is
crowned Miss Pears by Lord Lichfield. The painting Bubbles is in the
background 35
6.1 Safeway savings when you buy more 48
6.2 A One Million Pound Price Cut more impactful than twopence off
this and threepence off that! 51
6.3 An imaginative execution of Extra Product Free : this Elnett Free
Handbag Size provides an extra usage as well as extra value . . . and
is so much more impactful than competitors packs which were
offering the same amount extra at the same time 52
6.4 This generous cash back offer ensured participants loyalty to the
brand for 4 to 5 months 55
6.5 Some fans of this popular snooker player valued his signature more
than the £1 face value of the cheque and chose not to cash it 56
6.6 An early use of the share out technique 57
7.1 The cost of coupons 60
7.2 Consumers attitudes to coupons 61
7.3 The effect of coupon value on redemption 62
7.4 Coupon values needed to motivate brand switching USA 63
7.5 Coupon value and misredemption 64
7.6 High value coupons amortize fixed costs better than low value coupons 65
7.7 The Guinness Book of Coupons contained five coupons of
progressively lower value 66
ix
X LIST OF ILLUSTRA TIONS
7.8 Six coupons were printed on this LEGO Pocket Money Calendar,
each redeemable in a different 2 month period 67
7.9 Existing users receive a low value coupon, non users a high value
coupon 68
7.10 A touch of humour in the battle between competing coupon
techniques 70
7.11 Whitbread Export Duty Free! 71
8.1 A bold and impactful holiday offer by British Airways 81
8.2 Big problems for Hoover with this holiday offer 82
8.3 The prize for secondary school children in this competition was to
make a television commercial for Sega 83
9.1 This 1986 partnership between Persil and LEGO toys was a repeat of
a similar successful promotion three years earlier 87
9.2 Some two million travellers participated in this joint promotion by
Boots and British Rail 88
9.3 Charity begins close to home with this Tesco stores promotion in
which shoppers collected vouchers for computers for their children s
schools 91
9.4 A Don t Drink Drive promotion with something for everyone 92
10.1 A sample chapter of a new novel, inserted in a newspaper 96
10.2 Snappit cameras encouraged children to try photography for
themselves. The cameras were given free to parents who had their
films processed overnight at SupaSnaps outlets 97
10.3 Results of attitude research: Do they live up to their guarantees? 99
10.4 A go ahead and forward looking company? 99
10.5 Showing an interest in people as well as profits? 100
10.6 Actively working to solve important social problems? 100
11.1 Pepsi was launched in the Indian city of Bangalore with this press ad,
exchangeable for a free bottle! 107
11.2 A not very common use of posters to announce a promotion 110
12.1 Say Yes, Schweppes in London an on pack promotional expression
of an Italian advertising campaign 126
12.2 A flexible vinyl record served also as a label for the Ovaltine tin 130
12.3 Patches of concentrated watercolour paints applied to Chivers Jelly
packs 130
14.1 The telephone used to conduct a live instant quiz 141
14.2 Read This Way was the only message visible on this game card until
it was held up to the TV screen during pre announced transmissions
of a Toshiba commercial 143
15.1 Proofs of purchase collected from the whole range of Spillers pet foods
were redeemed in post offices 146
15.2 Consumers collected a free British Telecom Phonecard from any one
of 30 000 outlets in exchange for tokens from Kellogg s Corn Flakes 147
15.3 Over 100 000 people attended this Lucky Strike event in Holland 149
15.4 A truly instant prize promotion 150
16.1 A mixture of media produced a very successful result for Peaudouce 156
19.1 Capturing response data 170
19.2 Measuring a promotion s impact on normal purchasing behaviour 171
19.3 Pre testing alternative promotions 173
|
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| dewey-search | 658.82 |
| dewey-sort | 3658.82 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
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| illustrated | Illustrated |
| indexdate | 2024-07-09T17:40:49Z |
| institution | BVB |
| isbn | 0566074508 |
| language | English |
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| physical | XIV, 192 S. Ill. |
| publishDate | 1994 |
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| spelling | Petersen, Christian Verfasser aut Sales promotion in postmodern marketing Christian Petersen and Alan Toop Aldershot u.a. Gower 1994 XIV, 192 S. Ill. txt rdacontent n rdamedia nc rdacarrier Marketing ram Ventes - Promotion ram Marketing (DE-588)4037589-4 gnd rswk-swf Sales-promotion (DE-588)4076968-9 gnd rswk-swf Sales-promotion (DE-588)4076968-9 s Marketing (DE-588)4037589-4 s DE-604 Toop, Alan Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006473389&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Petersen, Christian Toop, Alan Sales promotion in postmodern marketing Marketing ram Ventes - Promotion ram Marketing (DE-588)4037589-4 gnd Sales-promotion (DE-588)4076968-9 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4076968-9 |
| title | Sales promotion in postmodern marketing |
| title_auth | Sales promotion in postmodern marketing |
| title_exact_search | Sales promotion in postmodern marketing |
| title_full | Sales promotion in postmodern marketing Christian Petersen and Alan Toop |
| title_fullStr | Sales promotion in postmodern marketing Christian Petersen and Alan Toop |
| title_full_unstemmed | Sales promotion in postmodern marketing Christian Petersen and Alan Toop |
| title_short | Sales promotion in postmodern marketing |
| title_sort | sales promotion in postmodern marketing |
| topic | Marketing ram Ventes - Promotion ram Marketing (DE-588)4037589-4 gnd Sales-promotion (DE-588)4076968-9 gnd |
| topic_facet | Marketing Ventes - Promotion Sales-promotion |
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