Figure 16.5 - Consumer-Oriented Sales Promotion Tools for Various Marketing Objectives

Types of Trade Oriented Promotions

Contests and incentives

Types



Co­op Advertising

Trade allowances



POP displays



Buying



Sales training



Promotional



Trade shows



Slotting



Types of Cooperative Advertising

Horizontal cooperative advertising

• Sponsored by a group of retailers providing products or

services to the market



Ingredient-sponsored cooperative advertising

• Supported by raw materials manufacturers

• Establishes end products that include the company’s

materials and/or ingredients



Vertical cooperative advertising

• Manufacturer pays for a portion of the advertising a retailer

runs to promote the manufacturer’s product

Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent

of McGraw-Hill Education.



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Figure 16.8 ­ The Sales Promotion Trap



Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent

of McGraw-Hill Education.



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