The sales promotion element is covered in chapter 16 of the text.  The focus of this assignment is on consumer sales promotion.  You are required to

• Provide a clear rationale for using consumer sales promotion (you should explain consumer sales promotion - refer to page 513).

  • What are the advantages of consumer sales promotion? (refer to pages 514-20)

  • What are the objectives for the consumer sales promotion? (refer to pages 522-4)

  • What is the role/purpose of the consumer sales promotion in the overall IMC? (refer to pages 554-6)

• What type of consumer sales promotion will be used?  Justify your selection? (refer to pages 526-43 and figures 16-1, p. 514 and 16-5, p. 544))

• Describe the sales promotion that will be used. Justify your decisions. In this section, you will need to provide a more detailed description of the actual sales promotion to be used.  This will require some creativity and imagination.  Remember to justify your decisions.  That is how will this achieve the specific objectives set for the promotion and how will it contribute to the overall IMC objectives.

• Explain why the sales promotion that you are planning will build consumer franchise. (refer to pages 520-21 and 557-8)

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Effective communication is critical to the success of the marketing effort

The information on this website is based on Belch, GE & Belch MA 2007, Advertising and Promotion: An Integrated Marketing Communication Perspective, 7th edn, McGraw Hill/Irwin, New York.

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