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Exhibit 16-31 Creative advertising was coordinated with sales promotion in the successful introduction of Lever 2000 soap

Figure 16-7 The shifting role of the promotion agency

Exhibit 16-31 Creative advertising was coordinated with sales promotion in the successful introduction of Lever 2000 soap

Moreover, product trial created through sales promotion techniques such as sampling or high-value couponing is more likely to result in long-term use of the brand when accompanied by advertising.65

Using a promotion without prior or concurrent advertising can limit its effectiveness and risk damaging the brand's image. If consumers perceive the brand as being promotion dependent or of lesser quality, they are not likely to develop favorable attitudes and long-term loyalty. Conversely, the effectiveness of an ad can be enhanced by a coupon, a premium offer, or an opportunity to enter a sweepstakes or contest.

An example of the effective coordination of advertising and sales promotion is the introductory campaign Lever Brothers developed for its Lever 2000 bar soap. As noted earlier in the chapter, Lever Brothers used high-value coupons, sent samples to half of U.S. households, and offered discounts to retailers as part of its introductory marketing blitz. These sales promotion efforts were accompanied by heavy advertising in print and TV with the tagline "Presenting some of the 2000 body parts you can clean with Lever 2000" (Exhibit 16-31).

Sales promotion was important in inducing trial for Lever 2000 and continued after introduction in the form of couponing. But it was the strong positioning created through effective advertising that converted consumers to regular users. Repeat sales of the brand were at about 40 percent even after heavy discounting ended. Just six months after its introduction, Lever 2000 became the number-two deodorant soap in dollar volume, with an estimated 8.4 percent of the $1.5 billion bar-soap market.66

To coordinate their advertising and sales promotion programs more effectively, many companies are getting their sales promotion agencies more involved in the advertising and promotional planning process. Rather than hiring agencies to develop individual, nonfranchise-building types of promotions with short-term goals and tactics, many firms are having their sales promotion and advertising agencies work together to develop integrated promotional strategies and programs. Figure 16-7 shows how the role of sales promotion agencies is changing.

Figure 16-7 The shifting role of the promotion agency

Traditional

New and Improved

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