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Exhibit 16-8 WD-40's Search for 2000 Uses Sweepstakes is an excellent example of a consumer brand-building promotion

Exhibit 16-8 WD-40's Search for 2000 Uses Sweepstakes is an excellent example of a consumer brand-building promotion

Trade Advertising Examples

reinforced WD-40's image as a multipurpose problem solver and also encouraged consumers to visit the company's website to enter their uses.

Nonfranchise-building (non-FB) promotions are designed to accelerate the purchase decision process and generate an immediate increase in sales. These activities do not communicate information about a brand's unique features or the benefits of using it, so they do not contribute to the building of brand identity and image. Price-off deals, bonus packs, and rebates or refunds are examples of non-FB sales promotion techniques. Trade promotions receive the most criticism for being nonfranchise building— for good reason. First, many of the promotional discounts and allowances given to the trade are never passed on to consumers. Most trade promotions that are forwarded through the channels reach consumers in the form of lower prices or special deals and lead them to buy on the basis of price rather than brand equity.

Many specialists in the promotional area stress the need for marketers to use sales promotion tools to build a franchise and create long-term continuity in their promotional programs. Whereas non-FB promotions merely borrow customers from other brands, well-planned CFB activities can convert consumers to loyal customers. Short-term non-FB promotions have their place in a firm's promotional mix, particularly when competitive developments call for them. But their limitations must be recognized when a long-term marketing strategy for a brand is developed.

Consumer-Oriented Sales Promotion Ü;.u:i:1:scp:::;Z:X:2e.¡?X

niques marketers can use to influence consumers. We study the consumer-oriented promotions shown in Figure 16-1 and discuss their advantages and limitations. First, we consider some objectives marketers have for sales promotion programs targeted to the consumer market.

A Guide To Your Own Ezine

A Guide To Your Own Ezine

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