Beruflich Dokumente
Kultur Dokumente
Strategies
Push versus Pull
and More
Sales Promotion:
Sales Promotion:
Sales Promotion:
Influences
Push Strategy
calls for using the
sales force and trade
promotion.
Pull Strategy
calls for spending on
advertising and sales
promotion to build
consumer demand.
Push Strategy:
Producer
Wholesaler
Retailer
Customer
Push Strategy:
Producer
Wholesaler
Retailer
Customer
Pull Strategy:
Producer
Wholesaler
Retailer
Customer
Push Tools:
Pull Tools:
24%: Advertising
15%: Coupons and Customer Promotion
+61%: Retail-Trade Promotion
100%
Questions:
Question:
Wal-Mart TV network (in store)
42 plasma screens
A smart buy or a goodwill,
defensive gesture?
Sets are silent.
In-store advertising system.
In fall 06, $247K, 129 million
impressions and CPM: $2.28
includes three :30s, and five
:10s, every two hours.
AdvAge 9/06
Summary:
Summary:
Promotional Mix
Strategies
Push versus Pull
and More