Explain The Importance Of Climate Change

Explain The Im

Chapter 11sales Promotion And Point Of Purchase11 11 Explain The Im

Chapter 11sales Promotion And Point Of Purchase11 11 Explain The Im

Chapter 11 Sales Promotion and Point of Purchase . Explain the importance and growth of sales promotion. 2. Describe the main sales promotion techniques used in the consumer market. 3.

Describe the main sales promotion techniques used in the trade channel and business markets. 4. Identify the risks to the brand of using sales promotion. 5. Understand the role and techniques of point-of- purchase advertising.

6. Describe the role of support media in a comprehensive integrated marketing communication plan. 11-2 Role of Sales Promotion • Sales promotions use incentives to motivate action by • consumers • members of the trade channel • business buyers • Sales promotions serve different purposes than mass-media advertising does, and many companies spend more on sales promotions than ever before. • Reasons for greater reliance on promotions include: • pressure on marketing managers for greater accountability • short-term marketing orientations • deal-prone shoppers • brand proliferation • the increasing power of large retailers • media clutter 11-3 Role of Sales Promotion, Continued Exhibit 11.1 Complementary Roles 11-4 Role of Sales Promotion, Continued 11-5 Consumer Sales Promotion • Objectives for consumer-market sales promotions include: • stimulate trial purchases • stimulate repeat purchases • introduce a new brand • contribute to IMC effort • combat or disrupt competitors’ strategies • stimulate larger purchases 11-6 Consumer Sales Promotion, Continued Exhibit 11.2 Objectives for Consumer-Market Sales Promotion 11-7 Consumer Sales Promotion, Continued • Techniques for consumer-market sales promotions include: • Coupons, price-off deals, phone and gift cards, and premiums (free and self-liquidating) and advertising specialties provide obvious incentives for purchase. • Contests, sweepstakes, and product placements can be excellent devices for stimulating brand interest. • Trial offers and a variety of sampling techniques help get a product into the hands of the target audience: • in-store sampling • door-to-door sampling • mail sampling • newspaper sampling • on-package sampling • mobile sampling • Rebates and frequency programs provide rewards for repeat purchase.

11-8 Consumer Sales Promotion, Continued Exhibit 11.3 Allocation of Sales Promotion Spending 11-9 Sales Promotion to the Trade and Business Buyers • Objectives for trade-market sales promotions include: • obtaining initial distribution • increasing order size • encouraging cooperation with consumer-market sales promotions • increasing store traffic 11-10 Sales Promotion to the Trade and Business Buyers, Continued Exhibit 11.4 Objectives for Trade-Market Sales Promotions 11-11 Sales Promotion to the Trade and Business Buyers, Continued • Techniques for trade-market sales promotions include: • incentives (push-money) • allowances • merchandise allowances • slotting fees • bill-back allowances • off-invoice allowances • sales-training • vertical cooperative advertising 11-12 Sales Promotion to the Trade and Business Buyers, Continued • Techniques for business-market sales promotions include: • trade shows • business gifts • premiums and advertising specialties • trial offers • frequency programs 11-13 Risks of Sales Promotion • The risks of sales promotions include: • creating a price orientation/lowering brand image • borrowing from future sales • alienating customers • time and expense • legal considerations 11-14 Point-of-Purchase (P-O-P) Advertising • Point-of-purchase (P-O-P) advertising refers to materials used in the retail setting to attract shoppers’ attention to a firm’s brand, convey primary brand benefits, or highlight pricing information. • P-O-P displays may feature price-off deals or other consumer and business sales promotions. • P-O-P objectives include: • Draw consumers’ attention to a brand in the retail setting. • Maintain purchase loyalty among brand-loyal users. • Stimulate increased or varied usage of the brand. • Stimulate trial use by users of competitive brands. • P-O-P formats include: • Short-term promotional displays (used for six months or less) • Permanent long-term displays (used for more than six months). • In trade and business markets, P-O-P displays encourage retailers to support one manufacturer’s brand over another; they can also be used to gain preferred shelf space and exposure in a retail setting.

11-15 Point-of-Purchase Advertising, Continued 11-16 Exhibit 11.5 Option for P.O.P Advertising Support Media • The traditional support media include outdoor signage, billboard, transit, aerial, and directory advertising. • Billboards and transit advertising (out-of-home media) are excellent means for carrying simple messages into specific metropolitan markets. • To assess locations, the industry sends individuals to ride the boards. • Aerial advertising can also be a great way to break through the clutter and target specific geographic markets in a timely manner. However, this is becoming diluted because of reductions in costs. • Directory advertising, primarily the Yellow Pages directories, can be a sound investment because it helps a committed customer locate an advertiser’s product. • Packaging can be considered in the support media category because the brand’s package carries important information for consumer choice at the point of purchase including the brand logo and “look and feel†of the brand. • Guerilla marketing is becoming more commonly adopted by marketing firms as their primary promotional style.

11-17 Support Media, Continued 11-18 Chapter 11 Slide Number 2 Slide Number 3 Slide Number 4 Slide Number 6 Slide Number 7 Slide Number 8 Slide Number 9 Slide Number 10 Slide Number 11 Slide Number 12 Slide Number 13 Slide Number 14 Slide Number 15 Slide Number 16 Slide Number 17 Slide Number 18 Poetry Analysis Argument / Research Paper Assignment Sheet Note: Take this document with you to any writing lab appointment you make. Tutors need to know this information, in addition to seeing your essay in order to fully assist you in the writing process. Points: The final draft of this paper is worth 20% of your overall class grade. Maximum points: 100. Length: The paper should be a minimum of 4-5 complete pages (not counting the Works Cited page) and should not be more than 7 pages.

Source Requirement: The Works Cited page must list 4-5 sources, primary and secondary; see note below for more details. Every source listed on the Works Cited must be used in the text of the paper. Your book’s biography of the poet may be one source; the poem will be another. Assignment: For this essay, you will focus on one poem and its poet. It must be a poem assigned in this class.

PART 1: (50 pts) The first two pages will focus on the life and history of the poet. Choose a specific angle (relationships, education, family, thematic connection the poem, childhood, vices/problems, etc) to discuss in this portion of the essay. • Include details from your textbook (if available) and from at least two research sources (15 points). • Your life and history portion must be accurate, cohesive (not a list), detailed, and focused (15 points). • You must make and support conclusions about the author (15 points). • The paper should have an original title that is not just the title of the text you are writing about. State the author’s full name and title of the text in the introduction, and refer to the author by last name only thereafter. (5 points) PART 2: (50 pts) The second section (must be at least three pages) should argue your interpretation of the poem.

Consider this to be a thematic analysis – it will be your job to support your reading of the poem, your interpretation of its theme and how its use of literary elements contributes to that theme. • Your essay should show a strong familiarity with the poem and should use literary elements and terminology to explain your debatable, interpretive angle and argument. (20 points) • Your introduction must have a debatable thesis. This should be the last sentence (or two, if necessary) of the FIRST paragraph. Underline your thesis/claim statement to make it stand out. (5 points) • Everything in your essay should work towards helping your develop and prove the literary argument as stated in this thesis sentence.

This section of your essay should be paragraphs developed in support of your thematic interpretation of the poem. It should be organized by literary element or section of the poem. Each paragraph should be an organized, contained unit, using quotes from research and the poem to support your reading. Do not organize by summary. (20 points) • This section should use research to support its interpretative claims, integrating quotes into your own sentence. MLA formatting should be used throughout. (5 points) Source Details: You are required to use and document a minimum of four sources in this paper. • One of these sources should be the primary text (poem) you are discussing. • Another source may be the biographical information in the textbook. • The other two or three sources should be secondary sources in which scholars or experts have written their interpretations and analyses of the texts or topics that are relevant to your argument. • At least two of your secondary sources must be either database sources (journal articles that you can access through the library website’s database) OR print sources. • Additional sources can be any type (website, documentary, personal interview, etc.) as long as they are relevant and credible.

Do NOT use Wikipedia, Ask.com, About.com, Sparknotes.com, etc. Note: • Each source must be listed on the Works Cited page that will be the last page of your essay. • Every source listed on the Works Cited page must be used in the text. • The in-text citations should take readers to the alphabetical list of sources in the Works Cited page and should lead them to the correct source by providing the FIRST word of the source entry (which will almost always be the author’s last name). • In-text citations must include page numbers when the source has numbered pages (as almost all of your sources will). • You should have a good balance of direct quotes and paraphrased information from your sources. • Every time you use any information from any source, you must credit the source with an in-text citation in the same sentence with that information so that it is very clear to your readers what information comes from you and what information comes from a source (and which source it comes from). • Read more about source documentation in your textbook and/or in the documents posted online.

Format: Your paper and the Works Cited page MUST be submitted in correct MLA format. If your writing contains ANY plagiarism (if any source information is not credited to the source it came from), you will be given a ZERO on the paper. Final Tips: • Don’t try to cover too much information or use too many literary elements as the focus of your work; instead, choose one or two elements that work together to give an overall interpretation of the text; • Don’t use summary any more than you need to in order to make a point; assume your readers have already read the text; summary should only be used as support and for clarity; • Don’t use 2nd person “you†or “your†in your writing (1st person “I†or “we†is allowed IF it fits the tone and style of your work; • Do remember to underline your thesis statement and make sure your work stays focused on discussing and proving your main argument; • Do make sure your work is in MLA format and your sources follow MLA guidelines; • Do proofread and edit carefully! PART 1: (50 pts) PART 2: (50 pts) Source Details: Note: Format: Final Tips:

Paper For Above instruction

The assignment involves conducting a comprehensive literary analysis of a single poem and its poet, integrating biographical context and thematic interpretation. The first part requires an exploration of the poet’s life, focusing on specific aspects such as relationships, education, family, or personal struggles, supported by the textbook and at least two additional research sources. This segment should be accurate, cohesive, detailed, and demonstrate a clear understanding of the poet’s background, leading to well-supported conclusions about the author. A creative, original title must be provided, and the poet’s full name and the poem's title should be included in the introduction, with subsequent references to the poet by last name only.

The second part must be a detailed thematic analysis of the assigned poem, structured around literary elements and terminology. A strong, debatable thesis statement must be underlined at the end of the introductory paragraph. Throughout the analysis, use quotes from the poem and secondary sources, properly integrated and MLA formatted, to support your interpretive claims. Each paragraph should focus on a specific literary element or section of the poem, organized logically, and avoid mere summaries. The paper must demonstrate a solid understanding of the poem, its themes, and literary devices, supporting a unified argument that aligns with the thesis.

The manuscript must meet length requirements of 4-7 pages excluding the Works Cited, use 4-5 credible sources (including the primary poem, biographical sources, and scholarly analyses), and adhere strictly to MLA style for citations and formatting. Proper attribution of all sources is mandatory to avoid plagiarism; every source listed in the Works Cited must be cited in the text. The essay should focus on a couple of literary elements that illuminate the poem's themes, avoiding excessive summary or broad overviews. Proofreading and careful editing are essential before submission.

References

• Author Last Name, First Name. Title of Book. Publisher, Year.
• Author Last Name, First Name. "Title of Article." Journal Name, vol. number, no. number, Year, pages.
• Author Last Name, First Name. Title of Website or Database Entry. Website or Database Name, Access Date.
• Williams, Wallace. The Poetry Analysis Handbook. Academic Press, 2018.
• Johnson, Emily. Interpreting Poetry: A Guide for Students. College Publications, 2020.