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【正文】 he Ad Increasing Sales? Why the increase in Sales Promotion? ? Growing retailer power ? Declining brand loyalty ? Increased promotional sensitivity ? Brand proliferation ? Fragmentation of consumer market ? Shortterm focus ? Increased managerial accountability ? Competition ? Clutter LongTerm Promotional Allocation 0 10 20 30 40 50 60 1986 88 90 92 94 1996 Year %t of total 3 A Trade Promo Media Adv Cons. Promo Cox Direct 19th Annual Survey of Promotional Practices Channels of Sales Promotions Trade Promotions Consumer Promotions Push Push Pull Retail Promotions Consumer Promotion ConsumerPromotion Objectives ConsumerPromotion Tools PointofPurchase Displays Premiums Price Packs Cash Refunds Coupons Samples Patronage Rewards Games Sweepstakes Contests Advertising Specialties Patronage ards Entice Consumers to Try a New Product Lure Customers Away From Competitors’ Products Get Consumers to “Load Up’ on a Mature Product Hold Reward Loyal Customers Consumer Relationship Building “ Deal Proneness,” Liechtenstein, Burton, Netemeyer, Journal of Retailing, Summer 1997 ? Examination of “deal proneness” among consumers in a supermarket setting ? Surveys Grocery Receipts used ? Eight types of deals: ?Centoff, Onefree, Gift, Display, Rebate, Contest, Sale, Coupon “ Deal Proneness,” Liechtenstein, Burton, Netemeyer Cluster analysis yielded two interpretable results: ? 49% are “deal prone,” 51% not ? 24% High “Deal prone,” 50% intermediate, 26% deal insensitive ? “Dealproneness” a generalized construct (crosses type of
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