问题详情

While many companies are spending more money on sales promotion than on media advertising, it is difficult to say just what percentage of a firm s overall promotional budget should be allocated to advertise versus consumer- and trade-oriented【M1】______ promotions. This relocation depends on a number of factors,【M2】______ including the specific promotional objectives of the campaign, the market and competitive situation, and the brands stage in its life cycle. Consider, for example, what allocation of the promotional【M3】______ budget may vary according to a brands stage in the product life cycle. In the introductory stage, a large amount of the budget may be allocated to sales promotion techniques such as sampling and couponing to induce trial. In the growth stage, moreover,【M4】______ promotional dollars may be used primarily for advertising to stress brand differences and keep the brand name in competitors minds.【M5】______ When a brand moves to the maturity stage, advertising is primarily a reminder to keep consumers aware the brand. Consumer-oriented【M6】______ sales promotions such as coupons, price-offs, premiums, and bonus packs may be needed periodically to maintain consumer loyalty, attract new users, and protect against competition. Trade-oriented promotions needed to maintain shelf space and【M7】______ accommodate retailers demands for better margins as long as【M8】______ encourage them to promote the brand. A study on the synergistic effects of advertising and promotion examined a brand in the mature phase of its life cycle and has found that 80 percent of its【M9】______ sales at this stage was due to sales promotions. When a brand【M10】______ enters the decline stage of the product life cycle, most of the promotional support will probably be removed and expenditures on sales promotion are unlikely.

【M1】

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