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chương 17: Premiums and Other Promotions pps
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© 2010 South-Western, a part of Cengage Learning
All rights reserved.
PowerPoint Presentation by Charlie Cook
The University of West Alabama
Eighth Edition
Premiums and
Other Promotions
CHAPTER 17
1. Understand the role of premiums, the types of
premiums, and the developments in premium
practice.
2. Recognize the role of price-off promotions and bonus
packages.
3. Be aware of the role of rebates and refund offers.
4. Know the differences among sweepstakes, contests,
and games, and the reasons for using each form of
promotion.
5. Understand the role of continuity promotions.
Chapter Objectives
After reading this chapter you should be able to:
© 2010 South-Western, a part of Cengage Learning. All rights reserved. 17–2
6. Appreciate retailer-driven promotions.
7. Evaluate the potential effectiveness of sales
promotion ideas, and appraise the effectiveness of
completed promotional programs.
Chapter Objectives (cont’d)
After reading this chapter you should be able to:
© 2010 South-Western, a part of Cengage Learning. All rights reserved. 17–3