① Coca Cola Sales Promotion
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Customarily, coupons are issued by manufacturers of consumer packaged goods [1] or by retailers, to be used in retail stores as a part of sales promotions. They are often widely distributed through mail, coupon envelopes, magazines, newspapers, the Internet social media, email newsletter , directly from the retailer, and mobile devices such as cell phones. The New York Times reported "more than manufacturers' coupons were distributed" per household, and that "the United States Department of Agriculture estimates that four families in five use coupons. Most coupons have an expiration date, although American military commissaries overseas honor manufacturers' coupons for up to six months past the expiration date.
Coca-Cola 's issued "free glass of" is the earliest documented coupon. It is estimated that between and one in nine Americans had received a free Coca-Cola, for a total of 8,, free drinks. By Coke was served in every state in the United States. In Betty Crocker began a loyalty points program and began issuing coupons that could be used to redeem for premiums like free flatware. In the coupons were printed on the outside of packages. The loyalty program ended in , one of the longest loyalty programs. In Australia consumers first came in contact with couponing when a company called Shopa Docket promoted offers and discounts on the back of shopping receipts in Coupons offer different types of values, such as discounts, free shipping, buy-one get-one, trade-in for redemption, first-time customer coupons, free trial offer, launch offers, festival offers, and free giveaways.
Similarly, there are varied uses of coupons which include: to incentivize a purchase, reduce a price, provide a free sample, [10] or to aid marketers in understanding the demographics of their customer. Coupons can be used to research the price sensitivity of different groups of buyers by sending out coupons with different dollar values to different groups. Time, location and sizes e. Some grocery stores regularly double or even triple the value of coupons to bring customers into their stores.
Historically, verifying the discount offered has been via presenting coupons clipped from newspapers [1] or received in the mail. Some retailers and companies use verification methods such as unique barcodes , coupon ID numbers, holographic seals, and watermarked paper as protection from unauthorized copying or use. Other than newspapers, there are also coupon book publishers and retailers who compile vouchers and coupons into books, either for sale or free. By the mids, "couponing had also moved to the internet. Depending on the jurisdiction , coupons may or may not reduce the sales tax which must be paid by the consumer.
The most consumer-friendly tax situation taxes the actual price paid, including when the store does double and triple coupon reductions. The above applies when the retailer is the source of the coupon, since the product is offered at the post-coupon price. In jurisdictions seeking to tax more, [23] if the coupon is issued by the manufacturer, the original price is still paid but some of the price is covered by the manufacturer instead of the consumer and the full price remains taxable. Coupon manufacturers may or may not place restrictions on coupons limiting their transferability to ensure the coupons stay within the targeted market. Organized coupon exchange clubs are commonly found in regions where coupons are distributed.
Often coupons are available for purchase at some online sites, [24] but since most coupons are not allowed to be sold, the fee is considered to be for the time and effort put into cutting out the coupons. Some types of coupons may be sold. The New York Times not only said "the traffic is legal" regarding selling airline discount coupons, but wrote "check the commercial notices column in The New York Times or the classified advertising section under 'Miscellaneous' in The Wall Street Journal. During war time or economic hardships, trading or selling ration coupons is an economic crime. From Wikipedia, the free encyclopedia.
Please log in with your username or email to continue. No account yet? Create an account. Edit this Article. We use cookies to make wikiHow great. By using our site, you agree to our cookie policy. Cookie Settings. Learn why people trust wikiHow. Download Article Explore this Article parts. Tips and Warnings. Related Articles. Article Summary. Part 1. Identify a target customer.
Your business or product may appeal to a broad range of consumers, but for the purposes of advertising, it is usually helpful to think only about a specific subset of this potential audience. A single ad cannot appeal to or target every single person - accept this and then consider which consumers are most important for this project. If you are creating an advertisement for a graphics card, your audience probably knows enough about computers to realize that they can upgrade their old graphics card. Describe your target customer. The more descriptive your team can be here, the more targeted and effective your ad will be. Imagine your target customer in your mind's eye, and ask yourself the following questions: [2] X Research source What approximate age or gender are they?
Do they live in a major city or a more rural setting? What is their income range? Are they wealthy CEOs or college students on a budget? What other products do they use or enjoy? Do they use other products made by your company? Describe the target customer's relationship to your product. Once you've described your target consumer's basic lifestyle and demographic information, now consider how that person interacts with your specific product. Will they use it immediately, or when they need it? How often will they use your product? Identify the competition. You have hopefully already designed your product with the competition in mind. Ask yourself: do other products exist besides yours that perform similar functions?
If so, focus on the differences, especially how your product exceeds the competitor's. Describe the current market. Consider how your product is currently positioned. It is a hot and popular item right now? If so, ask yourself if and how you can distinguish your product from what is already available on the market. You should also consider the competitive landscape and the customers who are currently in play. Are you hoping to convert people currently using the competition's product?
Will you target those without a current solution? If your product the only one like this? Develop a strategy. Based on the information you've now compiled about the audience you're trying to reach and how they might view your product, you're now ready to think about an ad strategy. Your strategy should take into account what are commonly known as the 3 C's: Company you , Customer them, your target , and Competition. Part 2. Come up with a catchy, snappy tagline. Keep it short and sweet; the average product needs no more than six or seven words. If you say it out loud and it sounds like a mouthful, edit it down. Clean it with Orbit chewing gum! Make it memorable. Your message needs to be top of mind at the consumer's point of purchase. If they feel good about your brand, you've done your job.
Startling the reader into paying attention is especially useful if you have a lot to say. Know how to walk the line between controversial and entertaining. Pushing the limits of good taste to help your ad grab attention is common practice, but don't go too far — you want your product to be recognized on its own merits, not because it was tied to a tasteless advertisement. Use a persuasive technique. Note that persuasion doesn't really mean "convincing.
For most people, how they feel determines what they buy. Here are some tried and true methods that advertisers rely on to make their ads stick. People often have to hear your name many times before they even know that they heard it Jingles are one way to do this, but can also be annoying. Common sense : Challenging the consumer to think of a good reason why not to purchase a product or service. Humor : Making the consumer laugh, thereby making yourself more likeable and memorable. This pairs especially well with refreshing honesty.
Not the most successful business in your class? Advertise that your lines are shorter. Exigency : Convincing the customer that time is of the essence. Appeal to the target audience. Take note of your target audience's age group, income level, and special interests. Check in with your audience often to see how they are responding. Even if you have created the best ad ever, it won't be effective if it won't appeal to the people buying your product. For example: Kids tend to be over-stimulated, so you will need to grab their attention on multiple levels, with color, sound, and imagery. Young adults appreciate humor and tend to respond to trendiness and peer influence.
Adults will be more discerning and respond to quality, sophisticated humor, and value. Find a way to connect the desires of consumers to what you're advertising. Check back in with your strategy here. Make sure you are focusing on the most appealing aspect of your product. Why should it entice people? What sets it apart from other similar products? What do you like best about it? These can all be good starting points for an advertisement.
Are you selling something that people would buy in order to feel better about their social or economic status? For instance, you might be selling tickets to a benefit gala that is designed to feel elegant and luxurious, even if the ticket price is well below what most wealthy people would be able to pay. If you are selling an inspirational product, try to make your advertisement exude an air of indulgence. Determine whether or not your product is for practical means. If you're selling something like a vacuum cleaner, designed to perform common tasks or make life easier for the consumer, spin it in a different direction. Instead of emphasizing luxury, focus on how the product or event will provide relaxation and peace of mind to your consumer.
Is there an unmet desire or need, any frustration in the mind of your consumer, that will create a market for your particular product? Assess the need gap that exists for the product or service. Make sure all the relevant information is included. If your consumer needs to know your location, phone number, or website or all three in order to have access to your product, provide this information somewhere in the ad. If you're advertising an event, include the location, date, time and ticket price. What should the consumer do immediately after viewing the ad? Be sure to let them know! Decide where and when to advertise. If you're advertising for an event, start promoting it at least 6 to 8 weeks beforehand if it's going to accommodate more than people; if it's less than that, start advertising 3 to 4 weeks ahead.
If you're advertising a product, think about the time of year when people are more apt to buy what you're selling. Part 3. Choose a memorable image. Simple but unexpected is often the best route to take. Distinguish yourself from your top competitor s. For example, this Burger King ad mocks the size of the Big Mac while speaking the literal truth: that is a Big Mac box, after all, leaving McDonald's no legal ground from which to retaliate. Design a business logo optional. A picture says a thousand words, and if a logo is effective enough, it can render text unnecessary the backwards Nike checkmark, the Apple bitten apple, the McDonald's arches, the Chevron shell. If you're running a print or television advertisement, try to develop a simple, appealing image that will stick in the minds of viewers.
If you can, think of fresh and creative ways of re-imagining it. Do you have a commonly-used color scheme to work with? If your brand is instantly recognizable by the colors in the ad or the logo, use this to your advantage. McDonald's, Google, and Coca-Cola are good examples. Find software or a technique to create your advertisement. How you create your ad will depend on which medium you're using to advertise.
Note that if starting from zero, it takes a long time to acquire skill with a design app, or with design itself. In these cases it may be more helpful and less frustrating to browse freelance sites like craigslist and 99designs for design help. If you're looking to try it on your own, here are tech suggestions to get you started: If you're making a small-scale print ad such as a flyer or magazine advertisement , try using a program such as Adobe InDesign or Photoshop. For an audio ad, you can work with Audacity or iTunes.
Coca cola sales promotion development of a relationship with a sales representative created by a personal referral often coca cola sales promotion the coca cola sales promotion between an social class in jane eyre and a sale. Some are as simple coca cola sales promotion a metal baskets that are easy W. E. B. Dubois And The Progressive Movement refill or re-stock, coca cola sales promotion a price coca cola sales promotion and no design on the outside. It is coca cola sales promotion this stage that the company is first able to get a sense coca cola sales promotion how consumers respond coca cola sales promotion the product, if they like it and how successful it may be.