Consumer and Trade Oriented Sales Promotion

Consumer-oriented sales promotion

With Black Friday behind us there was an abundance of coupons. Of the hundreds of coupons I was presented in the week leading up to Friday many were effective while others were ineffective in my opinion. A coupon that was ineffective for me was a $2.39 gallon of Roundy's Milk. The coupon was run through Copps but the four day life span of the coupon was too short for me. On the other side of the coin Copps is running the Scratch and Win Probability Game which I believe is effective. The game offers nice prizes and the 4 month life span is appealing to me.

Trade-oriented sales promotion



I find Marlboro's point of purchase displays to be effective. I think it does a good job motivating retailers to carry their product and making an extra effort to push it to their customers. In my opinion the PGA Merchandise show is becoming ineffective to many of their PGA members. In my opinion the poor economy is limiting their participants with high expenses involved in attending.

Corporate Blogs

Titleist Blog

Titleist golf company utilizes blogs to reach a large audience at a small cost. They placed the blogs on their website http://www.titleist.com/ , the blogs are located in the far right tab on the top right of the page. Titleist has seperate blogs for their clubs, balls, tour players, and company news. The equipment blogs market their products presenting a positive brand image towards Titleist. Overall the blogs offer inside information promoting their products and company.

McDonalds Blog

McDonalds blog titled More From China-10 Lessons Learned on http://www.aboutmcdonalds.com/ reaches a very large audience for a small fee. The blog talks about what programs and progress they are making to be a responsible company. How they are trying to be a responsible and sustainable organization as well. Stakeholders and skeptics of their company would be interested in this blog.

Direct Marketing

I recently received The Golf Warehouse fall golf club magazine. I typically receive a magazine about once every two months. The magazine definitly caught my attention because of the fall specials. I expect I will be receiving another magazine closer to Christmas. Towards the end of January I usually receive a magazine with companies new products for the year.

Chapter 13

I think there has been an increase in outdoor advertisement because of its exposure. Properly placed outdoor advertisments can be seen by large numbers of people everyday. Benefits from the book include; frequency, geographic flexibility, creativity, awareness, efficiency, effectiveness, capabilities, and timeliness. Outdoor advertising has been able to be successful because of its ability to remain innovative through technology. Also outdoor advertising is showing up in new places previously unavailable.

Ch. 12 Magazine Advertising

1. Men's Health Magazine targets men from 18-50 years old. The target market has a common interest in fitness, nutrition, health, and sex. I think most subscribers have a career and are trying to stay up to date on the latest trends.

2.The magazine had 62 pages of advertising and 136 pages total. I don't think it was cluttered. The first 8 pages were advertisements and the other advertisements were properly placed.

3. Apparel, automotive,technology, beer, Fitness supplements, and snack foods were common advertisements. I think advertisers target this magazine because of the nations move towards health. The health conscious subscribers associate products in Men's Health as being healthy and stylish.

4. The general mood is good. All of the men and women in the magazine are in exceptional shape. I think a reader maybe easily persuaded that a product is right for them. Using a product will get the results they see through out the magazine.

5. The magazine positions itself as up to date on the latest trends. It uses articles and topics associated with young professionals.

TV Commercials

I watched the BMW Championship on the Golf Channel for golfs Fedex Cup Playoffs. The tournament sponsor BMW had a few commercials  averaging about 30 seconds each. One commercial promoted their innovations and state of the art driving experience. The CEO of BMW North America was interviewed by the Golf Channel before his companies commercials. Jim O'Donnell and a BMW college scholarship recipient discussed the companies positive impact on the community, tournament, and the young girls bright future. Overall the commercials reflected a positive image to their brand.

Winn Golf Grips used professional golfer Natalie Gulbis in one of their commercials. Natalie used the brands different grips while hitting various shots. She stated the grips have helped her overall game and the appearance of the grips are appealing to her. Average golfers also gave their game improvement testimonies.The 30 second commercial entices golfers to make the switch to Winn Grips.

Dicks Sporting goods also had a few commercials. They advertised their competitive golf prices in a friendly envioronment with a knowledgeable staff. There were lots of visuals of clubs,apparel, and accessories. Dick's commercials were about 30 seconds. I believe the commercials were very sales oriented.

Communication and Sales Objective Advertising

I believe Subway is marketing communication objectives in this advertisement. Subway is trying to enhance their image is a healthy alternative to main stream fast food. Jared is helping them accomplish this by creating favorable perceptions about their products benefits. Overall their advertising is targeting the new health conscious generation.

This is an example of sales oriented advertising. McDonald's dollar menu is a reflection of our economy in my opinion. Customers are on a budget and may justify spending a few dollars for eating out. The convenience of breakfast,lunch,and dinner options for a dollar appeal to our on the go society,

Environmental Influences on Consumer Behavior

Culture is learned meanings,values, norms,customs, and traditions shared by a society. Consumer behavior is influenced by all of these. It is very difficult for marketers to identify and understand consumer behavior in various cultures. The importance of marketing in new cultures is critical for success. An example would be Red Bull marketing their beverage in Spain during a run with the bulls.

Subcultures are smaller groups inside a culture with slightly different norms,values, or patterns of behavior. Commonly based on age,geographic,religious,racial, or ethnic differences. Marketers must understand and predict trends within subcultures. An example would be Coca Cola marketing toward hispanics.

Social class in the U.S. is generally determined by occupation and income. Marketers must comprehend values,lifestyle,interests, and behaviors of the three social classes. It is important that advertising match the lower,middle,or upper social classes way of life. An example for targeting people of low income would be a generic garbage bag company offering a lower priced product than the leading brands.

A reference group refers to an individual using referents such as family,co-workers, and friends when making judgements or taking action. A group in which a person aspires to be a part of is also a reference group. Marketers use aspirational and disassociative groups when marketing. An example is Marketers using adult groups providing alcohol to minors. This would be a disassociative group.

The three types of situational determinants are: specific usage, purchase, and communication. Marketers try to advertise certain products without having a negative communication situation. Companies and marketers may limit their product to certain distributors or businesses to avoid purchase situations.  An example would be tobacco companies marketing their brands differently to enhance future success.

Hello everyone! My name is Luke Van Beck and I'm enrolled in the Marketing program at the Wisconsin Rapids MSTC Campus. After high school I earned an associates degree in Golf Complex Operations from The Golf Academy of America Myrtle Beach. I currently work for Van Beck Vending and The Ridges Golf Course.
In my free time I enjoy spending time with family, friends, and playing sports. After graduation I plan to continue my education at the University of Wisconsin Eau Claire. I am optimistic about my future and look forward to the challenges that life throws my way.

                                                      Barefooting on my cousin's boom