6. The popularity of sales promotion has grown steadily both in the United States and overseas. A survey of executives conducted by Stimulus,Canadas leading advertising journal,revealed a shift from media advertising to sales promotion. Compared with five years ago,three of five firms had moved to spend more of their advertising budget on such nonmedia alternatives as trade shows,point-of-purchase displays,and publicity. According to a POPAI -Du Pont study of shopping behavior in the United States,almost 70 percent of all non-food purchases in supermarkets are generated by in-store decisions. If the same decision-making pattern is prevalent outside the United States,sales promotion should prove to be just as indispensable.
6、无论是在美国还是在海外,促销活动越来越受人青睐,而且势头强劲。加拿大首屈一指的广告杂志Stimulus对公司经理们的一项调查表明,他们已从媒体广告转向促销活动。同五年前相比,有五分之三的公司开始在广告预算中增加对非媒体手段的投入,如交易展销、买点展示和宣传。根据买点广告机构和杜邦公司对美国人购物行为所作的一项调查。在超市里所有非食品购买行为中,几乎有70%源自顾客在超市内的临时决定。如果这种购物方式能在美国以外的其他地方盛行开来,那么,将证明促销活动同样是必不可少的。
7. Sales promotion is effective when a product is first introduced to a market. It also works well with existing products that are highly competitive and standardized,especially when they are of low unit-value and have high turnover. Under such conditions,sales promotion is needed to gain that extracompetitive advantage. A Japanese firm created a great deal of excitement in Thailand by including game cards in its detergent boxes,and consumers could not resist buying more and more in search of the winning cards,Likewise,most gas stations in Thailand at one time gave free washcloths with a gas fill-up. Middlemen were also allowed to participate in the sales-promotion program. Stores were informed of the display,and their salespeople or sales clerks were made aware of the program and benefits.
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