The Rawlings Sports Equipment Company plans to increase...

Name: Problem 60, Chapter 12: Integrated Advertising, Promotion, and Marketing Communications
Uploaded: 2020-05-28T15:03:53-08:00
Duration: 46 s
Channel: Melissa Lupinacci
Description: The Rawlings Sports Equipment Company plans to increase sales of baseball gloves this season. The company intends to use a coupon program. Discuss the pros and cons of each method of coupon distribution listed in the chapter for Rawlings. Which method or methods should Rawlings use? Why?

The Rawlings Sports Equipment Company plans to increase sales of baseball gloves this season. The company intends to use a coupon program. Discuss the pros and cons of each method of coupon distribution listed in the chapter for Rawlings. Which method or methods should Rawlings use? Why?

Key Concepts

Target Audience Consideration

A fundamental concept in coupon program planning is identifying and understanding the target audience. This includes analyzing consumer demographics, purchasing behavior, and media consumption patterns to ensure that selected distribution channels reach the most relevant segments. Effective targeting can maximize coupon redemption and overall sales impact while minimizing wasted promotional resources.

Coupon Promotion Strategy

Coupon promotion is a marketing technique businesses use to incentivize purchases and encourage customer trials by offering discounts or special deals. It is designed not only to drive immediate sales but also to build long-term customer loyalty. In the overall subject of marketing, this strategy is part of the promotional mix and is used to enhance brand engagement while measuring the effectiveness of advertising efforts.

Distribution Channels for Coupons

Different coupon distribution channels such as direct mail, digital media, in-store distribution, and newspaper inserts each have unique characteristics. This concept involves understanding the medium through which the coupon reaches consumers, with factors such as cost, reach, targeting accuracy, and ease of redemption affecting the overall effectiveness of the promotion. Choosing the appropriate channel is key to aligning the promotional campaign with the desired audience.

Evaluation of Pros and Cons

Evaluating the advantages and disadvantages of each coupon distribution method is crucial in determining the best approach for a campaign. This involves weighing factors like cost efficiency, targeted delivery, potential for higher redemption rates, and control over distribution against possible drawbacks such as limitations in reach, risks of coupon misuse, or higher implementation costs. A systematic analysis helps in selecting distribution methods that fit the company’s strategic objectives.

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