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Video Store Promotion

Sales promotion is a form of marketing communication, activities aimed at improving the effectiveness of promotional efforts “other than advertising, personal selling, and public relations” (Lamb and Hair 536). Sales promotional efforts involve a variety of techniques, from coupons and catalogues to sampling and point-of-purchase strategies. All of them, however, are aimed at inducing consumers to purchase products immediately. According to Lamb (et al. 536), sales promotion strategies work because they are “short-term incentives that motivate consumers...either by lowering the price or by adding value”.

At the El Cajon, San Diego, Blockbuster Video store, store manager Jeff Kelly uses three sales promotion strategies aimed at increasing such immediate purchases. In-store coupons are available to consumers that offer a variety of options that lower price or add value. For example, one coupon offers a 10% reduction in overnight video rental prices if 3 videos are rented. Another coupon adds value to the renting of videos by offering one free night of VCR or DVD rental with every dozen videos rented. The coupon is punched each time a customer rents a video until all twelve video spots are punched. Kelly also uses brochures and local mailings to give short-term incentive to customers to purchase immediately. The brochures are mailed out every two months and feature new video releases and popular titles and products from the store (video games, hit movies, etc.). However, each brochure contains a FREE VIDEO RENTAL certificate that may be redeemed when paying the regular price to rent one video. This two-for-one certificate has proven very popular and must be redeemed within one week of the mailing’s receipt. Finally, Kelly also relies on point-of-purchase sales promotion. Every time a customer is in the story there are video racks of previously viewed hit video rentals for sale at a s

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Video Store Promotion. (1969, December 31). In LotsofEssays.com. Retrieved 11:11, March 29, 2024, from https://www.lotsofessays.com/viewpaper/1686556.html