While many companies are spending more money on sales promotion than on media advertisin

While many companies are spending more money on sales promotion than on media advertising, it is difficult to say just what percentage of a firm s overall promotional budget should be allocated to advertise versus consumer- and trade-oriented【M1】______ promotions. This relocation depends on a number of factors,【M2】______ including the specific promotional objectives of the campaign, the market and competitive situation, and the brands stage in its life cycle. Consider, for example, what allocation of the promotional【M3】______ budget may vary according to a brands stage in the product life cycle. In the introductory stage, a large amount of the budget may be allocated to sales promotion techniques such as sampling and couponing to induce trial. In the growth stage, moreover,【M4】______ promotional dollars may be used primarily for advertising to stress brand differences and keep the brand name in competitors minds.【M5】______ When a brand moves to the maturity stage, advertising is primarily a reminder to keep consumers aware the brand. Consumer-oriented【M6】______ sales promotions such as coupons, price-offs, premiums, and bonus packs may be needed periodically to maintain consumer loyalty, attract new users, and protect against competition. Trade-oriented promotions needed to maintain shelf space and【M7】______ accommodate retailers demands for better margins as long as【M8】______ encourage them to promote the brand. A study on the synergistic effects of advertising and promotion examined a brand in the mature phase of its life cycle and has found that 80 percent of its【M9】______ sales at this stage was due to sales promotions. When a brand【M10】______ enters the decline stage of the product life cycle, most of the promotional support will probably be removed and expenditures on sales promotion are unlikely.

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