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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
Exhibit 16-31 Creative
advertising was coordinated
with sales promotion in the
successful introduction of
Lever 2000 soap
Figure 16-7 The shifting
role of the promotion
agency
V. Developing the
Integrated Marketing
Communications Program
16. Sales Promotion © The McGraw−Hill
Companies, 2003
Moreover, product trial created through sales promotion
techniques such as sampling or high-value couponing is
more likely to result in long-term use of the brand when
accompanied by advertising. 65
Using a promotion without prior or concurrent advertising
can limit its effectiveness and risk damaging the
brand’s image. If consumers perceive the brand as being
promotion dependent or of lesser quality, they are not
likely to develop favorable attitudes and long-term loyalty.
Conversely, the effectiveness of an ad can be
enhanced by a coupon, a premium offer, or an opportunity
to enter a sweepstakes or contest.
An example of the effective coordination of advertising
and sales promotion is the introductory campaign
Lever Brothers developed for its Lever 2000 bar soap. As
noted earlier in the chapter, Lever Brothers used highvalue
coupons, sent samples to half of U.S. households,
and offered discounts to retailers as part of its introductory
marketing blitz. These sales promotion efforts were
accompanied by heavy advertising in print and TV with
the tagline “Presenting some of the 2000 body parts you
can clean with Lever 2000” (Exhibit 16-31).
Sales promotion was important in inducing trial for
Lever 2000 and continued after introduction in the form of
couponing. But it was the strong positioning created
through effective advertising that converted consumers to
regular users. Repeat sales of the brand were at about 40
percent even after heavy discounting ended. Just six
months after its introduction, Lever 2000 became the
number-two deodorant soap in dollar volume, with an estimated 8.4 percent of the $1.5
billion bar-soap market. 66
To coordinate their advertising and sales promotion programs more effectively,
many companies are getting their sales promotion agencies more involved in the
advertising and promotional planning process. Rather than hiring agencies to develop
individual, nonfranchise-building types of promotions with short-term goals and tactics,
many firms are having their sales promotion and advertising agencies work
together to develop integrated promotional strategies and programs. Figure 16-7
shows how the role of sales promotion agencies is changing.
Traditional New and Improved
1. Primarily used to develop short-term 1. Used to develop long- and short-term
tactics or concepts. promotional strategies as well as tactics.
2. Hired/compensated on a project-by- 2. Contracted on annual retainer,
project basis. following formal agency reviews.
3. Many promotion agencies used a 3. One or two exclusive promotion
mix—each one hired for best task agencies for each division or brand
and/or specialty. group.
4. One or two contact people from 4. Full team or core group on the
agency. account.
5. Promotion agency never equal to ad 5. Promotion agency works on equal
agency—doesn’t work up front in basis with ad agency—sits at
annual planning process. planning table up front.
6. Not directly accountable for results. 6. Very much accountable—goes through
a rigorous evaluation process.