Integrated Marketing Communications: Advertising, Public Relations, and More. Trade and sales promotion are mainly short-term marketing tactics that are offered to dealers as well as consumers to increase sales. In an initial post of at least 300 words, address the following:
Compare and contrast trade and sales promotions.
Incorporate concepts and examples from this weeks lecture in your post.
Must refer to at least two credible resources in addition to the course text.
Sample solution
Dante Alighieri played a critical role in the literature world through his poem Divine Comedy that was written in the 14th century. The poem contains Inferno, Purgatorio, and Paradiso. The Inferno is a description of the nine circles of torment that are found on the earth. It depicts the realms of the people that have gone against the spiritual values and who, instead, have chosen bestial appetite, violence, or fraud and malice. The nine circles of hell are limbo, lust, gluttony, greed and wrath. Others are heresy, violence, fraud, and treachery. The purpose of this paper is to examine the Dante’s Inferno in the perspective of its portrayal of God’s image and the justification of hell.
In this epic poem, God is portrayed as a super being guilty of multiple weaknesses including being egotistic, unjust, and hypocritical. Dante, in this poem, depicts God as being more human than divine by challenging God’s omnipotence. Additionally, the manner in which Dante describes Hell is in full contradiction to the morals of God as written in the Bible. When god arranges Hell to flatter Himself, He commits egotism, a sin that is common among human beings (Cheney, 2016). The weakness is depicted in Limbo and on the Gate of Hell where, for instance, God sends those who do not worship Him to Hell. This implies that failure to worship Him is a sin.
God is also depicted as lacking justice in His actions thus removing the godly image. The injustice is portrayed by the manner in which the sodomites and opportunists are treated. The opportunists are subjected to banner chasing in their lives after death followed by being stung by insects and maggots. They are known to having done neither good nor bad during their lifetimes and, therefore, justice could have demanded that they be granted a neutral punishment having lived a neutral life. The sodomites are also punished unfairly by God when Brunetto Lattini is condemned to hell despite being a good leader (Babor, T. F., McGovern, T., & Robaina, K. (2017). While he commited sodomy, God chooses to ignore all the other good deeds that Brunetto did.
Finally, God is also portrayed as being hypocritical in His actions, a sin that further diminishes His godliness and makes Him more human. A case in point is when God condemns the sin of egotism and goes ahead to commit it repeatedly. Proverbs 29:23 states that “arrogance will bring your downfall, but if you are humble, you will be respected.” When Slattery condemns Dante’s human state as being weak, doubtful, and limited, he is proving God’s hypocrisy because He is also human (Verdicchio, 2015). The actions of God in Hell as portrayed by Dante are inconsistent with the Biblical literature. Both Dante and God are prone to making mistakes, something common among human beings thus making God more human.
To wrap it up, Dante portrays God is more human since He commits the same sins that humans commit: egotism, hypocrisy, and injustice. Hell is justified as being a destination for victims of the mistakes committed by God. The Hell is presented as being a totally different place as compared to what is written about it in the Bible. As a result, reading through the text gives an image of God who is prone to the very mistakes common to humans thus ripping Him off His lofty status of divine and, instead, making Him a mere human. Whether or not Dante did it intentionally is subject to debate but one thing is clear in the poem: the misconstrued notion of God is revealed to future generations.
References
Babor, T. F., McGovern, T., & Robaina, K. (2017). Dante’s inferno: Seven deadly sins in scientific publishing and how to avoid them. Addiction Science: A Guide for the Perplexed, 267.
Cheney, L. D. G. (2016). Illustrations for Dante’s Inferno: A Comparative Study of Sandro Botticelli, Giovanni Stradano, and Federico Zuccaro. Cultural and Religious Studies, 4(8), 487.
Verdicchio, M. (2015). Irony and Desire in Dante’s” Inferno” 27. Italica, 285-297.
Sample Answer
Sample Answer
Comparing Trade Promotions and Sales Promotions in Integrated Marketing Communications
Integrated Marketing Communications (IMC) is crucial for creating cohesive messaging that resonates with target audiences across various channels. Within the IMC framework, trade promotions and sales promotions play significant roles, especially in driving short-term sales boosts. While they share similarities in their objectives, they differ in their target audiences, strategies, and execution.
Trade Promotions
Trade promotions are marketing strategies aimed primarily at wholesalers, retailers, or intermediaries rather than end consumers. The primary goal of trade promotions is to incentivize these intermediaries to promote and sell the product more aggressively. Common forms of trade promotions include discounts on bulk purchases, allowances for shelf space, co-operative advertising funds, and promotional displays (Keller et al., 2021). For instance, a beverage company may offer retailers a temporary price reduction on large orders to encourage them to stock more of their product or provide promotional materials to enhance visibility in stores.
According to a study by the Journal of Marketing Research, trade promotions can effectively increase product visibility and sales velocity in retail channels, as they directly address the needs of trade partners (Geylani et al., 2010). This approach helps manufacturers gain better placement and support from retailers, ultimately leading to increased sales.
Sales Promotions
In contrast, sales promotions are directed toward the end consumers. Their primary aim is to stimulate immediate purchases and boost short-term sales. Common tactics include coupons, contests, rebates, and limited-time offers. For example, a new snack brand might distribute coupons through grocery store flyers or offer a buy-one-get-one-free deal to encourage trial among consumers. Such promotions are designed to create urgency and entice customers to make a purchase they might not have considered otherwise (Kotler & Keller, 2020).
Sales promotions can be particularly effective during peak shopping seasons or product launches as they tap into consumer psychology by creating a sense of urgency or exclusivity. Research indicates that consumers are more likely to respond positively to sales promotions when they perceive them as valuable opportunities (Buil et al., 2013).
Comparison
While both trade and sales promotions aim to increase sales volume, they target different audiences and utilize distinct strategies. Trade promotions focus on incentivizing intermediaries to promote the product effectively within their networks. In contrast, sales promotions directly influence consumer behavior by encouraging immediate purchases.
Both strategies can complement each other; for instance, a trade promotion might lead to increased retail support for a sales promotion campaign aimed at consumers. When executed strategically within an integrated marketing communications plan, these promotions can drive both short-term sales and long-term brand loyalty.
Conclusion
In conclusion, understanding the nuances between trade and sales promotions is essential for marketers seeking to optimize their promotional strategies. By leveraging these tactics effectively within an IMC framework, businesses can enhance their market presence and drive substantial growth.
References
1. Buil, I., Chernatony, L., & Martínez, E. (2013). A new way to measure brand equity. Journal of Business Research, 66(1), 2-6.
2. Geylani, T., Hettel, W., & Rojas, C. (2010). The impact of trade promotions on store brand penetration: Evidence from the supermarket industry. Journal of Marketing Research, 47(6), 1120-1132.
3. Keller, K. L., Parameswaran, M., & Jacob, I. (2021). Strategic Brand Management. Pearson.
4. Kotler, P., & Keller, K. L. (2020). Marketing Management (15th ed.). Pearson.
