Sales Promotion

Sales promotion consists of promotional activities that stimulate purchases, other than advertising, personal selling, and publicity. It normally involves a direct inducement (such as money, prizes, free trials, extra products, gifts, or specialized information) that provides extra incentives to buy now or buy more, visit a store, request literature, display a product, or take some other action. Promotions are also designed to motivate impulse purchase (through the implementation of in-store displays), increase the quantity purchase (via pricing discounts), or shift the burden of inventory from the manufacturer to distributors or retailers (by providing volume discounts or other incentives). Sales promotion activities occur simultaneously with, and leverage advertising and publicity. Examples of Sales Promotion Displays Fashion shows Coupons Exhibits Free samples Novelty items Trade shows Demonstrations The Positive Effect of Sales Promotion on Brand Volume Sales promotion adds immediate and tangible value to the brand by maximizing sales volume. Advertising helps to develop and reinforce quality, differentiate brand reputation, and build long-term market value. A short-term price cut or rebate may be very effective at boosting sales. When all brands appear equal, sales promotion can be more effective than advertising in motivating customers to try a new brand or to select one brand over another. A strong sales promotions should be focused, creative, hard to imitate, and should well timed. The Negative Effect of Sales Promotion on Brand Volume Excessive sales promotion at the expense of advertising hurts profits. Some marketers believe the proper expenditure balance is approximately 60% for trade and consumer promotion and 40% for advertising. High levels of trade promotions relative to advertising and consumer promotions, have a positive effect on short-term market share, but may have a negative effective on brand attitudes and long-term market share. Many consumer promotions can undercut a brand's image, especially those that offer discounted pricing. Customers may not develop brand loyalty and promotions may erode brand perception. Sales promotion has a high cost relative to gains generated. Overly aggressive sales promotion can draw competitors into a price war, which reduces sales and profits for everyone.

Acting and Modeling

For anyone pursuing acting or modeling, it is always good to understand the options and standards for each. Go to acting/modeling to find out the proper steps you should take. Actors generally perform on TV, appear in motion pictures and in theatre. It is standard practice for actors to audition in order to secure a job. Models also appear on TV and film; not so much in the theatre. Models also perform, but mainly at photo shoots or in runway shows. Acting and modeling are types of jobs within the entertainment industry.

Every actor should strive to become a member of one or all of these guilds; it's a step toward a professional career. Go to acting guilds to get more information on the criteria for each. The most reputable unions for acting are SAG (Screen Actors Guild), AFTRA (American Federation of Television and Radio Artists) and AEA (Actors' Equity Association), which represents actors and stage managers in theatre. Each of these unions have specific regulations for becoming a member.

Actors

If you have thought about becoming an actor, or already are an actor and want more information about actors, visit actors to find out more. Actors are hired after they audition for a specific part. Most actors go on hundreds of auditions before their first big job. Actors usually play fictional characters. In the case of a true story (or a fictional story that portrays real people) an actor may play a real person (or a fictional version of the same). Occasionally, actors appear as themselves. Actors are people hired to perform a character written for stage or screen.

It is very important for any actor to have an agent in order to move his or her career forward. Don't wait to get discovered by an agent in a showcase or an independent film, go to acting agents to see how you can get an agent. Agents are the tools to gaining exposure and getting jobs for actors. With an agent attached to you, you will be put into a small pool of performers with representation. Hopefully your agent will respect your work and want to work for you. When you collect money as a performer, an agent usually collects ten percent. If an agency asks for money up front, they are not a reputable agency. A true agent gets paid when you do.