PM--Chapter17IntegratedMarketingCommunications(营销原理)..pptVIP

Chapter 17: Integrated Marketing Communications Chapter 17 Integrated Marketing Communications Chapter 17 Skip: Viral Marketing Regulations of Promotion The Role of Promotion in Marketing Promotion and Imperfect Competition Imperfect competition is characterized by product differentiation, emotional buying behavior, and incomplete market information. Promotion helps provide information, differentiate product, and persuades potential buyers. Economic Role of Promotion Promotion changes the location (by shifting to the right) and shape of the demand curve (by making it more inelastic when price increases and more elastic when price decreases) for a company’s product. The Role of Promotion in Marketing Promotion and Marketing Promotion is the element in an organization’s marketing mix that serves to inform, persuade, and remind the customers of a product and/or organization selling it. Promotion Methods Personal Selling is the direct presentation of a product to a prospective customer by a representative of the organization selling it. Advertising is nonpersonal communication that the sponsor has paid for and in which the sponsor is clearly identified. Sales promotion is demand-stimulating activity designed to supplement advertising and facilitate personal selling. Trade promotion” is the sales promotion directed to the members of the distribution channel. Promotion Methods Public relations include a wide variety of communication efforts to contribute to generally favorable attitudes and opinions toward an organization and its product, not including any specific sales message. Publicity involves news stories about an organization or its products. It involves impersonal message that reaches a mass audience through the media. Publicity differs from public relations in that: It is not paid for, organization that is the subject of the publicity has little or no control over it, and it appears as news and therefore has greater credibility than advertisin