西方市场营销学TheMarketingCommunicationMix.pptVIP

The Marketing Communication Mix Advertising Sales Promotion Public Relations Personal Selling Direct Marketing Promotion Mix Strategy Push Strategy : Using the sales force and trade promotion to push the product through channels. Pull Strategy: Spending a lot on advertising and consumer promotion to build up consumer demand. Advertising Advertising Any paid form of nonpersonal presentation and promotion of ideas, goods or services by an identified sponsor. The eleven classes of advertising 1) Persuasive 2) Informative 3) Institutional 4) Financial 5) Classified; for personal c