Promotion Below the Line【DOC精选】.doc

Promotion Below the Line Promotion below the line refers to those promotional methods which do not depend upon media such as newspapers and TV. Direct mail is one means of direct marketing, which is often seen as part of a firm’s distribution network. They give the chance to show how a product actually works. Consumers reaction to a product can be tested before it is released onto the market. Some trade fairs and exhibitions are held overseas. A fair or exhibition may attract press coverage. They allow customers to discuss a product with members of the management team. Technical and sales staff are available to answer questions and discuss the product. Coupons and loyalty cards Competitions Product endorsements Product placing A supermarket, a department store, a bank or a petrol station Display material The layout of products at the point of sale Stocks Appropriate lighting and the creation of describe “smells” Weight and shape Protection Convenience Design Information Environmental factors Individuals can be given personal attention Public relations is an organization’s attempt to communicate with groups that form its “public”. Word List (27/28/29) Sherey 9 / 11 / 12 Cereal (谷物）noun. The grain produced by cereal crops Eg: a breakfast cereal Preference (偏爱）noun. A greater interest in or desire foe sb/sth than sb/sth else Eg: It is a matter of personal preference. Loyalty (忠诚）noun. The quality of being faithful in your support of sb/sth Eg: they swore their loyalty to the king. Equity (资产净值）noun. The value of a company’s shares; the value of a property after all charges and debts have been paid Proposition (提议，建议) noun. Verb. An idea or a plan of action that is suggested, especially in business Eg: I’d like to put a business proposition to you. Premium (保险费)noun. An amount of money that you pay once or regularly for an insurance policy. Loose (松散的） adj. Not str