沃尔沃S60广告定位分析(英文版).doc

Differentiate between the characteristics and objectives of the various below-the-line promotional techniques.（Outcome 3.1） Public relations (PR) is the practice of managing the flow of information between an organization and its public. Objectives： ① evaluates public attitudes ② identifies issues of public concern ③ executes programs to gain public acceptance Characteristics： ① Press relations ② Product publicity ③ Corporate communication ④ Public affairs ⑤ Lobbying ⑥ Employee and investor relations ⑦ Crisis management Sales promotion is utilized to increase the effectiveness of other promotional efforts. Is a short-term incentive to motivate consumers/distribution channel to buy goods/services immediately. And it affects behavior, not attitudes. Objectives： ① Increasing sales, expand the market share, and influence consumer behavior.; ② The purpose of the sales promotion is not in order to improve the product, but in order to make customers popularity accepts products; Characteristics： ① Promotion of customer purchase behavior is short-range incentive activities; ② Promotion is a tactical marketing tool; ③ Promotion is a kind of market competition means; Another promotion：Trade promotion Purpose: push other business resell products The objectives of trade promotion： Obtain initial distribution Obtain prime retail shelf space or location Counter competitive brands Increase order size Reduce excess manufacturer inventories Enhance channel relationships Personal selling is to show the enterprise through the sent sales personnel with one or more may be buyers, talk to people for oral presentations to sell the goods, promote and expand sales. Sales are sales staff personnel to help and convince buyers purchase a commodity or service process. Personal Selling is more important if： Product has a high value. Product is custom made There are few customers. Product is technically complex Customers are concentrated. Objectives： Saved costs，to persuade customers to bu