marketing_5 创意营销 课件 英文授课 蒙克利尔大学 美国.pptVIP

Promotion Promotion Mix Advertising Personal Selling Public Relations Sales Promotion These tools work best when they’re coordinated. IMC Integrated Marketing Communications (def.) The coordination of promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers. Reasons for Acceptance of IMC Decreased use of mass media advertising Database marketing provides more precise targeting of customers More broadly diversified suppliers of advertising Increased management demands for returns on investments in marketing efforts IMC requires careful planning…Otherwise consumer gets mixed signals Examples: Advertise merchandise, but its not in stock Publicity contradicts advertisement Exclusive dress shop, uses xeroxed flyers to announce grand opening The Multiple Purposes Creating awareness Promotional messages/symbols Promotional display/merchandising Promotional incentives/special offers Product substitute role Access/purchasing mechanism Proof of purchase/reassurance Facilitation of product use and information Providing education Information Flows The Communication Process Selecting Promotion Mix Elements Advertising Advertising Advertising (def.) A non-personal, paid message about a product, service, or company by an identified sponsor. Which is the biggest advertising medium? Internet, TV, Newspaper, or Direct Mail Types of Advertisements 1. Competitive/Brand Advertising Promotes a specific brand Goal is to build “selective” demand Takes a short-term perspective The comparative ad is a form of competitive/brand advertising Comparative Ad (def.) Two or more brands compared on the basis of one or more product attributes. Puffery (def.) Positive statements about your product or service. Emphasis the positive and de-emphasize the negative. Puffery is legal, however, when the advertiser crosses the line and makes false or misleading statements that’s illegal. The Federal Trade Commission (FTC) monitors advertising.