市场营销讲义2002 Promo Mix.pptVIP

MSc Marketing and Management Topics Elements of the mix and definitions The scope of sales promotions Advertising objectives and limitations Developing and advertising campaign Gaining synergy in the mix Video cases Elements of the Communications Mix Promotion - A Mix Within the Mix Advertising: Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. Personal Selling: Personal, oral presentation in a conversation with one or more prospective purchasers for the purpose of making sales. Publicity: Non-personal stimulation of demand for a product, service or business unit by planting commercially significant news about it in a published medium or obtaining favourable presentation of it upon radio, television or stage that is not paid for by the sponsors. Sales Promotion: Those marketing activities, other than personal selling, advertising and publicity, that stimulate consumer purchasing and dealer effectiveness, such as displays, shows and exhibitions, demonstrations, special offers and various non-recurrent selling efforts in the ordinary routine. Sales promotions act as a direct incentive to buy. The Scope of Sales Promotions Integrating Selling and Promotion I do not know who you are. I do not know your company. I do not know your company’s product. I do not know what your company stands for. I do not know your company’s customers. I do not know your company’s record. I do not know your company’s reputation. Now - what was it you wanted to sell me? Figure: Push-versus-Pull Strategy Advertising Objectives Convey information. Brand Identity building Shape attitudes Create/reinforce image positioning Create desire for the brand Establish or reinforce brand associations Provide post-purchase reassurance Remind Generate enquiries Advertising’s Limitations Cannot create needs. Cannot reverse product/brand dislike. Must be part of an effective marketing mix. Can reinforce but not build brand loyalty. Cannot p