Chapter5Promotion概要.pptVIP

Chapter 5 Promotion Topics Covered Introduction to promotion Promotion mix Promotion mix deciding factors Advertising Personal selling Sales promotion Public relation Promotion is, therefore, about companies communicating with customers. Promotions Mixthe set of promotional tools that are used to communicate with customers and consumers Advertising--introduction It is any paid-for non-personal presentation and promotion of ideas, goods or services by an identified person. It is to publicize a new product, or to remind the public that a product is still around or to show the advantages, utilities and features of a product in comparison with rival products. Types of advertising product ads: focuses on individual Advertising institutional ads: is used to create a positive image for an organization. major types of advertising media Do it yourself (DIY)? Many small businesses To save money Familiar with their goods and the target customers So their ads can be quite successful in promoting the products Using an advertising agency ? large firms Writing the script Creating artwork Selecting the media A better job in advertising but the clients have to pay commissions to the agencies(10% to 20% of the cost of the ads) Personal Selling The most costly The most effective Most direct way for firms to help prospective customers satisfy their needs and wants Face-to-face communication with the firms’ sales representatives. Six steps of Personal Selling : find out prospective customers : determine the prospects : face-to-face contact with the prospect : present the product to the prospect, explaining its features and uses take them as opportunities for further presentation; may he