21世纪高级营销主管培训——管理广告、销售促进与公共关系.pptVIP

?2000 Prentice Hall * * Retailer - scanner data, industry consolidation -MFGs want to break through Loyalty Sensitivity proliferation - we did that Frag - more media, more targeted Short-termAccount - US Business, stock mkt, not BE * * * Father of PR was Edward Bernays, turns out he was Freud’s nephew! Value of some good brand publicity/movie placements: SPECIAL EVENTS: Reeses Pieces sales jumped 85% after E.T. Mumford High sold $1M in school shirts after Beverly Hills Cop CA. Raisin Board paid $25K for bus-stop sign and raisin eating scene in Back to the future. Coke and Pepsi scout out