西方场营销学10-The Marketing Communication Mix.pptVIP

The Marketing Communication Mix Advertising Sales Promotion Public Relations Personal Selling Direct Marketing Promotion Mix Strategy Push Strategy : Using the sales force and trade promotion to push the product through channels. Pull Strategy: Spending a lot on advertising and consumer promotion to build up consumer demand. Advertising Advertising Any paid form of nonpersonal presentation and promotion of ideas, goods or services by an identified sponsor. The eleven classes of advertising 1) Persuasive 2) Informative 3) Institutional 4) Financial 5) Classified; for personal column 6) Retail 7) Cooperative 8) Industrial business to business 9) Government 10) Trade 11) Direct respond, eg. direct order Reasons of advertising 1) To announce a new product 2) To announce a modification to the existing product 3) To remind the customers that the product still available in the market 4) To educate consumer 5) To maintain sales 6) To increase profit 7) To challenge competition 8) To retrieve lost sales 9) To please the sales force 10) To attract investor 11) To show the strong position of the company in the market Sales Promotion A direct inducement that offers an extra value or incentive for the product to the sales force, distributors or the ultimate consumer with the primary objective of creating an immediate sales. Types of Sales and Promotion Activities 1) Consumer-oriented promotion: the target group is direct to end user 2) Trade-oriented promotion: the target group is middleman Consumer-oriented Sales Promotion Techniques 1) Sampling Door-to-door sampling Sampling through the mail In store sampling On-package sampling 2) Couponing 3) Free premium 4) Self-liquidating premium 5) Contest and Sweepstakes 6) Refunds and Rebates 7) Bonus packs 8) Price-off deals 9) Event sponsorship Public Relations The management function which evaluate public attitudes, identifies the policies and procedures of an organisation with the p