2018 PROMO MIX培训资料.pptVIP

MSc Marketing and Management The Promotional 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 Producer promotes aggressively Wholesaler promotes aggressively Retailer promotes aggressively Consumer Consumer Retailer Wholesaler Producer promotes aggressively to Push Strategy Pull Strategy MARKETING MANAGEMENT: Analysis, Planning, Implementation, and Control, 6/E by Philip Kotler ? 1988 by Prentice Hall A Division of Simon Schuster, Englewood Cliffs, New Jersey 07632 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