企业广告和促销策略外文文献.docVIP

　　Bilopolskaya M. 　　O.A. Parshina, research supervisor 　　S. I. Kostritskaya, language advisor 　　National Mining University 　　SEPARATE STEPS IN ADVERTISING AND SALES PROMOTIONSTRATEGY IN BUSINESS MARKETING 　　Promotion in business marketing refers to the use of the promotional tools ofadvertising, publicity and sales promotion. Business promotional tools generallyserve to strengthen the personal selling effort and can be very effective in pavingthe way for sales representatives, in introducing new products and product lines toboth established and prospective customers, and creating a good-will between theselling and purchasing firms. 　　Creating a successful business promotion campaign is not an easy thing todo, and one of the most important steps in this process is estimating how effectivethe future promotion campaign will be. Two of the most commonly methods ofmeasuring the effectiveness are pretesting and posttesting, and responses toadvertisements. 　　Pretesting measures the subjects’ awareness of the product or service at issuethrough a series of questions about it, or a number of situations to whichrespondents react, thereby indicating their current knowledge about the product orservice. In posttesting those who have been exposed to advertisement, publicitypieces, or sales promotion devices are questioned as to their aided recall, unaidedrecall, recognition, comprehension, believability and brand awareness in regard tothe promotion. Traditionally, one more popular model of measuring theeffectiveness of business advertising has been through the response that thecompany received to print and broadcast advertisements and to direct marketingefforts. Advertises generally assume that if a particular advertisement or directmarketing effort receives a large mail-in or phone-in response, it is an effectivepromotional piece. Likewise, if an advertisement using a broadcast mediumreceives a considerable number of inquiries, it is also felt to be successful. 　　In fact, no matt