《市场营销专业英语教程》教学课件第8章Integrated Marketing Communications.ppt

* 4. Sales Promotion * Trade Sales Promotions promotions aimed at distributors and retailers of products who make up the distribution channel. Promotions built around price discounts and advertising or other allowances are likely to have higher distributor/retailer participation levels than other type promotions because a direct economic incentive is attached to the promotion. 4. Sales Promotion * Consumer Promotions Some Commonly Used Forms of Consumer Promotions 4. Sales Promotion * Sales Promotion’s inability (1) to generate long-term buyer commitment to a brand in many cases (2) to change, except on a temporary basis, declining sales of a product (3) to convince buyers to purchase an otherwise unacceptable product (4) to make up for a lack of advertising or sales support for a product. 4. Sales Promotion * forms of publicity: 1. News release. 2. News conference. 3. Sponsorship. 4. Public service announcements. 5. Public Relations * the organization communicates directly with customers either online or through direct mail, catalogs, direct response advertising, or personal selling. Another obvious catalyst for growth in direct marketing has been consumers’ increased use of the Internet for purchasing many types of products. direct marketing offers many benefits for consumers for businesses 6. Direct Marketing * This chapter has been concerned with integrated marketing communications. Remember that advertising and sales promotion are only two of the ways by which sellers can affect the demand for their product. Advertising and sales promotion are only part of the firm’s promotion mix, and in turn, the promotion mix is only part of the overall marketing mix. Summary * Heineken: Creating brand ambassadors starts internally Case Analysis * Discussion Questions: What is a brand ambassador? How can Heineken benefit from its “Heineken Experience”? What has Heineken done to motivate its staff? Case Analysis * Thank You ! * * * by Yuan