上海交通大学营销管理教程英文版.PPTVIP

* Evaluating effectiveness Should be based on initial objectives attention cognition affective behaviour * Sales promotion Short term strategies generally designed to increase sales Consumer samples, competitions, premiums bonus Trade trade shows, sales completions * Why the increase in Sales Promotion? Growing retailer power Declining brand loyalty Increased promotional sensitivity Brand proliferation Fragmentation of consumer market Short-term focus Increased managerial accountability Competition Clutter * Consumer promotions Sales promotion objectives entice trial of a new product entice trial away from competitor load up on a mature product hold and reward loyal customers relationship building * Consumer sales promotions samples coupons cash refunds price packs premiums point of sale displays Advertising specialties patronage rewards contests sweepstakes games * Trade-Promotion Objectives Trade-Promotion Tools Specialty Advertising Items Contests Free Goods Buy-Back Guarantees Allowances Price-Offs Patronage Rewards Push Money Discounts Premiums Displays Persuade Retailers or Wholesalers to Carry a Brand Give a Brand Shelf Space Promote a Brand in Advertising Push a Brand to Consumers Trade Promotions * Business-Promotion Objectives Business-Promotion Tools Generate Business Leads Stimulate Purchases Reward Customers Motivate Salespeople Conventions Trade Shows Sales Contests Business-to-Business Promotion * Public relations corporate identity materials public service activities website news speeches special events * In summary... Developing Managing an Advertising Program Deciding on Media Measuring Effectiveness Sales Promotion Public Relations * * 本页无文字说明，见幻灯片 * * 本页无文字说明，见幻灯片 * * 本页无文字说明，见幻灯片 * * 本页无文字说明，见幻灯片 * * 本页无文字说明，见幻灯片 * * 本页无文字说明，见幻灯片 * * 本页无文字说明，见幻灯片 * * 本页无文字说明，见幻灯片 * * 本页无文字说明，见幻灯片 * * 本页无文字说明，见幻灯片 * * 本页无文字说明，见幻灯片 * * 本页无文字说明，见幻灯片 * * 本页无文字说明，见幻灯片 * * * * * * * * 9 * * 15 * * 18 * * 18 * * 5 * * Gordon and Langmaid (1988)