广告促销及公共关系.pptx

Advertising, Sales Promotion, and Public Relations;Objectives目标;Objectives目标;Case Study案例研究;Case Study案例研究;Definition定义;Advertising广告;Setting objectives确定广告目标;Setting the budget编制广告预算;Developing the advertising strategy设计广告策略;;Developing the advertising strategy设计广告策略;;Evaluating advertising campaigns广告评估;Small vs. large companies Nature of advertising agencies Advantages of advertising agencies Departments Compensation Changes in agency services;Advertising to International Markets国际广告决策;Definition定义;Sales Promotion促销;Sales Promotion促销;;Discounts ( also called price-off, off-list, and off-invoice) Allowances Advertising allowances Display allowances Free goods Push money Specialty advertising items; Includes many of the same tools used in consumer and trade promotions Two additional tools: Conventions and trade shows Sales contests ; Size of the incentive Conditions for participation Promotion and distribution of the actual sales promotion program Length of the promotional program Evaluation Surveys and experiments can be used;Definition定义;; Advantages: Strong impact on public awareness at  lower cost than advertising Greater credibility than advertising Publicity is often underused Good public relations can be a powerful brand-building tool;;谢 谢