广告、促销与公共关系.pptxVIP

Advertising, Sales Promotion, and Public Relations广告、促销及公共关系Objectives目标Understand the roles of advertising, sales promotion, and public relations in the promotion mix.Know the major decisions involved in developing an advertising program.确定广告、促销和公共关系在整个营销组合中的作用描述为使一个广告活动获得发展的首要决策Objectives目标Learn how sales promotion campaigns are developed and implemented.Learn how companies use public relations to communicate with their publics.解释促销活动是如何得到发展并完成的。解释公司怎样利用公共关系与公众沟通。Case Study案例研究AFLACA few years ago, only 13% of U.S. recognized AFLACOld ads: “warm and fuzzy” similar to other insurance adsGoal: