第十五章广告公关管理市场营销经典课件.pptVIP

?2000 Prentice Hall Chapter 15 Managing Advertising, Sales Promotion and Public Relations 促销策略 第一页，共三十四页。 本章学习目的 Objectives 开发和管理广告计划 确定广告媒体和评价广告效果 销售促进 公共关系 Public Relations Sales Promotion Deciding on Media Measuring Effectiveness Developing Managing an Advertising Program 第二页，共三十四页。 广告Advertising 人员推销Personal Selling Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. 销售促进Sales Promotion Short-term Incentives to Encourage Trial or Purchase. 公共关系Public Relations 直接营销Direct Marketing Direct Communications With Individuals to Obtain an Immediate Response.