promotion strategy

1、1,Part Seven : Promotion Strategy,( Chapter15-Chapter17),2,,MarketingCommunicationsmix(Promotion mix),Advertising,Personal selling,Sale promotion,Public relations,Customer,Direct marketing,Promotion Mix (P.467),3,,In

2、tegrated marketing communications (IMC)（整合營(yíng)銷傳播）(P.469) The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling mes

3、sage about the organization and its products.,,4,,,,Consistent,clear,andcompelling companyand productMessages.,Advertising,Personalselling,Salespromotion,Publicrelations,Directmarketing,,,,,,,,Carefully blended mi

4、x of promotion tools,,Integrated marketing communications(P.470),5,Elements in the communication process (P.471),,Sender,Receiver,Encoding,Decoding,Media,Message,Feedback,Response,Noise,,,,,,,,Sender’s field of experien

5、ce,Receiver’s field of experience,6,Steps in Developing Effective Communication,,Identifying the Target Audience,Determining the communication objectives,Designing a Message,Choosing Media,Selecting the Message Source,C

6、ollecting Feedback,7,,Set the objectives by the buyer-readiness stages (P.472),Awareness,Knowledge,Linking,Preference,Conviction,Purchase,知曉 認(rèn)識(shí) 喜歡 偏愛 確信 購(gòu)買,,,,,,8,,Designing a message,Message content

7、,Message structure& Message format,What to say?,How to say?,9,,Choosing media,Personalcommunicationchannel,Word-of-mouthinfluence,Non-personalcommunicationchannel,10,Factors in Setting the Promotion Mix,1. Typ

8、e of product / market;2. Push versus pull strategy;3. Buyer readiness stage.4. Product life-cycle stage.,11,Push versus pull promotion strategy (P.483),,Producer,Retailer &wholesalers,Consumers,Producer,Retailer

9、&wholesalers,Consumers,,,Producermarketingactivities,Resellermarketingactivities,,,Demand,Demand,,,,Producer marketing activities,Push strategy,Pull strategy,12,,Integrating the promotion mix (P.485),Audit the p

10、ockets of communications spending throughout the organization,Identify all contract points for the company & its brands,Team up in communications planning,Create compatible themes,tones,and quality across all cm. med

11、ia,Create performance measures that are shared by all cm. media,Appoint a director responsible for the company’s persuasive cm. effort,Analyze trends that can affect the company’s ability to do business,13,,Direct Market

12、ing (直復(fù)營(yíng)銷）Marketing through various advertising media that interact directly with consumers, generally calling for the consumer to make a direct response.Direct sales(直銷）Selling goods to consumers without any midd

13、leman.,14,Advertising major advertising decisions,,Objective setting,Budgetdecisions,Messagedecisions,Media decisions,Campaignevaluation,,,,,,,,,,15,,,Informativeadvertising,Persuasiveadvertising,Comparisonadver

14、tising,Reminderadvertising,Advertisingobjectives,,,,,,,16,,,Advertising budgetdecision,Affordable,Percentage-of sales,Objective -and task,Competitive parity,17,,Advertising Evaluation,Copy testing,Pretesting,Pos

15、ttesting,Direct rating,Portfolio tests,Laboratory tests,Recall tests,Recognition tests,,,,,,,,,,,,,,18,Sales Promotion,Major objects of sales promotion,Consumer promotion,Tradepromotion,Sales force promotion,19,Sales

16、-promotion Tools,,Consumer-Promotion Tools,Samples,Coupons,Cash refunds,Price packs,Premiums,Patronage reward,Contests,POP,Sweepstakes,Advertising specialties,Demonstrations,Games,20,,,Trade-Promotion Tools,Price-offs,

17、Allowance,Buy-backguaranteesor free goods,21,,,Business-Promotion Tools,Conventions,Trade shows,Sales contests,22,,Public Relations : Build good relations with the company’s various publics ,building up a good “corpo

18、rate image”and handling or heading off unfavorable rumors,stories and events.Publicity :Activities to promote a company or its products by planting news about it in media not paid for by the sponsor.,23,Personal Selli

19、ng,Salesperson : An individual acting for a company by performing one or more of the following activities: prospecting, communicating,servicing information gathering.,24,Managing the Sales Force,,Designing

20、 salesforce strategyand structure,Recruiting andselectingsalespeople,Trainingsalespeople,,,,,Compensatingsalespeople,Supervisingsalespeople,Evaluatingsalespeople,25,,,Sales forcestructure,Territorial salesforce