文档介绍：该【工商管理科特勒chaptersalespromotionPRpagePPT课件 】是由【1875892****】上传分享，文档一共【13】页，该文档可以免费在线阅读，需要了解更多关于【工商管理科特勒chaptersalespromotionPRpagePPT课件 】的内容，可以使用淘豆网的站内搜索功能，选择自己适合的文档，以下文字是截取该文章内的部分文字，如需要获得完整电子版，请下载此文档到您的设备，方便您编辑和打印。Salespromotionandpublicrelations Kotlerchapter18–page554-569Agenda:Whatissales-promotion,andhowaresales-promotiondecisionsmade?paniesuseeventsandpublicrelationsintheirmarketing-mix?**BWJSalespromotionDefinition:Incentivetools,mostlyshortterm,designedtostimulatethepurchaseofproductsbyconsumersortheretailersPurpose:AIDAmodel–latestagesAdjustsseasonalfluctuationsinsalesEncouragesconsumertrialCan,insomecases,increaseawareness**BWJSalespromotionPros: CreatesawarenessStronginlaststagesoftheAIDAmodelImmidiateincentivebinedwithloyaltyprogramsCons:LimitedcoverageinthetargetgroupHeavyusageofsalespromotioncanerodebrandloyalty**BWJSales-:Buildtrial,attractbrandswitchers,off-seasonbuying,:,page557–:Price-off,,:(–page559)**BWJConsumerandtradepromotionsMoneyoffFreesamplesPrizepromotionsLoyaltycardsFreegoodsAllowancesBonuspacksPremiumsCouponsPricediscountsCompetitionsConsumer promotionsTrade promotions**BWJDevelopingthesales-promotionprogramDecisions:SizeoftheincentiveConditionsforparticipationDurationDistributionTimingogtotalbudget**BWJEvaluationPre-test:Theprogramistestedinacertainareaand/oramongtargetcustomersImplementationEvaluationofresults:MeasuresalesbeforeandafterCustomerpanelsInterviewsExperiments**BWJEventsandexperiencesPossibleobjectives:IdentifywithtargetsmarketsorlifestylespanyorbrandBrandingCorporateimagemitmentEntertainorrewardkeystakeholders**BWJEvents–majordecisionsChoosingeventopportunities:AudiencematchwithtargetgroupCreatingfavorableattentionUniquenessBrandingissuesDesigningsponsorshipprogramsMeasuringsponsorshipactivities:Supplyside–mediacoverageDemandside–consumerresearch**BWJValuestransferredfromsponsorshipcategoriesHealthyYoungEnergeticFastVibrantMasculineSophisticatedEliteDiscriminatingUp-marketSeriousPretentiousYoungAccessibleFriendlyCurrentmercialAdmirableConcernedCaringIntelligentExplosiveCaringConcernedExplosiveSportsHigh-browartsMassartsSocialcausesEnvironmentalprograms**BWJ