文档介绍：Advertising and Promotion Strategy An Integrated Approach Week 6’s Agenda
Week 6’s Agenda
A quick review of sales promotion
Public relations
Nike INC1>.
Research strategy in munication
Ethical issues in munication
Issues related to international marketing
Heineken N. V.
Review of Sales Promotion
Sales Promotion: Push vs. Pull
Consumer-oriented sales promotions
All efforts directed toward final consumer
Pull: consumer given reasons and incentives to “pull” the product off the shelf (advertising also part of pull)
Trade-oriented sales promotions
All efforts directed toward the retailer
Push: retailer given reasons and incentives to
Make the product available to the consumer
Make the product available at the right price and/or right place in the store
Firm
Retailer
Consumer
Trade-Oriented
Sales Promotions
(Push)
Consumer-Oriented
Sales Promotions
(Pull)
Key Factors Positively Influencing the Performance of Sales Promotion
Sales force support
Trade support
Substantial promotion investment
Supplementary point-of-purchase
When cross-promotions are used, products should plementary
petitive activity
Other Lessons
Most promotions lose money
ess is measured based on performance relative to the objectives set
There is no one characteristic of a promotion program that will ensure ess. All variables are interdependent
Product
Decisions
Pricing
Decisions
Place
Decisions
Promotional Mix
Advertising
Sales Promotion
Publicity and
Public Relations
Direct Marketing
Personal Selling
Target
Market
Consumers
Businesses
Resellers
Situational Analysis
Company
Competition
Customer
Target Market
Selection
Promotional
Decisions
Strategic Elements
Tactical Elements
Role of Promotions in the Overall Marketing Process
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Topic 1: Public Relations
Public Relations
Public Relations
Proactive PR (firm initiates the PR effort)
Reactive PR (firm reacts to a crisis)
Public Relations
What makes