文档介绍：MSc Marketing and Management
The Promotional Mix
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Topics
Elements of the mix and definitions
The scope of sales promotions
Advertising objectives and limitations
Developing and advertising campaign
Gaining synergy in the mix
Video cases
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Elements of munications Mix
Definition:
A number of promotional methods used bination to
promote a particular product munications with individuals, groups anisations.
Customer
Advertising
Personal
Selling
Sales
Promotion
Publicity
/
Online Marketing
Direct
Marketing
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Promotion - A Mix Within the Mix
Advertising: Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.
Personal Selling: Personal, oral presentation in a conversation with one or more prospective purchasers for the purpose of making sales.
Publicity: Non-personal stimulation of demand for a product, service or business unit by mercially significant news about it in a published medium or obtaining favourable presentation of it upon radio, television or stage that is not paid for by the sponsors.
Sales Promotion: Those marketing activities, other than personal selling, advertising and publicity, that stimulate consumer purchasing and dealer effectiveness, such as displays, shows and exhibitions, demonstrations, special offers and various non-recurrent selling efforts in the ordinary routine. Sales promotions act as a direct incentive to buy.
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The Scope of Sales Promotions
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Integrating Selling and Promotion
I do not know who you are.
I do not know pany.
I do not know pany’s product.
I do not know what pany stands for.
I do not know pany’s customers.
I do not know pany’s record.
I do not know pany’s reputation.
Now - what was it you wanted to sell me?
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Figure: Push-versus-Pull Strategy
Producer promotes aggressively
Wholesaler promotes aggressively
Retailer promotes aggressively
Consumer
Consumer
Retailer
Wholesaler
Producer promot