文档介绍：MSc Marketing and Management
The Promotional Mix
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
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
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.
The Scope of Sales Promotions
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?
Figure: Push-versus-Pull Strategy
Producer promotes aggressively
Wholesaler promotes aggressively
Retailer promotes aggressively
Consumer
Consumer
Retailer
Wholesaler
Producer promotes aggressively to
Push Strategy
Pull Strategy
MARKETING MANAGE