MSc Marketing and Management The Promotional Mix 来自大的资料库下载 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 来自大的资料库下载 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 来自大的资料库下载 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. 来自大的资料库下载 The Scope of Sales Promotions 来自大的资料库下载 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? 来自大的资料库下载 Figure: Push-versus-Pull Strategy Producer promotes aggressively Wholesaler promotes aggressively Retailer promotes aggressively Consumer Consumer Retailer Wholesaler Producer promot
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