西方市场营销学10-the marketing communication mix

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1、TheMarketingCommunicationMixAdvertisingSalesPromotionPublicRelationsPersonalSellingDirectMarketingPromotionMixStrategyPushStrategy:Usingthesalesforceandtradepromotiontopushtheproductthroughchannels.PullStrategy:Spendingalotonadvertisingandconsumerpromotiontobuild

2、upconsumerdemand.AdvertisingObjectiveSetting_______________CommunicationobjectiveSalesobjectiveBudgetDecision______________AffordableapproachPercentofSalesCompetitiveparityObjectiveandtaskMessagedecisions________________MessagestrategyMessageexecutionMediadecisio

3、ns_______________Reach,frequency,ImpactMajormediatypesSpecificmediavehiclesMediatimingCampaignevaluation_________________CommunicationImpactSalesImpactAdvertisingAnypaidformofnonpersonalpresentationandpromotionofideas,goodsorservicesbyanidentifiedsponsor.Theeleve

4、nclassesofadvertising1)Persuasive2)Informative3)Institutional4)Financial5)Classified;forpersonalcolumn6)Retail7)Cooperative8)Industrial&businesstobusiness9)Government10)Trade11)Directrespond,eg.directorderReasonsofadvertising1)Toannounceanewproduct2)Toannounceamo

5、dificationtotheexistingproduct3)Toremindthecustomersthattheproductstillavailableinthemarket4)Toeducateconsumer5)Tomaintainsales6)Toincreaseprofit7)Tochallengecompetition8)Toretrievelostsales9)Topleasethesalesforce10)Toattractinvestor11)Toshowthestrongpositionofth

6、ecompanyinthemarketSalesPromotionAdirectinducementthatoffersanextravalueorincentivefortheproducttothesalesforce,distributorsortheultimateconsumerwiththeprimaryobjectiveofcreatinganimmediatesales.TypesofSalesandPromotionActivities1)Consumer-orientedpromotion:theta

7、rgetgroupisdirecttoenduser2)Trade-orientedpromotion:thetargetgroupismiddlemanConsumer-orientedSalesPromotionTechniques1)SamplingDoor-to-doorsamplingSamplingthroughthemailInstoresamplingOn-packagesampling2)Couponing3)Freepremium4)Self-liquidatingpremium5)Contestan

8、dSweepstakes6)RefundsandRebates7)Bonuspacks8)Price-offdeals9)EventsponsorshipPublicRelationsThemanagementfunctionwhichevaluatepublicattitudes,identifiesthepoli