Developing a Promotional Strategy-外文翻译

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1、外文文献原文Title:DevelopingaPromotionalStrategyMaterialSource:http://web1.msue.msu.edu/Author:MaureenH.McDonoughForrecreationandtourismbusinesses,promotionisacriticalpartofdoingbusiness.Potentialconsumersmustgetinformationthatwillpositivelyinfluencewhattheythinkofabusinessandconvincethemtouseitsservi

2、ces.Promotionisthetooltoaccomplishthisgoal.Whatispromotion,andhowcanitbeusedinaneffectivemanner?Thisbulletinwillanswerthesequestionsandgiveyouaprocessfordevelopinganeffectivepromotionalstrategyorplan.WHATISPROMOTION?Promotionistheactivitiespeopleusetocommunicatewithothersabouttheirproductorservi

3、ceandtoconvincethemtouseit.Everythingyoudocommunicatessomethingaboutyourbusiness.Intourism,thisincludesawidevarietyofactivitiesincludingbrochures,billboards,andnewspaperads.Promotioninvolvescarefulplanning.Whenyouseeorheareffectivepromotionitismerelythe"tipoftheiceberg."Agreatdealofworkwentintop

4、lanningthefinalproduct.Butbeforetalkingabouttheplanningprocess,weneedtoreviewthetoolsofpromotion.THETOOLSOFPROMOTIONDayinanddayout,peoplearebombardedwithmessages.Thereisnowaytoevaluateandactonallthesemessagessowepickandchoosebetweenthem.Thismakesthechoiceofpromotionaltoolsextremelyimportant.Ther

5、earefourmainpromotionaltools:advertising,personalselling,salespromotion,andpublicity.Thefollowingtablegivesexamplesofeachtoolalongwithadvantagesanddisadvantagesofeach.DEVELOPINGYOURPROMOTIONALSTRATEGYDevelopinganeffectivepromotionalstrategydemandsmorethanjustbeingawareofthetoolsofpromotion.Promo

6、tionisanongoingprocessthatrequiresmuchplanning.Astrategyissimplyacarefulplan.Theeffectivenessofyourstrategydependsonmorethanhowmuchmoneyyouputintoit.Effectivenessresultsfromthethoroughnessofyourplanningandtheconsistencywithwhichyoucarryitout.Thefollowingninestepsoutlineaneasytofollowprocedurefor

7、developinganeffectivepromotionalstrategy.STEP1-FIGURINGOUTWHOYOUAREEstablishingYourIdentityWhenpeopletalkaboutdevelopingapromotionalimage,theyoftenforgetaboutfirstdevelopingtheiridentity.Identityandimagearenotsynonymous.Iden