MSc Marketing and Management(PPT 14)英文

MSc Marketing and Management
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 the Communications Mix
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 planting commercially 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 your company.
I do not know your company’s product.
I do not know what your company stands for.
I do not know your company’s customers.
I do not know your company’s record.
I do not know your company’s reputation.

Now - what was it you wanted to sell me?

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