市場營銷講義2002promomix(已修改)
2025-10-25 14:22 本頁面
【正文】 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 the Communications Mix Definition: A number of promotional methods used in bination to promote a particular product through munications with individuals, groups and anisations. Customer Advertising Personal Selling Sales Promotion Publicity Inter/ Online Marketing Direct Marketing Promotion A Mix Within the Mix ? Advertising: Any paid form of nonpersonal 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: Nonpersonal stimulation of demand for a product, service or business unit by planting mercially significant news about it in a published medium or obtaining favourable presentation of it upon radio, television or stage
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