廣告、促銷及公共關(guān)系(ppt26)-廣告知識(shí)-免費(fèi)閱讀
【正文】 ? 促銷增長(zhǎng)很快。 ? 現(xiàn)代廣告每年在美國(guó)境在花費(fèi)2310億美元，全球花費(fèi) 5000億美元。Advertising, Sales Promotion, and Public Relations 廣告、促銷及公共關(guān)系 16 1 Objectives目標(biāo) ? Understand the roles of advertising, sales promotion, and public relations in the promotion mix. ? Know the major decisions involved in developing an advertising program. ? 確定廣告、促銷和公共關(guān)系在整個(gè)營(yíng)銷組合中的作用 ? 描述為使一個(gè)廣告活動(dòng)獲得發(fā)展的首要決策 16 2 Objectives目標(biāo) ? Learn how sales promotion campaigns are developed and implemented. ? Learn how panies use public relations to municate with their publics. ? 解釋促銷活動(dòng)是如何得到發(fā)展并完成的。 ? 公司、非盈利組織、社會(huì)團(tuán)體和自由職業(yè)者都進(jìn)行廣告。 16 18 Sales Promotion 促銷 ? Objectives Consumer Promotions: ? Increase shortterm sales ? Generate product trial ? Objectives Trade Promotions: ? Obtaining distribution and shelf space ? Encouraging retailers to advertise the brand ? Objectives Sales Force Promotions: ? Signing up new accounts ? 顧客促銷 ? 增加短期售額 ? 增加產(chǎn)品份額 ? 產(chǎn)業(yè)促銷 ? 獲取分銷渠道與貨架空間 ? 鼓勵(lì)零售商宣傳該品牌 ? 銷售隊(duì)伍 ? 簽下新客戶 16 19 Consumer Promotion Tools 消費(fèi)推廣手段 ? Samples ? Cash Refunds (Rebates) ? Price packs (centsoff deals) ? Advertising Specialties ? Premiums ? Patronage Rewards ? PointofPurchase Communications ? Contests, Games, and Sweepstakes ? 樣品 ? 現(xiàn)金返還 ? 特價(jià)品 ? 廣告特制品 ? 實(shí)物獎(jiǎng)品 ? 惠顧回報(bào) ? 購(gòu)買點(diǎn)促銷 ? 比賽、抽獎(jiǎng)和游戲 16 20 ? Discounts ( also called priceoff, offlist, and offinvoice) ? Allowances ? Advertising allowances ? Display allowances ? Free goods ? Push money ? Specialty advertising items Trade Promotion Tools 交易推廣手段 ? 折扣 ? 津貼 ? 廣告津貼 ? 陳列津貼 ? 免費(fèi)產(chǎn)品 ? 推動(dòng)金 ? 特殊廣告制品
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