廣告、促銷及公共關(guān)系-文庫吧資料
2025-02-15 10:49本頁面
【正文】 料 ? 公共服務(wù)活動(dòng) Public Relations Tools 公共關(guān)系工具 26 ? 靜夜四無鄰，荒居舊業(yè)貧。 17 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 18 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) ? 購買點(diǎn)促銷 ? 比賽、抽獎(jiǎng)和游戲 19 ? 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 20 ? Includes many of the same tools used in consumer and trade promotions ? Two additional tools: ? Conventions and trade shows ? Sales contests Sales Promotion Business Promotion Tools 產(chǎn)業(yè)推廣手段 ? 包括許多與交易推廣和消費(fèi)推廣相同的手段 ? 兩種附加手段 : ? 產(chǎn)業(yè)會(huì)議和貿(mào)易展覽 ? 銷售競賽 21 ? Size of the incentive ? Conditions for participation ? Promotion and distribution of the actual sales promotion program ? Length of the promotional program ? Evaluation ? Surveys and experiments can be used Key Decisions When Developing the Sales Promotion Program制定促銷計(jì)劃的決策 ? 激勵(lì)規(guī)模 ? 參與條件 ? 如何推廣并實(shí)施促銷活動(dòng) ? 促銷時(shí)間的長短 ? 評(píng)價(jià) ? 可以使用調(diào)查與實(shí)驗(yàn) 22 Definition 定義 ? Public Relations ? Building good relations with the pany’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. ? 公共關(guān)系 : ? 通過贏得有利宣傳與有關(guān)公眾建立良好關(guān)系，樹立良好的公司形象，不處不理的謠言、傳聞和事件。 16 Sales Promotion 促銷 ? Can be targeted at final buyers, retailers and wholesalers, business customers, and members of the sales force. ? The use of sales promotions has been growing rapidly. ? 目標(biāo)可以是最終顧客、零售商和批發(fā)商、產(chǎn)業(yè)顧客以及銷售隊(duì)伍的成員。
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