营销组合培训课件(ppt 40页)

Part Three  Marketing Mix-   Promotion
Learning Objectives
主要内容
1. Define Promotion
2. Promotional Mix
Categories:
2.1 Advertising
Cooperative Advertising
Institutional Advertising
Specialty Advertising
Product Placement
Examples of Ad.:
Promotional mix – advertising media
2.2 Personal Selling
Examples of Personal Selling
2.3 Public Relations
Examples of Public Relations
Public Relations in Crisis
2.4 Sales Promotion  
Examples of Sales Promotions
3. Strengths and Weaknesses  
Personal selling
Public relations
Sales promotion
4. Factors that determine the type of promotional tools used
Promotional mix – comparison
Push vs. Pull
Why the increase in Sales Promotion?

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