有哪些信誉好的足球投注网站- 1、本文档共28页，可阅读全部内容。
- 2、有哪些信誉好的足球投注网站（book118）网站文档一经付费（服务费），不意味着购买了该文档的版权，仅供个人/单位学习、研究之用，不得用于商业用途，未经授权，严禁复制、发行、汇编、翻译或者网络传播等，侵权必究。
- 3、本站所有内容均由合作方或网友上传，本站不对文档的完整性、权威性及其观点立场正确性做任何保证或承诺！文档内容仅供研究参考，付费前请自行鉴别。如您付费，意味着您自己接受本站规则且自行承担风险，本站不退款、不进行额外附加服务；查看《如何避免下载的几个坑》。如果您已付费下载过本站文档，您可以点击 这里二次下载。
- 4、如文档侵犯商业秘密、侵犯著作权、侵犯人身权等，请点击“版权申诉”（推荐），也可以打举报电话：400-050-0827(电话支持时间：9:00-18:30)。
查看更多
国外知名MBA学院教材-Advertisements, Promotions, and News Releases_Ch_10
Chapter 10 Advertisements, Promotions, and News Releases Main Topics Marketing Mix Promotion Mix Planning an advertising and promotional campaign Communicating with an advertisement Planning a news release Marketing Mix (the four Ps) Product: Product variety, quality, design, features, brand name, packaging, sizes, services, warranties. Price List price, Discounts, Allowances, Payment period, Credit terms Place Channels, Locations, Transport Promotion Advertising, sales promotion, public relations, personal selling, direct marketing. Promotional mix ‘Promotional mix’ – term given to the combination of promotional approaches that an organisation uses to communicate with the world around it. Promotion Mix (Promotion Channels) Advertising Sales promotion Public relations Personal selling Direct marketing Focus on Three Channels Advertising and Sales promotion Can serve a variety of communication objectives: creating or increasing awareness (e.g. informing the target market of a new service); informing or educating (e.g. explaining how to make better use of a service); stimulating various types of ‘purchase’ decision (e.g. encouraging people to buy a product). Planning an advertising and promotional campaign Imagine that you are the product manager responsible for launching Vegetale in your organisation’s Northern European sales territory. It is a new, vegetable-based, high-protein food that is being positioned as an attractive alternative to meat. How would you develop an advertising campaign, as the product moves from the development stage to its initial launch in this market? Planning an advertising and promotional campaign (continued) 1. Marketing research e.g. (1) Who buys food for the household? (2) What are the existing alternatives to meat, and how are they perceived by both consumers and non-consumers? (3) What do people already know and think of Vegetale and the company’s other products? Planning an advertising and promotional campaign (continued) 3.
文档评论（0）