tailieunhanh - Lecture fundamentals of marketing - Lecture 26: Sales promotion & packaging

After studying this chapter you will be able to understand: What is “Sales Promotion”, how do sales promotions add value to a brand? What are consumer sales promotions designed to accomplish and what are their strengths and limitations? What role does packaging play when consumers make brand decisions? | Sales Promotion & Packaging LECTURE-26 1 What is “Sales Promotion” How do sales promotions add value to a brand? What are consumer sales promotions designed to accomplish and what are their strengths and limitations? What role does packaging play when consumers make brand decisions? Topic Outline In this chapter, we explore advertising and PR. Advertising involves communicating the company’s or brand’s value proposition by using paid media to inform, persuade, and remind consumers. PR involves building good relations with various company publics—from consumers and the general public to the media, investor, donor, and government publics. As with all the promotion mix tools, advertising and PR must be blended into the overall IMC program. In chapters 16 and 17, we will discuss the remaining promotion mix tools: personal selling, sales promotion, and direct marketing. 2 Chapter Perspective Public Relations Direct Marketing Website Awareness Interest Desire Action Sales Promotion Packaging Sales promotion and packaging help move prospects and customers through the decision process started by other marketing communication functions 3 Sales Promotion Sales promotion refers to the short-term incentives to encourage purchases or sales of a product or service: Consumer promotions Trade promotions Sales force promotions Personal selling and advertising often work closely with another promotion tool, sales promotion. Sales promotion consists of short-term incentives to encourage the purchase or sales of a product or service. Whereas advertising offers reasons to buy a product or service, sales promotion offers reasons to buy now. Examples of sales promotions are found everywhere. A freestanding insert in the Sunday newspaper contains a coupon offering $1 off PEDIGREE GoodBites treats for your dog. A Bed Bath & Beyond ad in your favorite magazine offers 20 percent off on any single item. The end-of-the-aisle display in the local supermarket tempts impulse . | Sales Promotion & Packaging LECTURE-26 1 What is “Sales Promotion” How do sales promotions add value to a brand? What are consumer sales promotions designed to accomplish and what are their strengths and limitations? What role does packaging play when consumers make brand decisions? Topic Outline In this chapter, we explore advertising and PR. Advertising involves communicating the company’s or brand’s value proposition by using paid media to inform, persuade, and remind consumers. PR involves building good relations with various company publics—from consumers and the general public to the media, investor, donor, and government publics. As with all the promotion mix tools, advertising and PR must be blended into the overall IMC program. In chapters 16 and 17, we will discuss the remaining promotion mix tools: personal selling, sales promotion, and direct marketing. 2 Chapter Perspective Public Relations Direct Marketing Website Awareness Interest Desire Action Sales .

• Marketing - Bán hàng
• Fundamentals of marketing
• Lecture fundamentals of marketing
• Marketing mix
• Marketing task
• Marketing management
• Sales promotion
• Marketing process
• Customer needs
• Capturing customer value
• Integrated marketing plan
• Strategic planning
• Marketing effort
• Marketing environment
• Managing marketing information
• Developing marketing information
• Customer driven marketing strategy
• Marketing channels
• Delivering customer value
• Communicating customer value
• Integrated marketing communications strategy
• Direct marketing
• Dialogue builder
• Companywide strategic planning
• Planning marketing
• Online marketing
• Sustainable marketing