Chapter 9 Promotion（课件）- 《市场营销基础（双语版）》同步教学（对外经贸大学·2016）

Chapter Nine Promotion Learning Objectives After studying this chapter, you should be able to: Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix. Define the five promotion mix tools for communicating customer value. Describe the major decisions involved in developing an advertising program. Identify and explain the six major sales force management steps. Explain how sales promotion campaigns are developed and implemented. Chapter Outline Promotion mix Integrated marketing communications and Communication Process Effective marketing communication Promotion budget and mix Advertising Public relations Personal Selling Sales promotion Direct marketing Promotion mix Advertising Sales promotion Personal selling Public relations Direct marketing 2. Integrated marketing communications and Communication Process The New Marketing Communications Landscape The Shifting Marketing Communications Model The Need for Integrated Marketing Communications 3. Effective marketing communication Elements in the communication process 3. Effective marketing communication Steps in developing effective marketing communication Identifying the target audience → Determining the communication objectives → Designing a message ↓ Collecting feedback ← Selecting the message source ← Choosing media 3. Effective marketing communication Steps in developing effective marketing communication Identifying the target audience Determining the communication objectives Awareness →Knowledge → Liking → Preference → Conviction → Purchase Designing a message Message Content Message Structure Message Format Choosing media Personal Communication Channels Nonpersonal Communication Channels Selecting the message source Collecting feedback 4. Promotion budget and mix Setting the total promotion budget Affordable Method Percentage-of-Sales Method Competitive-Parity Method Objective-and-Task Method Shaping the overall promotion mix Promotion Mix Strategies Inte