Chapter 10 Marketing Communication Mix

1、Chapter 10 Marketing Communication MixTeaching objectives Communication mix and its core concepts Tools of promotion mix ( advertising) The role of personal selling How to promote sales Sales promotion campaign Public relations and promotion1. Communication mix and its core concepts Communication mi

2、x ( promotion mix）營(yíng)銷溝通組合策略 Advertising （廣告） Personal selling （人員銷售） Sales promotion （促銷） Public relations （公關(guān)） Communication mix Impersonal communication （happening in advertising） Personal communication （ happening in personal selling）2. Tools of promotion mix ( advertising) Advertising is an imper

3、sonal, one-way mass communication about a product or service, paid by a marketer.2.Tools of promotion mix ( advertising) Advertising objectives ( p137) Advertising campaign NewspaperMagazinesTelevisionhttp:/ display Exercises on P139 Advantages and limitations of media forms3. The Role of Personal S

4、elling Role of sales force Representing the company Representing customers4. How to promote sales Consumer promotions Free trial sample of a product Discount coupon or voucher 4. How to promote sales Consumer promotions Cash refund of purchase Bargain pack4. How to promote sales Consumer promotions

5、Free gifts with the products Rewards for loyalty Point of sale display/demonstrationLED Display/Demonstration 4. How to promote sales Consumer promotions Competition Special deals such as zero percent finance arrangement4. How to promote sales Trade promotions Special prize Exhibition 4. How to prom

6、ote sales Trade promotions Special prize Exhibition Technology Exhibition 4. How to promote sales Promotion campaign Direct marketing Direct selling Party plan selling Direct mail Telemarketing Other direct marketing tools Internet Leaflet Road show exhibition5. Public relations and promotion Public relations ( P146) Press release ( briefing) Sponsorship (sports activities, entertainment activities , like I am