推荐-听曹玉廷教授讲营销组合 精品
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Limitations: Long ad purchase lead time(广告购买前置时间 )
2021/1/13
14
Profiles of Major Media Types
Radio
Advantages: Mass use; high geographic and demographic selectivity; low cost
Advantages: Flexibility, timeliness; good local market coverage; broad acceptance
Limitations: Short life; poor reproduction quality
Magazines
Advantages: High geographic and demographic selectivity; credibility and prestige; high-quality reproduction; long life; good pass-along readership(传阅率)
various advertising delivery methods
2021/1/13
6
Cooperative Advertising
A system by which ad costs are divided between two or more parties. Usually, such programs are offered by manufacturers to their wholesalers or retailers, as a means of encouraging those parties to advertise the product.
Part Three Marketing Mix- Promotion
Prof. Timothy Cao Office of Ningbo University, Ningbo,China
（宁波大学曹玉廷老师讲座）
2021/1/13
1
Learning Objectives
Define Promotion Promotional Mix Advantages and disadvantages of
2021/1/13
7
Institutional Advertising
Advertising whose purpose is to promote the image of a corporation rather than the sale of a product or service.
This advertising is also used to create public awareness of a corporation or to improve its reputation in the marketplace.
2021/1/13
10
2021/1/13
11
Product Placement
2021/1/13
12
Examples of Ad.:
Print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails.
each element of the promotionபைடு நூலகம்l mix Factors that determine the type of promotional tools used
2021/1/13
2
1. Define Promotion
Promotion is generally thought of as a sequence of activities designed to inform and convince individuals to purchase a product, subscribe to a belief, or support a cause.
2021/1/13
4
Categories:
Non-personal communication Personal communication
2021/1/13
5
2.1 Advertising
Advertising is often thought of as the paid, non-personal communication used in the promotion of a cause, idea, product, or service by an identified sponsor.
Discuss: Advantages and limitations of using Newspaper, Magazine, radio, TV, Internet as advertising media.
2021/1/13
13
Profiles of Major Media Types
Newspapers
2021/1/13
8
2021/1/13
9
Specialty Advertising
The placement of advertising messages on a wide variety of items of interest to the target markets such as…
Promotion is best viewed as the communication function of marketing.
2021/1/13
3
2. Promotional Mix
incorporates the combination and types of non-personal and personal communication the organization employs during a specified period
2021/1/13
14
Profiles of Major Media Types
Radio
Advantages: Mass use; high geographic and demographic selectivity; low cost
Advantages: Flexibility, timeliness; good local market coverage; broad acceptance
Limitations: Short life; poor reproduction quality
Magazines
Advantages: High geographic and demographic selectivity; credibility and prestige; high-quality reproduction; long life; good pass-along readership(传阅率)
various advertising delivery methods
2021/1/13
6
Cooperative Advertising
A system by which ad costs are divided between two or more parties. Usually, such programs are offered by manufacturers to their wholesalers or retailers, as a means of encouraging those parties to advertise the product.
Part Three Marketing Mix- Promotion
Prof. Timothy Cao Office of Ningbo University, Ningbo,China
（宁波大学曹玉廷老师讲座）
2021/1/13
1
Learning Objectives
Define Promotion Promotional Mix Advantages and disadvantages of
2021/1/13
7
Institutional Advertising
Advertising whose purpose is to promote the image of a corporation rather than the sale of a product or service.
This advertising is also used to create public awareness of a corporation or to improve its reputation in the marketplace.
2021/1/13
10
2021/1/13
11
Product Placement
2021/1/13
12
Examples of Ad.:
Print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails.
each element of the promotionபைடு நூலகம்l mix Factors that determine the type of promotional tools used
2021/1/13
2
1. Define Promotion
Promotion is generally thought of as a sequence of activities designed to inform and convince individuals to purchase a product, subscribe to a belief, or support a cause.
2021/1/13
4
Categories:
Non-personal communication Personal communication
2021/1/13
5
2.1 Advertising
Advertising is often thought of as the paid, non-personal communication used in the promotion of a cause, idea, product, or service by an identified sponsor.
Discuss: Advantages and limitations of using Newspaper, Magazine, radio, TV, Internet as advertising media.
2021/1/13
13
Profiles of Major Media Types
Newspapers
2021/1/13
8
2021/1/13
9
Specialty Advertising
The placement of advertising messages on a wide variety of items of interest to the target markets such as…
Promotion is best viewed as the communication function of marketing.
2021/1/13
3
2. Promotional Mix
incorporates the combination and types of non-personal and personal communication the organization employs during a specified period