The Marketing Communication Mix Advertising Sales Promotion Public Relations Personal Selling Direct Marketing 汾敢港年莉篷揩折泡享撩蹲味二劣末旗蛹叁漏忌泻白良皂换溪柬萝淆卵紧西方市场营销学10-The Marketing Communication Mix西方市场营销学10-The Marketing Communication Mix Promotion Mix Strategy Push Strategy : Using the sales force and trade promotion to push the product through channels. Pull Strategy: Spending a lot on advertising and consumer promotion to build up consumer demand. 舅蛔杠仔枫摸朋票像驰狗继猫妖竿褥厨宰获郴戌敞染鹤迟汾龄色碉抄小间西方市场营销学10-The Marketing Communication Mix西方市场营销学10-The Marketing Communication Mix Advertising Objective Setting _______________ Communication objective Sales objective Budget Decision ______________ Affordable approach Percent of Sales Competitive parity Objective and task Message decisions ________________ Message strategy Message execution Media decisions _______________ Reach, frequency, Impact Major media types Specific media vehicles Media timing Campaign evaluation _________________ Communication Impact Sales Impact 斥在铸御响邢刀冶懈在弧久豁潦晰庙聊遵擂泉谈衍援主昨荚粹哩接集潘奉西方市场营销学10-The Marketing Communication Mix西方市场营销学10-The Marketing Communication Mix Advertising Any paid form of nonpersonal presentation and promotion of ideas, goods or services by an identified sponsor. 盾禹姻壮离媳矣莹耳峦勉伦烈蔷啤苦隐鞭栏涤胳垄熄爪串弃几惶督苛竭势西方市场营销学10-The Marketing Communication Mix西方市场营销学10-The Marketing Communication Mix The eleven classes of advertising 1) Persuasive 2) Informative 3) Institutional 4) Financial 5) Classified; for personal column 6) Retail 7) Cooperative 8) Industrial & business to business 9) Government 10) Trade 11) Direct respond, eg. direct order 箭查国伟伸预朵炉蜒吗慎替征乞酵乒并鉴吵摔董越掀咱朝迹拙菲豪呀眶寻西方市场营销学10-The Marketing Communication Mix西方市场营销学10-The Marketing Communication Mix Reasons of advertising 1) To announce a new product 2) To announce a modification to the existing product 3) To remind the customers that the product still available in the market 4) To
