商务英语第四章课件

1、PromotionAdvertising PromotionPromotion is about companies communicating with customers. Promotion Promotion mix Advertising Personal selling Sales promotion Public relations PublicityAdvertising Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified s

2、ponsor. Informative advertising Persuasive advertising Reminder advertising To informTo persuadeTo remindPersonal sellingProspecting and qualifyingPreapproachApproachPresentation and demonstrationHandling objectionsClosing Follow-up Public relationsNewsSpeechesSpecial events: news conferences, press

3、 tours, grand openings, firework displays, laser shows, hot air balloon releases, multimedia presentations, educational programs Obtaining favorable publicityHandling unfavorable eventsAdvantages & DisadvantagesAdvertising Good for building awareness Effective at reaching a wide audienceRepetition o

4、f main brand and product positioning helps build customer trustImpersonal - cannot answer all a customers questionsNot good at getting customers to make a final purchasing decisionAdvantages & DisadvantagesSales PromotionCan stimulate quick increases in salesGood short term tactical toolIf used over

5、 the long-term, customers may get used to the effectToo much promotion may damage the brand imageAdvantages & DisadvantagesPublic RelationsOften seen as more credible - since the message seems to be coming from a third party (e.g. magazine, newspaper)Cheap way of reaching many customers - if the pub

6、licity is achieved through the right media Risk of losing control - cannot always control what other people write or say about your productLogo A unique symbol or design that represents a company. Also called, a trademark.Slogan Advertising slogans are short, often memorable phrases used in advertising campaigns. They are claimed to be the