Promotion Planning

Author: Jiang Yujie
Publisher:
Publish Date: 2005-08-01
Features: Sales Promotion (Sales Promotion) is a marketing tool with clear objectives. It positively influences the transaction behaviors of consumers, intermediaries, and manufacturer sales personnel by providing temporary additional benefits. Sales Promotion Planning, under the guidance of market objectives, is the process of designing, evaluating, and controlling strategies to ensure effective interaction between sales promotion and various marketing tools. It also involves strategic planning to maximize the efficiency of sales promotion investments by providing temporary additional benefits to further positively influence consumers, intermediaries, or internal sales personnel. Based on an in-depth analysis of the basic concepts and main principles of sales promotion and sales promotion planning, this book explores the intrinsic motivational factors of various sales promotion methods, their advantages and limitations, as well as common promotional communication media and their strategies. With the three core components of sales promotion planning as the main thread, it sequentially introduces sales promotion strategy design, evaluation, and control. Finally, it provides examples of sales promotion strategies in industries that are increasingly important in economic activities, such as the service and retail sectors. Each section is structured independently and incorporates promotional cases matched to the corresponding knowledge modules, offering strong support for the integration of theory and practice.