Marketing Management Series -- Promotion and Advertising

Author: IFC China Project Development Center Group
Publisher:
Publish Date: 2003-09-01
Features: This is an element of the marketing mix, often referred to as "marketing." Promotion and advertising play a significant role in informing customers about your company's products and services. By emphasizing the benefits products bring to customers, promotion and advertising also serve to persuade customers to purchase your products. For small and medium-sized enterprise owners and managers, this series is written by internationally renowned experts according to specific requirements and procedures, ensuring high quality and localization. The entire series is easy to understand, intuitive, and engaging; it includes self-study and self-assessment to deepen understanding; case studies to focus on practical application; and modular design to cater to individual needs. Every business needs to execute a series of different marketing tasks. The company must first inform its potential customers that a product or service is useful to them, and then, it needs to tell potential buyers about the product's attributes and the benefits of using it. This book explains the importance of promotional activities for business sales. It will clarify four main promotional tools—advertising, personal selling, sales promotions, and public relations—and explain how to develop a systematic promotional strategy. The book also examines more details of advertising, including advertising objectives, copywriting, and media selection. The main purpose of this book is to illustrate how to develop promotional strategies, design promotional mixes, and conduct advertising. By studying this book, you will be able to:
- State the four objectives of a promotional strategy;
- List the four factors that influence promotional strategy decisions;
- Use either a push strategy or a pull strategy in your promotional and advertising activities;
- Apply the four promotional tools and determine which one is most suitable for each stage of the customer's buying process.