Research and SWOT analysis
Targeting
Objectives and strategies
The Big Idea
PR’s Role in IMC
Advertising廣告
House ads內部廣告
Public service announcements公共服務公告
Corporate advertising企業廣告
Publicity
News releases
Pitch letters
Press conferences
Media tours
External communication對外交流
Internal communication內部溝通
Web challenges網路挑戰
Move to Sales Promotion
Consumer behavior
Pricing
Market share
Parity products
Power of the retailer
Price deals價格優惠
Coupons優惠卷
Refunds and rebates
Sampling抽樣
Contests and sweepstakes
Premiums
Specialties
Awareness
Trial
Maintain or increase market share
Brand reminder品牌提醒
需求Demand: Push-and-Pull strategies
– Bonuses
– Dealer loaders
– Buying allowances
– Advertising allowances
– Cooperative advertising
– Display allowance
Attention注意
Motivation動機
Information信息
Sponsorships and event marketing贊助和活動營銷
Other promotional support
Interactive and Internet promotions
Loyalty programs
Partnership programs
Promotion objectives促銷目標
The issue of brand building品牌建設問題
Promotion integration整合推廣
Promotion effectiveness促銷活動的有效性
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