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1、Unit8PromotionWarm-upActivitiesBackgroundInformationTextAnalysisExtendedActivitiesWritingWarm-upActivitiesI.PairworksWhatdoyouknowaboutpromotion?Thinkaboutthatandtalkwithyourpartner.II.GroupworkWorkinsmallgroups,discussinghowpromotionalstrategiesconvincecu
2、stomerstomakeabuyingdecision.III．Thinkaboutandthenmakealistofdifferentpromotionalstrategiesyouknowindailylife.BackgroundInformationTopresentinformationtoconsumersaswellasothers.Promotionisoneofthemarketmixelements,andatermusedfrequentlyinmarketing.Thespeci
3、ficationoffivepromotionalmixorpromotionalplan.Theseelementsarepersonalselling,advertising,salespromotion,directmarketing,andpublicity.Apromotionalmixspecifieshowmuchattentiontopaytoeachofthefivesubcategories,andhowmuchmoneytobudgetforeach.Apromotionalplanc
4、anhaveawiderangeofobjectives,including:salesincreases,newproductacceptance,creationofbrandequity,positioning,competitiveretaliations,orcreationofacorporateimage.Fundamentally,howevertherearethreebasicobjectivesofpromotion.Theseare:Toincreasedemand.Todiffer
5、entiateaproduct.Therearedifferentwaystopromoteaproductindifferentareasofmedia.Promotersuseinternetadvertisement,specialevents,endorsements,andnewspaperstoadvertisetheirproduct.Manytimeswiththepurchaseofaproductthereisanincentivelikediscounts,freeitems,orac
6、ontest.Thisistoincreasethesalesofagivenproduct.NotesofText1.not-for-profitorganization(non-profitorganization):anorganizationthatusessurplusrevenuestoachieveitsgoalsratherthantodistributethemasprofitordividends.Whilenot-for-profitorganizationsarepermittedt
7、ogeneratesurplusrevenuestheymustberetainedbytheorganizationforitsself-preservation,expansion,orplans.NPOshavecontrollingmembersorboards.Manyhavepaidstaffincludingmanagement,whileothersemployunpaidvolunteersandevenexecutiveswhoworkwithoutcompensation(orthat
8、workforatokenfee,suchas$10peryear).Wherethereisatokenfee,ingeneral,itisusedtomeetlegalrequirementsforestablishingacontractbetweentheexecutiveandtheorganization.非营利组织2.IntegratedMarketingCommunication:thecoord
