市場營銷專業(yè)英語電子教案第十章

1、市場營銷專業(yè)英語電子教案第十章市場營銷專業(yè)英語電子教案第十章市場營銷專業(yè)英語電子教案第十章Chapter 10 Promotion一、教學目標1. 了解廣告策略的過程；2了解銷售促進的作用和策略；3了解公共關(guān)系的作用和策略。二、課時分配共三節(jié)，安排4個課時三、教學重點難點1. 廣告2. 銷售促進3公共關(guān)系四、教學大綱第一節(jié)Advertising1. Setting the Advertising Objectives2. Setting the Advertising Budget3. Choosing the Advertising Message4. Selecting Media and

2、 Vehicles5. Evaluating Advertising Effectiveness第二節(jié)Sales Promotion1. Roles of Sales Promotion2. Major Decisions in Sales Promotion第三節(jié)Public Relations1. Important Public Relations Tools2. Major Decisions in Marketing Public Relations五、主要概念1. advertising2. sales promotion3. public relations六、教學案例（注：不要

3、與教材的案例重復）Adidas: Bonded by BloodIn 2006, Adidas launched a marketing campaign to bring fans closer to New Zealands hugely popular All Blacks Rugby Team- a little too close! All the 40 team members donated their blood, which was thereby mixed into the in used to make a poster of the team. The poster

4、was given to fans who bought a $70 All Blacks jersey made by Adidas. Each of the 8000 posters came with a certificate of authenticity.The promotion was promoted through advertising on radio, outdoor and online media.The objective of the campaign was to create an emotional bond between the All Blacks Rugby squad and their fans and grow sales of All Blacks apparel by 15%. It ended up with a total sell out of all posters and a 24% increase in sales.The campaign won th