Session 17 Sales Promotion and Public Relations

Time required: 2 hours
Objectives & Requirements
　　Understand
　　• sales promotion and its functions
　　• public relations and its functions
Essential Concepts
　　• objectives and tools of sales promotion
　　• consumer promotion
　　• business promotion
　　• trade promotion
　　• objectives and tools of public relations
　　• publicity
　　• special event
　　• corporate identity
Text Chapter and Supplementary Materials
　　Chapter 15, Kotler & Armstrong, Principles of Marketing 9th ed.
　　References at the end of the chapter, and in the Course Syllabus
Exercises and Discussion
　　Marketing Applications: Question 1 (a – c)
　　Issues for Discussion:
　　1. What promotional tools have been taken in the following cases?
　　2. To bring high ROI for each, what efforts are usually required?
　　l 海尔加盟体育营销,聘请篮坛巨星作形象代言人
　　l 中石化成为2004-2006年F1中国站的独家赛事赞助商
Case Analysis:
　　《长城高级润滑油公司企业识别系统导入工程》（《当代营销学案例集》）

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