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ترویج فروش
Inquiry tests are the primary measurement tool for direct-response communication, but they also are used to evaluate advertisements and sales promotions when the inquiry is built into the message design.
Advertising may be the most visible IMC tool; however, other brand communication tools, such as sales promotions and online messages, may be better at achieving the objective of get- ting people to respond with an immediate purchase.
Key Message Effects Surrogate Measures Communication Tools Perception Exposure Advertising media; public relations, point-of-purchase; digital Attention Advertising; sales promotion, packaging; Point-of-purchase Interest Advertising; sales promotion; public relations, direct; point-of- purchase; digital Relevance Advertising; public relations; direct; point-of-purchase; digital Recognition Advertising; public relations, packaging; point-of-purchase; specialties Emotional/Affective Emotions and liking Advertising; sales promotion, packaging; point-of-purchase; digital Appeals Advertising; public relations; sales; events/sponsorships Resonate Advertising; public relations; events/sponsorships Cognition Understanding Advertising; public relations; sales; direct; digital Recall Advertising; sales promotion; public relations, point-of-purchase, specialties Advertising; public relations; packaging Association Brand image Advertising; public relations; events/sponsorships; digital Persuasion Attitudes Advertising; public relations; direct; digital Preference/intention Advertising; public relations; sales; sales promotion; digital Credibility Public relations Conviction Public relations; sales; direct Motivation Advertising; public relations; sales; sales promotion; digital Behavior Trial Sales promotion; sales; direct, point-of-purchase; digital Purchase Sales promotion; sales; direct; digital Repeat purchase Advertising; sales promotion; sales; direct, specialties; digital
Sales promotion managers for packaged goods and other products that use distribution channels need to evaluate both the impact of consumer (or end-user) promotions and promotions targeted at retailers and other channel members.
You will recall that sales promotion is a set of techniques that prompts consumers, sales representatives, and the trade to take immediate action.
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