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Promotion(販売促進)−1

4つ目のPは、Promotionです。販売促進と訳します。
商品をどのような手段で販売促進するかを、考察します。

a.広告
テレビ、ラジオ、新聞、雑誌などの、マスメディアや折り込みチラシ、看板広告や交通広告などにより、メッセージを伝える活動。

b.人的販売
販売員による対面販売活動

c.パブリシティ
新聞社、雑誌社、テレビ局などの第三者機関が報道として取り上げるもの。

d.プロモーション(SP)
リベート、景品、懸賞、展示会、POP広告など


当然、上記の4つの手法は、複雑に絡み合って、メディアミックスしながら、最大限の効果が得られるように、プロモートする人々は知恵を働かせています。
ましてや、今やインターネットや、モバイルを活用したプロモーションは必要不可欠になってきています。

それらの媒体を効果的かつローコストで実現することが求められているといっても、過言ではないでしょう。

また、商品そのものの、成熟度の度合いによって、活用する媒体・手法も変わってきます。

認知→理解→確信→購入というフローによって、その活用パターンは変ってきます。


時代とともに、商品プロモーションは常に変っていく、ので、
その敏感な視点がセールスレップには求められますね。

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