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神话八:如果要改善新产品的销售成绩,采用促销活动比广告更能获利[真相]很多生产经理会同意:新产品或服务的营销活动,首要的任务是建立品牌知名度及试用。公司必须吸引消费者购买(或试用)一次本产品,而促销对此极为有效。它之所以有效是因为公司不是以样品方式送试用品,就是以折价券大幅减价的方式做第一次买卖。支持促销活动的人声称,促销的效果在于:如果先改变人们的行为,他们的态度也会跟着改变。但在一项美国营销协会
Myth 8: If you want to improve the sales performance of new products, using promotional activities can be more profitable than advertising [truth] Many production managers will agree: The marketing task of new products or services, the first task is to establish brand awareness and trial. Companies must attract consumers to buy (or try) this product once, and promotions are extremely effective. The reason why it works is because the company does not send sample supplies by way of samples, or it does so for the first time by discounting the price of discount coupons. People who support promotions claim that the effect of promotion is that if people’s behavior is changed first, their attitudes will also change. But in an American marketing association