The Promotional Mix | 促销策略

📚 The Promotional Mix | 促销策略

Promotion is one of the four elements of the marketing mix, alongside product, price and place. It refers to all the methods a business uses to communicate with its target market, with the ultimate aim of informing, persuading and reminding customers about its products. The promotional mix is the combination of different promotional tools that a business chooses to use to achieve its marketing objectives.

促销是营销组合四大要素之一，与产品、价格和渠道并列。促销是指企业用来与目标市场沟通的所有方法，其最终目的是告知、说服和提醒顾客了解其产品。促销组合是企业为实现营销目标而选择使用的多种促销工具的组合。

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1. The Purpose of Promotion | 促销的目的

Promotion serves several key purposes in a business. First, it creates awareness, ensuring that potential customers know a product exists. Second, it provides information, helping customers understand what the product does, how it works, and why it is better than competitors’ offerings. Third, it persuades customers to make a purchase, especially when they are comparing alternatives. Fourth, it reminds existing customers to continue buying, reinforcing brand loyalty. Finally, promotion helps build and maintain a positive brand image.

促销在企业中具有几个关键目的。首先，它创造知名度，确保潜在客户知道产品的存在。其次，它提供信息，帮助客户了解产品的作用、使用方法以及为何比竞争对手的产品更优。第三，它说服客户进行购买，尤其是在他们比较替代品时。第四，它提醒现有客户继续购买，强化品牌忠诚度。最后，促销有助于建立和维持积极的品牌形象。

In the context of IGCSE Business Studies, promotion is often described as a form of communication between the seller and the buyer. A well-designed promotion strategy should clearly identify the target audience, set measurable objectives, choose appropriate media, and evaluate the results.

在IGCSE商科学习中，促销常被描述为卖方与买方之间的一种沟通形式。一个精心设计的促销策略应明确识别目标受众，设定可衡量的目标，选择合适的媒介，并评估结果。

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2. Above-the-Line and Below-the-Line Promotion | 线上与线下促销

Promotional methods are commonly classified into two broad categories: above-the-line and below-the-line. This distinction is important because it helps businesses understand which tools are used for mass communication and which are used for more targeted, direct communication.

促销方法通常分为两大类：线上促销和线下促销。这一区分很重要，因为它帮助企业理解哪些工具用于大众传播，哪些用于更有针对性的直接沟通。

• Above-the-line promotion refers to advertising through mass media such as television, radio, newspapers, magazines, cinema and the internet. It aims to reach a large audience and is typically paid for by the business. The business has full control over the content and timing of the message.
• 线上促销指通过电视、广播、报纸、杂志、电影和互联网等大众媒体进行的广告宣传。其目标是触达大量受众，通常由企业付费。企业对信息的内容和发布时间拥有完全控制权。
• Below-the-line promotion includes all other promotional methods that do not involve mass media advertising, such as sales promotions, personal selling, public relations, direct marketing, sponsorship and packaging. These methods are often more targeted and may involve direct interaction with customers.
• 线下促销包括所有不涉及大众媒体广告的促销方法，如销售推广、人员推销、公共关系、直接营销、赞助和包装。这些方法往往更有针对性，可能涉及与客户的直接互动。

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3. Advertising | 广告

Advertising is the most visible form of promotion. It is a paid, non-personal communication through mass media, designed to inform, persuade and remind consumers. Advertising can be divided into two main types: informative advertising and persuasive advertising.

广告是最直观的促销形式。它是通过大众媒体进行的付费、非人员沟通，旨在告知、说服和提醒消费者。广告可分为两大类：信息性广告和说服性广告。

• Informative advertising provides factual information about a product, such as its features, price, availability and benefits. It is often used when launching a new product or entering a new market.
• 信息性广告提供有关产品的事实信息，如特性、价格、可获得性和好处。它通常用于推出新产品或进入新市场时。
• Persuasive advertising aims to convince consumers to choose a particular brand over its competitors. It often appeals to emotions, status, desires or fears, and is commonly used in mature, competitive markets.
• 说服性广告旨在说服消费者在竞争中优先选择某一特定品牌。它通常诉诸情感、地位、欲望或恐惧，常见于成熟而竞争激烈的市场。

Businesses must choose the appropriate advertising media carefully. Key factors include the size and characteristics of the target audience, the cost of the medium, the nature of the product, and the message to be conveyed.

企业必须谨慎选择合适的广告媒介。关键因素包括目标受众的规模和特征、媒介成本、产品性质以及要传达的信息。

Advertising Media Comparison | 广告媒介比较

Medium | 媒介	Advantages | 优势	Disadvantages | 劣势
Television | 电视	Reaches a huge audience; combines sound, vision and motion; high impact	Very expensive; short message duration; limited targeting
Radio | 广播	Relatively cheap; can target local audiences; listenable while doing other tasks	Audio only; no visual impact; easily forgotten
Newspapers | 报纸	Wide local readership; can carry detailed information; timely	Poor print quality; short lifespan; declining readership in many countries
Internet / Social Media | 互联网/社交媒体	Highly targeted; interactive; measurable; relatively low cost; global reach	Ad-blocking; clutter; requires careful content management
Billboards / Outdoor | 广告牌/户外	High visibility; repeated exposure; local targeting	Limited message; short viewing time; environmental concerns

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4. Sales Promotion | 销售推广

Sales promotion involves short-term incentives designed to encourage immediate purchase. Unlike advertising, which builds long-term brand awareness, sales promotion aims to produce a quick boost in sales. It is often used to launch a new product, clear excess inventory, or respond to a competitor’s promotion.

销售推广涉及旨在鼓励立即购买的短期激励。与建立长期品牌知名度的广告不同，销售推广旨在快速提升销售额。它常用于推出新产品、清理过剩库存或应对竞争对手的促销活动。

• Price reductions / discounts – lowering the price temporarily to attract price-sensitive customers.
• 降价/折扣 – 暂时降低价格以吸引对价格敏感的顾客。
• Buy one get one free (BOGOF) – offering a free item when the full-priced item is purchased.
• 买一赠一（BOGOF） – 当顾客购买全价商品时免费赠送一件商品。
• Coupons and vouchers – offering a printed or digital code that gives a discount on the next purchase.
• 优惠券和代金券 – 提供印刷或电子代码，在下次购买时享受折扣。
• Loyalty programmes – rewarding repeat customers with points or rewards that can be exchanged for products or discounts.
• 忠诚度计划 – 以积分或奖励回馈回头客，可用于兑换产品或折扣。
• Competitions and prizes – engaging customers through games or draws with attractive prizes.
• 竞赛和奖品 – 通过游戏或抽奖活动吸引顾客，并提供诱人奖品。
• Free samples – allowing customers to try a product before buying, which reduces risk and encourages trial.
• 免费样品 – 让顾客在购买前试用产品，从而降低风险并鼓励尝试。

Sales promotion is particularly effective in fast-moving consumer goods (FMCG) markets, where impulse buying is common. However, excessive use of sales promotion can damage a brand’s image, as customers may begin to perceive the product as “cheap” or wait for discounts before making purchases.

销售推广在快速消费品（FMCG）市场尤为有效，因为冲动购买在这些市场中很常见。然而，过度使用销售推广可能损害品牌形象，因为顾客可能开始认为该产品”廉价”，或者等到打折时才购买。

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5. Personal Selling | 人员推销

Personal selling is a promotional method where a salesperson communicates directly with a customer, either face-to-face, by telephone, or through video calls. It is a highly personal and interactive form of promotion, allowing the salesperson to tailor the message to the specific needs and concerns of each customer.

人员推销是一种促销方法，销售人员通过面对面、电话或视频通话直接与顾客沟通。这是一种高度个性化和互动性的促销形式，使销售人员能够根据每位顾客的具体需求和疑虑来调整信息。

Personal selling is commonly used for high-value products such as cars, property, industrial machinery and insurance, where customers require detailed information and reassurance before making a purchase decision. It is also used in business-to-business (B2B) markets, where relationships and trust are crucial.

人员推销通常用于高价值产品，如汽车、房产、工业机械和保险，这类产品需要顾客在做出购买决定前获得详细信息并消除疑虑。它也被用于企业对企业（B2B）市场，在这些市场中关系和信任至关重要。

• Advantages: immediate feedback; persuasive; builds personal relationships; can close sales directly.
• 优势：即时反馈；具有说服力；建立个人关系；可以直接成交。
• Disadvantages: high cost per contact; time-consuming; limited reach; depends heavily on the skill of the salesperson.
• 劣势：单次接触成本高；耗时长；覆盖面有限；高度依赖销售人员的技能。

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6. Public Relations (PR) | 公共关系

Public relations is a promotional method that focuses on building a positive image of the business and maintaining good relationships with the public, the media, investors, employees and other stakeholders. Unlike advertising, PR is often not directly paid for in terms of media space, and the business does not have direct control over the final message.

公共关系是一种促销方法，侧重于建立企业的正面形象，并维护与公众、媒体、投资者、员工和其他利益相关者之间的良好关系。与广告不同，公关往往不直接购买媒体版面，企业也无法直接控制最终发布的信息内容。

Common PR tools include press releases, press conferences, sponsorships, charity events, community involvement and social media engagement. A positive news story about a business, such as a charitable donation or an award, can create favourable publicity without the appearance of a paid advertisement.

常见的公关工具包括新闻稿、新闻发布会、赞助、慈善活动、社区参与和社交媒体互动。一条关于企业的正面新闻报道，例如慈善捐款或获奖，可以在没有付费广告外观的情况下创造有利的公众关注。

Effective PR can build trust and credibility, which are difficult to achieve through advertising alone. However, negative publicity can spread quickly and damage a business’s reputation, sometimes irreparably. Therefore, many large businesses employ dedicated PR teams or agencies to manage their public image.

有效的公关可以建立信任和信誉，这是仅靠广告难以实现的。然而，负面新闻可能迅速传播并损害企业声誉，有时甚至无法挽回。因此，许多大型企业聘请专业的公关团队或机构来管理其公众形象。

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7. Direct Marketing | 直接营销

Direct marketing involves communicating directly with individual customers, usually through mail, email, text messages, telephone calls or targeted online advertisements. The goal is to generate a direct response, such as an order, an enquiry or a visit to a website.

直接营销涉及直接与个别顾客沟通，通常通过邮寄、电子邮件、短信、电话或定向在线广告进行。目标是产生直接回应，如订单、咨询或访问网站。

Direct marketing is highly targeted, allowing businesses to tailor their messages to specific segments of the market based on customer data. It is often more cost-effective than mass advertising, especially for small businesses with limited budgets. However, consumers may view unsolicited direct marketing as intrusive or annoying, and businesses must comply with data protection regulations.

直接营销具有高度针对性，使企业能够根据客户数据为特定细分市场量身定制信息。它通常比大众广告更具成本效益，尤其是对于预算有限的小企业。然而，消费者可能将未经请求的直接营销视为侵扰或烦人，企业必须遵守数据保护法规。

In the digital age, direct marketing has evolved significantly. Social media platforms and search engines allow businesses to display personalised advertisements to users based on their browsing history, interests and demographics, increasing the effectiveness of direct marketing campaigns.

在数字时代，直接营销已显著演变。社交媒体平台和搜索引擎允许企业根据用户的浏览历史、兴趣和人口统计数据展示个性化广告，从而提高了直接营销活动的有效性。

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8. Sponsorship | 赞助

Sponsorship involves a business providing financial support to an event, sports team, charity or individual in exchange for publicity. For example, a sportswear company might sponsor a famous athlete, or a soft drinks brand might sponsor a music festival.

赞助是指企业为某项活动、运动队、慈善机构或个人提供财务支持，以换取宣传机会。例如，运动服装公司可能赞助著名运动员，或软饮料品牌可能赞助音乐节。

Sponsorship can raise brand awareness, enhance brand image by association with popular or respected events, and create positive emotional connections with consumers. It is often used in industries where the target audience is heavily engaged in sports, music or entertainment. However, sponsorship can be very expensive, and if the sponsored party becomes involved in controversy, the business’s image may also suffer.

赞助可以提高品牌知名度，通过关联受欢迎或受人尊敬的活动来提升品牌形象，并与消费者建立积极的情感联系。它通常用于目标受众高度参与体育、音乐或娱乐的行业。然而，赞助可能非常昂贵，如果被赞助方卷入争议，企业的形象也可能受到影响。

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9. Factors Influencing the Choice of Promotional Mix | 影响促销组合选择的因素

No single promotional method is suitable for every business. The choice of promotional mix depends on various internal and external factors. Businesses must carefully evaluate these factors to design a promotional strategy that is both effective and cost-efficient.

没有任何一种促销方法适用于所有企业。促销组合的选择取决于各种内部和外部因素。企业必须仔细评估这些因素，以设计既有效又具有成本效益的促销策略。

Factor | 因素	How It Affects Choice | 如何影响选择
Budget | 预算	A small budget limits the use of expensive media like television; businesses may rely on social media, sales promotion or personal selling.
Nature of the market | 市场性质	A mass consumer market suits above-the-line advertising; a niche or B2B market suits personal selling and direct marketing.
Nature of the product | 产品性质	High-value, technical products require personal selling; simple, low-value FMCG products rely on advertising and sales promotion.
Stage in the product life cycle | 产品生命周期阶段	Launch requires informative advertising and free samples; maturity requires persuasive advertising and sales promotion to retain customers.
Competition | 竞争	In highly competitive markets, businesses may need more aggressive promotion, including price promotions and heavy advertising.
Target audience characteristics | 目标受众特征	Younger audiences respond better to social media and influencer marketing; older audiences may respond better to newspapers or radio.

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10. The Promotional Mix and the Marketing Objectives | 促销组合与营销目标

Promotion is not an end in itself; it must support the overall marketing objectives of the business. If the objective is to increase market share, the promotional mix may focus on aggressive advertising and sales promotion. If the objective is to build brand loyalty, the mix may emphasise public relations and loyalty programmes.

促销本身不是目的；它必须支持企业的整体营销目标。如果目标是增加市场份额，促销组合可能会侧重于积极的广告和销售推广。如果目标是建立品牌忠诚度，组合可能会强调公共关系和忠诚度计划。

Furthermore, promotion must be consistent with the other elements of the marketing mix. A premium-priced product should not be promoted using heavy discounting, as this would confuse the brand’s positioning. Similarly, a product placed only in exclusive outlets should not be advertised as “available everywhere.” The promotional message must reinforce the product’s quality, price and distribution strategy.

此外，促销必须与营销组合的其他要素保持一致。高价产品不应通过大幅折扣来促销，因为这会混淆品牌定位。同样，仅在专卖店销售的产品不应被广告宣传为”随处有售”。促销信息必须强化产品的品质、价格和分销策略。

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11. Evaluating the Effectiveness of Promotion | 评估促销效果

Businesses need to measure whether their promotional activities are achieving their objectives. This helps them avoid wasting money on ineffective campaigns and allows them to make informed decisions about future promotional spending.

企业需要衡量其促销活动是否达成了目标。这有助于他们避免在无效的活动中浪费资金，并使其能够对未来的促销支出做出明智的决策。

• Sales analysis – comparing sales before, during and after a promotion to see if there was a meaningful increase.
• 销售分析 – 比较促销前、促销中和促销后的销售额，以判断是否有显著增长。
• Market research – using surveys, focus groups and interviews to measure brand awareness, customer attitudes and recall of advertisements.
• 市场调研 – 通过问卷调查、焦点小组和访谈来衡量品牌知名度、客户态度和广告记忆度。
• Cost per lead / cost per sale – calculating how much it costs to generate one enquiry or one sale through each promotional channel.
• 每线索成本 / 每销售成本 – 计算通过每个促销渠道产生一个咨询或一笔销售需要花费多少成本。
• Return on investment (ROI) – comparing the additional profit generated by the promotion against the total cost of the promotion.
• 投资回报率（ROI） – 将促销产生的额外利润与促销总成本进行比较。
• Digital analytics – tracking website traffic, click-through rates, conversion rates and social media engagement to assess online promotional effectiveness.
• 数字分析 – 跟踪网站流量、点击率、转化率和社交媒体互动，以评估在线促销的效果。

Effective evaluation not only measures past performance but also provides insights that can improve future promotional strategies. A business that continuously monitors and adjusts its promotional mix is far more likely to achieve competitive advantage.

有效的评估不仅衡量过去的绩效，还为改进未来促销策略提供了洞察。一个持续监控并调整其促销组合的企业，更有可能获得竞争优势。

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12. Key Exam Tips for IGCSE Business Studies | IGCSE商科考试要点

When answering examination questions about the promotional mix, remember these key points:

在回答关于促销组合的考题时，请记住以下要点：

• Define the term before explaining it. For example, “Advertising is a paid form of non-personal communication through mass media.”
• 先定义术语，再解释。例如：”广告是通过大众媒体进行的付费、非人员沟通形式。”
• Use real-world examples to support your answers. Mentioning brands like Coca-Cola, Nike or Apple can demonstrate application.
• 使用真实案例支持你的答案。提及可口可乐、耐克或苹果等品牌可以展示应用能力。
• Always link promotion to other elements of the marketing mix (product, price, place) to score higher marks in essay questions.
• 始终将促销与营销组合的其他要素（产品、价格、渠道）联系起来，以在论述题中获得更高分数。
• Distinguish between above-the-line and below-the-line promotion clearly, and be able to give examples of each.
• 清晰区分线上促销和线下促销，并能举出各自的例子。
• For case-study questions, examine the business’s objectives, target market, budget and product type before recommending a promotional mix.
• 对于案例研究题，在推荐促销组合之前，先分析企业的目标、目标市场、预算和产品类型。

In summary, the promotional mix is a vital tool in the marketing mix. By combining advertising, sales promotion, personal selling, public relations, direct marketing and sponsorship wisely, a business can communicate effectively with its target audience, build strong customer relationships, and ultimately achieve its marketing and corporate objectives.

总之，促销组合是营销组合中的重要工具。通过明智地组合广告、销售推广、人员推销、公共关系、直接营销和赞助，企业可以与目标受众进行有效沟通，建立牢固的客户关系，并最终实现其营销和企业目标。

Published by TutorHao | Business Studies Revision Series | aleveler.com

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