3. Sales promotion is temporary in nature. Not being self-sustaining,its function is to supplement advertising,personal selling,and publicity. To launch Budweiser beer in Great Britain,Anheuser-Busch employed the Americantheme. Its TV commercials on the 4th of July and Thanksgiving Day were spots filmed in California with American actors. To supplement its advertising effort,the company used a variety of sales-promotion techniques. It made posters,bunting,flags,pennants,T-shirts,and sweatshirts available to pubs and discos for promotional parties. Bud ashtrays,bar towels,coasters,football pennants,and similar items were offered for sale. Moreover,American disc jockeys were brought in to program American music nights.
3、从本质上说,促销活动具有时间短暂的特点。由于其本身没有自我持续的能力,它的作用就是作为广告、个人销售和宣传等推销活动的补充。为了将百威啤酒打入英国市场,Anheuser-Busch运用了美国主题。7月4日和感恩节的电视广告播的都是美国演员在加利福尼亚拍摄的场景。为了加强广告力度,该公司运用了大量的促销手段,如制作海报、装饰旗和三角旗等各种旗帜以及体恤衫和汗衫等供促销团体出入酒吧和迪斯科夜总会。同时它还制作烟灰缸、酒吧餐巾、杯垫子、杯托子、足球赛用的三角旗以及诸如此类的物品用于销售。此外,该公司还专门邀请电台的音乐节目主持人开办美国音乐之夜。
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