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促销组合AdvertisingPersonalSellingAnyPaidFormofNonpersonalPresentationbyanIdentifiedSponsor.SalesPromotionShort-termIncentivest

oEncourageSales.PublicRelationsBuildingGoodRelationswithVariousPublicsbyObtainingFavorableUnpaidPublicity.DirectMarketingDire

ctCommunicationsWithIndividualstoObtainanImmediateResponse.PersonalPresentationsbyaFirm’sSalesForce.NoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoise

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nderEncodingMessageDecodingReceiverResponseFeedback传播过程有效传播的步骤Step1.IdentifyingtheTargetAudienceStep2.DeterminingtheCommunicationObjectiv

BuyerReadinessStagesConvictionPreferenceLikingKnowledgeAwarenessStep3.DesigningaMessage有效传播的步骤AttentionInterestDesireMessageContentRationalAppealsEmo

tionalAppealsMoralAppealsMessageStructureDrawConclusionsArgumentTypeArgumentOrderMessageFormatHeadline,Copy,Color,W

ords,&Sounds,BodyLanguageActionNonpersonalCommunicationChannels有效传播的步骤Step4.ChoosingMediaPersonalCommunicationChannelsStep5.SelectingtheMessageSourc

eStep6.CollectingFeedbackPercentage-of-SalesMethodAffordableMethodCompetitive-ParityMethodObjective-and-TaskMethod制定总的促销预算制定促销组合Nat

ureofEachPromotionToolAdvertisingReachesManyBuyers,ExpressiveImpersonalPersonalSellingPersonalInteraction,BuildsRelationshipsC

ostlySalesPromotionProvidesStrongIncentivestoBuyShort-LivedPublicRelationsBelievable,Effective,EconomicalUnderusedbyMa

nyCompaniesDirectMarketingNonpublic,Immediate,Customized,Interactive发展促销组合战略考虑的因素•PushStrategy-“Pushin

g”theProductThroughDistributionChannelstoFinalConsumers.•PullStrategy-ProducerDirectsIt’sMarketingActivitiesTowardFinalCo

nsumerstoInduceThemtoBuytheProduct.TypeofProduct/MarketBuyer/ReadinessStageProductLife-CycleStage营销传播的改变MarketersHaveShiftedAwayFromMassMarketingLes

sBroadcastingNewMarketingCommunicationsRealitiesImprovementsinInformationTechnologyHasLedtoSegmentedMarketingMoreNarrow

casting整合营销传播CompanyCarefullyIntegratesandCoordinatesItsManyCommunicationChannelstoDeliveraClear,Consistent,

CompellingMessage.AdvertisingPersonalSellingPublicSalesPromotionDirectMarketingPackagingEventMarketingMessage