【文档说明】aab_市场营销学双语课件7（PPT 10）--有效传播的步骤.pptx，共(10)页，80.459 KB，由精品优选上传

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促销组合AdvertisingPersonalSellingAnyPaidFormofNonpersonalPresentationbyanIdentifiedSponsor.SalesPromotionShort-termIncentivestoEncourageSales.P

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enderEncodingMessageDecodingReceiverResponseFeedback传播过程有效传播的步骤Step1.IdentifyingtheTargetAudienceStep2.Determining

theCommunicationObjectivBuyerReadinessStagesConvictionPreferenceLikingKnowledgeAwarenessStep3.DesigningaMessage有效传播的步骤AttentionI

nterestDesireMessageContentRationalAppealsEmotionalAppealsMoralAppealsMessageStructureDrawConclusionsArgumentTypeArgumentOrderMessageFormat

Headline,Copy,Color,Words,&Sounds,BodyLanguageActionNonpersonalCommunicationChannels有效传播的步骤Step4.ChoosingMediaPerso

nalCommunicationChannelsStep5.SelectingtheMessageSourceStep6.CollectingFeedbackPercentage-of-SalesMethodAffordableMeth

odCompetitive-ParityMethodObjective-and-TaskMethod制定总的促销预算制定促销组合NatureofEachPromotionToolAdvertisingReachesManyBuyers,ExpressiveImpersonalPers

onalSellingPersonalInteraction,BuildsRelationshipsCostlySalesPromotionProvidesStrongIncentivestoBuyShort-

LivedPublicRelationsBelievable,Effective,EconomicalUnderusedbyManyCompaniesDirectMarketingNonpublic,Immediate,Customized,Interactive发展促销组合战略考虑的因素

•PushStrategy-“Pushing”theProductThroughDistributionChannelstoFinalConsumers.•PullStrategy-ProducerDirec

tsIt’sMarketingActivitiesTowardFinalConsumerstoInduceThemtoBuytheProduct.TypeofProduct/MarketBuyer/ReadinessStagePr

oductLife-CycleStage营销传播的改变MarketersHaveShiftedAwayFromMassMarketingLessBroadcastingNewMarketingCommunicationsRealitiesImprovementsinInformationTech

nologyHasLedtoSegmentedMarketingMoreNarrowcasting整合营销传播CompanyCarefullyIntegratesandCoordinatesItsManyCommunicationChannelstoDelivera

Clear,Consistent,CompellingMessage.AdvertisingPersonalSellingPublicSalesPromotionDirectMarketingPackagingEventMark

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