【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-termIncentivestoEncourageSale

s.PublicRelationsBuildingGoodRelationswithVariousPublicsbyObtainingFavorableUnpaidPublicity.DirectMarketingDirectCommunicationsWithIndivi

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eNoiseMediaSenderEncodingMessageDecodingReceiverResponseFeedback传播过程有效传播的步骤Step1.IdentifyingtheTargetAud

ienceStep2.DeterminingtheCommunicationObjectivBuyerReadinessStagesConvictionPreferenceLikingKnowledgeAwarenessStep3.DesigningaMe

ssage有效传播的步骤AttentionInterestDesireMessageContentRationalAppealsEmotionalAppealsMoralAppealsMessageStructureDraw

ConclusionsArgumentTypeArgumentOrderMessageFormatHeadline,Copy,Color,Words,&Sounds,BodyLanguageActionNonpersonalCom

municationChannels有效传播的步骤Step4.ChoosingMediaPersonalCommunicationChannelsStep5.SelectingtheMessageSourceStep6.CollectingFeedbackPercentage-of-Sa

lesMethodAffordableMethodCompetitive-ParityMethodObjective-and-TaskMethod制定总的促销预算制定促销组合NatureofEachPromotionToolAdvertisin

gReachesManyBuyers,ExpressiveImpersonalPersonalSellingPersonalInteraction,BuildsRelationshipsCostlySalesPro

motionProvidesStrongIncentivestoBuyShort-LivedPublicRelationsBelievable,Effective,EconomicalUnderusedbyMany

CompaniesDirectMarketingNonpublic,Immediate,Customized,Interactive发展促销组合战略考虑的因素•PushStrategy-“Pushing”theProductThroughDistributionChannelstoFinalCon

sumers.•PullStrategy-ProducerDirectsIt’sMarketingActivitiesTowardFinalConsumerstoInduceThemtoBuytheProduct.TypeofP

roduct/MarketBuyer/ReadinessStageProductLife-CycleStage营销传播的改变MarketersHaveShiftedAwayFromMassMarketingLessBroadcastingNewMarket

ingCommunicationsRealitiesImprovementsinInformationTechnologyHasLedtoSegmentedMarketingMoreNarrowcasti

ng整合营销传播CompanyCarefullyIntegratesandCoordinatesItsManyCommunicationChannelstoDeliveraClear,Consistent,CompellingM

essage.AdvertisingPersonalSellingPublicSalesPromotionDirectMarketingPackagingEventMarketingMessage