aab_市场营销学双语课件7（PPT 10）--有效传播的步骤

1、促销组合促销组合AdvertisingPersonal SellingAny Paid Form of Nonpersonal Presentation by an Identified Sponsor.Sales PromotionShort-term Incentives to Encourage Sales.Public RelationsBuilding Good Relations with Various Publics by Obtaining Favorable Unpaid Publicity.Direct MarketingDirect Communications Wit

2、h Individuals to Obtain an Immediate Response.Personal Presentations by a Firms Sales Force.Noise Noise Noise Noise Noise NoiseNoise Noise Noise Noise Noise NoiseNoise Noise Noise Noise Noise NoiseNoise Noise Noise Noise Noise NoiseNoise Noise Noise Noise Noise NoiseNoise Noise Noise Noise Noise Noi

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4、Noise Noise NoiseMediaSenderEncodingMessageDecodingReceiverResponseFeedback传播过程传播过程有效传播的步骤有效传播的步骤Step 1. Identifying the Target AudienceStep 2. Determining the Communication ObjectivesBuyer Readiness StagesConvictionPreferenceLikingKnowledgeAwarenessStep 3. Designing a Message有效传播的步骤有效传播的步骤Attention

5、InterestDesireMessage ContentRational AppealsEmotional AppealsMoral AppealsMessage StructureDraw ConclusionsArgument TypeArgument OrderMessage FormatHeadline, Copy, Color, Words, & Sounds,Body LanguageActionNonpersonal CommunicationChannels有效传播的步骤有效传播的步骤Step 4. Choosing MediaPersonal Communicati

6、onChannelsStep 5. Selecting the Message SourceStep 6. Collecting FeedbackPercentage-of-SalesMethodAffordable MethodCompetitive-ParityMethodObjective-and-TaskMethod制定总的促销预算制定总的促销预算制定促销组合制定促销组合Nature of Each Promotion ToolAdvertisingReaches Many Buyers, ExpressiveImpersonalPersonal SellingPersonal Int

7、eraction, Builds Relationships CostlySales PromotionProvides Strong Incentives to BuyShort-LivedPublic RelationsBelievable, Effective, EconomicalUnderused by Many CompaniesDirect MarketingNonpublic, Immediate, Customized,Interactive发展促销组合战略考虑的因素发展促销组合战略考虑的因素 Push Strategy - “Pushing” the Product Thr

8、ough Distribution Channels to Final Consumers. Pull Strategy - Producer Directs Its Marketing Activities Toward Final Consumers to Induce Them to Buy the Product.Type of Product/ MarketBuyer/ Readiness StageProduct Life-Cycle Stage营销传播的改变营销传播的改变 Marketers Have ShiftedAway From MassMarketingLess BroadcastingNew Marketing Communications RealitiesImprovements in Information TechnologyHas Led to Segmented MarketingMore Narrowcasting整合营销传播整合营销传播Company Carefully Integrates and Coordinates Its Many Communication Channels to Deliver a Cle