市场管理原版教材9.pptx

Chapter 9Designing and Managing MarketingCommunicationsUnrestrictedPart 1Promotion MixAny Paid Form of Nonpersonal Presentation by an Identified Sponsor.Short-term Incentives to Encourage Trial or Purchase.Sales PromotionProtect and/or Promote Company’s Image/products.Public RelationsPersonal Presentations.Direct Communications With Individuals to Obtain an Immediate Response.Direct Marketing1. The Marketing Communications MixAdvertisingPersonal SellingMediaRECEIVERMessageEncodingDecodingNoiseFeedbackResponse2. Elements in the Communication ProcessSENDERSelective AttentionSelective DistortionSelective Retention3. Message Problems4. Effective CommunicationsAwarenessKnowledgeLikingPreferenceConvictionPurchaseStep 1. Identifying the Target AudienceStep 2. Determining the Communication ObjectivesBuyer Readiness StagesMessage ContentMessage StructureMessage FormatMessage SourceStep 3. Designing the MessagePersonal CommunicationChannelsNonpersonal CommunicationChannelsStep 4. Select Communications ChannelAffordable% OfSalesCompetitiveParityObjective TaskStep 5. Establish the BudgetDirect MarketingNonpublic, Customized, Up-to-Date, InteractivePublic Relations PublicityCredibility, Surprise, DramatizationPersonal SellingPersonal Confrontation, Cultivation, ResponseStep 6. Decide on Communications MixAdvertisingPublic, Pervasive, Expressive, ImpersonalSales PromotionCommunication, Incentive, InvitationProduct Life-Cycle StagePush vs. Pull StrategyBuyer/ Readiness StageType of Product/ MarketFactors in Developing Promotion Mix StrategiesInterme-diariesEnd usersMarketingactivitiesMarketingactivitiesDemandMarketing activitiesInterme-diariesEnd usersDemandDemandPush Versus Pull StrategyProducerPush StrategyProducerPull StrategyStep 8. Manage the IMC ProcessStep 7. Measure ResultsPart 2Developing and Managing an Advertising ProgramBudget DecisionsMessage DecisionsMedia DecisionsCampaign Evaluation1. Major Decisions in AdvertisingObjectives Setting2. Advertising Objec