中山大学吴柏林教授《广告策划与策略》绝密资料CHAP15.pptVIP

Chapter 15 Objectives List major steps in developing effective marketing communications. Lists steps involved in developing an advertising program. Explain the growing use of sales promotion and how sales promotion decisions are made. Describe how companies can exploit the marketing potential of public relations and publicity. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Overview of Eight Steps to Effective Communication Identify target audience Determine objectives Select communication channels Design the message Effectively manage the process Develop communications mix Establish communications budget Measure results Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Step 1: Identifying Target Audience Specific publics Potential buyers General public Current users Deciders and influencers Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Common Platforms for Communications Get with a partner. You are going to start a landscape contracting business. How would you use each of the following platforms in your business? Advertising Sales promotion Public relations Personal selling Direct marketing Let’s Discuss Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Step 2: Determining Communication Objectives Models of consumer-response stages are AIDA model Hierarchy-of-effects model Innovation-adoption model Communications model The models assume that buyers pass through these stages: Cognitive stage Affective stage Behavior stage Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Step 3: Designingthe Message Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Le