市场管理原版教材9讲述.pptxVIP

1 Unrestricted 2 Part 1 Promotion Mix 3 Advertising Personal Selling 1. The Marketing Communications Mix 4 2. Elements in the Communication Process SENDER 5 3. Message Problems 6 4. Effective Communications Step 1. Identifying the Target Audience Purchase Conviction Preference Liking Knowledge Awareness 7 Message Source Step 3. Designing the Message Message Format Message Structure Message Content 8 Step 4. Select Communications Channel Nonpersonal Communication Channels Personal Communication Channels 9 Step 5. Establish the Budget Competitive Parity Objective Task Affordable % Of Sales 10 Step 6. Decide on Communications Mix Advertising Public, Pervasive, Expressive, Impersonal Sales Promotion Communication, Incentive, Invitation Public Relations Publicity Credibility, Surprise, Dramatization Personal Selling Personal Confrontation, Cultivation, Response Direct Marketing Nonpublic, Customized, Up-to-Date, Interactive 11 Factors in Developing Promotion Mix Strategies 12 Push Versus Pull Strategy Producer Producer Push Strategy Pull Strategy 13 Step 7. Measure Results Step 8. Manage the IMC Process 14 Part 2 Developing and Managing an Advertising Program 15 1. Major Decisions in Advertising Objectives Setting 16 Informative Advertising Build Primary Demand Persuasive Advertising Build Selective Demand Comparison Advertising Compares One Brand to Another Reminder Advertising Keeps Consumers Thinking About a Product. 2. Advertising Objectives 17 3. Advertising Budget Factors Stage in the Product Life Cycle Market Share Consumer Base Competition Clutter Advertising Frequency Product Substitutability 18 4. Profiles of Major Media Types Newspapers Advantages: Flexibility, timeliness; good local market coverage; broad acceptance, high believability Limitations: Short life; poor reproduction quality; small pass-along audience Television Advantages: Combines sight, sound, motion; high attention; high reach; appealing to senses