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. Overview of Eight Steps to Effective Communication Step 1: Identifying Target Audience 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? A