国际促销英文版.pptVIP

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国际促销英文版

Cents-off In-Store Demonstrations Samples Coupons Gifts Perform marketing research Specify the goals of the communication Develop the most effective message(s) for the market segments selected Select effective media Compose and secure a budget Execute the campaign, and Evaluate the campaign relative to the goals specified An information source.?An international marketing executive with a product message to communicate Encoding.?The message from the source converted into effective symbolism for transmission to a receiver A message channel.?The sales force and/or advertising media that convey the encoded message to the intended receiver Decoding.?The interpretation by the receiver of the symbolism transmitted from the information source Receiver.?Consumer action by those who receive the message and are the target for the thought transmitted Feedback.?Information about the effectiveness of the message that flows from the receiver (the intended target) back to the information source for evaluation of the effectiveness of the process Noise.?Uncontrollable and unpredictable influences such as competitive activities and confusion that detract from the process and affect any or all of the other six steps Advertising campaigns must comply with legal regulations around the world Comparative advertising is heavily regulated in other parts of the world A variety of restrictions on advertising of pharmaceuticals is restricted in many countries Advertising on television is strictly controlled in many countries, e.g., in Germany, for example, commercials must be spaced at least 20 minutes apart and total ad time may not exceed 12 minutes per hour. Commercial stations in the United Kingdom are limited to 7 minutes per hour Advertising from culture does not often translate well in another culture due to differences in languages and dialects For example, Chrysler Corporation translated its U.S. theme that advertised “Dart Is Power.” To the Spanish, the phrase implied that buye

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