Unit 4 Marketing Communication Tools 营销传播工具 经典广告学英语课件合集.pptVIP

Unit 4 Marketing Communication Tools营销传播工具 Definition A marketing communication mix is a combination of marketing variables for a specific product/service, arrived at by choosing the best mix from the 4 Ps of marketing. It defines how you will position your product in the market. ⊙ Communication Channels Personal and nonpersonal communication channels can be used for marketing communications. Within both of them there are many subchannels. Personal Communication Channels Personal communication is communication between two or more persons with a specific person communication with others. The message emanates from a specific person. It can be done face to face, or by a person to audience, over telephone, or through post or couriers or through emails or through mobile messages. It may be letters, memos, personal interviews, telephone conversations and email. ⊙ Measures Companies take various steps to stimulate personal communications about their products and brands. 1. They identify influential individuals and devote extra effort on them. 2. Create opinion leaders by supplying possible opinion leaders with the product on attractive terms. 3. Use influential or believable people in testimonial advertising. ⊙ 4. Develop word of mouth publicity by requesting satisfied clients to promote their product among their friends. 5. Establish online discussion groups and communities. ⊙ Nonpersonal Communication Channels They include media, atmospheres, and events.? Media channels include print media (newspaper, magazines, souvenirs, proceedings of conferences), broadcast media (radio, television), display media (billboards, signs, posters) and electronic media (audiotape, videotape, videodisk, CD-ROM).? Atmosphere is what firms create in their office environment. The office interiors and exteriors have a meaning to the potential buyers.? ⊙ Events are occurrences designed to communicate particular messages to target audiences or audiences. Company arranged news conferences, op