营销学教学课件（英文版）pom12_media14.pptVIP

Steps in Developing Effective Communication Moral appeal is directed at the audience’s sense of right and proper Designing a Message Steps in Developing Effective Communication Personal communication Non-personal communication Choosing Media Steps in Developing Effective Communication Choosing Media Personal communication involves two or more people communicating directly with each other Face to face Phone Mail E-mail Internet chat Steps in Developing Effective Communication Choosing Media Personal communication is effective because it allows personal addressing and feedback Control of personal communication Company Independent experts Word of mouth Steps in Developing Effective Communication Choosing Media Personal Communication Company Salespeople Independent experts Consumer advocates Buying guides Word of mouth Friends Neighbors Family Steps in Developing Effective Communication Choosing Media Personal Communication Opinion leaders are people within a reference group who, because of their special skills, knowledge, personality, or other characteristics; exerts social influence on others Steps in Developing Effective Communication Choosing Media Personal Communication Buzz marketing involves cultivating opinion leaders and getting them to spread information about a product or service to others in their communities Steps in Developing Effective Communication Non-Personal Communication Channels Non-personal communication is media that carry messages without personal contact or feedback, including major media, atmospheres, and events that affect the buyer directly Steps in Developing Effective Communication Non-Personal Communication Channels Major media include print, broadcast, display, and online media Atmospheres are designed environments that create or reinforce the buyer’s leanings toward buying a product Steps in Developing Effective Communication Non-Personal Communication Channels Events are staged occurrences that communicate message