第14节 沟通顾客价值：整合营销沟通战略.pptVIP

图3：消费品与工业品的促销组合 图：促销的推与拉策略 Note for Instructor For a message to be effective, the sender’s encoding must mesh with the receiver’s decoding process. Best messages consist of words and other symbols that are familiar to the receiver. Marketers may not share their consumer’s field of experience but must understand the consumer’s field of experience. * * * * Note to Instructor Other factors to include are message structure. Does the advertiser draw a conclusion or leave it to the audience. Do they present the strongest arguments first or last? Is the message one sided (strengths only) or two-sided? Message format is also important to consider. What will be the color, the text, the copy, the images? * * * Note to Instructor This link is to Lands End—a leading clothing retailer with catalog, online, and sales through Sears stores. On the homepage (often at the bottom) you can see that they have online live chat available to customers with questions. This is a good way to provide personal communication at a reduced cost to the retailer. * * Note to Instructor If you have not had a chance to talk about Tremor yet, this Web link will bring them to your site. The interesting thing to note about Tremor is that it is owned and operated by Procter Gamble. As such, it focuses extensively on their own brands. * * * * Note to Instructor Discussion Question Why is Michael Phelps a good spokesperson for Rosetta Stone? This link to YouTube is a Michael Phelps ad for Rosetta Stone. They might mention his likeability, relevance, and every day guy personality. * * * * * Note to instructor Objective-and-task method forces management to spell out its assumption about the relationship between outlays and results but is difficult to use. * Note to Instructor Advertising is impersonal, cannot be directly persuasive as personal selling, and can be expensive. * * * * Note to Instructor Push strategy involves pushing the product to the consumers by inducing channel members to carry the prod