第14节 沟通顾客价值：整合营销沟通战略摘要.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-side