营销管理-科特勒-第11版中国版-第14章-整合营销沟通战略.pptVIP

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. Thi