市场营销学ppt第14章(1).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. This is a good way to provide personal communication at a reduced cost to the retailer. * * * * * * 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 product and promote it to final consumers. Pull strategy is when the producer directs its marketing activities toward final consumers to induce them to buy the product and create demand from channel members. * * * Steps in Developing Effective Marketing Communication 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 Non-Personal Communication Channels Steps in Developing Effective Marketing Communication Events are staged occurrences that communicate messages to target audiences Press conferences G