杜克大学marketig的讲义 .pptVIP

;Today’s Agenda;Promotional Mix;Steps in Developing a Promotional Plan;1. Identify Target Audience;1. Target Audience: Communication Considerations;2. Set the Objectives;2. Set the Objectives;3. Designing the Message;3. Designing the Message;3. Designing the Message;3. Designing the Message: Non-Overlapping Fields of Experience;3. Designing the Message: Overlapping Fields of Experience;4. Decide On Promotional Mix;4. AIDAS and the Promotion Mix;4. The Promotional Mix:Sales Promotion (Sampling); ______________________________________________________ Advertising Sales Publicity