Chapter 10 Communications and Advertising Strategy 沟通与广告策略.pdfVIP

Chapter 10 Communications and Advertising Strategy 溝通與廣告策略 1 10.1 Communications溝通 Medium or channel Receiver  Sender 發送者 媒介（通路） 接收者  Channels: 通路、管道 Personal人員 : sale force 銷售員 Nonpersonal非人員(mass media大眾媒體): TV, newspaper, radio, direct mail, billboards看板, magazine, internet,