市场营销学双语课件7（PPT 10）--有效传播的步骤.pptxVIP

促销组合AdvertisingPersonal SellingAny Paid Form of Nonpersonal Presentation by an Identified Sponsor.Personal Presentations by a Firm’s Sales Force.Short-term Incentives to Encourage Sales.Sales PromotionBuilding Good Relations with Various Publics by Obtaining Favorable Unpaid Publicity.Public RelationsDirect Communications With Individuals to Obtain an Immediate Response.Direct MarketingSender传播过程Noise Noise Noise Noise Noise NoiseNoise Noise Noise Noise Noise NoiseNoise Noise Noise Noise Noise NoiseNoise Noise Noise Noise Noise NoiseNoise Noise Noise Noise Noise NoiseNoise Noise Noise Noise Noise NoiseNoise Noise Noise Noise Noise NoiseNoise Noise Noise Noise Noise NoiseNoise Noise Noise Noise Noise NoiseNoise Noise Noise Noise Noise NoiseNoise Noise Noise Noise Noise NoiseNoise Noise Noise Noise Noise NoiseNoise Noise Noise Noise Noise NoiseNoise Noise Noise Noise Noise NoiseNoise Noise Noise Noise Noise NoiseEncodingFeedbackMediaMessageDecodingResponseReceiverAwarenessKnowledgeLikingPreferenceConvictionPurchaseStep 1. Identifying the Target AudienceStep 2. Determining the Communication ObjectivesBuyer Readiness Stages有效传播的步骤有效传播的步骤Message ContentRational AppealsEmotional AppealsMoral AppealsMessage StructureDraw ConclusionsArgument TypeArgument OrderMessage FormatHeadline, Copy, Color, Words, Sounds,Body LanguageAttentionDesireInterestActionStep 3. Designing a Message有效传播的步骤Step 5. Selecting the Message SourcePersonal CommunicationChannelsNonpersonal CommunicationChannelsStep 6. Collecting FeedbackStep 4. Choosing MediaAffordable MethodPercentage-of-SalesMethodCompetitive-ParityMethodObjective-and-TaskMethod制定总的促销预算制定促销组合Personal SellingPersonal Interaction, Builds Relationships CostlyNature of Each Promotion ToolSales PromotionProvides Strong Incentives to BuyShort-LivedPublic RelationsBelievable, Effective, EconomicalUnderused by Many CompaniesDirect MarketingNonpublic, Immediate, Customized,InteractiveAdvertisingReaches Many Buyers, ExpressiveImperso