市场营销学双语课件7（PPT 10）--有效传播的步骤课件.pptx

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1、14-1来自来自 中国最大的资料库下载中国最大的资料库下载促销组合促销组合AdvertisingPersonal SellingAny Paid Form of Nonpersonal Presentation by an Identified Sponsor.Sales PromotionShort-term Incentives to Encourage Sales.Public RelationsBuilding Good Relations with Various Publics by Obtaining Favorable Unpaid Publicity.Direct Marke

2、tingDirect Communications With Individuals to Obtain an Immediate Response.Personal Presentations by a Firms Sales Force.14-2来自来自 中国最大的资料库下载中国最大的资料库下载Noise Noise Noise Noise Noise NoiseNoise Noise Noise Noise Noise NoiseNoise Noise Noise Noise Noise NoiseNoise Noise Noise Noise Noise NoiseNoise Nois

3、e 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

4、NoiseNoise Noise Noise Noise Noise NoiseNoise Noise Noise Noise Noise NoiseMediaSenderEncodingMessageDecodingReceiverResponseFeedback传播过程传播过程14-3来自来自 中国最大的资料库下载中国最大的资料库下载有效传播的步骤有效传播的步骤Step 1.Identifying the Target AudienceStep 2.Determining the Communication ObjectivesBuyer Readiness StagesPurchaseC

5、onvictionPreferenceLikingKnowledgeAwareness14-4来自来自 中国最大的资料库下载中国最大的资料库下载Step 3.Designing a Message有效传播的步骤有效传播的步骤AttentionInterestDesireMessage ContentRational AppealsEmotional AppealsMoral AppealsMessage StructureDraw ConclusionsArgument TypeArgument OrderMessage FormatHeadline,Copy,Color,Words,&Sou

6、nds,Body LanguageAction14-5来自来自 中国最大的资料库下载中国最大的资料库下载Nonpersonal CommunicationChannels有效传播的步骤有效传播的步骤Step 4.Choosing MediaPersonal CommunicationChannelsStep 5.Selecting the Message SourceStep 6.Collecting Feedback14-6来自来自 中国最大的资料库下载中国最大的资料库下载Percentage-of-SalesMethodAffordable MethodCompetitive-Parity

7、MethodObjective-and-TaskMethod制定总的促销预算制定总的促销预算14-7来自来自 中国最大的资料库下载中国最大的资料库下载制定促销组合制定促销组合Nature of Each Promotion ToolAdvertisingReaches Many Buyers,ExpressiveImpersonalPersonal SellingPersonal Interaction,Builds Relationships CostlySales PromotionProvides Strong Incentives to BuyShort-LivedPublic Rel

8、ationsBelievable,Effective,EconomicalUnderused by Many CompaniesDirect MarketingNonpublic,Immediate,Customized,Interactive14-8来自来自 中国最大的资料库下载中国最大的资料库下载发展促销组合战略考虑的因素发展促销组合战略考虑的因素 Push Strategy-“Pushing”the Product Through Distribution Channels to Final Consumers.Pull Strategy-Producer Directs Its Mar

9、keting Activities Toward Final Consumers to Induce Them to Buy the Product.Type of Product/MarketBuyer/Readiness StageProduct Life-Cycle Stage14-9来自来自 中国最大的资料库下载中国最大的资料库下载营销传播的改变营销传播的改变 Marketers Have ShiftedAway From MassMarketingLess BroadcastingNew Marketing Communications RealitiesImprovements i

10、n Information TechnologyHas Led to Segmented MarketingMore Narrowcasting14-10来自来自 中国最大的资料库下载中国最大的资料库下载整合营销传播整合营销传播Company Carefully Integrates and Coordinates Its Many Communication Channels to Deliver a Clear,Consistent,Compelling Message.AdvertisingPersonal SellingPublic RelationsSales PromotionDi

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