科特勒营销管理(II)

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1、Chapter18DesigningandManagingIntegratedMarketingCommunicationsObjectivesTheCommunicationsProcessDevelopingEffectiveCommunicationsDecidingontheMarketingCommunicationsMixManagingandCoordinatingIntegratedMarketingCommunicationsAdvertisingPersonalSellingAnyPaidFormofNonpersonalPresentationbyanIde

2、ntifiedSponsor.SalesPromotionShort-termIncentivestoEncourageTrialorPurchase.PublicRelationsDirectMarketingDirectCommunicationsWithIndividualstoObtainanImmediateResponse.Protectand/orPromoteCompany’sImage/products.PersonalPresentations.TheMarketingCommunicationsMixElementsintheCommunicationPro

3、cessSENDEREncodingDecodingRECEIVERMediaMessageFeedbackResponseNoiseMessageProblemsSelectiveAttentionSelectiveDistortionSelectiveRetentionEffectiveCommunicationsStep1.IdentifyingtheTargetAudiencePurchaseConvictionPreferenceLikingKnowledgeAwarenessStep2.DeterminingtheCommunicationObjectivesBuye

4、rReadinessStagesResponseHierarchyModelsCommuni-cationsModeldAIDAModelaInnovation-AdoptionModelcHierarchy-of-EffectsModelbStagesCognitivestageAffectivestageBehaviorstageAwarenessTrialAdoptionInterestEvaluationPurchaseLikingPreferenceConvictionAwarenessKnowlegeAttentionInterestDesireActionBehav

5、iorAttitudeIntentionExposureReceptionCognitiveresponseStep3.DesigningtheMessageMessageSourceExpertise,Trustworthiness,CongruityMessageFormatLayout,Words,&Sounds,BodyLanguageMessageStructureDrawConclusionsArgumentTypeArgumentOrderMessageContentRationalAppealsEmotionalAppealsMoralAppealsStep4.S

6、electCommunicationsChannelNonpersonalCommunicationChannelsPersonalCommunicationChannelsStep5.EstablishtheBudgetCompetitiveParityObjective&TaskAffordable%OfSalesStep6.DecideonCommunicationsMixAdvertisingPublic,Pervasive,Expressive,ImpersonalSalesPromotionCommunication,Incentive,InvitationPubli

7、cRelations&PublicityCredibility,Surprise,DramatizationPersonalSellingPersonalConfrontation,Cultivation,ResponseDirectMarketingNonpublic,Customized,Up-to-Date,InteractiveStep7.MeasureResultsStep8.ManagetheIMCProcessFactorsinDevelopingPromotion