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时间:2020-03-10
《aab市场营销学双语课件有效传播的步骤.ppt》由会员上传分享,免费在线阅读,更多相关内容在行业资料-天天文库。
1、促销组合AdvertisingPersonalSellingAnyPaidFormofNonpersonalPresentationbyanIdentifiedSponsor.SalesPromotionShort-termIncentivestoEncourageSales.PublicRelationsBuildingGoodRelationswithVariousPublicsbyObtainingFavorableUnpaidPublicity.DirectMarketingDirectCommunicationsWithIndividualstoObta
2、inanImmediateResponse.PersonalPresentationsbyaFirm’sSalesForce.NoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNo
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4、k传播过程有效传播的步骤Step1.IdentifyingtheTargetAudienceStep2.DeterminingtheCommunicationObjectivesBuyerReadinessStagesPurchaseConvictionPreferenceLikingKnowledgeAwarenessStep3.DesigningaMessage有效传播的步骤AttentionInterestDesireMessageContentRationalAppealsEmotionalAppealsMoralAppealsMessageStructu
5、reDrawConclusionsArgumentTypeArgumentOrderMessageFormatHeadline,Copy,Color,Words,&Sounds,BodyLanguageActionNonpersonalCommunicationChannels有效传播的步骤Step4.ChoosingMediaPersonalCommunicationChannelsStep5.SelectingtheMessageSourceStep6.CollectingFeedbackPercentage-of-SalesMethodAffordableM
6、ethodCompetitive-ParityMethodObjective-and-TaskMethod制定总的促销预算制定促销组合NatureofEachPromotionToolAdvertisingReachesManyBuyers,ExpressiveImpersonalPersonalSellingPersonalInteraction,BuildsRelationshipsCostlySalesPromotionProvidesStrongIncentivestoBuyShort-LivedPublicRelationsBelievable,Effe
7、ctive,EconomicalUnderusedbyManyCompaniesDirectMarketingNonpublic,Immediate,Customized,Interactive发展促销组合战略考虑的因素PushStrategy-“Pushing”theProductThroughDistributionChannelstoFinalConsumers.PullStrategy-ProducerDirectsIt’sMarketingActivitiesTowardFinalConsumerstoInduceThemtoBuytheProduct.
8、Typeo
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