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页数:14页
时间:2020-04-02
《国外商学院原版教材(英文版)18(PPT 14).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、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
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