资源描述：
《科特勒课件18》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、Chapter18DesigningandManagingIntegratedMarketingCommunicationsObjectivesTheCommunicationsProcessDevelopingEffectiveCommunicationsDecidingontheMarketingCommunicationsMixManagingandCoordinatingIntegratedMarketingCommunicationsAdvertisingPersonalSellingA
2、nyPaidFormofNonpersonalPresentationbyanIdentifiedSponsor.SalesPromotionShort-termIncentivestoEncourageTrialorPurchase.PublicRelationsDirectMarketingDirectCommunicationsWithIndividualstoObtainanImmediateResponse.Protectand/orPromoteCompany’sImage/produ
3、cts.PersonalPresentations.TheMarketingCommunicationsMixElementsintheCommunicationProcessSENDEREncodingDecodingRECEIVERMediaMessageFeedbackResponseNoiseMessageProblemsSelectiveAttentionSelectiveDistortionSelectiveRetentionEffectiveCommunicationsStep1.I
4、dentifyingtheTargetAudiencePurchaseConvictionPreferenceLikingKnowledgeAwarenessStep2.DeterminingtheCommunicationObjectivesBuyerReadinessStagesResponseHierarchyModelsCommuni-cationsModeldAIDAModelaInnovation-AdoptionModelcHierarchy-of-EffectsModelbStag
5、esCognitivestageAffectivestageBehaviorstageAwarenessTrialAdoptionInterestEvaluationPurchaseLikingPreferenceConvictionAwarenessKnowlegeAttentionInterestDesireActionBehaviorAttitudeIntentionExposureReceptionCognitiveresponseStep3.DesigningtheMessageMess
6、ageSourceExpertise,Trustworthiness,CongruityMessageFormatLayout,Words,&Sounds,BodyLanguageMessageStructureDrawConclusionsArgumentTypeArgumentOrderMessageContentRationalAppealsEmotionalAppealsMoralAppealsStep4.SelectCommunicationsChannelNonpersonalComm
7、unicationChannelsPersonalCommunicationChannelsStep5.EstablishtheBudgetCompetitiveParityObjective&TaskAffordable%OfSalesStep6.DecideonCommunicationsMixAdvertisingPublic,Pervasive,Expressive,ImpersonalSalesPromotionCommunication,Incentive,InvitationPubl
8、icRelations&PublicityCredibility,Surprise,DramatizationPersonalSellingPersonalConfrontation,Cultivation,ResponseDirectMarketingNonpublic,Customized,Up-to-Date,InteractiveStep7.MeasureResultsStep8.ManagetheIMCProcessFactorsinDevelopingPromotion
