国际营销专业英语课件江春 ISBN9787810787369 PPTUnit 10 Effective Marketing Communications.ppt

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1、UnitTenEffectiveMarketingCommunicationsLearningOutlinePlanningCommunicationProgramsConductingDirectMailShotsSealingtheDealinSevenSecondsPlanningCommunicationProgramsMarketingCommunicationsinclude:promotion,advertising,publicrelationshowtobuildacommunicationprogram?1.Det

2、erminewhothetargetbuyeris.2.Determinewhatismeaningfullyuniqueaboutyourproduct.PlanningCommunicationPrograms3.Constructabusinesspositioningstrategystatement.4.Determinethebestmessagetocommunicateyourproductpositioningtotargetbuyers.5.Determinepromotionandadvertisingoptio

3、nsandcostsintermsofavailablebudget.ConductingDirectMailShotsEffectivedirectmailrequiresthreekeycomponents:therightaudience,therightmessage,andstrong,complementarydesignDataisking.Sayitloudandclear.Lookscankill.Thelittlethingscount.ConductingDirectMailShotsThelittlething

4、scount.1.BulletPoints2.Cliff-hangers3.SimpleLayout4.Mini-headlines5.Font6.Stationary7.EnvelopeSize8.PersonalTouchesSealingtheDealinSevenSecondsLearnwhatpeopleusetoformtheirfirstopinion.Chooseyourfirsttwelvewordscarefully.Usetheotherperson’snameimmediately.Payattentionto

5、yourhair.Keepyourshoesinmintcondition.SealingtheDealinSevenSecondsWalkfast.Fine-tuneyourhandshake.Makeintroductionswithstyle.Neverleavetheofficewithoutyourbusinesscards.Matchyourbodylanguagetoyourverbalmessage.