aab市场营销学双语课件有效传播的步骤.ppt

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1、促销组合AdvertisingPersonalSellingAnyPaidFormofNonpersonalPresentationbyanIdentifiedSponsor.SalesPromotionShort-termIncentivestoEncourageSales.PublicRelationsBuildingGoodRelationswithVariousPublicsbyObtainingFavorableUnpaidPublicity.DirectMarketingDirectCommunicationsWithIndividualstoObta

2、inanImmediateResponse.PersonalPresentationsbyaFirm’sSalesForce.NoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNo

3、iseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseMediaSenderEncodingMessageDecodingReceiverResponseFeedbac

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