1、14-1來自來自 中國(guó)最大的資料庫(kù)下載中國(guó)最大的資料庫(kù)下載促銷組合促銷組合AdvertisingPersonal SellingAny Paid Form of Nonpersonal Presentation by an Identified Sponsor.Sales PromotionShort-term Incentives to Encourage Sales.Public RelationsBuilding Good Relations with Various Publics by Obtaining Favorable Unpaid Publicity.Direct Marke

2、tingDirect Communications With Individuals to Obtain an Immediate Response.Personal Presentations by a Firms Sales Force.14-2來自來自 中國(guó)最大的資料庫(kù)下載中國(guó)最大的資料庫(kù)下載Noise Noise Noise Noise Noise NoiseNoise Noise Noise Noise Noise NoiseNoise Noise Noise Noise Noise NoiseNoise Noise Noise Noise Noise NoiseNoise Nois

3、e Noise Noise Noise NoiseNoise Noise Noise Noise Noise NoiseNoise Noise Noise Noise Noise NoiseNoise Noise Noise Noise Noise NoiseNoise Noise Noise Noise Noise NoiseNoise Noise Noise Noise Noise NoiseNoise Noise Noise Noise Noise NoiseNoise Noise Noise Noise Noise NoiseNoise Noise Noise Noise Noise

4、NoiseNoise Noise Noise Noise Noise NoiseNoise Noise Noise Noise Noise NoiseMediaSenderEncodingMessageDecodingReceiverResponseFeedback傳播過程傳播過程14-3來自來自 中國(guó)最大的資料庫(kù)下載中國(guó)最大的資料庫(kù)下載有效傳播的步驟有效傳播的步驟Step 1. Identifying the Target AudienceStep 2. Determining the Communication ObjectivesBuyer Readiness StagesPurchas

5、eConvictionPreferenceLikingKnowledgeAwareness14-4來自來自 中國(guó)最大的資料庫(kù)下載中國(guó)最大的資料庫(kù)下載Step 3. Designing a Message有效傳播的步驟有效傳播的步驟AttentionInterestDesireMessage ContentRational AppealsEmotional AppealsMoral AppealsMessage StructureDraw ConclusionsArgument TypeArgument OrderMessage FormatHeadline, Copy, Color, Word

6、s, & Sounds,Body LanguageAction14-5來自來自 中國(guó)最大的資料庫(kù)下載中國(guó)最大的資料庫(kù)下載Nonpersonal CommunicationChannels有效傳播的步驟有效傳播的步驟Step 4. Choosing MediaPersonal CommunicationChannelsStep 5. Selecting the Message SourceStep 6. Collecting Feedback14-6來自來自 中國(guó)最大的資料庫(kù)下載中國(guó)最大的資料庫(kù)下載Percentage-of-SalesMethodAffordable MethodCom

7、petitive-ParityMethodObjective-and-TaskMethod制定總的促銷預(yù)算制定總的促銷預(yù)算14-7來自來自 中國(guó)最大的資料庫(kù)下載中國(guó)最大的資料庫(kù)下載制定促銷組合制定促銷組合Nature of Each Promotion ToolAdvertisingReaches Many Buyers, ExpressiveImpersonalPersonal SellingPersonal Interaction, Builds Relationships CostlySales PromotionProvides Strong Incentives to BuyShor

8、t-LivedPublic RelationsBelievable, Effective, EconomicalUnderused by Many CompaniesDirect MarketingNonpublic, Immediate, Customized,Interactive14-8來自來自 中國(guó)最大的資料庫(kù)下載中國(guó)最大的資料庫(kù)下載發(fā)展促銷組合戰(zhàn)略考慮的因素發(fā)展促銷組合戰(zhàn)略考慮的因素 Push Strategy - “Pushing” the Product Through Distribution Channels to Final Consumers. Pull Strategy

9、 - Producer Directs Its Marketing Activities Toward Final Consumers to Induce Them to Buy the Product.Type of Product/ MarketBuyer/ Readiness StageProduct Life-Cycle Stage14-9來自來自 中國(guó)最大的資料庫(kù)下載中國(guó)最大的資料庫(kù)下載營(yíng)銷傳播的改變營(yíng)銷傳播的改變 Marketers Have ShiftedAway From MassMarketingLess BroadcastingNew Marketing Communications RealitiesImprovements in Information TechnologyHas Led to Segmented MarketingMore Narrowcasting14-10來自來自 中國(guó)最大的資料庫(kù)下載中國(guó)最大的資料庫(kù)下載整合營(yíng)銷傳播整合營(yíng)銷傳播Company Carefully Integrates and Coordinates Its Many Communication Channels t