第七章 促销组合.ppt

文档介绍：促销组合
Advertising
Personal Selling
Any Paid Form of Nonpersonal Presentation by an Identified Sponsor.
Sales Promotion
Short-term Incentives to Encourage Sales.
Public Relations
Building Good Relations with Various Publics by Obtaining Favorable Unpaid Publicity.
Direct Marketing
munications With Individuals to Obtain an Immediate Response.
Personal Presentations by a Firm’s Sales Force.
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Media
Sender
Encoding
Message
Decoding
Receiver
Response
Feedback
传播过程
有效传播的步骤
Step 1. Identifying the Target Audience
Step 2. Determining munication Objectives
Buyer Readiness Stages
Purchase
Conviction
Preference
Liking
Knowledge
Awareness
Step 3. Designing a Message
有效传播的步骤
Attention
Interest
Desire
Message Content
Rational Appeals
Emotional Appeals
Moral Appeals
Message Structure
Draw Conclusions
Argument Type
Argument Order