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1、Chapter10诊:答一一一MediumorchannelReceiverSender一一阮8发途者媒介(通路)接收者夙Channels:通路、管道caPersonal人员:saleforce销售员aNonperaonal引人员(massmedia大罘媒仰)TY,newspapar,radic,diredtm创灿bpa【ds盲枷magazme】ElementsoftheommunicationMix滩通租合之元素一一=_U川EE义HJCommun|Cat|ons整合之行销溥通外Advertising广告口advantages信炼:丿Messagecontentcontrol:controlo
2、verwhatyoucansaytopotentialcustomers.可控制对潞在颜客所诱的内容心Verylargereach:canreachalargenumberofcustomersefficiently可有效傅逢至大量领客立Flexibilty:images,symbols,andcreative/copystrategies.Manydifferentkindsofimages2ndsymbolcanheprasented【hr。ughawWidsvarietyafmadia史注多谴憬儒cDrawbacks缺贻心Evaluatingeffectvenessisdifhoult;
3、荠估其效炉有困囊厂丿Oftenveryexpsnst绍常花费很大“万一谅。2整之行销清逼久DirectMarketmg直接汀销caDirectmarketingforms形式“Telemarketing电话行销,direct-mailmarketing直接邮仵行钜,directsales直销,Internet罪路行销.caKeyadvantages关键优点:“Focusontarget镇定目标,Customizedmessages客模酝度|use艮夕萱皇,助羞u响们iseasy英仪佳吴kcaKeydrawbacks缺点:加【次夙Consumerdishke涓者不喜歉酗。ba|restctl。s
4、“SalesPromotion愚胃汀罐灌通Provideextraincentivestoconsumersorsalesforcetoachieveashorttermobjective.对消费者或销售员提供频樵外的诵因以迹成短期目aConsumer-OrientedTechniques销费者导向技术:万Coupons赏刘,sweepstakes抽契,rebates湖费,samples资途楼本,andpointoFpurchasesavings果租点数obsctive:stimulateshon-tensales目梧刺搬短期蹭售TradeOrientddTedhnidues刊劣薛吊秋衔|一葬
5、搞scontests笺售止赛ammg削棘andquan靛!ydiscounts蚊丿Objective:obtaindlsmbu“。攫得癌蛤商的封雯者摊冥心优点:产生可量测的短期铁售反应:隐缺黜署重俚格樽致蜃客戛得倌OCfmiu整合之行外PublicityandPublicRelations宣传与公共关保aSponsoringorganizationnormallydoesnotpayforthecommunication.正常下湘涛不由负责机模支付GaPublicitytypicallytakestheformofanarticleinamagazineInewspaperorTVnewsco
6、verage宣传的一般形式凭雉涮朝纸的文章或霓面.xKeyadvaniage:英1小浩习Niorecredibletnanadverising-比杖何A言J孩3wGaKeydrawback:5乃Sponsoringcompanyhaslttlecontroloverplacemento蠹(content篡助公司很雕捶制置入位置胺段或内宾xsspsSys/么PersonalSellingGaTheuseofface-to-facecommunicationsbetweensellerandbuyer.贸卖者之间使用面对面溥通万Largestpartofmarketingbudgetforbusi
7、ness-to-businessmarketers:企业间大谊分行鲍使用此形式GaKeyadvantages:么Customizedpresentations客骚篓报万Immediatefeedbacktoquestions对问题立印回皑caKeydrawbac,|丿Expens1Eytdeae*Controloverfnajmessagedelvergdbysales5骞艮换脊韦後的作潼汀“江冬representativeisdificult促猫捶制锋售整本之付“Packaging包装GCancommunicationmessagesaboutbenefits,aswellaSimage.可
8、伟涛有关效益及形象的讨恩夙Tradeshows质易展GaKeybusiness-to-businesscommunicationvenue.企业间滕涛的重要场所EventsandSponsorships亘菖件活勤舆皙助夙ProductFlacementtonTVShowsrandihMoviesBraridedEntedamenD副滋菖旯臼叔亳影中置入品牌娱柴官“ProductDemonstrations产品展示ntt奎乡ClassicallyadVen|Smghasdominatedthep_cturethmughmassmedia.传筷上广告透F导形像。Thisisstillthemosteffectivewaytocreatebrandperceptions.蜃告仍是割造品牌言召知最有效的方式。2Whenbrandsarebut，othermethodsare厂moreimportante.g.salesprombt|0n堂口口胜卑愚建立名,其他方法就比较重要了“如促销a
