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1、AdvertisingPersonal SellingAny Paid Form of Nonpersonal Presentation by an Identified Sponsor.Sales PromotionShort-term Incentives to Encourage Trial or Purchase.Public RelationsDirect MarketingDirect Communications With Individuals to Obtain an Immediate Response.Protect and/or Promote Companys Ima
2、ge/products.Personal Presentations.The Marketing Communications Mix科特勒营销管理(3)课件Message ProblemsSelective AttentionSelective DistortionSelective Retention科特勒营销管理(3)课件Effective CommunicationsStep 1. Identifying the Target AudiencePurchaseConvictionPreferenceLikingKnowledgeAwarenessStep 2. Determining
3、the Communication ObjectivesBuyer Readiness Stages科特勒营销管理(3)课件Step 3. Designing the MessageMessage SourceExpertise, Trustworthiness,CongruityMessage FormatLayout, Words, & Sounds,Body LanguageMessage StructureDraw ConclusionsArgument TypeArgument OrderMessage ContentRational AppealsEmotional Appeals
4、Moral Appeals科特勒营销管理(3)课件Step 4. Select Communications ChannelNonpersonal CommunicationChannelsPersonal CommunicationChannels科特勒营销管理(3)课件Step 5. Establish the BudgetCompetitiveParityObjective& TaskAffordable% OfSales科特勒营销管理(3)课件Step 6. Decide on Communications MixAdvertisingPublic, Pervasive, Expres
5、sive, ImpersonalSales PromotionCommunication, Incentive, InvitationPublic Relations & PublicityCredibility, Surprise, DramatizationPersonal SellingPersonal Confrontation, Cultivation, ResponseDirect MarketingNonpublic, Customized, Up-to-Date, Interactive科特勒营销管理(3)课件Step 7. Measure ResultsStep 8. Man
6、age the IMC Process科特勒营销管理(3)课件Factors in Developing Promotion Mix Factors in Developing Promotion Mix StrategiesStrategiesProduct Life-Cycle StageType of Product/ MarketPush vs. Pull StrategyBuyer/ Readiness Stage科特勒营销管理(3)课件Push Versus Pull StrategyProducerProducerInterme-diariesMarketingactivitiesEnd usersMarketingactivitiesDemandInterme-diariesDemandPush StrategyPull StrategyEnd usersMarketing activitiesDemand科特勒营销管理(3)课件科特勒营销管理(3)课件
