促销组合 14-1 Advertising Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. Personal selling Personal presentations by a Firm's sales Force Sales promotion Short-term incentives to Encourage Sales Building good relations with Public Relations Various Publics by obtaining avorable Unpaid publicity. Direct Communications Direct Marketing With Individuals to obtain an Immediate Response 商务策划学院2002
商务策划学院 2002 促销组合 14-1 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 Direct Communications With Individuals to Obtain an Immediate Response. Personal Presentations by a Firm’s Sales Force
传播过程 14-2 Sender 」s5 lois noise N Feedback Encoding Message Medi IsI os Response Decoding 小o Receiver 商务策划学院2002
商务策划学院 2002 14-2 Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Media Sender Encoding Message Decoding Receiver Response Feedback 传播过程
有效传播的步骤 14-3 Step 1. Identifying the Target Audience Step 2. Determining the Communication Objectives Buyer Readiness Stages Awareness Knowledge Liking Preference Conviction 商务策划学院2002 Purchase
商务策划学院 2002 有效传播的步骤 14-3 Step 1. Identifying the Target Audience Step 2. Determining the Communication Objectives Buyer Readiness Stages Purchase Conviction Preference Liking Knowledge Awareness
有效传播的步骤 14-4 Step 3. Designing a Message Message Content Rational Appeals Emotional Appeals Message Structure Moral Appeals Draw Conclusions Argument Type Message Format Argument order Headline, Copy, Color, Words. Sounds Body Language Attention Interes st Desire Action 商务策划学院2002
商务策划学院 2002 14-4 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 Message Format Headline, Copy, Color, Words, & Sounds, Body Language Action
有效传播的步骤 14-5 Step 4. Choosing Media Personal communication Channels Nonpersonal communication Channels Step 5. Selecting the Message Source Step 6. Collecting Feedback 商务策划学院2002
商务策划学院 2002 14-5 Nonpersonal Communication Channels 有效传播的步骤 Step 4. Choosing Media Personal Communication Channels Step 5. Selecting the Message Source Step 6. Collecting Feedback