1、2000 Prentice Hall2000 Prentice Hall2000 Prentice HallAdvertisingPersonal 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
2、Immediate Response.Protect and/or Promote Companys Image/products.Personal Presentations.2000 Prentice HallSENDEREncodingDecodingRECEIVERMediaMessageFeedbackResponseNoise2000 Prentice HallSelective AttentionSelective DistortionSelective Retention2000 Prentice HallStep 1.Identifying the Target Audien
3、cePurchaseConvictionPreferenceLikingKnowledgeAwarenessStep 2.Determining the Communication ObjectivesBuyer Readiness Stages2000 Prentice HallCommuni-cationsModel dAIDAModel aInnovation-AdoptionModel cHierarchy-of-Effects Model bStagesCognitivestageAffectivestageBehaviorstageAwarenessTrialAdoptionInt
4、erestEvaluationPurchaseLikingPreferenceConvictionAwarenessKnowlegeAttentionInterestDesireActionBehaviorAttitudeIntentionExposureReceptionCognitiveresponse2000 Prentice HallStep 3.Designing the MessageMessage SourceExpertise,Trustworthiness,CongruityMessage FormatLayout,Words,&Sounds,Body LanguageMes
5、sage StructureDraw ConclusionsArgument TypeArgument OrderMessage ContentRational AppealsEmotional AppealsMoral Appeals2000 Prentice HallStep 4.Select Communications ChannelNonpersonal CommunicationChannelsPersonal CommunicationChannels2000 Prentice HallStep 5.Establish the BudgetCompetitiveParityObj
6、ective&TaskAffordable%OfSales2000 Prentice HallStep 6.Decide on Communications MixAdvertisingPublic,Pervasive,Expressive,ImpersonalSales PromotionCommunication,Incentive,InvitationPublic Relations&PublicityCredibility,Surprise,DramatizationPersonal SellingPersonal Confrontation,Cultivation,ResponseD
7、irect MarketingNonpublic,Customized,Up-to-Date,Interactive2000 Prentice HallStep 7.Measure ResultsStep 8.Manage the IMC Process2000 Prentice HallProduct Life-Cycle StageType of Product/MarketPush vs.Pull StrategyBuyer/Readiness Stage2000 Prentice HallProducerProducerInterme-diariesMarketingactivitiesEnd usersMarketingactivitiesDemandInterme-diariesDemandPush StrategyPull StrategyEnd usersMarketing activitiesDemand
