班博思市場(chǎng)營(yíng)銷(xiāo)培訓(xùn)資料英文版(文件)
【正文】 you start, all should be linked and integrated ? Traditional business thinking drives from Mission or Objective The Strategic Triad: ? ? Customer ? Product ? Competition ? The Problem (?) –“The Problem the advertising must solve.” Laddering: Attributes Features Product Benefits Consumer Benefits Values ? Go up and down the ladder to look for the strongest lines of development. ? Generic vs. Specific ? A good framework to analyze your product and how it benefits the consumer. The FCB Grid: “ The FCB Grid reveals in a graphic, tangible way how consumers approach the purchase of a particular product or service.” THINKING FEELING LOW THINK LOW FEEL Low Think Practical and functional products Low Feel Sensate and pleasurable products HIGH FEEL High Feel Products that reflect on you HIGH THINK High Think Considered purchases Exploding the Dot! Example: Old El Paso (American brand of Mexican Food) Low Feel High Feel High Think Low Think High Think Variety, good nutrition Low Think Easy, economical, special savings High Feel Creative serving suggestions to demonstrate your skills. Low Feel Fun and flavor. Ole! The Learn/Feel/Do Circle: ? Three behaviors associated with product involvement ? Enter at any place ? Go in any direction. ? Learn/Feel/Do ? Learn/Do/Feel ? Feel/Learn/Do ? Do/Learn/Feel From 4A’s to 4R’s The 4 R’s ? Reaction ? Relevance ? Response ? Relationship The 4 A’s ? Attention ? Awareness ? Attitude ? Action The Matrix: ? Advertising ? Sales Promotion ? Public Relations ? Direct Marketing ? Event Marketing
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