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【正文】 ance ? Remind ? Generate enquiries 來(lái)自 中國(guó)最大的資料庫(kù)下載 Advertising’s Limitations ? Cannot create needs. ? Cannot reverse product/brand dislike. ? Must be part of an effective marketing mix. ? Can reinforce but not build brand loyalty. ? Cannot prevent longterm decline. ? Must have clear objectives and strategy to succeed. 來(lái)自 中國(guó)最大的資料庫(kù)下載 The Communication Process and Brand Image Building Message SENDER RECEIVER Encode Decode Media Brand identity Other Signals Feedback Response Brand Image Noise Derived from:Doyle, P. (2000),Value Based Marketing and Schramm, W. (1971), “How Communication Works”. 來(lái)自 中國(guó)最大的資料庫(kù)下載 Developing an Advertising Campaign Message Decisions Message generation Message evaluation and selection Message execution Objectives Setting Communication objectives Sales objectives Affordable approach Per cent of sales Competitive parity Objective and task Budget Decisions Campaign Evaluation Communication impact Sales impact Media Decision Reach, frequency, impact Main media types Specific media vehicles Media timing 來(lái)自 中國(guó)最大的資料庫(kù)下載 Elements of the Com
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