kotler17_basic_marketingmanagement課件(編輯修改稿)
2024-11-14 15:23 本頁面
【文章內(nèi)容簡介】 Decide on media mix Manage IMC 1710 Image The set of beliefs, ideas, and impressions a person holds regarding an object. 1711 Communications Objectives ? Category need ? Brand awareness ? Brand attitude ? Purchase intention 1712 Designing the Communications ? Message strategy ? Creative strategy ? Message source ? Personal munication channels ? Nonpersonal munication channels ? Integration 1713 Creative Strategy ? Informational and transformational appeals ? Positive and negative appeals ?Fear ?Guilt ?Shame ?Humor ?Love ?Pride ?Joy 1714 The Importance of Taglines Brand Theme Ad Tagline Our hamburgers are bigger. Where’s the Beef? Our tissue is softer. Please Don’t Squeeze the Charmin. No hard sell, just a good car. Drivers Wanted We don’t rent as many cars, so we have to do more for our customers. We Try Harder 1715 Message Source Celebrity Characteristics ?Expertise ?Trustworthiness ?Likeability 1716
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