科特勒的“市場營銷”(編輯修改稿)
2024-11-14 18:27 本頁面
【文章內(nèi)容簡介】 ng Strategy Message Execution Typical Message Execution Styles Testimonial Evidence Slice of Life Scientific Evidence Lifestyle Technical Expertise Fantasy Musical Personality Symbol Mood or Image Turning the “Big Idea” Into an Actual Ad to Capture the Target Market’s Attention and Interest. 169。2021 Prentice Hall Advertising Evaluation Advertising Program Evaluation Communication Effects Is the Ad Communicating Well? Sales Effects Is the Ad Increasing Sales? 169。2021 Prentice Hall Why the increase in Sales Promotion? ? Growing retailer power ? Declining brand loyalty ? Increased promotional sensitivity ? Brand proliferation ? Fragmentation of consumer market ? Shortterm focus ? Increased managerial accountability ? Competition ? Clutter 169。2021 Prentice Hall LongTerm Promotional Allocation 0 10 20 30 40 50 60 1986 88 90 92 94 1996 Year %t of total 3 yr.MA Trade Promo Media Adv Cons. Promo Cox Direct 19th Annual Survey of Promotional Practices 169。2021 Prentice Hall Channels o
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