市場營銷講義2002promomix-資料下載頁
2024-10-18 14:22本頁面
【正文】 e Communication Process A W A R E N E S S U N D E R S T A N D I N G B E L I E F A C T I O N Stage 1 Stage 2 Stage 4 Stage 3 Stage 5 FORCES OF COMMUNICATION BARRIERS Impact Fetfulness Hostility Inpre hension Apathy Specifiess Credibility Relevance Adapted from M McDonald, Marketing Plans, Butterworth Heinemann, 1989. UNAWARENESS Promotional Mix via the Communication Process U N A W A R E N E S S A W A R E N E S S U N D E R S T A N D I N G ADVERTISING PERSONAL SELLING PUBLICITY SALES PROMOTIONS Hi Hi Hi Hi Hi Hi Low Low Low Low Low Hi Hi Med Med Med ACTION BELIEF Acuvue Video Case Study ? Using the various stages for developing a logical advertising campaign, analyse the Acuvue example. – Which elements were covered and which were not? – How was the munication process managed across the promotional mix? (push as well as pull?) – How did Acuvue encode its messages in the advertisement?
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