【正文】 opy, color, shape, movement, words, sounds, voice, body language, dress, etc. ? 第三步：設(shè)計一個信息 ? 信息結(jié)構(gòu)：關(guān)鍵的決策被要求尊重三個信息結(jié)構(gòu)問題 ? 是否得出結(jié)論 ? 一方面論點對兩方面論點 ? 辯論陳述順序 ? 信息結(jié)構(gòu)：設(shè)計，編排，復本，顏色，形狀，動作，字句，聲音，嗓音，肢體語言，服裝，等等 Developing Effective munication 發(fā)展有效溝通 18 ? Step 4: Choosing Media ?Personal munication channels ? Includes facetoface, phone, mail, and Inter chat munications ? Wordofmouth influence is often critical ? Buzz marketing cultivates opinion leaders ?Nonpersonal munication channels ? Includes media, atmosphere, and events ? 第四步：選擇媒體 ? 個人溝通渠道 ? 包括面對面、電話、信件和互聯(lián)網(wǎng)聊天的交流口頭表達的影響經(jīng)常是非常重要的 ?這種營銷可以培養(yǎng)觀念領(lǐng)導者 ? 非個人的溝通渠道 ? 包括媒體，大氣氛和事件 Developing Effective munication 發(fā)展有效溝通 19 ? Step 5: Selecting the Message Source ? Highly credible sources are more persuasive ? A poor spokesperson can tarnish a brand ? Step 6: Collecting Feedback ? Recognition, recall, and behavioral measures are assessed ? May suggest changes in product/promotion ? 第五步：選擇信息源 ? 高度可靠的來源更有說服力 ? 一個乏味的代言人會使一個品牌失去光澤 ? 第六步：收集反饋 ? 識別，召回以及行為方法都是可評估的 ? 可以產(chǎn)生對產(chǎn)品或激勵進行改革的建議 Developing Effective munication 發(fā)展有效溝通 20 Setting the Promotional Budget and Mix 設(shè)置激勵預算與混合 ? Setting the Total Promotional Budget ? Affordability Method ? Budget is set at a level that a pany can afford ? PercentageofSales Method ? Past or forecasted sales may be used ? CompetitiveParity Method ? Budget matches petitors’ outlays ? 設(shè)置總的激勵預算 ? 支付能力方法 ? 預算應(yīng)在公司能支付得起的標準上來制定 ? 銷售百分比方法 ? 利用過去的或預測的銷售額 ? 競爭等同方法 ? 預算與競爭者的費用匹配 21 ? Setting the Total Promotional Budget ? ObjectiveandTask Method ? Specific objectives are defined ? Tasks required to achieve objectives are determined ? Costs of performing tasks are estimated, then summed to create the promotional budget 設(shè)置總的激勵預算 ? 目標與任務(wù)方法 ?制定詳細具體的目標 ? 制定要求達到目標的工任務(wù) ?估計履行任務(wù)的成本，然后總計，產(chǎn)生激勵預算 Setting the Promotional Budget and Mix 設(shè)置激勵預算與混合 22 ? Setting the Overall Promotion Mix ? Determined by the nature of each promotion tool and the selected promotion mix strategy ? 設(shè)置全面激勵組合 ? 由每一種激勵工具的本質(zhì)和被選擇的激勵混合戰(zhàn)略的種類所決定 Setting the Promotional Budget and Mix 設(shè)置激勵預算與混合 23 ? Advertising 廣告 ? Personal Selling 針對個人的銷售 ? Sales Promotion 銷售激勵 ? Public Relations 公共關(guān)系 ? Direct Marketing 直接營銷 ? Reaches large, geographically dispersed audiences, often with high frequency 能夠大大地延伸到分散在不同地理位置的聽眾，而且通常是高頻率的 ? Low cost per exposure, though overall costs are high 盡管總成本高，但單一方位成本低 ? Consumers perceive advertised goods as more legitimate 消費者感覺被廣告的商品是合法的 ? Dramatizes pany/brand