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chương 14 - Coggle Diagram
chương 14
Setting the Total Promotion Budget and Mix
Setting the Total Promotion Budget
Affordable budget method
Percentage-of-sales method
Competitive-parity method
Objective-and-task method
Shaping the Overall Promotion Mix
The Nature of Each Promotion Tool
Advertising
Personal selling
Sales promotion
Public relations
Direct marketing
Promotion Mix Strategies
Pull strategy
Push strategy
Integrating the Promotion Mix: Checklist
Integrated Marketing Communications
The Need for Integrated Marketing Communications
The Shifting Marketing Communications Model
The New Marketing Landscape:
The Promotion Mix
Major Promotion Tools
Advertising
Sales promotion
Public relations
Personal selling
Direct marketing
A View of the Communications Process
The Communications Process
Sender
Encoding
Message
Media
Decoding
Receiver
Response
Feedback
Noise
Steps in Developing Effective Communication
Effective Communication
Identify the target audience
Determine the communication objectives
Design the message
AIDA Model
Message content—what to say
Rational appeal
Emotional appeal
Moral appeal
Message structure—how to say it
Message format—through what way to express
Choose the media
Personal communication
Control of personal communication
Opinion leaders
Buzz marketing
Non-personal communication
Events
Atmospheres
Major media
Select the message source
Collect feedback