中山大学吴柏林教授﹝广告策划和策略﹞绝密资料CHAP15.pptVIP

Chapter 15 Objectives List major steps in developing effective marketing communications. Lists steps involved in developing an advertising program. Explain the growing use of sales promotion and how sales promotion decisions are made. Describe how companies can exploit the marketing potential of public relations and publicity. Overview of Eight Steps to Effective Communication Identify target audience Determine objectives Select communication channels Design the message Effectively manage the process Develop communications mix Establish communications budget Measure results Step 1: Identifying Target Audience Specific publics Potential buyers General public Current users Deciders and influencers Common Platforms for Communications Get with a partner. You are going to start a landscape contracting business. How would you use each of the following platforms in your business? Advertising Sales promotion Public relations Personal selling Direct marketing Let’s Discuss Step 2: Determining Communication Objectives Models of consumer-response stages are AIDA model Hierarchy-of-effects model Innovation-adoption model Communications model The models assume that buyers pass through these stages: Cognitive stage Affective stage Behavior stage Step 3: Designingthe Message Let’s Discuss Designing: Message Content In the landscaping company you formed earlier, what tactics would you use to make the following appeals: Rational appeals Emotional appeals Moral appeals How would you structure a message that has negative connotation? What kinds of message formats would be available to you? Step 4: Personal Communication Channels Develop referral channels Develop “conversation value” advertising Use influential people in testimonials Work through influential people in the community Create opinion leaders Establish electronic forum Identify influential people and cater to them Step 4: Nonpersonal Communication Channels Media Print Broadcast Electronic Display Atmosphere