MBA 市场的营销13-IMC.ppt

* * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * Cost Effectiveness by Buyer Readiness Stage 6 Current Consumer States for Two Brands 7 Measures of Audience Size Circulation Audience Effective audience Effective ad-exposed audience 7 Evaluating Advertising Effectiveness Communication Effect Research Consumer feedback method Portfolio tests Laboratory tests Sales-Effect Research 7 Coordinating Media to Build Brand Equity Brand Signature Media Interactions Ad Retrieval Cues 8 Assignment for This Week Read chapter 15－17 of the textbook; Finish quiz 14 on time; finish all unfinished assignments: written summary of case analysis (.doc .ppt print out) return the student menu of the game 4P’s of marketing plan / auditing (A1-A4) * * * * * * * * * * * * * * * Consumer Buying Roles This CTR relates to the material on pp. 197-198. Teaching Tip: Involving students in a discussion of different consumer buying roles can be challenging. You might wish to link a discussion to social influences or family roles and have students describe purchasing responsibilities each role has. Consumer Buying Roles Include Initiator. The person who first suggests or thinks of the idea of buying a particular product or service. For example, Bill may suggest a Disney World trip for a family vacation. Influencer. The person whose views or advice carries some weight in the final decision. This person may influence the decision criteria used as well. For example, Dads feelings about Florida may influence the Disney World trip. Decider. The person who authorizes the purchase. For example, Moms vacation time may be limited by her schedule as an attorney, so she decides when and where the family goes. Buyer. The person who actual makes the purchase. For example, Jane may telephone the reservation at Disney World once given the authorisation. User. The person who consumes the product. For example, the whole family would use the Disney product. For equipment