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科特勒营销管理29ppt课件.ppt

15页
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    • Objectives7Developing&ManaginganAdvertisingProgramDecidingonMedia&MeasuringEffectivenessSalesPromotionEJ旦】EE PerausaiveAivertisingBuiizSciectivsDemandE MarketShare&ConsumerBaseCompetition&CaAdvertisingFrequencyE TelevisionHighabsolutecostsilessaudienceselectDirectMailAudienceselectivity;"exib"‖r'noadcompe-巳tiionwithinsamemediumiallowspersonalizationRelativehighcosti“junkmail“imageu MagazinesHihpeocaohicand【_^m^苇raph『selactivyity「ity「eF“CdLcion;Longadpurchaseleadtime;wastecirculation;noguaranteeofpositionFlexibility;highrepeatexposure;lowcost;lowmessagecompetitionLitteaudienceselectivity;creativeE utheTargetMarket「sAttentionandInterestfypicalTechnicalMessageExpertiseExecutions【y_esPersonalitySymbol-Musical丨E一czoo0Penicehial CommunicationEffectsSalesEffectslstheAdCommunicatingWell2lstheAdIncreasingSales?czoo0Prenicehial WhytheincreaseinSalesPromotion?EDecliningbrandloyaltyssBrandproliferationFragmentationofconsumermarketReaT国1CompetitionClutteraaa3aE Long-TermPromotionalAllocationR._一-亏'′.I“TradePromo口610上08一0L20什Cons.Promo005100EE9294“1996YeareoopeeialCoXDirect19thAnnualSurveyofPromotionalPractices ChannelsofSalesPromotionsMANUF4CTUREREaRETAILERPromotionsFetaiPromotionsaECONSUWERE 。

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