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picture1_Marketing Ppt 67332 | Kotcha14


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File: Marketing Ppt 67332 | Kotcha14
14 2 the marketing communications 14 2 the marketing communications mix mix any paid form of nonpersonal advertising any paid form of nonpersonal advertising presentation by an identified presentation by ...

icon picture PPT Filetype Power Point PPT | Posted on 28 Aug 2022 | 3 years ago

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                                                                                14-2
   The Marketing Communications                                                 14-2
    The Marketing Communications
   Mix
    Mix
                                               Any Paid Form of Nonpersonal 
                    Advertising                Any Paid Form of Nonpersonal 
                     Advertising               Presentation by an Identified 
                                               Presentation by an Identified 
                                               Sponsor.
                                               Sponsor.
                 Personal Selling               Personal Presentations by 
                  Personal Selling
                                                a Firm’s Sales Force.
                 Sales Promotion                Short-term Incentives to 
                                                Encourage Sales.
                                               Building Good Relations with 
                 Public Relations              Various Publics by Obtaining 
                                               Favorable Unpaid Publicity.
               Direct Marketing                 Direct Communications 
                                                With Individuals to Obtain 
                                                an Immediate Response.
                               Copyright 1999 Prentice Hall
                                                                       14-3
    The Communication Process                                          14-3
     The Communication Process
           Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
                                         Sender
                                         Sender
           Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
           Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
           Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
               Feedback                Encoding
                Feedback                Encoding
           Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
           Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
           Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
                                        Message
                                        Message
           Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
                                         Media
           Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
                                         Media
            Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
           Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
               Response                Decoding
           Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
               Response                 Decoding
            Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
           Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
           Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
                                        Receiver
                                        Receiver
           Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
           Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
            Noise Noise Noise Noise Noise Noise
                            Copyright 1999 Prentice Hall
                                                                                                                              14-4
     Steps in Developing Effective                                                                                             14-4
      Steps in Developing Effective
     Communication
      Communication
         Step 1.  Identifying the Target Audience
          Step 1.  Identifying the Target Audience
             Step 2.  Determining the Communication Objectives
              Step 2.  Determining the Communication Objectives
                                                Buyer Readiness Stages
                                                 Buyer Readiness Stages
                                      Awareness
                                                 Knowledge
                                                                 Liking
                                                                       Preference
                                                                                 Conviction
                                                 Copyright 1999 Prentice Hall             Purchase
                                                                                             Purchase
                                                                               14-5
   Steps in Developing Effective                                               14-5
    Steps in Developing Effective
   Communication
    Communication
          Step 3.  Designing a Message
           Step 3.  Designing a Message
    Message Content
      Rational Appeals
     Emotional Appeals     Message Structure
       Moral Appeals         Draw Conclusions
                               Argument Type         Message Format
                              Argument Order        Headline, Copy, Color, 
                                                      Words, & Sounds,
                                                       Body Language
         Attention         Interest         Desire          Action
         Attention         Interest          Desire          Action
                               Copyright 1999 Prentice Hall
                                                              14-6
  Steps in Developing Effective                                14-6
   Steps in Developing Effective
  Communication
   Communication
             Step 4.   Choosing Media
             Step 4.   Choosing Media
          Personal Communication
                  Channels
                              Nonpersonal Communication
                                       Channels
               Step 5.   Selecting the Message Source
                Step 5.   Selecting the Message Source
                             Step 6.   Collecting Feedback
                              Step 6.   Collecting Feedback
                         Copyright 1999 Prentice Hall
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...The marketing communications mix any paid form of nonpersonal advertising presentation by an identified sponsor personal selling presentations a firm s sales force promotion short term incentives to encourage building good relations with public various publics obtaining favorable unpaid publicity direct individuals obtain immediate response copyright prentice hall communication process noise sender feedback encoding message media decoding receiver steps in developing effective step identifying target audience determining objectives buyer readiness stages awareness knowledge liking preference conviction purchase designing content rational appeals emotional structure moral draw conclusions argument type format order headline copy color words sounds body language attention interest desire action choosing channels selecting source collecting...

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Posted on: 28 Aug 2022 | 3 years ago
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