IMC 전략 수립 (영문 설명 )
- 최초 등록일
- 2014.12.12
- 최종 저작일
- 2014.11
- 2페이지/ 한컴오피스
- 가격 1,000원
목차
1. Promotion Mix
2. Setting the Total Promotion Budget and Mix
본문내용
Promotion Mix
1. identify the target market
2. determine communication objectives
*stages of buyer readiness
Awareness - knowledge - liking - preference - conviction - purchase
3. Designing a message (Attention, Interest, Desire, Action)
*Message content (What to say) : an appeal or theme that will produce the desired response
Rational appeal : relates to the audience's self-interest
emotional appeal : an attempt to stir up positive or negative emotions to motivate a purchase
moral appeal: is directed at the audience's sense of right and proper
*Message format (How to say)
Setting the Total Promotion Budget and Mix
Objective-and-task method ;sets the budget based on what the firm wants to accomplish with promotion -the most reasonable method
참고 자료
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