市场营销学讲义-全英文10(ppt31)-销售管理(编辑修改稿)

市场营销学讲义-全英文10(ppt31)-销售管理(编辑修改稿)内容摘要：

it Presented by Zhou Yanfeng Business School, Zhongshan University 15 Effective Communication: Determining Desired Response BuyerReadiness Stages Awareness Knowledge Liking Purchase Conviction Preference Presented by Zhou Yanfeng Business School, Zhongshan University 16 Effective Communication: Designing A Message  Based on AIDA model  Message Content  Appeal or theme for desired response?  Rational emotional moral  Message Structure  Open vs. conclusion? One side or two sides? Strong argument first or last?  Message Format  Words images colour sounds expressions Presented by Zhou Yanfeng Business School, Zhongshan University 17 Effective Communication: Choosing Media  Personal channels  For expensive risky highly visible products  Wordofmouth influence  Opinion leaders key to reaching others  Nonpersonal channels  Major media atmospheres events  Opinion leaders Presented by Zhou Yanfeng Business School, Zhongshan University 18 Effective Communication: Selecting the Message Source  Sender affects impact on audience  Credible sources more persuasive  Celebrity endorsers  Athletes  Cartoon characters Presented by Zhou Yanfeng Business School, Zhongshan University 19 Effective Communication: Collecting Feedback  Question target audience members  Remember message?  How many times?  Specific points?  How they feel?  Attitudes changed?  Measure behaviour Presented by Zhou Yanfeng Business School, Zhongshan University 20 Setting the Promotion Budget  Wide possible range  Four monly used methods  Affordable method  Percentofsales method  Competitiveparity method  Objectiveandtask method Presented by Zhou Yanfeng Business School, Zhongshan University 21 Setting the Promotion Budget  Affordable  Set at level management。