communicatingcustomervalue∶integratedmarketingcommunicationsstrategy(编辑修改稿)

communicatingcustomervalue∶integratedmarketingcommunicationsstrategy(编辑修改稿)内容摘要：

Attention • Hold Interest • Arouse Desire • Obtain Action Designing a Message Chapter 14 slide 13 Copyright 169。 2020 Pearson Education, Inc. Publishing as Prentice Hall Steps in Developing Effective Marketing Communication Message content is an appeal or theme that will produce the desired response • Rational appeal • Emotional appeal • Moral appeal Message Format Designing a Message Chapter 14 slide 14 Copyright 169。 2020 Pearson Education, Inc. Publishing as Prentice Hall Steps in Developing Effective Marketing Communication Rational appeal relates to the audience’s selfinterest Emotional appeal is an attempt to stir up positive or negative emotions to motivate a purchase Designing a Message Chapter 14 slide 15 Copyright 169。 2020 Pearson Education, Inc. Publishing as Prentice Hall Steps in Developing Effective Marketing Communication Personal munication involves two or more people municating directly with each other • Face to face • Phone • Mail • Email • Inter chat Choosing Media Chapter 14 slide 16 Copyright 169。 2020 Pearson Education, Inc. Publishing as Prentice Hall Steps in Developing Effective Marketing Communication Personal munication is effective because it allows personal addressing and feedback Control of personal munication • Company • Independent experts • Word of mouth Choosing Media Chapter 14 slide 17 Copyright 169。 2020 Pearson Education, Inc. Publishing as Prentice Hall Steps in Developing Effective Marketing Communication Opinion leaders are people within a reference group who, because of their special skills, knowledge, personality, or other characteristics。 exerts social influence on others Buzz marketing involves cultivating opinion leaders and getting them to spread information about a。