markus basic 01 - tập 4 - promotion vs communication
TRANSCRIPT
- 1. PromotionCommunication{
- 2. nh ngha Develop Communication ( quy trnh ) Mass vs Personal ( so snh, phn bit , unhc )
- 3. RSTP PPPP I C - E Exploring, Creating, Delivering
- 4. 1. Target Audience2. Objectives3. Communications4. Channels5. Budget6. Media mix7. Measure results8. IMC managingDevelop Communication
- 5. Potential Current user Decider BuyerInfluencer Individual GroupsParticular General PublicPublicTarget Audience
- 6. What to sayHow to sayWhen to sayWhere to sayTo Whom to say
- 7. Category NeedBrand AwarenessBrand AttitudeBrand Purchase IntentionObjectives
- 8. C nn lm mt chin dch t c nhiu mctiu?Cu hi
- 9. Message strategy Creative strategy Informational Appeals Transformational Appeals Message sourceCommunication designing
- 10. Product or service attributes or benefitsInformational Appeals
- 11. Non Product-related attributes or benefitsTransformation appeals
- 12. Transformation appeals
- 13. S kt hp
- 14. ExpertiseTrustworthiness LikabilityMessage Source
- 15. Bc s khuyn dngExpertise
- 16. Qung co bn ca nh nngTrustworthiness
- 17. Johny Tr nguynLikability
- 18. Target Audience Objectives Communications Channels Budget Media mix Measure results IMC managingDevelop Communication
- 19. Direct marketing Personal SellingPersonal WoM Advertising Sales promotion Mass Events PRChannels
- 20. ASPP - DEW
- 21. o lng hiu qu iu phi Kim sot ni dung thng ip Chn ng i tcKey notes
- 22. t tin th dng knh no?Tho lun
- 23. Kh lp plan di hn Affordable Thiu logic Objective and Task Percentage L tng chi phof Sales ca cc chin dch nh, t c tng mc Ph hp trong qun l ti tiu Kh cn i vichnh cc loi chi phD cn i vi cc khon chi khc nh PhtCompetitive trin SP cho cc b phn khcParity n nh khi cnh tranh vicng ty khcBudget Da trn i th cnh tranh nh hng theo sales khnghp l, v sales khng phich nhm cui cng catruyn thng , c bit ltrong di hn
- 24. S dng nhng cng c truyn thng no Kt hp vi nhau nh th no Timeline?Media Mix
- 25. TOPICA Pro Banker AGEL InvisalignCase study
- 26. Mi i c 10 pht, lp k hoch truyn thng hon chnh, vi kinh ph A T chn 1 trong 2 trng hp sau: Ca hng qun o Qun CafeGame
- 27. Advertising
- 28. Sales Promotion