Có 20+ tài liệu thuộc chủ đề "Truyền thông tiếp thị"
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ẢNH HƯỞNG TRUYỀN THÔNG TIẾP THỊ TRÊN MẠNG XÃ HỘI (FACEBOOK) ĐẾN GIÁ TRỊ THƯƠNG HIỆU VÀ SỰ PHẢN HỒI CỦA KHÁCH HÀNG ĐỐI VỚI CÁC THƯƠNG HIỆU TRANG SỨC TRUNG VÀ CAO CẤP. Giá trị thương hiệu. Nhận thức thương hiệu. Hình ảnh thương hiệu. Liên tưởng thương hiệu. Sự ưa thích thương hiệu. Sự trung thành với thương...
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Đầu tiên, nhiều quan điểm về giá trị thương hiệu được đề xuất. Tiếp đến, mô hình giá trị thương hiệu cũng có nhiều quan điểm về các thành phần đo lường. giá trị thương hiệu cũng ảnh hưởng đến giá cổ phiếu (Simon and Sullivan, 1993). Từ đó, nghiên cứu ảnh hưởng của truyền thông tiếp thị đến các...
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Sức mạnh của truyền thông nội bộ. Với vai trò của mình, lẽ ra người lãnh đạo doanh nghiệp cần tập trung vào chiến lược kinh doanh, mở rộng thị trường, thay vào đó họ lại phải bận bịu với bao chuyện nội bộ. Theo các chuyên gia, vấn đề ở đây là doanh nghiệp chưa biết khai thác sức...
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Marketing Communications?. Modes of Marketing Communications. the Marketing Communications Mix
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Appreciate the ethical issues associated with. Explain the role and importance of governmental efforts to regulate marketing communications.. Appreciate the role of marketing communications in environmental (green) marketing.. Ethical Issues in Marketing Communications Ethical Issues in Marketing Communications. Involves matters of right and wrong, or Involves matters of right and wrong, or moral moral , conduct , conduct pertaining to...
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Overview of Integrated Marketing Communications. Appreciate the practice of marketing communications and recognize the marcom tools used by practitioners.. Describe the philosophy and practice of integrated marketing communications (IMC).. Introduction to Marketing Communications Introduction to Marketing Communications. The Tools of Marketing Communications. Source: Adapted from Figure 1.1 in Kevin Lane Keller, “Mastering the Marketing Communications Mix: Micro and Macro Perspectives...
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Explain the concept of brand equity from both the company’s and the customer’s perspectives.. Describe the positive outcomes that result from enhancing brand equity.. Appreciate a model of brand equity from the customer’s perspective.. How to enhance brand equity. Marketing Communicators. How can marketing communicators affect the How can marketing communicators affect the behavior of their present and prospective. How...
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Facilitating the Success of New Brands. Appreciate marcom’s role in facilitating the introduction of new brands.. Explain the innovation-related characteristics that influence adoption of new brands.. Understand the role performed by brand names in enhancing the success of new brands.. Consumer Perception of a New Brand versus Alternatives. Compatibility Factors Affecting the Rate of New Brand Adoption. Brand Name Brand...
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ethnic population growth.. Describe aspects of consumers’ psychological make- Describe aspects of consumers’ psychological make- ups and lifestyles as they relate to buying behavior in ups and lifestyles as they relate to buying behavior in. characteristics of the product category. Age structure of the population. Ethnic population developments. Ethnic Population Developments (cont’d) Ethnic Population Developments (cont’d)
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perspective for brand positioning.. The central idea that encapsulates a The central idea that encapsulates a brand’s meaning and distinctiveness brand’s meaning and distinctiveness. Marcom’s Positioning Goal Marcom’s Positioning Goal. Defines a brand’s competitive advantage Defines a brand’s competitive advantage. Positioned in” Positioned in” the consumer’s mind the consumer’s mind. persuasive reason for trying the brand. Positioning basis does not...
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Appreciate the hierarchy-of-effects model and its relevance for setting marcom objectives.. Comprehend the role of sales as a marcom objective and the logic of vaguely right versus precisely wrong thinking.. Know the relation between a brand’s share of market (SOM) and its share of voice (SOV) and the implications for setting an advertising budget.. Setting Marcom Objectives Setting Marcom Objectives....
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Overview of Advertising Management. Understand the magnitude of advertising and the. understanding the contention that “strong advertising is a deposit in the brand equity bank.”. to take some action, now or in the future to take some action, now or in the future. Types of Advertising Types of Advertising. The Magnitude of Advertising The Magnitude of Advertising. The Magnitude of...
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Understand the concept of means-end chains and their role in advertising strategy.. Effective Advertising. They change the target audience’s brand-related They change the target audience’s brand-related opinions or behavior. Is the essence of a message and the reward to the Is the essence of a message and the reward to the consumer for investing his or her time attending to...
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enhance the consumer’s motivation, opportunity, and ability to process ad messages.. Describe the role of endorsers in advertising.. Discuss the role of Q Scores in selecting celebrity endorsers.. Describe the role of humor in advertising.. Explain the logic underlying the use of appeals to fear in advertising.. Understand the nature of appeals to guilt in advertising.. Discuss the role of...
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Illustrate measures of emotional reactions to advertisements.. Explain the meaning and operation of single-source measures of advertising effectiveness.. Measures of Measures of media media effectiveness effectiveness. Measures of Measures of message message effectiveness ( effectiveness ( later chapters later chapters. 10–10. 10–11. 10–12. 10–13. Measures of Recognition and Recall Measures of Recognition and Recall. 10–14. Measures of Recognition and Recall...
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Spending in mass advertising media in the United Spending in mass advertising media in the United States totaled approximately $190 billion in a. Factors in the Choice of Best Advertising. Newspaper Advertising’s Strengths and Limitations. Table 12.1. 12–10. 12–11. Magazine Advertising’s Strengths and Limitations. Table 12.2. 12–12. 12–13. 12–14. 12–15. Nearly 14,000 commercial radio stations in the United Nearly 14,000...
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Internet Advertising. Appreciate the magnitude, nature, and potential for Internet advertising.. Be familiar with the two key features of Internet advertising: individualization and interactivity.. Understand how Internet advertising differs from. Understand the various forms of Internet advertising:. Appreciate the importance of measuring Internet advertising effectiveness and the various metrics used for this purpose.. The Internet As an Advertising Medium The...
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Be aware of the role of couponing, the types of coupons, and the developments in couponing practice.. Induce consumers to buy now rather than later Induce consumers to buy now rather than later. a price reduction that allows consumers to buy. Notes on Table 16.1 Notes on Table 16.1. 16–10. 16–11. Sampling • Uses the package of another product to...
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Appreciate the role of database marketing, data mining, and lifetime-value analysis.. Appreciate the value of yellow-pages advertising.. Appreciate the potential value of various “alternative”. Yellow-Pages Advertising. Video-Game Advertising (Advergaming). Cinema Advertising. 14–10. 14–11. 14–12. Provides the capability to calculate the lifetime value Provides the capability to calculate the lifetime value of a customer or prospect. 14–13. The Use of Databases...
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Sales Promotion and the Role of Trade Promotions. Appreciate the objectives of trade-oriented. promotions and the factors critical to building a successful trade promotion program.. Comprehend the various forms of trade allowances and the reasons for their use.. Be aware of forward buying and diverting and how these practices emerge from manufacturers’ use of off-invoice allowances.. Appreciate the role of...