科特勒營銷管理內容(英文版)(ppt 20頁)

科特勒營銷管理內容目錄:
一、Developing & Managing an Advertising Program
二、Deciding on Media & Measuring Effectiveness
三、Sales Promotion
四、Public Relations

科特勒營銷管理內容內容簡介:
Profiles of Major Media Types:
Newspapers
Advantages: Flexibility, timeliness; good local market coverage;
broad acceptance, high believability
Limitations:Short life; poor reproduction quality; small
pass-along audience
Television
Advantages: Combines sight, sound, motion; high attention;
igh reach; appealing to senses
Limitations:High absolute costs; high clutter; fleeting exposure;
less audience selectivity
Direct Mail
Advantages:Audience selectivity; flexibility, no ad compe-
tition within same medium; allows personalization
Limitations:Relative high cost; “junk mail” image

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