ch17 管理整合行銷溝通

17
Chapter 17
17-2
Dove
http://www.youtube.com/watch?v=hibyAJOSW8U
Chapter 17
17-3

(marketing communications)
Chapter 17
17-4
Nike
NikeESPNSports Center
40DVD
Lebron James
Chapter 17
17-5

(marketing communications mix)
Chapter 17
17-6
&
Chapter 17
17-7

(brand contact)
Chapter 17
17-8
Motorola
Source:http://www.motorola.com/Consumers/CN-ZH/GLP
Chapter 17
17-9
(MACROMODEL)
(MICROMODEL)
Chapter 17
17-10
(sender)
&
(encoding)
(receiver)
Chapter 17
17-11
Chapter 17
17-12
(selective attention)
(selective distortion)
(selective retention)
Chapter 17
17-13
AIDA
Attention, Interest, Desire, & Action
Chapter 17
17-14
AIDA
Chapter 17
17-15
--
--
--
Chapter 17
17-16
Chapter 17
17-17
Chapter 17
17-18
(image analysis)
(image)
Chapter 17
17-19
Za
20~30
30%
50%
Source: http://www.za-cosmetics.com/english/
Chapter 17
17-20
(what)
(how)
(who)
Chapter 17
17-21
(appeals)(themes)(ideas)
POPPOD
(p.267)
Chapter 17
17-22
12
Chapter 17
17-23

(informational appeals)
Chapter 17
17-24
Chapter 17
17-25

(transformational appeals)
(negative appeal)(fear appeal)
Chapter 17
17-26
(expertise)
(trustworthiness)
(likability)
Chapter 17
17-27
Osim
Nourish Refine
Chapter 17
17-28

(principle of congruity)
Chapter 17
17-29
Chapter 17
17-30
HSBC
Chapter 17
17-31
(advocate channels)
(expert channels)
(social channels)
(web-based channels)
Chapter 17
17-32
Chapter 17
17-33
&
Chapter 17
17-34
Mister Donut
Mister Donut
source http://www.misterdonut.com.tw
Chapter 17
17-35
Chapter 17
17-36

(affordable method)
(percentage-of-sales method)
(competitive-parity method)
(objective-and-task method)
Chapter 17
17-37
&
Chapter 17
17-38
Chapter 17
17-39
Chapter 17
17-40
Chapter 17
17-41
Chapter 17
17-42
Chapter 17
17-43
Chapter 17
17-44
Chapter 17
17-45
Chapter 17

17-46

(integrated marketing communications, IMC)
(American Association of Advertising Agencies,

AAAA)
Chapter 17
17-47
Chapter 17
17-48
Chapter 17
17-49
Accenture 2001
48
Chapter
17
Slide Ending
17-50
Chapter 17
17-51
IMC-
source http://www.brands.com.tw/
Chapter 17
17-52

ch17 管理整合行銷溝通

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ch17 管理整合行銷溝通

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17

(negative appeal)(fear appeal)

(American Association of Advertising Agencies,

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