Do you know what a marketing communications model is?
I. What is marketing communication?
Marketing communication refers to the brand (terminal) directly or indirectly notify, persuade and expose the customer, so that the customer understands the brand (terminal) of the goods or brand.
1. Advertising
Print ads; movie screens; brochures; flyers; business directories; billboards; display ads; window displays; demo ads; labeling.
2. Promotions
Quiz games; lottery tickets; giveaways; samples; coupons; discounts; walk-ins; stored value; customized sessions; games.
3. Events
Sports; Entertainment; Festivals; Birthdays; Art; Company tours; Company exhibitions.
4. Public **** relations
Charitable donations; ordering sessions; seminars; training sessions; publications; brand magazines; annual reports; promotional literature; media sponsorships.
5. Personnel Sales
Short videos, live streaming, sales pitches, sales meetings, sample delivery, photo displays, catalog sales, telemarketing.
Second, marketing communications to build brand equity
Effective application of marketing communications can quickly build brand (terminal) visibility brand image, brand value, etc., to promote customer memory, amplify consumption.
Personnel marketing; marketing communications mix; promotional activities; public **** relationship; online live; event experience; brand equity; brand image brand awareness; brand relationship; brand response.
Three, what is the nine elements of marketing communication
Marketing communication model contains the following nine elements: sender, encoding, information media, decoding, receiver, noise (random information and competitors' information) response, feedback, the brand (terminal) must be clear about what information to be disseminated to what customers, as well as to obtain what kind of response.
Four, what is the customer response model?
It refers to the brand (terminal) to implement the marketing communication process to observe the customer's specific response to marketing communication. All of these models assume that buyers go through three stages of cognition, emotion and behavior.
1. Stages
①Cognitive stage.
②Perception stage.
③ Behavioral stage.
2. modes
① Attention.
② Interest.
③ Desire.
④ Action.
3. Hierarchy of effects model
① Knowing.
② Recognize.
③Love.
④ Preference.
⑤ Trust.
6 Purchase.
4. Innovation Adoption Model
① Knowing.
②Interest.
③Evaluation.
④Trial.
⑤ Adoption.
5. Communication Mode
① Contact.
②Acceptance.
③Cognition.
④ Attitude.
⑤ Intention.
6 Action.