25-Dec-18
114
XÚC TIẾN TRONG CHIẾN LƯỢC
MARKETING
MARKETING THƯƠNG MẠI
8
NỘI DUNG CHƯƠNG 8
I. Khái niệm
II. Vai trò của xúc tiến với hoạt động thương mại của DN
III. Nội dung xúc tiến
IV. Ngân sách xúc tiến
25-Dec-18
115
I. KHÁI NIỆM
Quá trình truyền thông
25-Dec-18
116
IMC
•Personal Selling
•Direct Marketing
•Public Relation
•Sales Promotion
•Advertising
Intergrated
Marketing
Communicatio
ns
Đẩy & Kéo
Nhà sản
xuất Trung gian
bán hàng Người tiêu
dùng
Đẩy
Kéo
25-Dec-18
117
25-Dec-18
118
KẾ HOẠCH TRUYỀN THÔNG
1. Đối tượng mục tiêu
2. Mục tiêu truyền thông
3. Thông điệp
4. Chọn phương tiện truyền thông
5. Xây dựng ngân sách
6. Timelines
THÔNG ĐIỆP TRUYỀN THÔNG
• Thông điệp lý tính / cảm tính
• Thông điệp tích cực / tiêu cực
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![Bán hàng đa kênh và thương mại điện tử: Tài liệu [Mô tả/Hướng dẫn/Kinh nghiệm]](https://cdn.tailieu.vn/images/document/thumbnail/2026/20260526/vispacex_27/135x160/701779800792.jpg)
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