LOGO
www.themegallery.com
NGHIÊN CỨU CÔNG CHÚNG NHẬN TIN
TRONG TRUYỀN THÔNG MARKETING
CHƯƠNG 4
LOGO
www.themegallery.com
NỘI DUNG CHƯƠNG 4
Khái niệm công chúng nhận tin
4.1
Đặc điểm của công chúng nhận tin
4.2
Quá trình diễn biến tâm lý trong truyền thông
4.3
LOGO
www.themegallery.com
4.1. KHÁI NIỆM CÔNG CHÚNG NHẬN TIN
Là đối tượng mà IMC muốn tạo ảnh hưởng
4.1.1. Định nghĩa công chúng nhận tin
LOGO
www.themegallery.com
4.1.2. SỰ CẦN THIẾT PHẢI NGHIÊN CỨU CÔNG CHÚNG?
LOGO
www.themegallery.com
4.1. KHÁI NIỆM CÔNG CHÚNG NHẬN TIN
Users – Người
sử dụng
Initiators –
Người khởi
xướng
Influencers –
Người ảnh
hưởng
Buyers –
Người mua
Gatekeepers
– Người quản
lý chi tiêu
Decision
makers –
Người ra
quyết định
4.1.3. Các nhóm công chúng nhận tin
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