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- ◎While the marketing mix refers to promotions, today we refer to IMC◎It is broader than promotions and includes advertising, promotions, publicity, personal selling and direct marketing◎IMC refers to a co-coordinated communications program that is customer-focused and internally consistentCustomer focus 以客戶為中心◎Using communication channels that your target segment ref
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- 引用(0) 2011-06-20 22:34
- Research and SWOT analysisTargetingObjectives and strategiesThe Big IdeaPR’s Role in IMCAdvertising廣告House ads內部廣告Public service announcements公共服務公告Corporate advertising企業廣告PublicityNews releasesPitch lettersPress conferencesMedia toursExternal communication對外交流Internal communication內部溝通Web challenges網路挑戰Mo
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- 引用(0) 2011-06-20 22:33
- Captions– Have the second-highest readership and serve an information functionSubheads– Sectional headlines used to break up a large block of copyTaglines– Short, catchy, memorable phrases used at the end of an ad to complete the creative ideaSlogans– &n
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- 引用(0) 2011-06-20 22:32
- The Big Idea大創意– Implements the advertising strategy so that the message is both attention getting and memorableThe Creative Leap– Jumping from the strategy statement to an original idea that conveys the strategy in an interesting wayRight-brain thinking右腦思維– &nb
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- 引用(0) 2011-06-20 22:32
- Positioning Strategy定位策略– Determining what place a product should occupy in a given market– To establish a location in the consumer’s mind based on what the product offers and how that compares with the competitionProduct features產品特點– Feature
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- 引用(0) 2011-06-20 22:31
- Outline the key features in an IMC planThe process of determining objectives, deciding on strategies, and implementing the tacticsObjectives目標– What you want to accomplish你要完成什麼Strategies策略– How to accomplish the objectives如何實現目標Tactics– &
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- 引用(0) 2011-06-20 22:30
- Product產品Place地點Price價格Promotion推廣Full-Service Agencies全面服務機構– Account management帳戶管理– Creative services創意服務– Media planning and buying媒體策劃– Account planning客戶規劃&nb
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- 引用(0) 2011-06-20 22:29
- Market aggregation strategy市場聚集策略When planners purposefully use one marketing strategy that will appeal to as many audiences as possibleMarket segmentation市場細分Assumes that the best way to sell is to recognize differences within the broad market (分歧)and adjust strategies (調整策略)and messages accordinglyTargeting the right audienceThe target is des
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- 引用(0) 2011-06-20 22:29
- Consumer behavior消費者行為Describes how individuals or groups select, purchase, use, or dispose of products – as well as describing the needs that motivate these behaviorsPerception/State of Mind心理的影響Affects how people perceive information as well as determines the particular pattern of consumer behaviorPersonality動機Attitudes and Values態度與價值觀
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- 引用(0) 2011-06-20 22:28
- SloganJust do it ………………………………..... NIKE(運動用品)
I'm lovin' it……………………………… 麥當勞Philips: Let's Make Things Better………. 飛利浦
LG: Life's Good……………&hell - 詳全文
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- 引用(54) 2011-06-20 22:27
- TED心得(玩出創意)影片中一開始，演講者講到了他的工作環境，他的工作環境的夥伴都是他的好朋友，他說他的設計就是要幫助人們讓人們感到輕鬆，所以熟悉自己的週遭，自在的和同事一起工作，是在好不過的了。影片當中提到了創意公司在工作區都有個象徵，提醒人要敢玩，以及
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- 引用(0) 2011-06-20 22:25
- 前言泡麵，又稱速食麵，是一種可在短時間之內煮熟食用的麵製食品。速食麵的原理是利用棕櫚油將已煮熟與調味的麵條硬化，並壓製成塊狀。棕櫚油的主要成分是飽和脂肪酸，在室溫下為固態。飽和脂肪酸的特性是不容易氧化，但是卻對人的健康不利。為進一步避免棕櫚油氧化，廠商還會添
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- 引用(0) 2011-06-20 22:19
- 台南慶端午 立蛋飲午時水（中央社記者張榮祥台南6日電）今天是端午節，許多台南市民中午擠爆中西區的五瘟宮，搶取午時水，傳說飲用可袪百病，也有不少小朋友在廟前「立蛋」，以這種簡單的活動，歡度節慶。台南市五瘟宮位於中正路巷內，廟埕不大，主祀五瘟大帝，以「午時水」、「
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- 引用(0) 2011-06-20 22:18
- 府城慶端午 6/2賽龍舟今年是台南市升格為直轄市的第1次龍舟賽，讓市府卯足全力策劃，龍舟賽開賽前，水上鬥牛及撐竹筏比賽將在5月28日於七股區鹽山休憩園區水域登場
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- 引用(0) 2011-06-20 22:13