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Designing the
Communications Mix
for Services
5- 1
Advertising Strategy
Generality
- objective claims
- subjective claims
Nonsearchability
Abstractness
Impalpability
5- 2
5- 3
5- 4
5- 5
5- 6
Personal
Communications
Advertising
Sales Promotion
Publicity &
Public Relations
Instructional
Materials
Sampling
Press
releases/kits
Web sites
Coupons
Press
conferences
Manuals
Corporate
Design
Selling
Broadcast
Customer
service
Training
Internet
Sign-up
rebates
Special
events
Brochures
Vehicles
Telemarketing
Outdoor
Gifts
Sponsorship
Videoaudiocassettes
Equipment
Direct mail
Prize
promotions
Trade Shows,
Exhibitions
Software
CD-ROM
Stationery
Media-initiated
coverage
Voice mail
Uniforms
Word-of-mouth
Word
mouth
(otherof
customers)
Signage
Interior decor
5- 7
M a rk
Chan eting
nels
Service outlets
Advertising
Sales promotions
Direct marketing
Personal selling
Public relations
A
U
D
I
E
N
C
E
Word of mouth
Messages originating
outside the organization
Slide 2004 by Christopher Lovelock and Jochen Wirtz
Media editorial
5- 8
5- 9
Marketer-controlled communications
Awareness of
Firms Brand
Firms
Brand Equity
Customers Experience
with Firm
Meaning Attached
To Firms Brand
Source: Adapted from L. L. Berry ( Fig. 1)
5 - 10
International in Scope
Accessible from almost anywhere in the world
Simplest form of international market entry
Internet Applications
Promote consumer awareness and interest
Provide information and consultation
Facilitate 2-way communications through e-mail and chat rooms
Stimulate product trial
Enable customers to place orders
Measure effectiveness of specific advertising/promotional
campaigns
5 - 11
useful/interesting
Easy navigation
Fast download
Internet advertising
Banners and buttons on portals and other websites seek to draw
5 - 12