Unit 5 Integrated Marketing Communications 經(jīng)典廣告學(xué)英語(yǔ)課件合集

1、Unit 5 Integrated Marketing CommunicationsMarketing PlanIntegrated Marketing Communications Concept Review_is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational object

2、ives. A. Exchange communication B. MarketingC. Advertising D. Sales promotionThe _ is the controllable elements of product, promotion, price, and place (distribution) which are used to facilitate exchange in a marketplce.A. promotional mix B. IMC mixC. advertising mix D. marketing mixThe central the

3、me of the concept of _ is that all of an organizations marketing and promotional elements and activities communicate with its customers.A. the marketing mix B. exchangeC. the promotional mix D. integrated marketing communication.Relationship between Promotion, Promotional Mix and IMCProcessToolsMana

4、gementPromotionPromotional MixIMCI. Marketing Planning Model“To fail to plan is to plan to fail “Marketing Your Business for Success. A marketing plan is a written document that details the necessary actions to achieve one or more marketing objectives. It assembles all the pertinent facts about the

5、organization, the market it serves, and its products, services, customers, competition and so on. THE S O S T A C MODEL S Situation Where are we now? O Objectives Where do we want to go? S Strategy How do we get there? T Tactics What tools do we use to implement the strategy? A Action Detailed Actio

6、n Plan for each tool/tactic?C Control How do we track our progress and know when we have achieved our goals? -Paul SmithStage 1 Situation Analysis WHERE ARE WE NOW? How are we performing? What are our distinctive competitive (marketing) advantages? How effective is our Marketing Mix? Are we focusing

7、 on the best segments with the right type of customer? Are we using the most appropriate channels for communication and distribution? What uncontrollable event(s) or trend(s) can impact my business? Stage 2 Set Objectives WHERE DO WE WANT TO GO? Business Mission? Business Objectives? Marketing Objec

8、tives - Business Development? Marketing Communication Objectives? lxjustdoit.rmvbThe SMART Test for Objectives Make sure your objectives are practical and measurable. Do they fit the following criteria? Specific (with numbers) Measurable (to monitor progress and confirm achievement) Actionable (can

9、we do it?) Reasonable (realistically attainable) Timed (incorporate deadlines) Stage 3 Strategy HOW DO WE GET THERE? Segmentation - How do we want to divide up the market? Targeting - Which segments of the market do we wish to focus upon? 輕功男VS無(wú)聊女-耐克廣告.rmPositioning - How do we want to be perceived

10、in each different target segment? NIKE WRITE THE FUTURE - FULL LENGTH VERSION.rmvbStage 4 Tactical Plan HOW DO WE IMPLEMENT THE STRATEGY? Which Communication Tools are we going to use? How are we going to use them? What message(s) do we wish to communicate? Are we being consistent across different t

11、ools and messages? Do we have the necessary resources/budgets? Stage 5 Action PlanWHO, WHAT, WHEN? Who is going to do what? When are they going to do it? What is the resource allocation for the action? What are the key performance measurements? How is performance going to be recorded? NIKE廣告之速度篇.wmv

12、Stage 6 ControlKEEPING TRACK OF PROGRESS Do action performance measurements relate to objectives? Responsibility for measurement? Frequency of measurement? Resources for measurement? Review of measurements? Actions on variance? Three Types of Marketing Planning Model1. Top-down Marketing Planning Mo

13、del2. Bottom-up Marketing Planning Model3. Integrated Marketing Communications (IMC)Situation AnalysisThe Marketing Plan: Top-DownMarketing ObjectivesMarketing StrategyMarketing TacticsThe Marketing Plan:Bottom-UpMarketing ResultsMarketing TacticsMarketing StrategyII. Integrated Marketing Communicat

14、ionsDefinition: IMC is a concept that recognizes the added value in a program that integrates a variety of strategic disciplines (for example, general advertising, direct response, sales promotion, and public relations) and combines these disciplines to provide clarity, consistency, and maximum comm

15、unication impact.IMCan important marketing trend1. Nowadays, new media have proliferated and cost of competition has intensified. Sophisticated marketers have searched for new ways to get more bang from their marketing communications buck.2. The efficiencies of mass media are not what used to be. Co

16、nsumers are more sophisticated ,cynical, and distrusting than ever before.3. In the long run, nourishing good customer relationships is far more important than making simple exchanges.Participants of IMC1. Advertisers or client are the key participants.2.The advertising agency is an external organiz

17、ation.3. Media organizations provide the advertiser with a channel for their communication.4. Marketing communication specialist organizations provide services in specific areas of marketing communications.5. Collateral services participants are those who provide a wide range of support services.IMC

18、 - both a concept and a process 1. The concept of integration is wholeness and wholeness in communications creates synergy - the principle benefit of IMC - because each element of communication each element of the communications mix reinforces the others for greater effect. 2. IMC is also a process

19、in which communication becomes the driving, integrating force in the marketing mix and throughout the organization. jordanxx2.wmvInsert ex. 8.7, p. 251Wang-Schultz IMC planning modelPosition = .35 horizontal, 0.4 verticalSize = 4.9 WIDEResolution = 300 dpiWang-Schultz IMC planning modelThe Goal of A

20、ll IMCAn enhanced relationship with customers and other stakeholders, which leads to stakeholders loyalty and ultimately to brand equity品牌資產(chǎn) . Insert ex. 8.6, p. 250IMC macro modelPosition = .35 horizontal, 0.4 verticalSize = 4.9 WIDEResolution = 300 dpiIMC macro modelresearch and development human

21、resources Advantage of IMCIMC, as a philosophic concept, dictates that all parties involved in the firms communications efforts coordinates tp speak to target consumers with one voice, a unified message, and a consistent image.IMC provides greater consistency in marketing communication programs, red

22、uces media waste, and gives a company a competitive edge. just_did_it.wmvLevels of IntegrationTom Duncan identifies four distinct levels of integration that companies use: 1. Unified image: One look; one voice; strong brand image focus. KFC 2. Consistent voice: Consistent tune and look; coordinated

23、messages to various audience (customers, trade, suppliers, etc.). Pepsi 3. Good listener: solicits two-way communications, enabling feedback through toll-free numbers, surveys, trade shows, etc; focus on long-term relationships.4. World-class citizen: Social, environmental consciousness; strong comp

24、any culture; focus on wider community.Saturn & Honda2007 OdysseyWho Moved the Cheese of “Super Girls產(chǎn)品借機(jī)轉(zhuǎn)型 整合營(yíng)銷傳播的關(guān)鍵有三：一是能否找準(zhǔn)市場(chǎng)定位，二是能否利用企業(yè)的潛在資源，三是能否得到渠道、媒體等各種資源的配合。 “超級(jí)女聲一個(gè)生動(dòng)的整合營(yíng)銷案例2. 整合廣告、傳媒終端促銷助推目標(biāo)消費(fèi)群體定位：12至24歲的女孩。 形象代言人：首屆“超女季軍張含韻； 口號(hào)：“酸酸甜甜就是我。營(yíng)銷策略：1. 五大主賽區(qū):主攻的五大市場(chǎng) 2.促銷方式:買(mǎi)6送1; “超級(jí)女聲夏令營(yíng).3. 還要整合更多

25、: 廣告與促銷已成為蒙牛最有殺傷力的營(yíng)銷手段，但整合營(yíng)銷是整合廣告、促銷、渠道、生產(chǎn)、售后效勞等各個(gè)環(huán)節(jié)的營(yíng)銷方式，關(guān)鍵在于各個(gè)環(huán)節(jié)之間的相互連接，在這些方面，蒙牛還有很多工作要做孫一民。 關(guān)注超女經(jīng)濟(jì):1.3億元攙和超女 蒙牛斷貨蒙牛借 “超女賺2.5億 超級(jí)贏家蒙牛意外酸酸乳產(chǎn)量缺口20% 中報(bào)凈利潤(rùn)同比增長(zhǎng)33.9%，到達(dá)2.465億元。 湖南衛(wèi)視：廣告短信雙豐收 收視率超央視春晚，超級(jí)女聲創(chuàng)造超級(jí)稅收一檔節(jié)目觀眾四億，單場(chǎng) 短信收入超過(guò)一千五百萬(wàn)元，按照稅法規(guī)定，單場(chǎng)短信稅收即可實(shí)現(xiàn)四十五萬(wàn)元。隨超級(jí)女聲品牌產(chǎn)業(yè)鏈延伸，短信、廣告、冠名、銷售等產(chǎn)業(yè)將帶動(dòng)地方稅收的高速增長(zhǎng)，據(jù)估計(jì)，實(shí)現(xiàn)

26、稅收額可達(dá)數(shù)千萬(wàn)元。天娛公司超女品牌價(jià)值幾個(gè)億 在湖南衛(wèi)視網(wǎng)站上，超級(jí)女聲全國(guó)總決選的廣告報(bào)價(jià)已到達(dá)了15秒11.2萬(wàn)元。 2007快男終極決戰(zhàn)落幕 陳楚生高票奪冠 陳楚生與偶像齊秦并肩作戰(zhàn) 難掩心中幸福ExercisesA. True or False1. One of the reasons for the growing interest in integrated marketing communications is the fact that consumers today are more sophisticated and distrusting than ever before.2. Integrated Marketing Communications (IMC) is both a concept and a process.3. IMC planning does not use an advertising plan.4. IMC approach is to integrate the various communication functions i