現(xiàn)代營銷學(xué)課件：Chapter 13 INTEGRATED MARKETING COMMUNICATION STRATEGY

1、Chapter 13INTEGRATED MARKETING COMMUNICATION STRATEGYContentsSteps in Developing Effective CommunicationSetting the Total Promotion Budget and MixThe Changing Face of Marketing CommunicationsSocially Responsible Marketing CommunicationElements in the Communication ProcessSenderDecodingEncodingReceiv

2、erMediaMessageNoiseFeedbackResponseThe marketing-communications systemCompanyAdvertisingPersonal sellingSales promotionPublic relationsMiddlemenConsumersWord of mouthPublicsAdvertisingPersonal sellingSales promotionPublic relationsPromotion mix Promotion mix: The specific mix of advertising, persona

3、l selling, sales promotion, and public relations that a company uses to pursue its advertising and marketing objective. The four major promotion tools: -Advertising: Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. -Personal selling: Pers

4、onal presentation by the sales force for the purpose of making sales and building customer relationships. -Sales promotion: Short-term incentives to encourage purchase or sales of a product or service. -Public relations: building good relations with the companys various publics by obtaining favorabl

5、e publicity, building up a good “corporate image,” and handling or heading off unfavorable rumors, stories, and events.Steps in Developing Effective Communication(1)Identifying the Target AudienceDetermining the Response SoughtChoosing a Message Message content Message structure and formatChoosing M

6、ediaCollecting FeedbackSteps in Developing Effective Communication(2)-Determining the response soughtAwarenessPreferenceConvictionKnowledgePurchaseLikingFigure 13-2 Buyer-readiness stagesBuyer-readiness stages: The stages that consumers normally pass through on their way to purchase, including aware

7、ness, knowledge, liking, preference, conviction, and purchase.Personal communication channels: Channels through which two or more people communicate directly with each other. Word-of-mouth influence:Personal communication about a product between target buyers and neithbors, friends, family members,

8、and associates.Nonpersonal communication channels: Media that carry messages without personal contact or feedback, including major media, atmospheres, and events.The message sourceSteps in Developing Effective Communication(3)-Choosing MediaSetting the Total Promotion Budget and Mix(1)Setting the To

9、tal Promotion Budget -Affordable method: Setting the promotion budget at the level that management thinks the company can afford. -Percentage-of-sales method: Setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the sales price. -Competitive-parit

10、y method: Setting the promotion budget to match competitors outlays. -Objective-and-task method: A method for setting promotion budgets based on what the company wants to accomplish with promotion.Setting the Promotion Mix-The nature of each promotion toolAdvertising、Personal selling、Sales promotion

11、、Public relations-Promotion mix strategiesPush strategy: A promotion strategy that calls for using the sales force and trade promotion to push the product through channels.Pull strategy: A promotion strategy that calls for spending a lot on advertising and consumer promotion to build up consumer dem

12、and to pull the product through the channel.Setting the Total Promotion Budget and Mix(2)Setting the Total Promotion Budget and Mix(3)ProducerRetailers and wholesalersConsumerProducerConsumerRetailers and wholesalersProducer marketing activities (personal selling, trade promotion, otherReseller mark

13、eting activities (personal selling, advertising, sales promotion, other)DemandDemandProducer marketing activities (consumer advertising, sales promotion, other)Figure 13-3 Push versus pull promotion strategyPush strategyPull strategySetting the Total Promotion Budget and Mix(4)AdvertisingAdvertising

14、Public relationsSales promotionPersonal sellingSales promotionPersonal sellingPublic relationsConsumer goodsIndustrial goodsFigure 13-4 Relative importance of promotion tools in consumer versus industrial marketsThe Changing Face of Marketing Communications(1)The Changing Communications Environment

15、Growth of Direct Marketing-Forms of direct marketing communication Direct marketing: Marketing through various advertising media that interact directly with consumers, generally calling or the consumer to make a direct response. Direct-mail marketing: Direct marketing through single mailings that in

16、clude letters, ads, samples, foldouts, and other “salespeople on wings” sent to prospects on mailing lists. Catalog marketing: Direct marketing through catalogs that are mailed to a select list of customers or made available in stores. Telemarketing: Using the telephone to consumers. Television mark

17、eting: Direct marketing via television, using direct-response advertising or home shopping channels. Online computer shopping: Shopping conducted through interactive online computer systems, which link consumers with sellers electronically. Growth of Direct Marketing-Direct marketing databases Marke

18、ting database: An organized set of data about individual customers or prospects that can be used to generate and qualify customer leads, sell products and services, and maintain customer relationships. Integrated Marketing Communications Integrated marketing communications: The concept under which a company carefully integrates and coordinates its many communications channels to delive