整合營銷溝通

整合營銷溝通0ObjectivesKnowthetoolsofthemarketingcommunicationsmix.Understandtheprocessandadvantagesofintegratedmarketingcommunications.舉出并定義營銷溝通組合的工具討論整合營銷溝通的過程與優(yōu)點1ObjectivesLearnthestepsindevelopingeffectivemarketingcommunications.Understandmethodsforsettingpromotionalbudgetsandthefactorsthataffectthedesignofthepromotionmix.列出開展有效營銷溝通的步驟解釋制定促銷預(yù)算的方法，以及影響促銷組合設(shè)計的因素2UPSisa$31billioncorporategiantUPSwantedtorepositionitselfas

asupplychainsolutionsproviderDevelopednewthemebasedoncustomerinputImplemented,“WhatCanBrownDoforYou?”campaignRealigneditssalesandmarketingorganizationAds,websites,andsalespeopledelivermessagedailyUPSCaseStudy3MarketingCommunicationsMixThespecificmixofadvertising,personalselling,salespromotion,andpublicrelationsacompanyusestopursueitsadvertisingandmarketingobjectives.營銷溝通組合將廣告、人員推銷、銷售推廣、公共關(guān)系和直銷工具組合在一起，用來達成公司的廣告和營銷目標(biāo)。4TheMarketingCommunicationsEnvironmentisChanging:變化的溝通環(huán)境5Massmarketshavefragmented,causingmarketerstoshiftawayfrommassmarketingMediafragmentationisincreasingaswellImprovementsininformationtechnologyarefacilitatingsegmentation由于大眾市場變得支離破碎，營銷人員逐漸放棄了大眾營銷。媒體的分離也在加速信息技術(shù)的迅猛發(fā)展加速了細(xì)分市場營銷的過程。6TheNeedforIntegratedMarketingCommunicationsConflictingmessagesfromdifferentsourcesorpromotionalapproachescanconfusecompanyorbrandimagesTheproblemisparticularlyprevalentwhen

functionalspecialistshandleindividualformsofmarketingcommunicationsindependently對整合營銷溝通的需求從不同渠道和促銷方法所傳達的信息的沖突可以使公司或品牌形象變得混亂當(dāng)專業(yè)人員獨立地解決個人營銷溝通問題時這一現(xiàn)象尤為普遍7TheNeedforIntegratedMarketingCommunicationsTheWebalonecannotbeusedtobuildbrands;brandawarenesspotentialislimitedBestbetistowedtraditionalbrandingeffortswiththeinteractivityandservicecapabilitiesofonlinecommunicationsWebeffortscanenhancerelationships對整合營銷溝通的需求僅僅使用網(wǎng)站是不能建立品牌的，品牌潛在知名度是有限的最好的辦法是把傳統(tǒng)的品牌建設(shè)方法與互動和在線溝通的服務(wù)能力結(jié)合起來網(wǎng)絡(luò)可以加強聯(lián)系8IntegratedMarketingCommunications

整合營銷溝通

Theconceptunderwhichacompanycarefullyintegratesandcoordinatesitsmanycommunicationschannelstodeliveraclear,consistent,andcompellingmessageabouttheorganizationanditsproducts.公司謹(jǐn)慎地組合和搭配其眾多的溝通渠道以傳遞一個關(guān)于其組織和產(chǎn)品的清晰、一致、吸引人的信息9IntegratedMarketingCommunications整合營銷溝溝通IMCimplementationoftenrequiresthehiringofaMarCommanager.IMC的完成經(jīng)常常需要雇傭傭一個Marcom經(jīng)理10TheCommunicationProcess溝通過程程Communicationseffortsshouldbeviewedfromtheperspectiveofmanagingcustomerrelationshipsovertime.Thecommunicationprocessbeginswithanauditofallpotentialcontacts.溝通的成成就應(yīng)該該隨著時時間的流流逝通過過顧客關(guān)關(guān)系管理理的狀況況而被觀觀察到溝通過程程的開始始是對所所有潛在在聯(lián)系進進行審計計11TheCommunicationProcess溝通過程程Effectivecommunicationrequiresknowledgeofhowcommunicationworks.有效溝通通需要了了解溝通通是怎樣樣進行的的12ElementsinthecommunicationProcess溝通過程程的要素素TheCommunicationProcessSender發(fā)送人Message信息Media媒體Receiver接受者Encoding譯碼Decoding解碼Response反應(yīng)Feedback反饋Noise噪音溝通過程程13DevelopingEffectivecommunication發(fā)展有效效溝通Step1:IdentifyingtheTargetAudienceAffectsdecisionsrelatedtowhat,how,when,andwheremessagewillbesaid,aswellaswhowillsayit第一步：：識別目目標(biāo)聽眾眾影響相關(guān)關(guān)決策，，包括說說什么樣樣的信息息、怎樣樣說、什什么時候候說、在在什么地地方說，，以及由由誰來說說14DevelopingEffectivecommunication發(fā)展有效效溝通Step2:DeterminingCommunicationObjectivesSixbuyerreadinessstages第二步：：決定溝溝通目標(biāo)標(biāo)六個購買買者的準(zhǔn)準(zhǔn)備就緒緒階段15Buyer-ReadinessStagesDevelopingEffectiveCommunicationAwareness知道Knowledge知識Liking愛好Preference偏愛Conviction確信Purchase購買發(fā)展有效效溝通六個購買買者的準(zhǔn)準(zhǔn)備就緒緒階段16Step3:DesigningaMessageAIDAframeworkguidesmessagedesignMessagecontentcontainsappealsorthemesdesignedtoproducedesiredresultsRationalappealsEmotionalappealsLove,pride,joy,humor,fear,guilt,shameMoralappeals第三步：設(shè)計計一個信息AIDA構(gòu)架指導(dǎo)信息息設(shè)計信息內(nèi)容包含含用來產(chǎn)生渴渴望結(jié)果的呼呼吁或主題合理的呼吁情感的呼吁愛心，自豪，，高興，幽默默，擔(dān)心，內(nèi)內(nèi)疚，羞愧精神的呼吁DevelopingEffectivecommunication發(fā)展有效溝通通17Step3:DesigningaMessageMessageStructure:Keydecisionsarerequiredwithrespecttothreemessagestructureissues:WhetherornottodrawaconclusionOne-sidedvs.two-sidedargumentOrderofargumentpresentationMessageFormat:Design,layout,copy,color,shape,movement,words,sounds,voice,bodylanguage,dress,etc.第三步：設(shè)計計一個信息信息結(jié)構(gòu)：關(guān)關(guān)鍵的決策被被要求尊重三三個信息結(jié)構(gòu)構(gòu)問題是否得出結(jié)論論一方面論點對對兩方面論點點辯論陳述順序序信息結(jié)構(gòu)：設(shè)設(shè)計，編排，，復(fù)本，顏色色，形狀，動動作，字句，，聲音，嗓音音，肢體語言言，服裝，等等等DevelopingEffectivecommunication發(fā)展有效溝通通18Step4:ChoosingMediaPersonalcommunicationchannelsIncludesface-to-face,phone,mail,andInternetchatcommunicationsWord-of-mouthinfluenceisoftencriticalBuzzmarketingcultivatesopinionleadersNonpersonalcommunicationchannelsIncludesmedia,atmosphere,andevents第四步：選擇擇媒體個人溝通渠道道包括面對面、、電話、信件件和互聯(lián)網(wǎng)聊聊天的交流口口頭表達的影影響經(jīng)常是非非常重要的這種營銷可以以培養(yǎng)觀念領(lǐng)領(lǐng)導(dǎo)者非個人的溝通通渠道包括媒體，大大氣氛和事件件DevelopingEffectivecommunication發(fā)展有效溝通通19Step5:SelectingtheMessageSourceHighlycrediblesourcesaremorepersuasiveApoorspokespersoncantarnishabrandStep6:CollectingFeedbackRecognition,recall,andbehavioralmeasuresareassessedMaysuggestchangesinproduct/promotion第五步步：選選擇信信息源源高度可可靠的的來源源更有有說服服力一個乏乏味的的代言言人會會使一一個品品牌失失去光光澤第六步步：收收集反反饋識別，，召回回以及及行為為方法法都是是可評評估的的可以產(chǎn)產(chǎn)生對對產(chǎn)品品或激激勵進進行改改革的的建議議DevelopingEffectivecommunication發(fā)展有有效溝溝通20SettingthePromotionalBudgetandMix設(shè)置激激勵預(yù)預(yù)算與與混合合SettingtheTotalPromotionalBudgetAffordabilityMethodBudgetissetatalevelthatacompanycanaffordPercentage-of-SalesMethodPastorforecastedsalesmaybeusedCompetitive-ParityMethodBudgetmatchescompetitors’’outlays設(shè)置總總的激激勵預(yù)預(yù)算支付能能力方方法預(yù)算應(yīng)應(yīng)在公公司能能支付付得起起的標(biāo)標(biāo)準(zhǔn)上上來制制定銷售百百分比比方法法利用過過去的的或預(yù)預(yù)測的的銷售售額競爭爭等等同同方方法法預(yù)算算與與競競爭爭者者的的費費用用匹匹配配21SettingtheTotalPromotionalBudgetObjective-and-TaskMethodSpecificobjectivesaredefinedTasksrequiredtoachieveobjectivesaredeterminedCostsofperformingtasksareestimated,thensummedtocreatethepromotionalbudget設(shè)置置總總的的激激勵勵預(yù)預(yù)算算目標(biāo)標(biāo)與與任任務(wù)務(wù)方方法法制定定詳詳細(xì)細(xì)具具體體的的目目標(biāo)標(biāo)制定定要要求求達達到到目目標(biāo)標(biāo)的的工工任任務(wù)務(wù)估計計履履行行任任務(wù)務(wù)的的成成本本，，然然后后總總計計，，產(chǎn)產(chǎn)生生激激勵勵預(yù)預(yù)算算SettingthePromotionalBudgetandMix設(shè)置置激激勵勵預(yù)預(yù)算算與與混混合合22SettingtheOverallPromotionMixDeterminedbythenatureofeachpromotiontoolandtheselectedpromotionmixstrategy設(shè)置置全全面面激激勵勵組組合合由每每一一種種激激勵勵工工具具的的本本質(zhì)質(zhì)和和被被選選擇擇的的激激勵勵混混合合戰(zhàn)戰(zhàn)略略的的種種類類所所決決定定SettingthePromotionalBudgetandMix設(shè)置置激激勵勵預(yù)預(yù)算算與與混混合合23Advertising廣告告PersonalSelling針對對個個人人的的銷銷售售SalesPromotion銷售售激激勵勵PublicRelations公共共關(guān)關(guān)系系DirectMarketing直接接營營銷銷Reacheslarge,geographicallydispersedaudiences,oftenwithhighfrequency能夠夠大大大大地地延延伸伸到到分分散散在在不不同同地地理理位位置置的的聽聽眾眾，，而而且且通通常常是是高高頻頻率率的的Lowcostperexposure,thoughoverallcostsarehigh盡管總總成本本高，，但單單一方方位成成本低低Consumersperceiveadvertisedgoodsasmorelegitimate消費者者感覺覺被廣廣告的的商品品是合合法的的Dramatizescompany/brand戲劇性性地表表現(xiàn)公公司或或品牌牌Buildsbrandimage;maystimulateshort-termsales建立品品牌形形象；；刺激激短期期銷售售Impersonal;one-waycommunication非個人人的；；單一一路線線溝通通PromotionTools激勵工工具SettingthePromotionalBudgetandMix設(shè)置激激勵預(yù)預(yù)算與與混合合24Mosteffectivetoolforbuildingbuyers’preferences,convictions,andactions多數(shù)有有效工工具是是為了了建立立購買買者的的參數(shù)數(shù)選擇擇，深深信和和行動動Personalinteractionallowsforfeedbackandadjustments各人交交互允允許反反饋和和調(diào)整整Relationship-oriented導(dǎo)向的的關(guān)系系Buyersaremoreattentive購買者者更關(guān)關(guān)注Salesforcerepresentsalong-termcommitment銷售力力量代代表一一個長長期的的允諾諾Mostexpensiveofthepromotionaltools最昂貴貴的激激勵工工具PromotionTools激勵工工具Advertising廣告PersonalSelling針對個個人的的銷售售SalesPromotion銷售激激勵PublicRelations公共關(guān)關(guān)系DirectMarketing直接營營銷SettingthePromotionalBudgetandMix設(shè)置激激勵預(yù)預(yù)算與與混合合25Maybetargetedatthetradeorultimateconsumer被定位位在貿(mào)貿(mào)易或或最終終消費費者上上Makesuseofavarietyofformats:premiums,coupons,contests,etc.利用各各種形形式：：獎賞賞，優(yōu)優(yōu)惠券券，競競賽Attractsattention,offersstrongpurchaseincentives,dramatizesoffers,boostssaggingsales引起注注意，，提供供強烈烈的購購買動動機，，戲劇劇性地地出價價，推推進下下垂的的銷售售Stimulatesquickresponse刺激快快速反反應(yīng)Short-lived短的生生命Noteffectiveatbuildinglong-termbrandpreferences對建立立長期期的參參數(shù)選選擇無無效PromotionTools激勵工工具Advertising廣告PersonalSelling針對個個人的的銷售售SalesPromotion銷售激激勵PublicRelations公共關(guān)關(guān)系DirectMarketing直接營營銷SettingthePromotionalBudgetandMix設(shè)置激激勵預(yù)預(yù)算與與混合合26Highlycredible高度可可信Manyforms:newsstories,newsfeatures,eventsandsponsorships,etc許多形形式：：新內(nèi)內(nèi)容，，新特特征、、事件件和贊贊助者者地位位，等等等Reachesmanyprospectsmissedviaotherformsofpromotion取得許許多其其它激激勵形形式達達不到到的期期望效效果Dramatizescompanyorbenefits戲劇性性地表表現(xiàn)公公司或或利益益Oftenthemostunderusedelementinthepromotionalmix通常是激勵勵混合中最最未充分利利用地元素素PromotionTools激勵工具Advertising廣告PersonalSelling針對個人的的銷售SalesPromotion銷售激勵PublicRelations公共關(guān)系DirectMarketing直接營銷SettingthePromotionalBudgetandMix設(shè)置激勵預(yù)預(yù)算與混合合27Manyforms:Telephonemarketing,directmail,onlinemarketing,etc.許多形式：：電話營銷銷，直接郵郵寄廣告，，在線營銷銷，等等Fourdistinctivecharacteristics:四種與眾不不同的特征征Nonpublic非公眾的Immediate直接的Customized用戶化定制制Interactive交互式的Well-suitedtohighlytargetedmarketingefforts非常適合高高目標(biāo)的營營銷努力PromotionTools激勵工具Advertising廣告PersonalSelling針對個人的的銷售SalesPromotion銷售激勵PublicRelations公共關(guān)系DirectMarketing直接營銷SettingthePromotionalBudgetandMix設(shè)置激勵預(yù)預(yù)算與混合合28PromotionMixStrategiesPushstrategy:tradepromotionsandpersonalsellingeffortspushtheproductthroughthedistributionchannels.Pullstrategy:producersuseadvertisingandconsumersalespromotionstogeneratestrongconsumerdemandforproducts.激勵混合戰(zhàn)戰(zhàn)略推動戰(zhàn)略：：貿(mào)易激勵和和個人銷售售努力推動動產(chǎn)品在分分銷渠道中中的流通拉動戰(zhàn)略：：生產(chǎn)者通過過廣告和促促銷使顧客客產(chǎn)生強烈烈的產(chǎn)品需需求SettingthePromotionalBudgetandMix設(shè)置激勵預(yù)預(yù)算與混合合29Checklist:IntegratingthePromotionMixAnalyzetrends(internalandexternal)AuditcommunicationsspendingIdentifyallpointsofcontactTeamupincommunicationsplanningMakeallcommunicationelementscompatibleCreateperformancemeasuresAppointanIMCmanager清單：使激激勵混合成成為一個整整體分析趨勢（（內(nèi)部的和和外部的））對溝通開銷銷進行識別聯(lián)系要要點協(xié)作溝通計計劃使所有的溝溝通元素協(xié)協(xié)調(diào)一致創(chuàng)造表現(xiàn)方方法任命一個整整合營銷經(jīng)經(jīng)理SettingthePromotionalBudgetandMix設(shè)置激勵預(yù)預(yù)算與混合合30SociallyResponsibleCommunication有社會責(zé)任任感的溝通通AdvertisingandSalesPromotionAvoidfalseanddeceptiveadvertisingBaitandswitchadvertisingTradepromotionscannotfavorcertaincustomersoverothersUseadvertisingtopromotesociallyresponsibleprogramsandactions廣告和促銷銷避免假的或或欺騙性的的廣告引誘和轉(zhuǎn)換換廣告貿(mào)易激勵使用廣告進進行有社會會責(zé)任感的的節(jié)目和活活動31PersonalSellingSalespeoplemustfollowtherulesof““faircompetition”Threedaycooling-offruleprotectsultimateconsumersfromhighpressuretacticsBusiness-to-businesssellingBribery,industrialespionage,andmakingfalseanddisparagingstatementsaboutacompetitorareforbidden個人銷售銷售者必須須遵循“公公平競爭””的原則三天冷卻原原則保護消消費者不受受高壓戰(zhàn)略略的影響商業(yè)對商業(yè)業(yè)銷售避免行賄、、行業(yè)間諜諜、對競爭爭者進行假假的或毀謗謗性的陳述述SociallyResponsibleCommunication有社會責(zé)任任感的溝通通32謝謝1月-2316:41:1416:4116:411月-231月-2316:4116:4116:41:141月-231月-2316:41:142023/1/616:41:149、靜夜四四無鄰，，荒居舊舊業(yè)貧。。。1月-231月-23Friday,January6,202310、雨中黃葉樹樹，燈下白頭頭人。。16:41:1516:41:1516:411/6/20234:41:15PM11、以我我獨沈沈久，，愧君君相見見頻。。。1月-2316:41:1516:41Jan-2306-Jan-2312、故人江江海別，，幾度隔隔山川。。。16:41:1516:41:1516:41Friday,January6,202313、乍見見翻疑疑夢，，相悲悲各問問年。。。1月-231月-2316:41:1516:41:15January6,202314、他鄉(xiāng)鄉(xiāng)生白白發(fā)，，舊國國見青青山。。。06一一月月20234:41:15下下午16:41:151月-2315、比不了得得就不比，，得不到的的就不要。。。。一月234:41下下午1月-2316:41January6,202316、行動出成果果，工作出財財富。。2023/1/616:41:1516:41:1506January202317、做做前前，，能能夠夠環(huán)環(huán)視視四四周周；；做做時時，，你你只只能能或或者者最最好好沿沿著著以以腳腳為為起起點點的的射射線線向向前前。。。。4:41:15下下午午4:41下下午午16:41:151月月-239、沒有有失敗敗，只只有暫暫時停停止成成功！！。1月-231月-23Friday,January6,202310、很多多事情情努力力了未未必有有結(jié)果果，但但是不不努力力卻什什么改改變也也沒有有。。。16:41:1516:41:1516:411/6/20234:41:15PM11、成成功功就就是是日日復(fù)復(fù)一一日日那那一一點點點點小小小小努努力力的的積積累累。。。。1月月-2316:41:1516:41Jan-2306-Jan-2312、世間成事，，不求其絕對