1、Integrated Marketing Communication Strategy,整合营销沟通,15 - 1,Objectives,Know the tools of the marketing communications mix. Understand the process and advantages of integrated marketing communications.,举出并定义营销沟通组合的工具 讨论整合营销沟通的过程与优点,15 - 2,Objectives,Learn the steps in developing effective marketing com
2、munications. Understand methods for setting promotional budgets and the factors that affect the design of the promotion mix.,列出开展有效营销沟通的步骤解释制定促销预算的方法，以及影响促销组合设计的因素,15 - 3,UPS is a $31 billion corporate giant UPS wanted to reposition itself as a supply chain solutions provider Developed new theme bas
3、ed on customer input,Implemented, “What Can Brown Do for You?” campaign Realigned its sales and marketing organization Ads, web sites, and salespeople deliver message daily,UPS,Case Study,15 - 4,Marketing Communications Mix The specific mix of advertising, personal selling, sales promotion, and publ
4、ic relations a company uses to pursue its advertising and marketing objectives.,营销沟通组合 将广告、人员推销、销售推广、公共关系和直销工具组合在一起，用来达成公司的广告和营销目标。,15 - 5,The Marketing Communications Environment is Changing:,变化的沟通环境,15 - 6,Mass markets have fragmented, causing marketers to shift away from mass marketingMedia fragm
5、entation is increasing as well Improvements in information technology are facilitating segmentation,由于大众市场变得支离破碎，营销人员逐渐放弃了大众营销。媒体的分离也在加速 信息技术的迅猛发展加速了细分市场营销的过程。,15 - 7,The Need for Integrated Marketing Communications Conflicting messages from different sources or promotional approaches can confuse co
6、mpany or brand images The problem is particularly prevalent when functional specialists handle individual forms of marketing communications independently,对整合营销沟通的需求 从不同渠道和促销方法所传达的信息的冲突可以使公司或品牌形象变得混乱 当专业人员独立地解决个人营销沟通问题时这一现象尤为普遍,15 - 8,The Need for Integrated Marketing Communications The Web alone can
7、not be used to build brands; brand awareness potential is limited Best bet is to wed traditional branding efforts with the interactivity and service capabilities of online communications Web efforts can enhance relationships,对整合营销沟通的需求 仅仅使用网站是不能建立品牌的，品牌潜在知名度是有限的 最好的办法是把传统的品牌建设方法与互动和在线沟通的服务能力结合起来 网络可
8、以加强联系,15 - 9,Integrated Marketing Communications 整合营销沟通,The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.,公司谨慎地组合和搭配其众多的沟通渠道以传递一个关于其组织和产品的清晰、一致、吸引人的信息
9、,15 - 10,Integrated Marketing Communications 整合营销沟通,IMC implementation often requires the hiring of a MarCom manager.,IMC的完成经常需要雇佣一个Marcom经理,15 - 11,The Communication Process 沟通过程,Communications efforts should be viewed from the perspective of managing customer relationships over time. The communica
10、tion process begins with an audit of all potential contacts.,沟通的成就应该随着时间的流逝通过顾客关系管理的状况而被观察到 沟通过程的开始是对所有潜在联系进行审计,15 - 12,The Communication Process 沟通过程,Effective communication requires knowledge of how communication works.,有效沟通需要了解沟通是怎样进行的,15 - 13,Elements in the communication Process 沟通过程的要素,The Com
11、munication Process,Sender 发送人 Message 信息 Media 媒体 Receiver 接受者,Encoding 译码 Decoding 解码 Response 反应 Feedback 反馈,Noise 噪音,沟通过程,15 - 14,Developing Effective communication 发展有效沟通,Step 1: Identifying the Target Audience Affects decisions related to what, how, when, and where message will be said, as well
12、 as who will say it,第一步：识别目标听众 影响相关决策，包括说什么样的信息、怎样说、什么时候说、在什么地方说，以及由谁来说,15 - 15,Developing Effective communication 发展有效沟通,Step 2: Determining Communication Objectives Six buyer readiness stages,第二步：决定沟通目标 六个购买者的准备就绪阶段,15 - 16,Buyer-Readiness Stages,Developing Effective Communication,Awareness 知道 Kno
13、wledge 知识 Liking 爱好,Preference 偏爱 Conviction 确信 Purchase 购买,发展有效沟通,六个购买者的准备就绪阶段,15 - 17,Step 3: Designing a Message AIDA framework guides message design Message content contains appeals or themes designed to produce desired resultsRational appeals Emotional appeals Love, pride, joy, humor, fear, gui
14、lt, shameMoral appeals,第三步：设计一个信息 AIDA构架指导信息设计 信息内容包含用来产生渴望结果的呼吁或主题 合理的呼吁 情感的呼吁 爱心，自豪，高兴，幽默，担心，内疚，羞愧 精神的呼吁,Developing Effective communication 发展有效沟通,15 - 18,Step 3: Designing a Message Message Structure: Key decisions are required with respect to three message structure issues:Whether or not to draw
15、 a conclusionOne-sided vs. two-sided argumentOrder of argument presentation Message Format: Design, layout, copy, color, shape, movement, words, sounds, voice, body language, dress, etc.,第三步：设计一个信息 信息结构：关键的决策被要求尊重三个信息结构问题 是否得出结论 一方面论点对两方面论点 辩论陈述顺序 信息结构：设计，编排，复本，颜色，形状，动作，字句，声音，嗓音，肢体语言，服装，等等,Developin
16、g Effective communication 发展有效沟通,15 - 19,Step 4: Choosing Media Personal communication channelsIncludes face-to-face, phone, mail, and Internet chat communicationsWord-of-mouth influence is often criticalBuzz marketing cultivates opinion leaders Nonpersonal communication channelsIncludes media, atmo
17、sphere, and events,第四步：选择媒体 个人沟通渠道 包括面对面、电话、信件和互联网聊天的交流口头表达的影响经常是非常重要的 这种营销可以培养观念领导者 非个人的沟通渠道 包括媒体，大气氛和事件,Developing Effective communication 发展有效沟通,15 - 20,Step 5: Selecting the Message Source Highly credible sources are more persuasive A poor spokesperson can tarnish a brand Step 6: Collecting Feed
18、back Recognition, recall, and behavioral measures are assessed May suggest changes in product/promotion,第五步：选择信息源高度可靠的来源更有说服力 一个乏味的代言人会使一个品牌失去光泽 第六步：收集反馈 识别，召回以及行为方法都是可评估的 可以产生对产品或激励进行改革的建议,Developing Effective communication 发展有效沟通,15 - 21,Setting the Promotional Budget and Mix 设置激励预算与混合,Setting the
19、 Total Promotional Budget Affordability MethodBudget is set at a level that a company can afford Percentage-of-Sales MethodPast or forecasted sales may be used Competitive-Parity Method Budget matches competitors outlays,设置总的激励预算 支付能力方法 预算应在公司能支付得起的标准上来制定 销售百分比方法 利用过去的或预测的销售额 竞争等同方法 预算与竞争者的费用匹配,15 -
20、 22,Setting the Total Promotional Budget Objective-and-Task Method Specific objectives are defined Tasks required to achieve objectives are determined Costs of performing tasks are estimated, then summed to create the promotional budget,设置总的激励预算 目标与任务方法 制定详细具体的目标制定要求达到目标的工任务 估计履行任务的成本，然后总计，产生激励预算,Se
21、tting the Promotional Budget and Mix 设置激励预算与混合,15 - 23,Setting the Overall Promotion Mix Determined by the nature of each promotion tool and the selected promotion mix strategy,设置全面激励组合 由每一种激励工具的本质和被选择的激励混合战略的种类所决定,Setting the Promotional Budget and Mix 设置激励预算与混合,15 - 24,Advertising 广告 Personal Sell
22、ing 针对个人的销售 Sales Promotion 销售激励 Public Relations 公共关系 Direct Marketing 直接营销,Reaches large, geographically dispersed audiences, often with high frequency能够大大地延伸到分散在不同地理位置的听众，而且通常是高频率的 Low cost per exposure, though overall costs are high 尽管总成本高，但单一方位成本低 Consumers perceive advertised goods as more leg
23、itimate 消费者感觉被广告的商品是合法的 Dramatizes company/brand 戏剧性地表现公司或品牌 Builds brand image; may stimulate short-term sales 建立品牌形象；刺激短期销售 Impersonal; one-way communication非个人的；单一路线沟通,Promotion Tools 激励工具,Setting the Promotional Budget and Mix 设置激励预算与混合,15 - 25,Most effective tool for building buyers preferences
24、, convictions, and actions多数有效工具是为了建立购买者的参数选择，深信和行动 Personal interaction allows for feedback and adjustments 各人交互允许反馈和调整 Relationship-oriented 导向的关系 Buyers are more attentive 购买者更关注 Sales force represents a long-term commitment 销售力量代表一个长期的允诺 Most expensive of the promotional tools最昂贵的激励工具,Promotion
25、Tools 激励工具,Advertising 广告 Personal Selling 针对个人的销售 Sales Promotion 销售激励 Public Relations 公共关系 Direct Marketing 直接营销,Setting the Promotional Budget and Mix 设置激励预算与混合,15 - 26,May be targeted at the trade or ultimate consumer 被定位在贸易或最终消费者上 Makes use of a variety of formats:premiums, coupons, contests,
26、etc.利用各种形式：奖赏，优惠券，竞赛 Attracts attention, offers strong purchase incentives, dramatizes offers, boosts sagging sales 引起注意，提供强烈的购买动机，戏剧性地出价，推进下垂的销售 Stimulates quick response 刺激快速反应 Short-lived 短的生命 Not effective at building long-term brand preferences 对建立长期的参数选择无效,Promotion Tools 激励工具,Advertising 广告 P
27、ersonal Selling 针对个人的销售 Sales Promotion 销售激励 Public Relations 公共关系 Direct Marketing 直接营销,Setting the Promotional Budget and Mix 设置激励预算与混合,15 - 27,Highly credible 高度可信 Many forms: news stories, news features, events and sponsorships, etc许多形式：新内容，新特征、事件和赞助者地位，等等 Reaches many prospects missed via other
28、 forms of promotion取得许多其它激励形式达不到的期望效果 Dramatizes company or benefits戏剧性地表现公司或利益 Often the most underused element in the promotional mix通常是激励混合中最未充分利用地元素,Promotion Tools 激励工具,Advertising 广告 Personal Selling 针对个人的销售 Sales Promotion 销售激励 Public Relations 公共关系 Direct Marketing 直接营销,Setting the Promotion
29、al Budget and Mix 设置激励预算与混合,15 - 28,Many forms: Telephone marketing, direct mail, online marketing, etc.许多形式：电话营销，直接邮寄广告，在线营销，等等 Four distinctive characteristics: 四种与众不同的特征 Nonpublic 非公众的 Immediate 直接的 Customized 用户化定制 Interactive 交互式的 Well-suited to highly targeted marketing efforts非常适合高目标的营销努力,Pro
30、motion Tools 激励工具,Advertising 广告 Personal Selling 针对个人的销售 Sales Promotion 销售激励 Public Relations 公共关系 Direct Marketing 直接营销,Setting the Promotional Budget and Mix 设置激励预算与混合,15 - 29,Promotion Mix Strategies Push strategy: trade promotions and personal selling efforts push the product through the distr
31、ibution channels. Pull strategy: producers use advertising and consumer sales promotions to generate strong consumer demand for products.,激励混合战略 推动战略：贸易激励和个人销售努力推动产品在分销渠道中的流通 拉动战略：生产者通过广告和促销使顾客产生强烈的产品需求,Setting the Promotional Budget and Mix 设置激励预算与混合,15 - 30,Checklist: Integrating the Promotion Mix
32、 Analyze trends (internal and external) Audit communications spending Identify all points of contact Team up in communications planning Make all communication elements compatible Create performance measures Appoint an IMC manager,清单：使激励混合成为一个整体 分析趋势（内部的和外部的） 对沟通开销进行 识别联系要点 协作沟通计划 使所有的沟通元素协调一致 创造表现方法
33、 任命一个整合营销经理,Setting the Promotional Budget and Mix 设置激励预算与混合,15 - 31,Socially Responsible Communication 有社会责任感的沟通,Advertising and Sales Promotion Avoid false and deceptive advertisingBait and switch advertising Trade promotions can not favor certain customers over others Use advertising to promote s
34、ocially responsible programs and actions,广告和促销 避免假的或欺骗性的广告 引诱和转换广告 贸易激励 使用广告进行有社会责任感的节目和活动,15 - 32,Personal Selling Salespeople must follow the rules of “fair competition” Three day cooling-off rule protects ultimate consumers from high pressure tactics Business-to-business sellingBribery, industrial espionage, and making false and disparaging statements about a competitor are forbidden,个人销售 销售者必须遵循“公平竞争”的原则 三天冷却原则保护消费者不受高压战略的影响 商业对商业销售 避免行贿、行业间谍、对竞争者进行假的或毁谤性的陈述,Socially Responsible Communication 有社会责任感的沟通,
