整合营销沟通

整合营销沟通15-1Objectives•Knowthetoolsofthemarketingcommunicationsmix.•Understandtheprocessandadvantagesofintegratedmarketingcommunications.•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15-2Objectives•Learnthestepsindevelopingeffectivemarketingcommunications.•Understandmethodsforsettingpromotionalbudgetsandthefactorsthataffectthedesignofthepromotionmix.•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•UPSisa$31billioncorporategiant•UPSwantedtorepositionitselfasasupplychainsolutionsprovider•Developednewthemebasedoncustomerinput•Implemented,“WhatCanBrownDoforYou?”campaign•Realigneditssalesandmarketingorganization•Ads,websites,andsalespeopledelivermessagedailyUPSCaseStudy15-4•MarketingCommunicationsMixThespecificmixofadvertising,personalselling,salespromotion,andpublicrelationsacompanyusestopursueitsadvertisingandmarketingobjectives.•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•TheMarketingCommunicationsEnvironmentisChanging:•变化的沟通环境15-6Massmarketshavefragmented,causingmarketerstoshiftawayfrommassmarketingMediafragmentationisincreasingaswellImprovementsininformationtechnologyarefacilitatingsegmentation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•TheNeedforIntegratedMarketingCommunicationsConflictingmessagesfromdifferentsourcesorpromotionalapproachescanconfusecompanyorbrandimagesTheproblemisparticularlyprevalentwhenfunctionalspecialistshandleindividualformsofmarketingcommunicationsindependently•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•TheNeedforIntegratedMarketingCommunicationsTheWebalonecannotbeusedtobuildbrands;brandawarenesspotentialislimitedBestbetistowedtraditionalbrandingeffortswiththeinteractivityandservicecapabilitiesofonlinecommunicationsWebeffortscanenhancerelationships•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网络可以加强联系15-9IntegratedMarketingCommunications整合营销沟通Theconceptunderwhichacompanycarefullyintegratesandcoordinatesitsmanycommunicationschannelstodeliveraclear,consistent,andcompellingmessageabouttheorganizationanditsproducts.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15-10IntegratedMarketingCommunications整合营销沟通IMCimplementationoftenrequiresthehiringofaMarCommanager.IMC的完成经常需要雇佣一个Marcom经理15-11TheCommunicationProcess沟通过程•Communicationseffortsshouldbeviewedfromtheperspectiveofmanagingcustomerrelationshipsovertime.•Thecommunicationprocessbeginswithanauditofallpotentialcontacts.•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15-12TheCommunicationProcess沟通过程•Effectivecommunicationrequiresknowledgeofhowcommunicationworks.•有效沟通需要了解沟通是怎样进行的15-13ElementsinthecommunicationProcess沟通过程的要素TheCommunicationProcess•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15-14DevelopingEffectivecommunication发展有效沟通•Step1:IdentifyingtheTargetAudienceAffectsdecisionsrelatedtowhat,how,when,andwheremessagewillbesaid,aswellaswhowillsayit•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15-15DevelopingEffectivecommunication发展有效沟通•Step2:DeterminingCommunicationObjectivesSixbuyerreadinessstages•第二步：决定沟通目标六个购买者的准备就绪阶段15-16Buyer-ReadinessStagesDevelopingEffectiveCommunication•Awareness知道•Knowledge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•Step3:DesigningaMessageAIDAframeworkguidesmessagedesignMessagecontentcontainsappealsorthemesdesignedtoproducedesiredresultsRationalappealsEmotionalappealsLove,pride,joy,humor,fear,guilt,shameMoralappeals•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DevelopingEffectivecommunication发展有效沟通15-18•Step3:DesigningaMessageMessageStructure:Keydecisionsarerequiredwithrespecttothreemessagestructureissues:WhetherornottodrawaconclusionOne-sidedvs.two-sidedargumentOrderofargumentpresentationMessageFormat:Design,layout,copy,color,shape,movement,words,sounds,voice,bodylanguage,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DevelopingEffectivecommunication发展有效沟通15-19•Step4:ChoosingMediaPersonalcommunicationchannelsIncludesface-to-face,phone,mail,andInternetchatcommunicationsWord-of-mouthinfluenceisoftencriticalBuzzmarketingcultivatesopinionleadersNonpersonalcommunicationchannelsIncludesmedia,atmosphere,andevents•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DevelopingEffectivecommunication发展有效沟通15-20•Step5:SelectingtheMessageSourceHighlycrediblesourcesaremorepersuasiveApoorspokespersoncantarnishabrand•Step6:CollectingFeedbackRecognition,recall,andbehavioralmeasuresareassessedMaysuggestchangesinproduct/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DevelopingEffectivecommunication发展有效沟通15-21SettingthePromotionalBudgetandMix设置激励预算与混合•SettingtheTotalPromotionalBudgetAffordabilityMethodBudgetissetatalevelthatacompanycanaffordPercentage-of-SalesMethodPastorforecastedsalesmaybeusedCompetitive-ParityMethodBudgetmatchescompetitors’outlays•