-个人珍藏-市场营销原理课件-管理学经典教材(英文版)菲利普·科特勒kotler15-exs

IntegratedMarketingCommunicationStrategyChapter1515-1Objectives•Knowthetoolsofthemarketingcommunicationsmix.•Understandtheprocessandadvantagesofintegratedmarketingcommunications.•Learnthestepsindevelopingeffectivemarketingcommunications.•Understandmethodsforsettingpromotionalbudgetsandthefactorsthataffectthedesignofthepromotionmix.15-2•UPSisa$31billioncorporategiant•UPSwantedtorepositionitselfasasupplychainsolutionsprovider•Developednewthemebasedoncustomerinput•Implemented,“WhatCanBrownDoforYou?”campaign•Realigneditssalesandmarketingorganization•Ads,websites,andsalespeopledelivermessagedailyUPSCaseStudy15-3Definition•MarketingCommunicationsMixThespecificmixofadvertising,personalselling,salespromotion,andpublicrelationsacompanyusestopursueitsadvertisingandmarketingobjectives.15-4•TheMarketingCommunicationsEnvironmentisChanging:Massmarketshavefragmented,causingmarketerstoshiftawayfrommassmarketingMediafragmentationisincreasingaswellImprovementsininformationtechnologyarefacilitatingsegmentationIntegratedMarketingCommunications15-5•TheNeedforIntegratedMarketingCommunicationsConflictingmessagesfromdifferentsourcesorpromotionalapproachescanconfusecompanyorbrandimagesTheproblemisparticularlyprevalentwhenfunctionalspecialistshandleindividualformsofmarketingcommunicationsindependentlyIntegratedMarketingCommunications15-6•TheNeedforIntegratedMarketingCommunicationsTheWebalonecannotbeusedtobuildbrands;brandawarenesspotentialislimitedBestbetistowedtraditionalbrandingeffortswiththeinteractivityandservicecapabilitiesofonlinecommunicationsWebeffortscanenhancerelationshipsIntegratedMarketingCommunications15-7•IntegratedMarketingCommunicationsTheconceptunderwhichacompanycarefullyintegratesandcoordinatesitsmanycommunicationschannelstodeliveraclear,consistent,andcompellingmessageabouttheorganizationanditsproducts.IMCimplementationoftenrequiresthehiringofaMarCommanager.IntegratedMarketingCommunications15-8•Communicationseffortsshouldbeviewedfromtheperspectiveofmanagingcustomerrelationshipsovertime.•Thecommunicationprocessbeginswithanauditofallpotentialcontacts.•Effectivecommunicationrequiresknowledgeofhowcommunicationworks.TheCommunicationProcess15-9ElementsintheCommunicationProcessTheCommunicationProcess•Sender•Message•Media•Receiver•Encoding•Decoding•Response•Feedback•Noise15-10•Step1:IdentifyingtheTargetAudienceAffectsdecisionsrelatedtowhat,how,when,andwheremessagewillbesaid,aswellaswhowillsayit•Step2:DeterminingCommunicationObjectivesSixbuyerreadinessstagesDevelopingEffectiveCommunication15-11Buyer-ReadinessStagesDevelopingEffectiveCommunication•Awareness•Knowledge•Liking•Preference•Conviction•Purchase15-12•Step3:DesigningaMessageAIDAframeworkguidesmessagedesignMessagecontentcontainsappealsorthemesdesignedtoproducedesiredresultsRationalappealsEmotionalappeals–Love,pride,joy,humor,fear,guilt,shameMoralappealsDevelopingEffectiveCommunication15-13•Step3:DesigningaMessageMessageStructure:Keydecisionsarerequiredwithrespecttothreemessagestructureissues:WhetherornottodrawaconclusionOne-sidedvs.two-sidedargumentOrderofargumentpresentationMessageFormat:Design,layout,copy,color,shape,movement,words,sounds,voice,bodylanguage,dress,etc.DevelopingEffectiveCommunication15-14•Step4:ChoosingMediaPersonalcommunicationchannelsIncludesface-to-face,phone,mail,andInternetchatcommunicationsWord-of-mouthinfluenceisoftencriticalBuzzmarketingcultivatesopinionleadersNonpersonalcommunicationchannelsIncludesmedia,atmosphere,andeventsDevelopingEffectiveCommunication15-15•Step5:SelectingtheMessageSourceHighlycrediblesourcesaremorepersuasiveApoorspokespersoncantarnishabrand•Step6:CollectingFeedbackRecognition,recall,andbehavioralmeasuresareassessedMaysuggestchangesinproduct/promotionDevelopingEffectiveCommunication15-16•SettingtheTotalPromotionalBudgetAffordabilityMethodBudgetissetatalevelthatacompanycanaffordPercentage-of-SalesMethodPastorforecastedsalesmaybeusedCompetitive-ParityMethodBudgetmatchescompetitors’outlaysSettingthePromotionalBudgetandMix15-17•SettingtheTotalPromotionalBudgetObjective-and-TaskMethodSpecificobjectivesaredefinedTasksrequiredtoachieveobjectivesaredeterminedCostsofperformingtasksareestimated,thensummedtocreatethepromotionalbudgetSettingthePromotionalBudgetandMix15-18•SettingtheOverallPromotionMixDeterminedbythenatureofeachpromotiontoolandtheselectedpromotionmixstrategySettingthePromotionalBudgetandMix15-19SettingthePromotionalBudgetandMix•Advertising•PersonalSelling•SalesPromotion•PublicRelations•DirectMarketing•Reacheslarge,geographicallydispersedaudiences,oftenwithhighfrequency•Lowcostperexposure,thoughoverallcostsarehigh•Consumersperceiveadvertisedgoodsasmorelegitimate•Dramatizescompany/brand•Buildsbrandimage;maystimulateshort-termsales•Impersonal;one-waycommunicationPromotionTools15-20SettingthePromotionalBudgetandMix•Advertising•PersonalSelling•SalesPromotion•PublicRelations•DirectMarketing•Mosteffectivetoolforbuildingbuyers’preferences,convictions,andactions•Personalinteractiona