广告与IMC原理第三讲

ForuseonlywithDuncantexts.©2005McGraw-HillCompanies,Inc.McGraw-Hill/IrwinIMCFunctions1.Salespromotion2.Packaging3.Personalselling4.Publicrelations5.Directmarketing6.Event&sponsorship7.CustomerservicesOutlineSalesPromotionSalespromotion:AnMCfunctionthatoffersatangibleadded-valuedesignedtomotivateandacceleratearesponse•Primarygoal:motivateconsumerbehavior—nowExtendtheUseofaBrandCounterCompetitiveOffersBuildCustomerDatabasesIncreaseTrialandRepurchaseIncreaseFrequencyAnd/orQuantityofPurchasesCross-sellIncreaseLevelofCustomerRetentionReinforceBrandImage/StrengthenBrandRelationshipsExtendtheUseofaBrandCross-sellIncreaseLevelofCustomerRetentionBuildCustomerDatabasesCounterCompetitiveOffersIncreaseFrequencyAnd/orQuantityofPurchasesIncreaseTrialandRepurchaseSalesPromotionObjectivesObjectivesCouponsPremiumsSpecialtiesPriceReductionsSamplingRebatesSweepstakes,Contests,andGamesSamplingRebatesPriceReductionsCouponsSpecialtiesPremiumsConsumerPromotionToolsToolsConsumerPromotionStrategiesPartnershipStrategiesCrosspromotion:•Twoormoreproductsarepromotedtogether,suchascheeseandcrackers•Brandsteamuptoboosttheirimagepower•TheyalsoshareincostsConsumerPromotionStrategiesLoyaltyStrategiesLoyaltymarketing:•Usingpromotionsspecificallydesignedforcustomerretention•Example:punchcardofferingafreecoffee(“buy10andgetthe11thonefree”)Vs.Strengths•Goodatgeneratingtrial•Drivesrepurchaseandincreasedpurchasefrequency•StrengthenscustomerrelationshipsStrengths•Goodatgeneratingtrial•Drivesrepurchaseandincreasedpurchasefrequency•StrengthenscustomerrelationshipsWhatAreConsumerSalesPromotionsDesignedToAccomplish?Limitations•Canbecopiedbycompetitors•Mostpromotionsarenotprofitable•OverusecanleadtolowerbrandloyaltyandprofitsSamplingtheProductStimulateConsumerDemandSpecialOffersResearchConsumerNeedsShelf-managementDiagramProfitProjectionsSlottingAllowancesShelf-managementDiagramProfitProjectionsResearchConsumerNeedsSamplingtheProductSpecialOffersStimulateConsumerDemandSellingNewProductsSellingControlInventoryLevelsRespondtoCompetitiveProgramsIncreaseDistributionBalanceDemandPromotionalSupportbyChannelMembersRespondtoCompetitiveProgramsControlInventoryLevelsBalanceDemandIncreaseDistributionTradePromotionObjectivesObjectivesDealerContestsDealerLoaderVolumeDiscountsAllowancesSalesTrainingPointofPurchase(PoP)SalesTrainingDealerLoaderDealerContestsAllowancesVolumeDiscountsTradePromotionToolsToolsPackaging•Oftenthe“lastadseen”forabrand•Criticalforpackagedgoods•HeavilypromotedproductsthatareusuallysoldthroughfoodanddrugstoresinsmallpackagesandcarryalowunitpriceVs.Strengths•Protectstheproduct•Freemediabefore,duringandafterpurchase•AddvalueandconvenienceStrengths•Protectstheproduct•Freemediabefore,during,andafterpurchase•AddsvalueandconvenienceWhatRoleDoesPackagingPlay?Limitations•Canbecopiedbycompetitors•CancontributetowasteexplosionHowDoesPersonalSellingWork?Personalselling:Person-to-personinteractivecommunicationusedtoultimatelypersuadeacurrent/prospectivecustomertobuysomethingTheOldestMarketingCommunicationFunctionSolution(enterprise)Selling•HelpingcustomerssolveproblemsortakeadvantageofopportunitiesSolution(enterprise)Selling•HelpingcustomerssolveproblemsortakeadvantageofopportunitiesPersonalSellingStrategiesPartnering•Workingwithprospectsandcustomersasbusinesspartners4StepsintheSellingProcessStep1:Generatingandqualifyingleads:•Leadsmaycomefromdirect-responseadsorfrompublicityaboutthebrand•Caninclude“bingocards”•Leadsmayalsocomefromreferrals•Canincludesatisfiedcustomersandemployees4StepsintheSellingProcessStep2:Makingthesalescall:•Canoccurinthefollowingways•Duringavisittoaprospect’shomeoroffice•DuringgroupmeetingslikeAvonMarkparties•Byinsidesalespeople•Usedtocallonaccountswhoseaveragesizeordersarenotlargeenoughtocost-justifyanin-personsalescall•Typicallyemployssalesliterature4StepsintheSellingProcessStep3:Handlingobjections:•Handlingobjectionsiskeytoclosingthedeal•Someexamplesto“Ican’taffordtobuynow”:•Offermorefavorablecreditterms•Pointouthowthebrandcanreducecosts—andpayforitself4StepsintheSellingProcessStep4:Closingandfollowingupthesale:•Onceobjectionshavebeensuccessfullyaddressed…•…thenextstepistoclosethesale•determiningthetermsofthetransactionandgettingtheprospectsagreementtothoseterms•Butdon’tforgettofollowupVs.Strengths•Customizedtwo-waycommunication•Verymeasurable•VeryflexibleaboutpricingandcustomerneedsStrengths•Customizedtwo-waycommunication•Verymeasurable•VeryflexibleaboutpricingandcustomerneedsHowDoesitRelatetoAnIMCProgram?Limitations•Highcost•Imageofbeinghigh-pressureWhatisPublicRelations?Publicrelations(PR):AcommunicationfunctionusedtopromotemutualunderstandingbetweenanorganizationanditsvariousstakeholdergroupsCoordinateRelationshipsWithStakeholdersCollectandAnalyzeStakeholderAttitudesServeAstheOfficialChannelofInformationKeepthePublicAwareofOrganization’sActivitiesPlanandAdministerInformationProgramsCoordinatetheProgramsWithOtherMCFunctionsPlanandAdministerInformationProgramsCollectandAnalyzeStakeholderAttitudesCoordinateRelationshipsWithStake