10沟通组合策略

1Chapter10沟通组合决策IntegratedMarketingCommunicationStrategy2本章概要ChapterOverview定义营销沟通组合及其常用工具Nameanddefinethetoolsofthemarketingcommunicationmix.讨论整合沟通组合的过程和优势Discusstheprocessandadvantagesofintegratedmarketingcommunication.概述开展有效沟通的步骤Outlinethestepsindevelopingeffectivemarketingcommunications.解释制定沟通组合预算和影响促销组合设计的主要因素Explainthemethodsforsettingthepromotionbudgetandfactorsthataffectthedesignofthepromotionmix.310.1营销沟通组合或促销组合MarketingCommunicationMixorPromotionMix产品设计Product’sDesign产品价格Product’sPrice产品包装Product’sPackage销售产品的商店StoresthatSelltheProduct4整合营销沟通的必要性TheNeedforIntegratedMarketingCommunications从大众营销向目标市场营销的转化沟通渠道与促销组合的丰富不同渠道的信息来自不同的部门且可能产生冲突不同渠道的信息来自不同的部门且可能产生冲突传达一种清晰的、一致的、具有说服力的公司形象和产品信息5预售Preselling销售Selling售后Post-Consumption消费Consuming营销人员将沟通视为在预售、销售、消费和售后各阶段的客户关系管理手段MarketersViewCommunicationsastheManagementoftheCustomerRelationshipOverTimeThroughtheFollowingStages:10.2沟通的过程AViewoftheCommunicationsProcess6沟通过程中的要素ElementsintheCommunicationProcess发送者Sender编码Encoding信息Message媒体Media解码Decoding接收者Receiver干扰Noise反应Response反馈Feedback发送者的体验区域Sender’sfieldofexperience接收者的体验区域Receiver’sfieldofexperience7明确目标受众ToknowthetargetAudiences善于编码确保目标受众正确解码EncodingMessagesThatcanbedecodedright有效沟通的关键因素KeyFactorsinGoodCommunication通过恰当媒体传达信息SendMessagesThroughMedia建立反馈渠道以评估受众的反应DevelopFeedbackChannelstoAssessAudience’sResponse8Step1.明确目标受众IdentifyingtheTargetAudienceStep2.确定沟通目标DeterminingtheCommunicationObjectives购买Purchase确信Conviction偏好Preference喜欢Liking了解Knowledge认知Awareness10.3开展有效沟通的步骤StepsinDevelopingEffectiveCommunication购买准备阶段BuyerReadinessStages9Step3.设计信息DesigningaMessage信息内容MessageContent信息结构MessageStructure信息格式MessageFormatDesigningaMessageContentThepicturesandthesloganmakethiswhattypeofappeal?FormatThislayout,almostlikeayearbookorphotoalbum,reinforcesthesentimentalaspectofthisadvertisement.Clickorpressspacebartoreturn.Isthisadmakinganemotional,rational,ormoralappeal,orisitcombiningthem?Howmuchdothepersonifiedcowscontributetothisad?Istheadstructuredtolettheaudiencemakeadecision?Isthisaneffectivead?Thesamecompanyputslifelikestatuesofcows,withthisslogan,intomallfoodcourts.Whatmakesthatpracticeeffective?10.3开展有效沟通的步骤StepsinDevelopingEffectiveCommunication10Step4.选择媒体ChoosingMedia人员沟通渠道PersonalCommunicationChannelsStep5.选择信息来源SelectingtheMessageSourceStep6.收集反馈信息CollectingFeedback10.3开展有效沟通的步骤StepsinDevelopingEffectiveCommunication非人员沟通渠道NonpersonalCommunicationChannels11量力而行法Affordable根据企业的承受能力制定够用预算目标任务法Objective-and-Task根据促销目标和任务确定促销预算销售百分比法PercentageofSales以当前的或预测的销售额的一定百分比来制定促销预算竞争均势法Competitive-Parity与竞争对手的促销费用保持均衡10.4沟通组合决策SettingthePromotionmix10.4.1沟通预算的确定SettingthepromotionBudget1210.4.2设计沟通组合Settingthepromotionmix人员推销人员沟通；有利于建立和保持客户关系；花费最高的促销工具销售推广方式多样；触发快速反应；短期效果明显公共关系受信任度高；使企业或产品引人注目；运用得较少直接销售非公众性的；迅速；客户定制；互动性好广告快速送达很多人；信息可重复；非人员沟通；总费用很高各种促销工具的特性13需要考虑：产品和市场的类型、产品所处生命周期阶段推式策略促销组合的策略PromotionMixStrategies拉式策略生产企业批发商零售商消费者生产企业批发商零售商消费者14产品生命周期不同阶段各种促销方式的成本效应Time衰退期成熟期成长期导入期促销成本效应销售促进广告和公共关系人员推销15讨论题DiscussionConnections观察或调查一些大型日用消费品企业促销组合工具的运用情况，例如宝洁、可口可乐、耐克等；这些企业运用了哪些推式或拉式促销工具？Whatpullpromotionelementsdoesthecompanyuse?企业运用的这些促销工具及沟通组合要素之间有何联系？Howdotheintegratedmarketingcommunicationsandpromotionmixconceptsrelatetooneanother?这些企业的沟通组合是否进行了较好的整合？Arethecompany’scommunicationswellintegrated?