市场营销学英文ppt课件：ch17 Designing and Integrating Marketing

17Designing and Integrating Marketing Communications117DesigningandIntegratingMChapter QuestionsWhatistheroleofmarketingcommunications?Howdomarketingcommunicationswork?Whatarethemajorstepsindevelopingeffectivecommunications?Whatisthecommunicationsmixandhowshoulditbeset?Whatisanintegratedmarketingcommunicationsprogram?Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall17-2ChapterQuestionsWhatistherCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall17-3Marketing CommunicationsCopyright2011PearsonEducaCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall17-4Modes of Marketing CommunicationsAdvertisingSalespromotionEventsandexperiencesPublicrelationsandpublicityDirectmarketingInteractivemarketingWord-of-mouthmarketingPersonalsellingCopyright2011PearsonEducaTable 17.1 Communication PlatformsAdvertisingPrintandbroadcastadsPackaginginsertsMotionpicturesBrochuresandbookletsPostersBillboardsPOPdisplaysLogosVideotapesSalesPromotionContests,games,sweepstakesPremiumsSamplingTradeshows,exhibitsCouponsRebatesEntertainmentContinuityprogramsCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall17-5Table17.1CommunicationPlatTable 17.1 Communication PlatformsEvents/ExperiencesSportsEntertainmentFestivalsArtCausesFactorytoursCompanymuseumsStreetactivitiesPublicRelationsPresskitsSpeechesSeminarsAnnualreportsCharitabledonationsPublicationsCommunityrelationsLobbyingIdentitymediaCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall17-6Table17.1CommunicationPlatfTable 17.1 Communication PlatformsPersonalSellingSalespresentationsSalesmeetingsIncentiveprogramsSamplesFairsandtradeshowsDirectMarketingCatalogsMailingsTelemarketingElectronicshoppingTVshoppingFaxmailE-mailVoicemailWebsitesCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall17-7Table17.1CommunicationPlatfFigure 17.1 Elements in the Communications ProcessCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall17-8Figure17.1ElementsintheCoFigure 17.2 Micromodels of CommunicationsCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall17-9Figure17.2MicromodelsofComCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall17-10An Ideal Ad CampaignTherightconsumerisexposedtothemessageattherighttimeandplaceTheadcausesconsumertopayattentionTheadreflectsconsumerslevelofunderstandingandbehaviorswithproductTheadcorrectlypositionsbrandintermsofpoints-of-differenceandpoints-of-parityTheadmotivatesconsumertoconsiderpurchaseofthebrandTheadcreatesstrongbrandassociationsCopyright2011PearsonEducaCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall17-11Steps in Developing Effective CommunicationsIdentifytargetaudienceDetermineobjectivesDesigncommunicationsSelectchannelsEstablishbudgetDecideonmediamixMeasureresults/manageIMCCopyright2011PearsonEducaCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall17-12Communications ObjectivesCategoryneedBrandawarenessBrandattitudePurchaseintentionCopyright2011PearsonEducaCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall17-13Designing the CommunicationsMessagestrategyCreativestrategyMessagesourceCopyright2011PearsonEducaMessage StrategyCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall17-14MessageStrategyCopyright20Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall17-15Creative StrategyInformationalandtransformationalappealsCopyright2011PearsonEducaPositive and Negative AppealsCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall17-16PositiveandNegativeAppealsCCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall17-17Message SourceCopyright2011PearsonEducaCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall17-18Select Communication ChannelsPersonalNonpersonalCopyright2011PearsonEducaCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall17-19Establish the BudgetAffordablePercentage-of-salesCompetitiveparityObjective-and-taskCopyright2011PearsonEducaCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall17-20Objective-and-Task MethodEstablishthemarketsharegoal.Determinethepercentagethatshouldbereached.Determinethepercentageofawareprospectsthatshouldbepersuadedtotrythebrand.Determinethenumberofadvertisingimpressionsper1%trialrate.Determinethenumberofgrossratingpointsthatwouldhavetobepurchased.DeterminethenecessaryadvertisingbudgetonthebasisoftheaveragecostofbuyingaGRP.Copyright2011PearsonEducaCharacteristics of the MixAdvertisingPervasivenessAmplifiedexpressivenessImpersonalitySalesPromotionCommunicationIncentiveInvitationCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall17-21CharacteristicsoftheMixAdvCharacteristics of the MixPublicRelationsandPublicityHighcredibilityAbilitytocatchbuyersoffguardDramatizationEventsandExperiencesRelevantInvolvingImplicitCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall17-22CharacteristicsoftheMixPubCharacteristics of the MixDirectMarketingCustomizedUp-to-dateInteractiveWordofMouthMarketingCrediblePersonalTimelyPersonalSellingPersonalinteractionCultivationResponseCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall17-23CharacteristicsoftheMixDirCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall17-24Factors in Setting Communications MixTypeofproductmarketBuyerreadinessstageProductlifecyclestageCopyright2011PearsonEducaFigure 17.4 Cost-Effectiveness of Different Communication Tools Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall17-25Figure17.4Cost-EffectivenessFigure 17.5 Current Consumer States for Two BrandsCopyright2011PearsonEducation,Inc.PublishingasPrenticeHall17-26Figure17.5CurrentConsumerSFor ReviewWhatistheroleofmarketingcommunications?Howdomarketingcommunicationswork?Whatarethemajorstepsindevelopingeffectivecommunications?Whatisthecommunicationsmixandhowshoulditbeset?Whatisanintegratedmarketingcommunicationsprogram?Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall17-27ForReviewWhatistheroleof