整合式行销传播课件

Copyright 2007 by The McGraw-Hill Companies,Inc.All Rights Reserved.Slide 15-1 The McGraw-Hill Companies,Inc.,200815-1研讀本章後，你應該能夠：研讀本章後，你應該能夠：1.探討整合式行銷傳播和傳播過程。探討整合式行銷傳播和傳播過程。2.描述促銷組合和各組合要素的獨特性。描述促銷組合和各組合要素的獨特性。3.在產品生命週期的各階段裡選擇適當的在產品生命週期的各階段裡選擇適當的促銷方法促銷方法。Copyright 2007 by The McGraw-Hill Companies,Inc.All Rights Reserved.Slide 15-2 The McGraw-Hill Companies,Inc.,200815-2研讀本章後，你應該能夠：研讀本章後，你應該能夠：4.探討推式和拉式策略的特性。探討推式和拉式策略的特性。5.描述促銷決策過程的要素。描述促銷決策過程的要素。6.闡釋直效行銷對消費者和銷售者的價值。闡釋直效行銷對消費者和銷售者的價值。Copyright 2007 by The McGraw-Hill Companies,Inc.All Rights Reserved.Slide 15-3 The McGraw-Hill Companies,Inc.,200815-3哪些人正要去迪士尼世界？哪些人正要去迪士尼世界？Copyright 2007 by The McGraw-Hill Companies,Inc.All Rights Reserved.Slide 15-4 The McGraw-Hill Companies,Inc.,200815-4傳播過程傳播過程促銷組合促銷組合整合式行銷傳播（整合式行銷傳播（IMC）傳播傳播 來源來源 訊息訊息 傳播通路傳播通路 接受者接受者Copyright 2007 by The McGraw-Hill Companies,Inc.All Rights Reserved.Slide 15-5 The McGraw-Hill Companies,Inc.,200815-5圖圖15-1 傳播過程傳播過程Copyright 2007 by The McGraw-Hill Companies,Inc.All Rights Reserved.Slide 15-6 The McGraw-Hill Companies,Inc.,200815-6傳播過程傳播過程編碼和解碼編碼和解碼 編碼編碼 解碼解碼 經驗範疇經驗範疇Copyright 2007 by The McGraw-Hill Companies,Inc.All Rights Reserved.Slide 15-7 The McGraw-Hill Companies,Inc.,200815-7悍馬（悍馬（Hummer）H3車款車款 其傳遞信息是什麼？而其來源又是誰？其傳遞信息是什麼？而其來源又是誰？Copyright 2007 by The McGraw-Hill Companies,Inc.All Rights Reserved.Slide 15-8 The McGraw-Hill Companies,Inc.,200815-8傳播過程傳播過程回饋回饋 反應反應 回饋回饋干擾干擾 事前測試事前測試 回饋路線回饋路線Copyright 2007 by The McGraw-Hill Companies,Inc.All Rights Reserved.Slide 15-9 The McGraw-Hill Companies,Inc.,200815-9促銷要素促銷要素大眾銷售大眾銷售客製化的互動客製化的互動Copyright 2007 by The McGraw-Hill Companies,Inc.All Rights Reserved.Slide 15-10 The McGraw-Hill Companies,Inc.,200815-10圖圖15-2 促銷組合促銷組合Copyright 2007 by The McGraw-Hill Companies,Inc.All Rights Reserved.Slide 15-11 The McGraw-Hill Companies,Inc.,200815-11促銷要素促銷要素廣告廣告 付費條件付費條件 非人員成分非人員成分 浪費版面（浪費版面（wasted coverage）人員銷售人員銷售Copyright 2007 by The McGraw-Hill Companies,Inc.All Rights Reserved.Slide 15-12 The McGraw-Hill Companies,Inc.,200815-12上選（上選（Best Buy）公司）公司 它採用什麼廣告？為何要採用這種廣告？它採用什麼廣告？為何要採用這種廣告？Copyright 2007 by The McGraw-Hill Companies,Inc.All Rights Reserved.Slide 15-13 The McGraw-Hill Companies,Inc.,200815-13促銷要素促銷要素公共關係公共關係 公共關係公共關係 公共報導公共報導銷售推廣銷售推廣直效行銷直效行銷Copyright 2007 by The McGraw-Hill Companies,Inc.All Rights Reserved.Slide 15-14 The McGraw-Hill Companies,Inc.,200815-14Arthur Frommer出版的出版的旅遊指南旅遊指南何謂公共關係和公共報導何謂公共關係和公共報導？為什麼要利用它們？為什麼要利用它們？Copyright 2007 by The McGraw-Hill Companies,Inc.All Rights Reserved.Slide 15-15 The McGraw-Hill Companies,Inc.,200815-15整合式行銷傳播整合式行銷傳播擬定促銷組合擬定促銷組合目標視聽眾目標視聽眾Copyright 2007 by The McGraw-Hill Companies,Inc.All Rights Reserved.Slide 15-16 The McGraw-Hill Companies,Inc.,200815-16圖圖15-A 影響促銷工具使用的因素影響促銷工具使用的因素Copyright 2007 by The McGraw-Hill Companies,Inc.All Rights Reserved.Slide 15-17 The McGraw-Hill Companies,Inc.,200815-17Fence 雜誌雜誌 誰是其目標視聽眾？誰是其目標視聽眾？Copyright 2007 by The McGraw-Hill Companies,Inc.All Rights Reserved.Slide 15-18 The McGraw-Hill Companies,Inc.,200815-18產品生命週期產品生命週期 上市階段上市階段 成長階段成長階段 成熟階段成熟階段 衰退階段衰退階段整合式行銷傳播整合式行銷傳播擬定促銷組合擬定促銷組合Copyright 2007 by The McGraw-Hill Companies,Inc.All Rights Reserved.Slide 15-19 The McGraw-Hill Companies,Inc.,200815-19圖圖15-3 普瑞納康多樂各階段產品生命週期的促銷普瑞納康多樂各階段產品生命週期的促銷工具工具Copyright 2007 by The McGraw-Hill Companies,Inc.All Rights Reserved.Slide 15-20 The McGraw-Hill Companies,Inc.,200815-20普瑞納康多樂狗食普瑞納康多樂狗食 其產品生命週期正處於什麼階段其產品生命週期正處於什麼階段？而其促銷組合如何改變？而其促銷組合如何改變？Copyright 2007 by The McGraw-Hill Companies,Inc.All Rights Reserved.Slide 15-21 The McGraw-Hill Companies,Inc.,200815-21通路策略通路策略 推式策略推式策略 拉式策略拉式策略 直接面對消費者直接面對消費者整合式行銷傳播整合式行銷傳播擬定促銷組合擬定促銷組合Copyright 2007 by The McGraw-Hill Companies,Inc.All Rights Reserved.Slide 15-22 The McGraw-Hill Companies,Inc.,200815-22圖圖15-4 拉式與推式促銷策略的比較拉式與推式促銷策略的比較 Copyright 2007 by The McGraw-Hill Companies,Inc.All Rights Reserved.Slide 15-23 The McGraw-Hill Companies,Inc.,200815-23Crestor向你的醫生請教是否低價就好廣告向你的醫生請教是否低價就好廣告 採用什麼通路策略？採用什麼通路策略？Copyright 2007 by The McGraw-Hill Companies,Inc.All Rights Reserved.Slide 15-24 The McGraw-Hill Companies,Inc.,200815-24擬定一套整合式行銷傳播方案擬定一套整合式行銷傳播方案確認目標視聽眾確認目標視聽眾 層次效應層次效應 知覺知覺 興趣興趣詳述促銷目標詳述促銷目標 評估評估 接納接納 試用試用Copyright 2007 by The McGraw-Hill Companies,Inc.All Rights Reserved.Slide 15-25 The McGraw-Hill Companies,Inc.,200815-25圖圖15-5 促銷決策過程促銷決策過程Copyright 2007 by The McGraw-Hill Companies,Inc.All Rights Reserved.Slide 15-26 The McGraw-Hill Companies,Inc.,200815-26擬定一套整合式行銷傳播方案擬定一套整合式行銷傳播方案設定促銷預算設定促銷預算 銷售百分比法銷售百分比法 負擔能力法負擔能力法 目標任務法目標任務法 競爭對等法競爭對等法Copyright 2007 by The McGraw-Hill Companies,Inc.All Rights Reserved.Slide 15-27 The McGraw-Hill Companies,Inc.,200815-27擬定一套整合式行銷傳播方案擬定一套整合式行銷傳播方案選擇正確的促銷工具選擇正確的促銷工具促銷設計促銷設計促銷排程促銷排程Copyright 2007 by The McGraw-Hill Companies,Inc.All Rights Reserved.Slide 15-28 The McGraw-Hill Companies,Inc.,200815-28希爾頓是美國奧林匹克國家代表隊的贊助者希爾頓是美國奧林匹克國家代表隊的贊助者 如何選擇正確的促銷工具？如何選擇正確的促銷工具？希爾頓美國奧林匹克Copyright 2007 by The McGraw-Hill Companies,Inc.All Rights Reserved.Slide 15-29 The McGraw-Hill Companies,Inc.,200815-29魔戒魔戒（Lord of the Rings）DVD 如何安排促銷時程表？如何安排促銷時程表？Copyright 2007 by The McGraw-Hill Companies,Inc.All Rights Reserved.Slide 15-30 The McGraw-Hill Companies,Inc.,200815-30菲多利的菲多利的Go-Snacks方案方案你如何評估一套整合式行銷方案？你如何評估一套整合式行銷方案？Copyright 2007 by The McGraw-Hill Companies,Inc.All Rights Reserved.Slide 15-31 The McGraw-Hill Companies,Inc.,200815-31執行與評估促銷方案執行與評估促銷方案昂貴與費時昂貴與費時建立一套程序方便於設計和使用建立一套程序方便於設計和使用進行事前測試和事後測試進行事前測試和事後測試Copyright 2007 by The McGraw-Hill Companies,Inc.All Rights Reserved.Slide 15-32 The McGraw-Hill Companies,Inc.,200815-32直效行銷直效行銷直效行銷的成長直效行銷的成長 直接下單直接下單直效行銷的價值直效行銷的價值 客源開發客源開發 帶動人潮帶動人潮直效行銷的科技、全球和倫理的議題直效行銷的科技、全球和倫理的議題Copyright 2007 by The McGraw-Hill Companies,Inc.All Rights Reserved.Slide 15-33 The McGraw-Hill Companies,Inc.,200815-33美國線上（美國線上（AOL）9.0 磁碟片磁碟片 該磁碟片會產生何種直效行銷反應？該磁碟片會產生何種直效行銷反應？Copyright 2007 by The McGraw-Hill Companies,Inc.All Rights Reserved.Slide 15-34 The McGraw-Hill Companies,Inc.,200815-34保時捷（保時捷（Porsche）汽車）汽車直效行銷對全球有什麼影響？直效行銷對全球有什麼影響？