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单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,*,Marketing Management,13th ed,*,第,7,篇 传播价值,1,3,Designing and Managing Integrated Marketing Communications,整合营销传播的设计和管理,Marketing Management,13th ed,2,Chapter Questions,What is the role of marketing communications?,营销传播的作用是什么,？,How do marketing communications work?,如何开展传播工作,？,What are the major steps in developing effective communications?,设计有效的整合营销传播方案的主要步骤是,什么？,What is the communications mix and how should it be set?,传播组合是什么？,它是怎样建立的,？,What is an integrated marketing communications program,一个营销传播,方案包括哪些内容,?,Marketing Management,13th ed,3,Doves Campaign for Real Beauty,多芬的真美运动,新年伊始，多芬公司便马不 停蹄地拉开了,2005,年的 广告宣传攻势。,一块为其最新紧肤产品宣传的,69,英尺高的广告牌树起在美国纽约的时代广场边。不过令人些许诧异的是，这块广告牌上不是迷人迷人、年轻美丽的名模，也不是知名艺人，而是一位,95,岁高龄的、满脸皱纹、皮肤黝黑的老妇人艾琳的照片，广告问道：,是满脸皱纹还是非常精神,(wrinkled or wonderful),？,广告牌上还有电子装置显示对这个问题的即时投票结果。这个一反美容产品广告常态的庞然大物引起无数人的驻足观瞻。,2004,年多芬公司采用全新的广告战略，在广告中聘用独具特色、曲线毕露的,“真人”女模特,。真人广告一经推出，产品销售数量就大幅增长，在英国销售量急升,700%,，德国,300%,，荷兰,220%,，创下历史纪录。这一举措立即成为人们谈论最多，也是最为有效的营销决策之一。,Doves Campaign for Real Beauty,多芬的真美运动,Dove,美容香块于,1957,年在美国市场露面，其广告一直由,奥美广告公司,代理。多芬美容香块向女士承诺，由于其由中洁肤成份和,1/4,润肤乳制成，能温和清洁并滋润肌肤，不会像普通肥皂那样使她们的皮肤干燥。这一广告诉求一经推出就得到市场的认可，多年来都没有改变过。,多芬的品牌宗旨是“简单而真实的美”，认为美是自然的，是由女自己积极创造的，可以带给自己自信，并且是由内而外散发出来的美。,目前，多芬已成为世界著名清洁品牌，在全球,80,多个国家销售，年销售额超过,25,亿欧元。和其他一些著名跨国企业一样，多芬公司善于利用整合的方式打营销战。,2004,年秋天开始的“多芬真美运动”就热热闹闹地一直延续到现在。,Doves Campaign for Real Beauty,多芬的真美运动,一、营销传播的作用,What are Marketing Communications?什么是营销传播？,Marketing communications are the means,by which firms attempt to inform,persuade,and remind consumers,directly or indirectly,about the products and brands they sell.,营销传播是公司直接或间接,通知、说服和提醒,消费者，使消费者了解公司出售的产品或品牌的方法。,是一种可用来与消费者展开对话或建立关系的方法。,Marketing Management,13th ed,7,1.营销传播,和,品牌资产,Modes of Marketing Communications,营销传播组合,常用的,六种主要,传播工具,Advertising,广告,Sales promotion,销售促进,Events and experiences,事件和体验,Public relations and publicity,（公共关系和宣传）,Marketing Management,13th ed,8,Personal selling,人员推销,Direct marketing,直复营销,Interactive marketing,互动营销,Word-of-mouth marketing,口碑营销,Figure 14.1 IMC Builds Brands,整合营销传播与品牌资产的关系,营销,传播组合：广告、销售促进、事件和体验、公关和宣传、人员推销、直接营销,品牌资产：品牌知名度、品牌形象、品牌响应、品牌关系,Marketing Management,13th ed,9,Table 14.1 Communication Platforms传播,平台,Advertising广告,Print and broadcast ads印刷和广播广告,Packaging inserts外包装广告,Motion pictures电影画面,Brochures and booklets招贴,和传单,Posters,海报,Billboards,广告牌,POP displays,流行的显示,Logos标识,Videotapes,录像带,Marketing Management,13th ed,10,Sales Promotion,销售促进,Contests,games,sweepstakes,竞赛、游戏和抽奖,Premiums,保费,Sampling,样品,Trade shows,exhibits,交易博览会,Coupons,优惠券,Rebates,退税,Entertainment,娱乐,Continuity programs,持续性计划,Table 14.1 Communication Platforms,Events/Experiences事件与体验,Sports运动,Entertainment娱乐,Festivals,节日,Arts艺术,Causes,事件,Factory tours工厂参观,Company museums公司展览馆,Street activities街区活动,Marketing Management,13th ed,11,Public Relations,公关,Press kits,新闻,Speeches,演讲,Seminars,研讨会,Annual reports,年度报告,Charitable donations,慈善捐款,Publications,出版物,Community relations,社区关系,Lobbying,游说,Identity media,标识媒体,Company magazine,公司杂志,Table 14.1,Communication,Platforms传播平台,Personal Selling人员推销,Sales presentations推销,演示,Sales meetings销售会议,Incentive programs,奖励节目,Samples样品,Fairs and trade shows,交易会与展销会,Marketing Management,13th ed,12,Direct Marketing,直接营销,Catalogs,目录销售,Mailings,有够服务,Telemarketing,电话营销,Electronic shopping,电子购物,TV shopping,电视购物,Fax mail,传真,E-mail,电子信箱,Voice mail,语音信箱,Blogs,Websites,Word-of-Mouth Marketing,口碑营销,Person-to-person人际,Chat rooms,聊天室,Blogs 博客,Marketing Management,13th ed,13,2.,传播过程模型,（,1,）传播过程的宏观模型,Figure14.2 Elements in the Communications Process传播过程中的诸要素,发送者、编码、信息和媒体、解码、接受者、反应和反馈、噪音,Marketing Management,13th ed,14,Field of Experience发送者与接受者的,经验领域,Receivers,field,Senders,field,Marketing Management,13th ed,15,The Communications Process传播过程,Selective attention,选择性,注意,Selective distortion,选择性曲解,Selective retention,选择性记忆,Marketing Management,13th ed,16,（,2,）消费者反应的微观模型,Figure 14.3 Response Hierarchy Models,反应层次模型,认知阶段、感知阶段、行为阶段,AIDA模式、效果层次模式、创新采用模式、沟通模式,Marketing Management,13th ed,17,An Ideal Ad Campaign一次理想的广告活动,The right consumer is exposed to the message at the right time and place,必须把合适的信息，在合适的时间和合适的地点,，传递给合适的消费者,The ad causes consumer to pay attention,（广告,要,能够引起消费者的注意）,The ad reflects consumers level of understanding and behaviors with product,广告能够正确地反映出消费者对于这种产品和品牌的认知水平,The ad correctly positions brand in terms of points-of-difference and points-of-parity,（合适的广告能够对于品牌定位从而使消费者区分不同品牌的期望和不同点,）,The ad motivates consumers to consider purchase of the brand,广告能够激励消费者考虑购买该品牌的商品,The ad creates strong brand associations,（广告能够创造强大的品牌联想）,Marketing Management,13th ed,18,二,、开发有效传播,Figure 14.4 Steps in Developing Effective Communications开发有效传播的步骤,Identify target audience,确定目标受众,Determine objectives,确定传播目标,Design communications,设计传播,Select channels,选择传播渠道,Establish budget,编制预算,Decide on media mix,决定媒体组合,Measure results/manage IMC,衡量结果、管理整合营销传播,Marketing Management,13th ed,19,1.,确定目标受众,2.Communications Objectives确定传播目标,Category,Need,类目需要,Brand Awareness,品牌知名度,Brand Attitude,品牌态度,Purcha
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