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Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-,*,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,17设计和管理整合营销传播,1,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-,2,本章重点问题,营销传播的角色是什么？,怎样进行营销传播？,进行有效传播的主要步骤是什么？,什么是传播组合以及如何设置？,整合营销传播计划是什么？,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-,3,营销传播,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-,4,营销传播的主要模式,广告,促销,事件与体验,公共关系和宣传,直销,互动营销,口碑营销,人员推销,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-,5,表17.1 常见传播平台,广告,印刷和广播广告,商品内外包装,电影,小册子,海报,广告板,展览,标识和符号,录像带,促销,竞赛、游戏、彩票奖金,赠品,样品,贸易展览会及展览,优惠券,交易补贴,娱乐活动,持续性计划,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-,6,表17.1 常见传播平台,事件和体验,体育活动,娱乐活动,节日,艺术展,参观工厂,公司博物馆,社会活动,公共关系和宣传,新闻发布会,演讲,会议,年度,慈善捐赠,出版物,社区关系,游说,主流媒体,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-,7,表17.1 常见传播平台,人员推销,销售陈述,销售会议,激励,提供样品,交易博览会,直销,商品目录,产品邮件,电话营销,电子购物,电视购物,传真,电子邮件,语音邮件,网站,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-,8,图17.1 传播过程基本要素,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-,9,图17.2 反应层级模型,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-,10,一个完美的广告项目应该满足：,在恰当的时间、恰当的地点，将恰当的信息传递给适合的消费者,广告要吸引消费者的关注,广告要恰当地反映出消费者对于产品的理解和行为层次,广告要能从差异性和相似性角度正确定位产品,广告要激励消费者购买该产品或品牌,广告要能够建立强烈的品牌联想,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-,11,建立有效营销传播的步骤,确立目标受众,明确传播目标,设计营销传播方式,选择传播渠道,建立预算,决定媒体组合,测量传播结果/管理整合营销传播,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-,12,明确传播目标,满足种类需求,品牌知名度,品牌态度,品牌购买意愿,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-,13,制定营销传播,信息策略,创造力策略,信息源,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-,14,信息策略,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-,15,创意策略,信息化表述及转换性表述,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-,16,积极性表述和消极性表述,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-,17,信息源,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-,18,选择传播渠道,人员传播渠道,非人员传播渠道,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-,19,制定预算,可承受力法,销售比例法,竞争力等价法,目标任务法,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-,20,目标任务法,建立市场份额目标；,确定广告能够达到的市场比例；,确定知晓产品的潜在顾客中有多大比例应该被说服去尝试此品牌；,确定每1%的试用率需要多少广告印象；,确定需要购买的毛评点数量；,基于毛评点的平均成本确定需要的广告花费。,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-,21,营销传播组合的特征,广告,渗透力,增强的表现方法,客观性,促销,传播,刺激,邀请,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-,22,营销传播组合的特征,公共关系和宣传,高可信性,捕获有戒心的购买者的能力,戏剧性表现力,事件和体验,相关性,参与度,含蓄性,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-,23,营销传播组合的特征,直销,专为用户定制,最新性,互动性,口碑营销,信赖性,个人化,及时性,人员推销,人际互动,培养关系,反应,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-,24,制定营销传播组合的影响因素,产品的市场类型,购买者准备阶段,产品生命周期阶段,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-,25,图17.4 不同传播方式在不同购买者准备阶段的成本效率,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-,26,图17.5 两种品牌当前消费者状态,Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-,27,本章小结,营销传播的角色是什么？,怎样进行营销传播？,进行有效传播的主要步骤是什么？,什么是传播组合以及如何设置？,整合营销传播计划是什么？,人有了知识，就会具备各种分析能力，,明辨是非的能力。,所以我们要勤恳读书，广泛阅读，,古人说“书中自有黄金屋。,”通过阅读科技书籍，我们能丰富知识，,培养逻辑思维能力；,通过阅读文学作品，我们能提高文学鉴赏水平，,培养文学情趣；,通过阅读报刊，我们能增长见识，扩大自己的知识面。,有许多书籍还能培养我们的道德情操，,给我们巨大的精神力量，,鼓舞我们前进,。,
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