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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,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,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,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,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,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,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,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,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,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,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,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,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,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,1,17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 Educa,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 17-,3,营销传播,Copyright 2011 Pearson Educa,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 Educa,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 Educa,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 Educa,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 Educa,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 Educa,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 17-,9,图17.2 反应层级模型,Copyright 2011 Pearson Educa,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 Educa,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 Educa,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 Educa,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 Educa,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 17-,14,信息策略,Copyright 2011 Pearson Educa,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 Educa,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 Educa,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 17-,17,信息源,Copyright 2011 Pearson Educa,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 17-,18,
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