整合营销培训ppt课件.ppt

营销理念培训 TheGrowthofAdvertisingandPromotion WhatisMarketing Marketingistheprocessofplanningandexecutingtheconception pricing promotion anddistributionofideas goods andservicestocreateexchangesthatsatisfyindividualandorganizationalgoals Value Relationshipmarketing MarketingMix Goals Ideas goods services Exchange ThefourPsProductPlacePromotionPrice MarketingMixElements WhyIMC 行銷觀念改變Product Consumerwants needsPrice CosttosatisfyPlace ConveniencetobuyPromotion Communication CoordinatedMarketingMixBuildsConsistentImage TraditionalApproachtoMarketingCommunications ContemporaryIMCApproach Relationshipbetweenpromotion thepromotionalmix andIMC DefiningIMC IMCisastrategicbusinessprocessthatinvolvesplanning implementing andcontrollinganorganization scommunicationprograminordertomeettheorganization scommunicationgoalsandbuildbrandvalue CORPORATEOBJECTIVE企業目標MARKETINGOBJECTIVE行銷目標ADVERTISONGOBJECTIVE廣告目標 Advertising DirectMarketing Interactive InternetMarketing SalesPromotion Publicity PublicRelations Advertising DirectMarketing SalesPromotion Publicity PublicRelations PersonalSelling BasicElementsofthePromotionalMix Interactive Internet Advertising Advertisingisanypaidformofnonpersonalcommunicationaboutanorganization product service orideabyanidentifiedsponsor Business Prof NationalAdvertising Retail LocalAdvertising Business to BusinessAdvertising ProfessionalAdvertising ClassificationsofAdvertising ConsumerMarkets DirectMarketing Directmarketingispromotionthatcommunicatesdirectlywithtargetcustomerstogeneratearesponseand oratransaction DirectResponseAdvertising DirectMail Telemarketing Catalogs ShoppingChannels DirectMarketingisPartofIMC DirectMarketing BoseUsesDirectResponseAdvertising Includescallforaction Phonenumber mail inform websiteaddressprovided Interactive InternetMarketing Avarietyofmediathatallowstheconsumertointeractwiththesourceofthemessage activelyreceiveinformation makeinquiries andrespondtoquestions SalesPromotion Salespromotionisdefinedasshort termincentivesusedtoarouseinterestinbuyingaproductorservice Consumer oriented Forend users Trade oriented Forresellers SalesPromotionTools Events Events LoyaltyPrograms LoyaltyPrograms BonusPacks BonusPacks Refunds Rebates Refunds Rebates Contests Sweepstakes Contests Sweepstakes Premiums Premiums Samples Samples Coupons Coupons CoopAdvertising CoopAdvertising TradeShows TradeShows TrainingPrograms TrainingPrograms POPDisplays POPDisplays TradeAllowances Publicity Nonpersonalcommunicationsregardinganorganization product service orideanotdirectlypaidfororunderidentifiedsponsorship Interviews FeatureArticles SpecialEvents NewsReleases PublicityVehicles PublicityVehicles AdvertisingVersusPublicity Advertising Publicity Great Lower Higher Little Factor Control Credibility PersonalSelling Directface to facecommunicationbetweensellersandpotentialbuyers Offerscommunicationflexibility MarketingCommunicationsMix AdvertisingSalesPromotionPublicRelationsandPublicityPersonalSellingDirectandInteractiveMarketing Figure19 1 ElementsintheCommunicationProcess TheCommunicationProcess Targetaudiencemaynotreceivetheintendedmessageforanyofthreereasons SelectiveattentionSelectivedistortionSelectiveretention TheCommunicationProcess Communicationcanproducethemosteffectiveshiftsonunfamiliar lightlyfelt peripheralissuesthatdonotlieatthecoreoftherecipient svaluesystem Communicationismorelikelytobeeffectiveifthesourceisbelievedtohaveexpertise highstatus objectivity orlikeability butparticularlyifthesourcehaspowerandcanbeidentifiedwith Thesocialcontext group orreflectivegroupwillmediatethecommunicationandinfluencewhetherornotthecommunicationisaccepted Figure19 2 StepsinDevelopingEffectiveCommunication DevelopingEffectiveCommunications IdentifytheTargetAudienceImageanalysisFamiliarityscaleFavorabilityscale Figure19 3 Familiarity FavorabilityAnalysis DevelopingEffectiveCommunications SemanticdifferentialDevelopingasetofrelevantdimensionsReducingthesetofrelevantdimensionsAdministeringtheinstrumenttoasampleofrespondentsAveragingtheresultsCheckingontheimagevariance DevelopingEffectiveCommunications DeterminetheCommunicationObjectiveCognitiveAffectiveBehavioralResponse hierarchymodels Figure19 5 ResponseHierarchyModels DevelopingEffectiveCommunications Hierarchy ofeffectsmodelAwarenessKnowledgeLikingPreferenceConvictionPurchase DevelopingEffectiveCommunications DesigntheMessageAIDAmodelGainattentionHoldinterestArousedesireElicitactionMessageContentRationalappealsEmotionalappealsMoralappeals DevelopingEffectiveCommunications MessageStructureMessageFormatMessageSourceFactorsunderlyingsourcecredibilityExpertiseTrustworthinessPrincipleofcongruity DevelopingEffectiveCommunications SelecttheCommunicationChannelsPersonalCommunicationChannelsAdvocatechannelsExpertchannelsSocialchannels DevelopingEffectiveCommunications Stepstostimulatepersonalinfluencechannelstoworkonthecompanies behalfDevoteextraefforttoinfluentialindividualsandcompaniesCreateopinionleadersbyprovidingtheproductatattractivetermstocertainpeopleWorkthroughcommunityinfluentialssuchaslocaldiskjockeys classpresidents andpresidentsofwomen sorganizationsUseinfluentialorbelievablepeopleintestimonialadvertisingDevelopadvertisingwithhigh conversationvalue DevelopingEffectiveCommunications Developword of mouthreferralchannelstobuildbusinessEstablishanelectronicforumUseviralmarketingNonpersonalCommunicationChannelsMediaAtmospheresEventsSocial structureviewofinterpersonalcommunicationLiaisonBridge DevelopingEffectiveCommunications EstablishtheTotalMarketingCommunicationsbudgetAffordableMethodPercentage of SalesMethodCompetitive ParityMethod DevelopingEffectiveCommunications Objective and TaskMethodEstablishthemarket sharegoalDeterminethepercentageofthemarketthatshouldbereachedbyadvertisingDeterminethepercentageofawareprospectsthatshouldbepersuadedtotrythebrandDeterminethenumberofadvertisingimpressionsper1percenttrialrateDeterminethenumberofgrossratingpointsthatwouldhavetobepurchasedDeterminethenecessaryadvertisingbudgetonthebasisoftheaveragecostofbuyingagrossratingpoint DecidingontheMarketingCommunicationsMix ThePromotionaltoolsAdvertisingGeneralQualities PublicpresentationPervasivenessAmplifiedexpressivenessImpersonalitySalesPromotionBenefits CommunicationIncentiveInvitation DecidingontheMarketingCommunicationsMix PublicRelationsandPublicityDistinctivequalities HighcredibilityAbilitytocatchbuyersoffguardDramatizationPersonalSellingDistinctivequalities PersonalconfrontationCultivationResponse DecidingontheMarketingCommunicationsMix DirectMarketingDistinctivequalities NonpublicCustomizedUp to dateInteractive DecidingontheMarketingCommunicationsMix FactorsinsettingtheMarketingCommunicationsMixTypeofProductMarketAdvertising sroleinbusinessmarkets AdvertisingcanprovideanintroductiontothecompanyanditsproductsIftheproductembodiesnewfeatures advertisingcanexplainthemReminderadvertisingismoreeconomicalthansalescalls DecidingontheMarketingCommunicationsMix Advertisementsofferingbrochuresandcarryingthecompany sphonenumberareaneffectivewaytogenerateleadsforsalesrepresentatives Salesrepresentativescanusetearsheetsofthecompany sadstolegitimizetheircompanyandproducts Advertisingcanremindcustomersofhowtousetheproductandreassurethemabouttheirpurchase DecidingontheMarketingCommunicationsMix Levittfoundthat Corporateadvertisingthatcanbuildupthecompany sreputationwillhelpthesalesrepresentativesSalesrepresentativesfromwell knownfirmshaveanedge butahighlyeffectivepresentationfromalesserknowncompany srepcanovercomethatedgeCompanyrep