整合营销复习整理

Chapter 1 1 Definition of MC Marketing Communication Represents all the elements in a product s marketing mix that facilitate exchanges by targeting the brand to a group of customers positioning the brand as being distinct from competitive brands and sharing the brand s meaning and unique differences with the product s target audience 2 Marketing Communication Tools Advertising Sales promotion Personal selling Sponsorship marketing Publicity Point of purchase communications Marketing communication involves using an assortment of different types of media 3 Brand Contact points MC Tools One way non personal contact Advertising Packing Direct Marketing Publicity Sales Promotion Two ways personal contact Point of purchase Direct selling Personal selling Participating contact in two ways communication Events Sponsorship marketing Trade Show E Commerce Customer Service Internal marketing 4 MC Program Fundamental decisions Implementation decisions MC outcome Program evaluation 5 IMC Concept is the philosophy and practice of selecting and coordinating all of a brand s marketing communication element 整合营销传播是一个业务战略过程 它是指制定 优化 执行并评价协调 的 可测量的 有说服力的品牌传播计划 这些活动的受众包括消费者 顾客 潜在顾客 内部和外部受众及其他目标 核心就是 speak with one voice 用一个声音说话 就是要将所有企业进行的 与市场 营销有关的传播活动 广告 促销 公关 直销 CI 包装 新闻媒体等等 进行一元化 形成一个统一的声音传达给消费者 6 Key features of IMC Profile the identified target market Use the relevant media Any message medium that is capable of reaching the target customers in a favorable light Achieve communication synergy Convey same brand message consistently across diverse channels Build customer relationships Influence target market s behavior Move target customers to action 7 Brand equity 1 Brand Equity from customer s perspective 所谓品牌资产就是消费者关于品牌的知识 brand knowledge 它是有关品牌的所有营销活 动给消费者造成的心理事实 Brand knowledge Brand awareness and brand image Brand awareness Brand recognition with hints Brand recall from memory without hints Top of mind awareness Brand Dominance Brand image Types of brand associations Attributes product non product related Benefits functional symbolic and experiential Overall evaluation attitude Favorability strength and uniqueness of brand associations 2 Brand equity From organization s perspective Focuses on outcomes extending from efforts to enhance a brand s equity such as achieving a higher market share increasing brand loyalty and being able to charge premium prices 8 Enhancing brand equity Firstly select a good brand name or logo Then develop strong favorable and unique associations in the consumer s mind about brand Also Brand equity can be enhanced by leveraging its positive associations with other brands e g Brand Alliances co branding ingredient branding places things and people Chapter 3 1 Attitude Attitude means a general and somewhat enduring positive or negative predisposition towards or evaluative judgment of a person or an issue 2 Components of attitude Cognitive Beliefs knowledge and thoughts about an object or issue Benz motor cars are well engineered Affective Feelings and emotions I like Iphone Conative A person s behavior tendency 3 Attitude change strategies to change beliefs to alter outcome evaluations or to introduce a new outcome into the evaluation process eg Evaluate brands in a product category in terms of a particular product benefit that is strongly associated with their brand 4 ELM 精细加工可能性模型精细加工可能性模型 EL Elaboration likelihood Represents the possibility that consumers will elaborate on a MC message by thinking about and reacting to it and comparing it with their pre existing thoughts and beliefs regarding the product category the advertised brand 心理学家佩蒂 卡西窝波和休曼提 出 ELM 模型 消费者态度改变归纳为中枢 The Central Route 和边缘 The Peripheral Route 的两个基本说 服路径 中枢说服路径 人们有动机 有能力专注于沟通中逻辑论证 指消费者能够有意识地认真 考虑广告提供的信息 对广告产品或目标的信息进行仔细思考 分析和归纳 即进行精细加 工 并最终导致态度的转变或形成 适用于理性消费者 边缘说服路径 人们不去注意逻辑论证而受表面特征的影响 消费者不考虑商品本身的性能及证据 不进行逻辑推理 而是根据广告中的一些线索 如专 家推荐 广告诉求点的多少 信息源的可信度 广告媒体的威望 广告是否给人美好的联 想和体验等直接对广告作出反应 适用于情感性消费者 Chapter 4 1 Market Segmentation Segmentation and targeting customers allows marketers to deliver their messages to target market prevent wasted coverage to those whose are not target 2 Targeting demographic targeting Age income family composition life cycle ethnicity geo demographic targeting A combination of demographic and lifestyle characteristics of consumers within geographic clusters 3 Brand positioning help to determine who is the target market what the marketing communication should say about the brand and what media and message vehicles should be selected Develop an effective positioning statement It should reflect a brand s competitive advantage It should motivate customers to action 4 positioning strategies on overall evaluation attitude on brand attributes Non product related attributes eg Price packaging user and usage imagery Product related attributes eg Color size design features On benefits Functional Symbolic directed at desire for group membership belongingness self enhancement Experiential provide sensory pleasure eg Looking elegant feeling wonderful and sounding superb Chapter 5 1 Ad Or Not to Ad Arguments for investing in advertising It can increase profitability by increasing sales volume enabling higher selling prices and thus increasing revenue above the incremental advertising expense Arguments for reducing advertising expenditure While it presumes that past advertising will have longer term carry over effects and maintain revenue it does not acknowledge that the absence of advertising in the current period will have an adverse effect on sales volume in the subsequent periods Which approach is more beneficial 1 maintain status quo When the market is not price or ad elastic When consumers have well established preferences 2 build brand image by increased advertising for new products luxury goods and products characterized by symbolic imagery 3 Increased volume by price discounting for many mature consumer goods where consumers have complete information about brands Very little brand differentiation 4 Increase advertising and or discount prices When brands in the product category are inherently different for products that experience seasonal demand Chapter 6 1 Guidelines for creative briefing What is the background to this job What is the strategy What is our task on this job What is the corporate and or brand positioning What are the client s objectives for this job Whom are we talking to What do they currently think feel about our product service What do we want them to think feel about our product service What do we want them to do What is the single minded proposition Why should our audience believe this proposition How should we speak to them 2 creative strategy Functional oriented Unique selling proposition strategy Make a superiority claim based on a unique product attribute that represents a meaningful distinctive consumer benefit The optimum creative technique Symbolic experimental oriented Brand image strategy Involves psychosocial differentiation Giving a brand a distinct identity or personality Suitable for product where there is relatively little physical differentiation Also be described as transformational advertising associate brand experience with a unique psychological characterisitics Resonance strategy Match patterns in an advertisement with the target audience s stored experiences Emotional strategy Appeals to romance nostalgia compassion excitement joy fear guilt disgust and regret Category dominance oriented Genetic strategy Makes no attempt to differentiate its brand from competitive offerings or to claim superiority Most appropriate for a brand that dominate a product category Pre emptive strategy Make a generic type claim but does so with an assertion of superiority Appropriate for brand where there are few functional differences between competitors Preclude competitors from saying the same thing Chapter 7 1 Copy Research is used to test the effectiveness of ads Messages is also called message research Industry standard for message research PACT positioning advertising copy testing technique The PACT methodology consists of nine message testing principles 1 Provide measures that are relevant to the adverting objectives 2 Prior agreement about how the results will be used in each specific test 3 Provide multiple measurements 4 Be based on a model of human responses to communication 5 Provide information for considering whether the ads stimulus should be exposed more than once 6 Alternative executions should be tested in the same degree of finish 7 Provides controls to avoid the bias normally found in the exposure context 8 Consider the defining of the target market sample 9 Demonstrate reliability and validity 2 Measures of message research Measure of recognition and recall 1 Starch readership service magazine 2 Bruzzone test TV 3 Burke day after recall TV Measure of sales response 1 Behavior scan 2 Scantrack Chapter 8 1 Strengths and limitations of TV ads Strengths 1 Demonstration ability 2 Intrusion value 3 Ability to generate excitement 4 One on one reach 5 Ability to use humor 6 Effective with sales force and trade 7 Ability to achieve impact Limitations 1 Cost 2 Audience fractionalizations 3 Zipping and zapping 4 Clutter Radio ads Strengths 1 Ability to reach segmented audiences 2 Intimacy 3 Economy 4 Short lead times 5 Transfer of imagery from TV 6 Use of local personalities Limitations 1 Clutter 2 No Visuals 3 Audience fractionalization 4 Buying difficulties Chapter 9 Content Newspaper Magazine Yellow Page and Directory Out of home ads Packaging POP Chapter 10 Internet advertising formats 营销手段 1 Websites 2 Display or banner ads 3 Web logs Blogs Podcasts 4 Mobile phone and text messaging 5 Email Opt in versus spam E zines Wireless email ads 6 Rich media format Pop ups interstitials superstitials video ads 7 Search engine ads Keyword matching ads Content targeted ads 8 Advertising via behaviroual targeting Search engine advertising SEA The key to attract people to a website is the use of search engine advertising SEA is the fastest growing form of itnernet advertising Internet search engines include a variety of well known services that people use when seeking information SEA attempts to place messages in front of people precisely when their natural search efforts indicate they apparently are interested in buying a particular good or service 1 Keyword matching advertising Adwords To become a sponsored links 赞助商链接 advertisers must bid for and purchase key words from search engine services such as Google 2 Content Oriented websites Adsense Advertisers can specify the websites where they want their ads to appear Search engine services Google operate as an ad agency placing ads on other websites taking a commission Cost efficiency pinpointed targeting and quick and easy assessment of ad effectiveness 3 Limitations of SEA click fraud occurs when a competitor or other party clicks on a sponsored link repeatedly in order to reduce advertising effectiveness Also occurs when employees of content oriented repeatedly click on advertised websites in order to increase the revenue paid to thyem by a search engine Bot software systems eg Rob Viral Marketing 病毒式营销病毒式营销 The idea of marketing to a small group of consumers who then pass the marketing message to others creating a positive word of mouth or buzz 常用于进行网站推广 品牌推广等 病毒式营销利用的是用户口碑传播的原理 因此病毒 式营销成为一种高效的信息传播方式 而且 由于这种传播是用户之间自发进行的 因此 几乎是不需要费用的网络营销手段 主要指它利用了目标消费者的参与热情 目标消费者 受商家的信息刺激自愿参与到后续的传播过程中 目标消费者并不能从 为商家打工 中获 利 他们为什么自愿提供传播渠道 首先 传播者传递给目标群的信息不是赤裸裸的广告信息 而是经过加工的 具有很大吸引 力的产品和品牌信息 而正是这一披在广告信息外面的漂亮外衣 突破了消费者戒备心理 的 防火墙 促使其完成从纯粹受众到积极传播者的变化 病毒式营销并非一种新的营销思想 而是把传统营销模式基于互联网的通路得以快速传播 病毒式营销并非一种新的营销思想 而是把传统营销模式基于互联网的通路得以快速传播 病毒式营销的几个关键字 成本低 用户自发传播 有价值的信息病毒式营销的几个关键字 成本低 用户自发传播 有价值的信息 Chapter 11 Media Strategy Specifying media objectives 明确媒体策略明确媒体策略 Following issues to be considered 1 Target population to be reached 2 Frequency 3 How close to the time of purchase 4 How much total advertising is necessary for reach and frequency 5 Budget to be allocated over time 6 Cost effective way 7 Cost effective way Select target audience 选择目标受众选择目标受众 Four main types of information needed 1 Buyer behavior most meaningful basis to determine target audience 2 Demographic 3 Geographic 4 Value and lifestyles Timing 1 Continuous 持续性 A relatively equal number of ad dollars is invested throughout the campaign 2 Pulsing 脉冲式 Some ads are used during every period but the amount varies 3 Flighting 飞跃式 Zero spending in low consumption months during the campaign Selecting media categories and vehicles 选择媒体投放方案选择媒体投放方案 考虑以下问题考虑以下问题 1 How many exposures are needed An alternative approach the efficiency index procedures Estimate the exposure utility for each level of vehicle exposure or OTS opportunity to see Calculate the exposure distribution of the various media schedules Determine the value at each OTS level and then the total value across all OTS levels Develop an index of exposure efficiency To select a media schedule that generates the most exposure value per GRP The range of effective reach can be thought of as being from 3 to 10 exposures during the media planning period Effective reach planning generally leads to using multiple media rather than exclusively depending on TV It also involves giving up some of prime time TV s reach to obtain greater frequency from other media at the same cost 2 Timing Continuity How advertising is allocated How should the media budget be distributed throughout the period of the advertising campaign Recency planning Principle Few advertisers can afford to maintain an expensive continuous schedule logic for discontinuous advertising EPhron s principle of recency argument support of continuous advertising Chapter 12 Direct marketing 直复营销直复营销 is marketing material sent directly to the customer that is designed to create an immediate response Direct selling 直销直销 Direct selling is a personnel contact no longer a fixed business site and the main distribution in the home for consumer products or services 直销是一种通过人员接触 不 再固定商业地点而主要在家里进行的消费性产品或服务的配销方式 Direct selling 多层次直销多层次直销 传销传销 refers to the organizer or operator with its development directly or indirectly on the basis of the personnel quantity or sales to calculate and pay or asked to be development staff to pay a fee to join way to seek illegal interests such as the qualification it disturb economic order affect social stability 传销指组织者或者经营者以其直接或者间接发传销指组织者或者经营者以其直接或者间接发 展的人员数量或者销售业绩为依据计算和给付报酬 或者要求被发展人员以交纳一定费用展的人员数量或者销售业绩为依据计算和给付报酬 或者要求被发展人员以交纳一定费用 为条件取得加入资格等方式牟取非法利益 它扰乱经济秩序 影响社会稳定的行为 为条件取得加入资格等方式牟取非法利益 它扰乱经济秩序 影响社会稳定的行为 Comparsion The target customer of direct marketing is two way communication Target customers can direct response Two way communication of the information is not restricted by space time pay the effect of marketing activities can be determined Direct selling is the face to face sales a direct sales personnel mode geared to the needs of consumers individual marketers a fly paying way by phone directory etc Direct selling is not fixed retail locations Direct selling 传销 is a multi level direct sales the organizers take advantage of some of the costs paid by participants in the delivery of the first participants to maintain operation of the reward income by the number of participants to join the order and development of personnel decisions It is essentially an organized fraud illegal possession for the purpose of the property of others No store network from the direct selling through development personnel organization management from the top and bottom line of marketing performance for a price through illegal profiteering Besides the participants must pay the fee 直复营销人员与目标顾客是双向信息交流 目标顾客可以直接反应 信息双向交流不受时直复营销人员与目标顾客是双向信息交流 目标顾客可以直接反应 信息双向交流不受时 空限制 支付营销活动的效果可测定 空限制 支付营销活动的效果可测定 直销是直销是 面对面销售面对面销售 直销人员一个人方式面向消费者 支付营销师一飞个人方式 通过 直销人员一个人方式面向消费者 支付营销师一飞个人方式 通过 电话 目录等 电话 目录等 直销不在固定零售点 直销不在固定零售点 传销是多层次直销中的一种 组织者利用参加者交付的部分费用支付先参加者的报酬维持传销是多层次直销中的一种 组织者利用参加者交付的部分费用支付先参加者的报酬维持 运作 参加者的收益由其加入的先后顺序及其发展人员数量决定 传销的本质是一种有组运作 参加者的收益由其加入的先后顺序及其发展人员数量决定 传销的本质是一种有组 织诈骗活动 以非法占有他人财产为目的 传销通过发展人员 组织网络从事无店经营 织诈骗活动 以非法占有他人财产为目的 传销通过发展人员 组织网络从事无店经营 从上下线的营销业绩中获取报酬 通过违法行为牟取暴利 参加者须缴纳入门费从上下线的营销业绩中获取报酬 通过违法行为牟取暴利 参加者须缴纳入门费 Media 直复营销的个性化媒体直复营销的个性化媒体 1 Postal mail advertising 2 Catalogue marketing 3 Electronic mail marketing 4 Television and direct marketing 5 Print media and direct marketing 6 Door to door Creative 1 Copy 2 The role of copy 1 get attention 2 develop interest 3 call for action 4 offer proof demonstrations testimonials guarantees trial offers endorsements 3 Visuals 外观设计 1 Style and image of presentation 2 Image 3 Format 4 Design Database It is an up to date database enables firms to target precisely offer varied messages create long term relationship enhance productivity lifetime value analysis Customer lifetime value To evaluate customer database from a Lifetime Value perspective Net present value of the profit that a company stands to realize on the average new customers during a given number of years 顾客终身价值顾客终身价值是指顾客终身对一个企业带来的总的净收入 它意味着顾客对该企业保持忠 诚的期间 将带来的预期未来收入的价值总和 Chapter 13 Consumer promotions 销售促进的手段销售促进的手段 9 个个 Sampling Coupons Purchase premium Special prices Bonus packs Rebate refunds Sweepstakes contests games Continuity promotions Overlay and tie in promotions Other consumer promotions 其他其他 10 个个 Special prices A reduction in a brand s regular price Bonus packs 加量不加价包装 Extra quantities of a product that a company gives to consumers at the regular price Rebate refunds 折扣 现金返还 Manufacturers give cash discounts or reimbursements to consumers who submit proof of purchase Sweepstakes 抽奖 Contests 竞赛 Games 游戏 Continuity promotion 忠诚计划 Frequent flyer programs by airline Overlay 叠加推广 Use of two or more sales promotion techniques in combination Tie in promotion 搭配促销 The simultaneous promotion of multiple brands in a single promotion effort from the same or different companies Trade promotions Trade allowances 1 Off invoice allowance 货款 账单 减少折让 2 Bill back allowanc