新媒体于春瀛ppt课件

Unit5IntegratedMarketingCommunications第五单元整合营销,于春瀛新媒体1班,201410118105,1,PartOneDiscussion第一部分讨论,A.Trueorfalse.是非判断1.Oneofthereasonsforthegrowinginterestinintegratedmarketingcommunicationsisthefactthatconsumerstodayaremoresophisticatedanddistrustingthaneverbefore.2.IntegratedMarketingCommunications(IMC)1isbothaconceptandaprocess.3.Theroleofadvertisinginthemarketingmixisdeterminedbythemarketingplan.4.IMCplanningdoesnotuseanadvertisingplan.,2,B.Multiplechoice.单项选择1.istheprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goodsandservicestocreateexchangesthatsatisfyindividualandorganizationalobjectives.AExchangecommunicationsBMarketingCAdvertisingDSalespromotionEIntegratedmarketingcommunications2.Theisthecontrollableelementsofproduct,promotion,price,andplace(distribution)whichareusedtofacilitateexchangeinamarketplace.ApromotionalmixBIMCmixCadvertisingmixDmarketingmixEnoneoftheabove3.Thecentralthemeoftheconceptofisthatallofanorganizationsmarketingandpromotionalelementsandactivitiescommunicatewithitscustomers.AthemarketingmixBexchangeCrelationshipmarketingDthepromotionalmixEintegratedmarketingcommunications,3,.,C.Topicfordiscussion.,Sincemarketingistypicallyacompanysonlysourceofincome,themarketingplanmaybeacompanysmostimportantdocument.Themarketingplan2assemblesallthepertinentfacts3abouttheorganization,themarketsitserves,anditsproducts,services,customers,competition,andsoon.Companiesemploythreetypesofmarketingplanningmodelstoday.RefertothefollowingchartanddiscusswithyourclassmateaboutyourunderstandingofthetwomarketingplanningmodelsandIntegratedMarketingCommunications(IMG).,话题讨论,4,5,VocabularyandNotes1.IntegratedMarketingCommunications整合营销传播（IMC），一个有关营销传播策划并能充分体现出综合计划附加值的概念。该综合计划对各种传播手段广告、公共关系、人员销售和销售推广的战略角色进行评估，将这些手段加以整合，使之形成清晰、一致和最大的传播效果。2.marketingplan市场营销计划3.pertinentfacts相关事实pertinent/p:tnnt/adj.有关的；相关的；恰当的。例如：Hisremarkswerenotpertinenttothesubjectunderdiscussion.他的话与正在讨论的话题无关。4.top-downmarketing自上而下式营销5.bottom-upmarketing自下而上式营销,词汇与注释,6,PartTwoText第二部分课文,TheIntegratedMarketingCommunications(IMC)approachisbecomingsopopularamongmarketers.ButwhyistheIMCapproachwelcomedbymostmarketers?Therearemanyreasons.Themostfundamentalreasonisthatmarketersarerecognizingthevalueofstrategically1integratingthevariouscommunicationfunctionsratherthanhavingthemoperateautonomously2.Bycoordinatingtheirmarketingcommunicationefforts,companiescanavoidduplication3,takeadvantageofsynergy4amongvariouscommunicationtools,anddevelopmoreefficientandeffective5marketingcommunicationprograms.ThemovementtowardIMCisalsobeingdrivenbychangesinwayscompaniesmarkettheirproductsandservices.Thereisanongoingrevolutionthatischangingtherulesofmarketingandtheroleoftraditionalmediaadvertising.Importantaspectsofthisrevolutioninclude:ashiftingofmarketingdollarsfrommediaadvertisingtootherformsofpromotion,amovementawayfromrelyingonadvertising-focusedapproaches(whichrelyonmassmediasuchastelevisionandmagazines)tosolvecommunicationproblems,ashiftinmarketplacepowerfrommanufacturerstoretailers,therapidgrowthofdatabasemarketing6,thedemandforgreateracccxjntability7fromadvertisingagenciesandthewaytheyarecompensated,andtherapidgrowthoftheInternet.,7,Thegrowthoftheintegratedmarketingcommunicationsisverylikelytocontinueasitisbeingdrivenbyfundamentalchangesinthewaycompaniesmarkettheirproductsandservicesresultingfromtherevolutiondiscussedabove.Moreover,manymarketersandadvertisingagencies8recognizetheimportanceoftakinganIMCapproachandarebecomingadvocates9ofintegration.Themovetointegratedmarketingcommunicationsalsoreflectsanadaptationbymarketerstoachangingenvironment,particularlywithrespecttoconsumers,technologyandmedia.Majorchangesareoccurringamongconsumers,particularlywithrespecttomediauseandbuyingandshoppingpatterns10.Thecontinuedfragmentation11ofmediamarkets,andrapidgrowthofinteractivemedia12andonlineservicesarealsocreatingnewwaystoreachconsumers.WhileIMCwillcontinuetohaveitscriticsandmayundergosomechanges,itisveryunlikelythatwewillseeareturntothetraditionalsystemwhereadvertisinginmassmediadominatesandadvertisingandotherformsofpromotionfunctionautonomously.,8,VocabularyandNotes词汇与注释,9,5.efficientandeffective高效而有效的。此处应用了alliteration（头韵）的修辞手段。不同于汉语中的尾韵（end-rhyme），英语诗歌、文学和新闻语言中常采用词首音节相同的押韵方式。例如：safeandsound;thickandthin。,6.databasemarketing数据库营销，利用计算机将消费者的特征和购买习惯存储起来.以备以后的营销活动所用。相关词汇：datacapture数据捕捉，datareduction数据精简，datastorage数据存储。,7.accountability/kauntblt/n.有责任；责任制。派生词汇如：account(for)解释；说明。accountableadj.有责任的；应加以说明的。8.advertisingagencies广告公司,9.advocate/dvket/n.提倡者；鼓吹者。vt.提倡；鼓吹。例如：ThenewCEOadvocatesmoreinvestmentinmarketing.新上任的首席执行官提倡对市场营销加大投入。10.shoppingpattern购物模式,11.fragmentation/frgmenten/n.破裂；破碎；分裂。派生词汇如：fragmentn.碎片；片断。defragv.（计算机）碎片整理。12.interactivemedia交互式媒体；互动式媒体。,10,Exercises练习A.Decidewhetherthefollowingstatementsaretrueorfalse.是非判断1.Theintegratedmarketingcommunications(IMC)approachistointegratethevariouscommunicationfunctionsinastrategicway.2.Therulesofmarketingandtheroleoftraditionalmediaadvertisinghaventbeenchangedwithtime.3.IMCisgrowingbecausecompaniesaremakingchangesinmarketingtheirproductsandservices.4.Althoughitsimportancehasbeenwidelyrecognized,IMCisonlytakenbyfewmarketers.5.TodayIMCstillreceivessomecritics,thereforeislikelytohavesomechanges.,11,B.Fillintheblankineachsentencewiththeappropriateformofthegivenwordinthebracket.词性转换1.Inadditiontoprovidingtovictimsofthewar,theyalsoconductedprogramstosetupschoolsforthelocalchildren.(compensate)2.Sinceitisaneverydaytotheresidents,nobodywasfrightenedbythethunderstorm.(occur)3.Thetwocountriesaredevelopingmutuallycooperationpracticallyinallspheres,accordingtothelatestnewsconference.(advantage)4.Therearemanywaystoloweryourinterestratesandworkwithyourcreditorstotailoradebtforyourspecificneeds.(solve)5.Thewordreferssometimestothethingorcustomtransmittedfromonegenerationtoanother.(traditional)C.Fillintheblankineachsentencewithoneofthefollowingexpressionsintheproperform.选择填空takeadvantageof,relyon,belikelyto,withrespatto,undergo1.Allthesoldierswillextremetraining,includingbeingthreatenedwithdogs.2.Thistwo-partarticleshowsyouhowtothemanywaysthatyoucanimproveyourwritingskillsinEnglish.3.Arecentresearchshowsthatmoreactiveboysbemoredepressedthanlessactiveoneswhenfacingdifficultiesinlife.4.Anewstudyfindsthatmorethan51percentofjournalistsuseblogsregularly,and28percentthemtohelpintheirday-to-dayreportingduties.5.Whatprecautionsshouldconsumersfollowcosmetics?,12,PartThreeFollow-up,第三部分后续报道,A.Additionalreading.补充阅读Advertisersorclientsarethekeyparticipants.Itistheirproductorservicethatisbeingofferedandthatmustbemarketed.Theadvertiserisresponsibleforallmarketingaspects,andwillultimatelyhavethefinalsayregardingapprovaloftheproposedpromotionalprograms.Itistheadvertiserwhoultimatelypaysthebills.Theadvertisingagencyisanexternalorganizationspecializinginthecreation,productionandplacementofthecommunicationsmessages.Theymayalsoprovideadditionalservicesdesignedtofacilitatethemarketingeffort.Mediaorganizationsprovidetheadvertiserwithachannelfortheircommunications.Mediamayincludeprint,broadcast,outdoor,etc.,andmediaorganizationsattempttoprovidetheadvertiserwiththeproperenvironmentforthemessage.Marketingcommunicationspecialistorganizationsprovideservicesinspecificareasofmarketingcommunications.Theyincludedirectresponseagencies,salespromotionagencies,publicrelationsfirmsandinteractiveagencies.Collateralservicesparticipantsarethosewhoprovideawiderangeofsupportservicesincludingmarketingresearch,packagedesignfirms,consultants,photographers,eventsponsorshipfirms,andthelike.Theirfunctionwillvaryinaccordancewiththeneedsofthepromotionalprogram.,13,B.Casestudy.案例学习,TomDuncanidentifiedfourdistinctlevelsofintegrationthatcompaniesuse:unifiedimage,consistentvoice,goodlistener,andatthemostintegrated,world-citizen(seetable5-1).Workingroups,chooseonebrandlistedintheexamplesanddiscussitsIMCstrategyplanningandexecution.Table5-1,14,C.Activity.实践活动Forthenextfewweeks,checkyourlocalnewspapersforspecialeventsfestivals,concerts,fund-raisers.Whatorganizationsarelistedassponsors?Trackdownthenumberandthenamesofinternationalfirms,nationalfirms,andlocalorganizationsinthesponsorlist.Presentyourmonitoringreporttoyourclassanddiscussit.D.Writing.写作Therearetwooptionaltopics.Choosetheoneyouaremoreinterestedintowriteatleast300words.Topic1:AccordingtoDonSchultz,aprofessoratNorthwesternUniversity,IMCiswhatmakesrelationmarketingpossible.WhileDrakeUniversityprofessorLo