广告与IMC原理第三讲

,ForuseonlywithDuncantexts.2005McGraw-HillCompanies,Inc.McGraw-Hill/Irwin,IMCFunctions,SalespromotionPackagingPersonalsellingPublicrelationsDirectmarketingEvent&sponsorshipCustomerservices,Outline,SalesPromotion,Salespromotion:AnMCfunctionthatoffersatangibleadded-valuedesignedtomotivateandacceleratearesponsePrimarygoal:motivateconsumerbehaviornow,ExtendtheUseofaBrand,Cross-sell,IncreaseLevelofCustomerRetention,BuildCustomerDatabases,CounterCompetitiveOffers,IncreaseFrequencyAnd/orQuantityofPurchases,IncreaseTrialandRepurchase,SalesPromotionObjectives,Objectives,Sampling,Rebates,PriceReductions,Coupons,Specialties,Premiums,ConsumerPromotionTools,Tools,ConsumerPromotionStrategies,ConsumerPromotionStrategies,Vs.,WhatAreConsumerSalesPromotionsDesignedToAccomplish?,Shelf-managementDiagram,ProfitProjections,ResearchConsumerNeeds,SamplingtheProduct,SpecialOffers,StimulateConsumerDemand,SellingNewProducts,Selling,RespondtoCompetitivePrograms,ControlInventoryLevels,BalanceDemand,IncreaseDistribution,TradePromotionObjectives,Objectives,SalesTraining,DealerLoader,DealerContests,Allowances,VolumeDiscounts,TradePromotionTools,Tools,Packaging,Oftenthe“lastadseen”forabrandCriticalforpackagedgoodsHeavilypromotedproductsthatareusuallysoldthroughfoodanddrugstoresinsmallpackagesandcarryalowunitprice,Vs.,WhatRoleDoesPackagingPlay?,HowDoesPersonalSellingWork?,Personalselling:Person-to-personinteractivecommunicationusedtoultimatelypersuadeacurrent/prospectivecustomertobuysomething,TheOldestMarketingCommunicationFunction,PersonalSellingStrategies,4StepsintheSellingProcess,Step1:Generatingandqualifyingleads:Leadsmaycomefromdirect-responseadsorfrompublicityaboutthebrandCaninclude“bingocards”LeadsmayalsocomefromreferralsCanincludesatisfiedcustomersandemployees,4StepsintheSellingProcess,Step2:Makingthesalescall:CanoccurinthefollowingwaysDuringavisittoaprospectshomeorofficeDuringgroupmeetingslikeAvonMarkpartiesByinsidesalespeopleUsedtocallonaccountswhoseaveragesizeordersarenotlargeenoughtocost-justifyanin-personsalescallTypicallyemployssalesliterature,4StepsintheSellingProcess,Step3:Handlingobjections:HandlingobjectionsiskeytoclosingthedealSomeexamplesto“Icantaffordtobuynow”:OffermorefavorablecredittermsPointouthowthebrandcanreducecostsandpayforitself,4StepsintheSellingProcess,Step4:Closingandfollowingupthesale:OnceobjectionshavebeensuccessfullyaddressedthenextstepistoclosethesaledeterminingthetermsofthetransactionandgettingtheprospectsagreementtothosetermsButdontforgettofollowup,Vs.,HowDoesitRelatetoAnIMCProgram?,WhatisPublicRelations?,Publicrelations(PR):Acommunicationfunctionusedtopromotemutualunderstandingbetweenanorganizationanditsvariousstakeholdergroups,PlanandAdministerInformationPrograms,CollectandAnalyzeStakeholderAttitudes,CoordinateRelationshipsWithStakeholders,KeepthePublicAwareofOrganizationsActivities,ServeAstheOfficialChannelofInformation,PRResponsibilities,PR,Financial/InvestorRelations,EmployeeRelations,CorporateCommunications,MediaRelations,BrandPublicity,PRActivities,PRActivities,WhatIsBrandPublicity?,Brandpublicity:Theuseofnonpaidmediamessagestodeliverbrandinformationdesignedtopositivelyinfluencecustomersandprospects,KeyPartofBrandPublicity:MediaRelations,Keypartofbrandpublicity:Mediarelations:MaintainingapositiveprofessionalrelationshipwiththemediaingeneralorwithmediathatspecializeincoveringaspecificindustryThechallenge:gettingpastmediagatekeepersEditorsandreporterswhoselect(orreject)storiesfortheirpublicationsorstationsbasedonwhattheythinkwillinteresttheiraudiences,Vs.,StrengthsAndLimitationsOfBrandPublicity,WhatIsCorporateCommunication?,Corporatecommunication:Highlevelpublicrelationscarriedoutbyexecutiveswhoworkataseniorlevelinacompanyandadvisetopmanagementonhowtheorganizationpresentsitself,Goal:tomanagetheimageandreputationoftheorganization,负面公关事件,被动营销公关,流言和民间传闻,宝洁公司的标识,旧的,与,新的,被动营销公关,被动营销公关,控制流言建立警报程序作出恰当评价发起媒体运动,应对危机的基本原则,预测原则实事求是原则应急原则,危机的公关处理,培养危机意识危机中的反应把握时机，隔离危机权威发言，控制危机内容真实，化解危机变被动为主动，化危机为转机,公关与广告,广告是风，公共关系是太阳广告是三维的，公共关系是线性的广告采用大爆炸的方式，公共关系采用缓慢建立的方式广告是可视的，公共关系是语言的广告影响所有人，公共关系影响某些人广告是指向自身的，公共关系是指向他人的,广告消亡，公共关系永生广告是昂贵的，公共关系并不昂贵广告喜欢旧名字，公共关系喜欢新名字广告是滑稽的，公共关系是严肃的广告是没有创意的，公共关系是有创意的广告是不可信的，公共关系是可信的广告是品牌维护，公共关系是品牌塑造,DirectMarketing,Directmarketing:Aninteractive,database-drivenmessagingsystemthatusesarangeofmediatomotivatearesponsefromcustomersandprospects,Measurable,Interactive,DirectMarketingsStrengths,DirectMarketingStrengths,Vs.,StrengthsAndLimitationsOfDirectMail,Vs.,StrengthsAndLimitationsOfTelemarketing,AWayToReachHard-to-reachTargetAudiences,EngagesConsumersWithaHands-onExperience,IncreasesBrandAwareness,EventMarketing,Eventmarketing:Apromotionaloccasiondesignedtoattractandinvolveabrandstargetaudience,EventMarketingUsage,Created,Participation,EventMarketing,3Types,SponsoredEvents,Sponsorship:Thefinancialsupportofanorganization,person,oractivityinexchangeforbrandpublicityandassociation,SportsSponsorships,Sports,SingleLargestSportingEvent:Olympics,2/3rdsofAllEventSponsorships,Vs.,WhatAreTheStrengthsAndLimitationsOfEventsAndSponsorships?,CustomerService,Customerservice:TheprocessofmanagingcustomersinteractiveexperienceswithabrandIncludes:everythingacompanydoestotakecareofcustomerneedswhentheybuyanduseabrand,ItHelpsRetainCurrentCustomers,CustomersAre