整合营销复习整理

1、Chapter 11. Definition of MCMarketing Communication -Represents all the elements in a product1 marketing mix that facilitate exchanges by targeting the brand to a group of customers, positioning the brand as being disti net from competitive bran ds, and sharing the brand 'smea ning and unique di

2、ffere nces with the product 1 target audienee.2. Marketing Communication ToolsAdvertis ing. Sales promoti on, Pers onal selli ng, Spon sorship marketi ng,5) Publicity：Poin t-of-purchase com muni cati ons Market ing com muni catio n in volves using an assortme nt of differe nt types of media.3. Brand

3、 Contact points (MC Tools)On e-way non-pers onal con tact: Advertis ing, Pack ing, Direct Marketi ng, Publicity, Sales Promoti onTwo-ways pers onal con tact: Poi nt-of-purchase, Direct selli ng, Pers onal sell ingParticipati ng con tact in two-ways com muni cati onEven ts, Spon sorship marketi ng，Tr

4、ade Show, E-Commerce, Customer Service, I nternal marketi ng4. MC ProgramFun dame ntal decisi ons, Impleme ntati on decisi ons，MC outcome,® Program evaluati on5.IMC Concept-is the philosophy and practice of selecti ng and coord in at ing all of a brand 1 marketi ng com mun icati on eleme nt.“整合

5、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、与市场营销有尖的传 播活动，广告、促销、公矢、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(1) Profile the ide ntified target market(2) Use the releva nt media(3) Any message m

6、edium that is capable of reach ing the target customers in a favorable light(4) Achieve com muni cati on syn ergy(5) Con vey same brand message con siste ntly across diverse cha nn els(6) Build customer relati on ships(7) In flue nee target market' s behavior(8) Move target customers to acti on7

7、. Brand equity1)Brand Equity (from customer 1 s perspective)所谓品牌资产就是消费者尖于品牌的知识(brand knowledge )。它是有矢品牌的所有营销活 动给消费者造成的心理事实。Brand kno wledgeBrand aware ness and brand imageBrand aware ness-Bra nd recog niti on (with hin ts), Brand recall (from memory without hi nts)Top-o仁mi nd aware ness, Brand Domin

8、anceBrand image-Types of brand associati onsAttributes -product/ non-product relatedBen efits -function al, symbolic and experie ntialOverall evaluati on (attitude)Favorability, stre ngth and uniquen ess of brand associati ons2)Brand equity (From organization rs perspective) Focuses on outcomes exte

9、nding from efforts to enhance a brand 1 s equity, such as achieving a higher market share, in creas ing brand loyalty and being able to charge premium prices8. Enhancing brand equityFirstly, select a good brand n ame or logoThen, develop strong, favorable and unique associations in the consumer 1 s

10、mind about brand Also, Brand equity can be enhan ced by leveragi ng its positive associati ons with other brands (e.g.Bra nd Allia nces:co-bra nding, in gredie nt brandin g), places, thin gs, and people.Ch apter 31. Attitude -Attitude means a general and somewhat enduring positive or negative predis

11、position towards, or evaluative judgme nt of a pers on or an issue.2. Components of attitudeCog nitive-Beliefs- kno wledge and thoughts about an object or issue 44 Benz motor cars are well engin eerecT .Affective-Feelings and emotionsHl like Iphone "Conative-A person 1 s behavior tendency3. Att

12、itude change strategiesto cha nge beliefsto alter outcome evaluati ons orto introduce a new outcome into the evaluation process, eg. Evaluate brands in a product category in terms of a particular product ben efit that is stron gly associated with their brand.4. ELM:精细加工可能性模型EL- Elaborati on likeliho

13、od-Represe nts the possibility that con sumers will elaborate on a MC message by thinking about and react ing to it and compari ng it with their pre-exist ing 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 Rou囘和边缘仃he Periph

14、eral 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 41. Market SegmentationSegme ntat

15、i on and targeti ng customers allows marketers to deliver their messages to target market preve nt wasted coverage to those whose are not target.2. Targetingdemographic targeti ng-Age, in come, family compositi on, life cycle, eth ni city geodemographic targeti ng-A comb in ati on of demographic and

16、 lifestyle characteristics of con sumers withi n geographic clusters3. Brand positioning help to determine-who is the target market, what the marketingcom muni cati on should say about the brand,and what media and message vehicles should beselectedoDevelop an effective positioning statement- It shou

17、ld reflect a brand1 s competitive adva ntageIt should motivate customers to action4. positioning strategieson overall evaluati on (attitude)on brand attributes - Non-product related attributes, eg. Price, packaging, user and usage imagery Product-related attributes, eg. Color, size, desig n features

18、On ben efits- Functional , Symbolic- directed at desire for group membership,bel ongingn ess, self enhan ceme nt Experie ntial- provide sen sory pleasure, eg. Look ing elega nt, feeli ng won derful and sounding superb.Chapter 51. Ad Or Not to Ad.Argume nts for in vesti ng in advertis ingIt can in cr

19、ease profitability by in creas ing sales volume, en abli ng higher sell ing prices, and thusin creas ing revenue above the in creme ntal advertis ing expe nseArgume nts for reduc ing advertis ing expe nditureWhile it presumes that past advertis ing will have Ion ger term “ carry overM effects and ma

20、intain revenu e, it does not ack no wledge that the abse nee of advertis ing in the curre nt period will have an adverse effect on sales volume in the subseque nt periods.Which approach is more ben eficial?1:mai nta in status quoWhen the market is not price or ad. elasticWhen con sumers have well-es

21、tablished prefere nces2: build brand image by in creased advertis ingfor new products, luxury goods and products characterized by symbolic imagery3: In creased volume by price disco un ti ngfor many mature con sumer goods where con sumers have complete in formatio n about brandsVery little brand dif

22、fere ntiati on4: In crease advertis ing an d/or disco unt pricesWhen brands in the product category are in here ntly differe ntfor products that experie nee seas onal dema ndCh apter 61. Guidelines for creative briefingWhat is the backgro und to this job?What is the strategy?What is our task on this

23、 job?What is the corporate an d/or brand positi oning?What are the clientr s objectives for this job?Whom are we talk ing to?What do they curre ntly think /feel about our product/service?What do we want them to thi nk/feel about our product /service?What do we want them to do?What is the sin gle-min

24、 ded propositi on?Why should our audie nee believe this propositi on?How should we speak to them?2. creative strategyFunctional orie ntedUnique sell ing propositi on strategy-Make a superiority claim based on a unique product attribute that represents a meaningful, disti nctive con sumer ben efit.Th

25、e optimum creative tech niqueSymbolic/experime ntal orie ntedBrand image strategy-In volves psychosocial d if fere n tiati onGiving a brand a dist inct ide ntity or pers on alitySuitable for product where there is relatively little physical d if fere n tiatio nAlso be described as transformational a

26、dvertisingassociate brand experienee with a unique psychological characterisiticsResonance Strategy-Match patter ns in an advertiseme nt with the target audie nee ' s stored experie ncesEmoti onal strategyAppeals to roma nee, no stalgia, compassi on, exciteme nt, joy, fear, guilt, disgust and re

27、gretCategory dominanee orie ntedGen etic strategy-Makes no attempt to differe ntiate its brand from competitive offeri ngs or to claim superiorityMost appropriate for a brand that domin ate a product categoryPre-emptive strategy-Make a gen eric type claim but does so with an asserti on of superiorit

28、yAppropriate for brand where there are few functional differe nces betwee n competitorsPreclude competitors from say ing the same thi ngChapter 71 Copy Research is used to test the effectiveness of ads. Messages, is also called message research.In dustry sta ndard for message research: PACT- positi

29、oning advertis ing copy test ing tech nique. The PACT methodology con sists of nine message testing principles(1) Provide measures that are releva nt to the advert ing objectives;(2) Prior agreeme nt about how the results will be used in each specific test;(3) Provide multiple measureme nts;(4) Be b

30、ased on a model of huma n resp on ses to com mun icatio n;(5) Provide in formatio n for con sideri ng whether the ads. stimulus should be exposed more tha n once;(6) Alter native executi ons should be tested in the same degree of fini sh;(7) Provides con trols to avoid the bias no rmally found in th

31、e exposure con text;(8) Con sider the defi ning of the target market sample;(9) Dem on strate reliability and validity;2. Measures of message research:Measure of recog niti on and recall:(1) Starch readership service-magaz ine Bruzz one test-TV(3) Burke day-after recall- TVMeasure of sales resp onse

32、(1) Behavior sea n(2) Scan trackChapter 81 Strengths and limitations of TV adsStre ngths : (1) Demo nstrati on ability (2) In trusi on value (3) Ability to gen erate exciteme nt(4) One on one reach(5) Ability to use humor (6) Effective with sales forceand trade(7) Ability to achieve impactLimitatio

33、ns :(1) Cost (2) Audie nee fraction alizati ons (3)Zipp ing and zapp ing (4) ClutterRadio adsStren gths(1) Ability to reach segme nted audie nces (2) In timacy (3) Economy(4) Short lead times Tran sfer of ima9erV from TV(2) No Visuals(4) Buyi ng difficultiesYellow Page and Directory;POP(6) Use of lo

34、cal pers on alitiesLimitatio ns: (1) Clutter(3) Audie nee fracti on alizationChapter 9Conte nt: Newspaper;Magaz ine;Chapter 10Internet advertising formats(营卡肖手段):(1) Websites (2) Display or banner ads(3) Web logs (Blogs, Podcasts) (4) Mobile pho ne and text messagi ng(5) Email: (Opt-i n versus spam,

35、 Ezin es, Wireless email ads)(6) Rich media format: (Pop-ups, in terstitials, superstitials, video ads)(7) Search engine ads:(Keyword-match ing ads, Conten t-targeted ads)(8) Advertis ing via behaviroual target ingSearch engine advertising-SEA:The key to attract people to a website is the use of sea

36、rch engine advertis ing.SEA is the fastest grow ing form of itnernet advertis ing.Internet search engines in elude a variety of well-k nown services that people use whe n seek ing in formati on.SEA attempts to place messages in front of people precisely when their natural search efforts in dicate th

37、ey appare ntly are in terested 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 Google2. Content- Oriented websites- Adsense Advertisers can specify

38、the websites where they want their ads to appear. Search engine services (Google) operate as an ad agency placing ads on other websites, tak ing a commissi on. Cost efficie ncy, pinpoin ted target ing and quick and easy assessme nt of ad effective ness.3. Limitations of SEA- click fraud: occurs when

39、 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 in crease the revenue paid to thyem by a search engine- Bot software systems, eg. RobVir

40、al Marketing病毒式营销：The idea of marketi ng to a small group of con sumers, who the n pass the market ing message to others-creat ing a positive word-of-mouth or buzz常用于进行网站推广、品X卑推广等，病毒式营销利用的是用户碑传播的原理，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

41、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，病毒式营销的几个矢键字：成本低，用户自发传播，有价值的信息Chapter 11Media StrategySpecifying media objectives(明确媒体策略):Follow ing issues to be con sid

42、ered:(1) Target populati on to be reached (2) Freque ncy (3) How close to the time of purchase(4) How much total advertis ing is n ecessary for reach and freque ncy(5) Budget to be allocated over time (6) Cost-effective way (7) Cost-effective waySelect target audience(选择目标受众)Four main types of in fo

43、rmati on n eeded:(1) Buyer behavior-most meanin gful basis to determ ine target audie nee(2) Demographic(3) Geographic(4) Value and lifestylesTimi ng:(1) Continuous 持续性A relatively equal nu mber of ad dollars is in vested throughout the campaig nPulsing脉冲式Some ads are used duri ng every period but t

44、he amount variesFlight ing飞跃式Zero spe nding in low con sumpti on mon ths duri ng the campaig nSelecting media categories and vehicles选择媒体投放方案）考虑以下问题（1）How ma ny exposures are needed?An alternative approach: the efficiency index proceduresEstimate the exposure utility for each level of vehicle exposu

45、re or OTS （opport un ity to see）Calculate the exposure distributi on of the various media schedulesDeterm ine the value at each OTS level and the n the total value across all OTS levelsDevelop an in dex of exposure efficie ncyTo select a media schedule that generates the most exposure value per GRPT

46、he range of effective reach can be thought of as being from 3 to 10 exposuresduring the media pla nning periodEffective reach pla nning gen erally leads to using multiple media rather tha n exclusively depe nding on TVIt also involves giving up some of prime- time TV' sreach to obtain greater fr

47、equency from other media at the same cost（2）Timi ngContinuityHow advertis ing is allocatedHow should the media budget be distributed throughout the period of the advertising campaig nRecency planning PrincipleFew advertisers can afford to maintain an expensive continuous schedulelogic for disc on ti

48、 nu ous advertis ingEPhron 1 s principle of recency argumentsupport of continuous advertisingChapter 12Direct marketing（直复营卡肖）is marketing material sent directly to the customer that is designed to create an immediate resp onseDirect selling（直销）Direct sell ing is a pers onnel con tact, no Ion ger a

49、fixed bus in ess site and the main distributi on in the home for con sumer 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（多层次直卡肖， 传乍肖）refers to the organizer or operator, with its development directly or in directly on the basis of the pers onnel qua ntity or sales

50、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 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。Comparsion:The tar

51、get customer of direct marketi ng is two-way com muni cati on; Target customers can direct resp on se. Two-way com muni cati on of the in formatio n is not restricted by space-time, pay the effect of market ing activities can be determ in ed.Direct selling is the Hface to face sales11, a direct sale

52、s personnel mode geared to the needs of con sumers, in dividual marketers a fly pay ing way (by phone, directory, etc.). Direct sell ing is not fixed retail locati ons.Direct selling(传乍肖)is a multi-level direct sales, the organizers take advantage of some of the costs paid by participants in the del

53、ivery of the first participants to maintain operation of the reward; in come by the nu mber of participa nts to joi n the order and developme nt of pers onnel decisi on s. It is esse ntially an orga ni zed fraud, illegal possessi on for the purpose of the property of others. No store network from th

54、e 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空限制，支付 营销活动的效果可测定。直销是“面对面销售”，直销人员一个人方式面向消费者，支付营销

55、师一飞个人方式（通过电话，目录 等）。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，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tt化媒体)：(3) Electro nic mail market ing(5) Print media and direct market ing(1) Postal mail advertis ing

56、(2) Catalogue market ing(4) Television and direct marketing(6) Door-to-door Copy(2) The role of copy: 1. get attention ； 2. develop interest ； 3. call for action4.offer proo仁 dem on stratio ns, testim oni als, guara ntees, trial offers, en dorseme nts ；(3) Visuals(夕卜观设计):1. Style and image of presen

57、tation2. Image 3. Format 4. Desig nDatabase: It is an up-todate database enables firms to target precisely, offer varied messages, create Ion g-term relati on ship, enhance productivity, lifetime value an alysis.Customer lifetime value: To evaluate customer database from a Lifetime Value perspective

58、Net present value of the profit that a company stands to realize on the average new customers duri ng a give n nu mber of years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 13Consumer promotions住肖售促进的手段 9 个)Sampling; Coupons; Purchase premium; Special prices;Bonus packs; Rebate/refu nds; Sweepstakes, con tests, games; Continui