第九章 整合营销沟通战略.ppt

1、1,Chapter 9,Integrated Marketing Communication Strategy,2,1.Integrated Marketing Communication,Products Design,Products Price,Products Package,Stores that Sell the Product,3,2.Integrated Marketing Communications (Fig. 14.1),Personal selling,Public relations,Direct marketing,Sales promotion,Advertisi

2、ng,4,The Need for Integrated Marketing Communications,With Integrated Marketing Communications (IMC), the Company Carefully Integrates and Coordinates Its Many Communications Channels to Deliver a Clear, Consistent, and Compelling Message About the Organization and Its Product or Service.(通过整合营销沟通，企

3、业将众多的沟通渠道加以整合与协调，以便向顾客传递关于企业产品或服务的清晰的、完整一致的信息）,5,Sellers Need to Know What Audiences They Wish to Reach and Response Desired.,Sellers Must be Good at Encoding Messages That Target Audience Can Decode.,3.Key Factors in Good Communication,Sellers Must Send Messages Through Media that Reach Target Audi

4、ences,Sellers Must Develop Feedback Channels to Assess Audiences Response to Messages.,6,Step 1. Identifying the Target Audience,Step 2. Determining the Communication Objectives Buyer Readiness Stages,Purchase,Conviction,Preference,Liking,Knowledge,Awareness,4.Steps in Developing Effective Communica

5、tion,7,Step 3. Designing a Message,Message Content Rational Appeals Emotional Appeals Moral Appeals,Message Structure Draw Conclusions Argument Type Argument Order,Message Format Headline, Illustration, Copy, & Color Body Language,Steps in Developing Effective Communication,8,Step 5. Selecting the Message Source,Step 6. Collecting Feedback,Steps in Developing Effective Comm