整合营销沟通.pptx

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1、,整合营销沟通,0,Objectives,Know the tools of the marketing communications mix.Understand the process and advantages of integrated marketing communications.,举出并定义营销沟通组合的工具讨论整合营销沟通的过程与优点,1,Objectives,Learn the steps in developing effective marketing communications.Understand methods for setting promotional

2、budgets and the factors that affect the design of the promotion mix.,列出开展有效营销沟通的步骤解释制定促销预算的方法，以及影响促销组合设计的因素,2,UPS is a $31 billion corporate giantUPS wanted to reposition itself as a supply chain solutions providerDeveloped new theme based on customer input,Implemented, “What Can Brown Do for You?”

3、campaignRealigned its sales and marketing organizationAds, web sites, and salespeople deliver message daily,UPS,Case Study,3,Marketing Communications MixThe specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing obj

4、ectives.,营销沟通组合将广告、人员推销、销售推广、公共关系和直销工具组合在一起，用来达成公司的广告和营销目标。,4,The Marketing Communications Environment is Changing:,变化的沟通环境,5,Mass markets have fragmented, causing marketers to shift away from mass marketing Media fragmentation is increasing as wellImprovements in information technology are facilita

5、ting segmentation,由于大众市场变得支离破碎，营销人员逐渐放弃了大众营销。 媒体的分离也在加速信息技术的迅猛发展加速了细分市场营销的过程。,6,The Need for Integrated Marketing CommunicationsConflicting messages from different sources or promotional approaches can confuse company or brand imagesThe problem is particularly prevalent when functional specialists h

6、andle individual forms of marketing communications independently,对整合营销沟通的需求从不同渠道和促销方法所传达的信息的冲突可以使公司或品牌形象变得混乱当专业人员独立地解决个人营销沟通问题时这一现象尤为普遍,7,The Need for Integrated Marketing CommunicationsThe Web alone cannot be used to build brands; brand awareness potential is limitedBest bet is to wed traditional b

7、randing efforts with the interactivity and service capabilities of online communicationsWeb efforts can enhance relationships,对整合营销沟通的需求仅仅使用网站是不能建立品牌的，品牌潜在知名度是有限的最好的办法是把传统的品牌建设方法与互动和在线沟通的服务能力结合起来网络可以加强联系,8,Integrated Marketing Communications整合营销沟通,The concept under which a company carefully integrat

8、es and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.,公司谨慎地组合和搭配其众多的沟通渠道以传递一个关于其组织和产品的清晰、一致、吸引人的信息,9,Integrated Marketing Communications整合营销沟通,IMC implementation often requires the hiring of a MarCom manage

9、r.,IMC的完成经常需要雇佣一个Marcom经理,10,The Communication Process沟通过程,Communications efforts should be viewed from the perspective of managing customer relationships over time.The communication process begins with an audit of all potential contacts.,沟通的成就应该随着时间的流逝通过顾客关系管理的状况而被观察到沟通过程的开始是对所有潜在联系进行审计,11,The Comm

10、unication Process沟通过程,Effective communication requires knowledge of how communication works.,有效沟通需要了解沟通是怎样进行的,12,Elements in the communication Process 沟通过程的要素,The Communication Process,Sender 发送人Message 信息Media 媒体Receiver 接受者,Encoding 译码Decoding 解码Response 反应Feedback 反馈,Noise 噪音,沟通过程,13,Developing E

11、ffective communication发展有效沟通,Step 1: Identifying the Target AudienceAffects decisions related to what, how, when, and where message will be said, as well as who will say it,第一步：识别目标听众影响相关决策，包括说什么样的信息、怎样说、什么时候说、在什么地方说，以及由谁来说,14,Developing Effective communication发展有效沟通,Step 2: Determining Communicatio

12、n ObjectivesSix buyer readiness stages,第二步：决定沟通目标六个购买者的准备就绪阶段,15,Buyer-Readiness Stages,Developing Effective Communication,Awareness 知道Knowledge 知识Liking 爱好,Preference 偏爱Conviction 确信Purchase 购买,发展有效沟通,六个购买者的准备就绪阶段,16,Step 3: Designing a MessageAIDA framework guides message designMessage content con

13、tains appeals or themes designed to produce desired results Rational appeals Emotional appeals Love, pride, joy, humor, fear, guilt, shame Moral appeals,第三步：设计一个信息AIDA构架指导信息设计信息内容包含用来产生渴望结果的呼吁或主题合理的呼吁情感的呼吁爱心，自豪，高兴，幽默，担心，内疚，羞愧精神的呼吁,Developing Effective communication发展有效沟通,17,Step 3: Designing a Messa

14、geMessage Structure: Key decisions are required with respect to three message structure issues: Whether or not to draw a conclusion One-sided vs. two-sided argument Order of argument presentationMessage Format: Design, layout, copy, color, shape, movement, words, sounds, voice, body language, dress,

15、 etc.,第三步：设计一个信息信息结构：关键的决策被要求尊重三个信息结构问题是否得出结论一方面论点对两方面论点辩论陈述顺序信息结构：设计，编排，复本，颜色，形状，动作，字句，声音，嗓音，肢体语言，服装，等等,Developing Effective communication发展有效沟通,18,Step 4: Choosing MediaPersonal communication channels Includes face-to-face, phone, mail, and Internet chat communications Word-of-mouth influence is o

16、ften critical Buzz marketing cultivates opinion leadersNonpersonal communication channels Includes media, atmosphere, and events,第四步：选择媒体个人沟通渠道包括面对面、电话、信件和互联网聊天的交流口头表达的影响经常是非常重要的这种营销可以培养观念领导者非个人的沟通渠道包括媒体，大气氛和事件,Developing Effective communication发展有效沟通,19,Step 5: Selecting the Message Source Highly c

17、redible sources are more persuasiveA poor spokesperson can tarnish a brandStep 6: Collecting FeedbackRecognition, recall, and behavioral measures are assessed May suggest changes in product/promotion,第五步：选择信息源 高度可靠的来源更有说服力一个乏味的代言人会使一个品牌失去光泽第六步：收集反馈识别，召回以及行为方法都是可评估的可以产生对产品或激励进行改革的建议,Developing Effect

18、ive communication发展有效沟通,20,Setting the Promotional Budget and Mix 设置激励预算与混合,Setting the Total Promotional BudgetAffordability Method Budget is set at a level that a company can affordPercentage-of-Sales Method Past or forecasted sales may be usedCompetitive-Parity Method Budget matches competitors o

19、utlays,设置总的激励预算支付能力方法预算应在公司能支付得起的标准上来制定销售百分比方法利用过去的或预测的销售额竞争等同方法 预算与竞争者的费用匹配,21,Setting the Total Promotional BudgetObjective-and-Task Method Specific objectives are defined Tasks required to achieve objectives are determined Costs of performing tasks are estimated, then summed to create the promoti

20、onal budget,设置总的激励预算目标与任务方法制定详细具体的目标 制定要求达到目标的工任务估计履行任务的成本，然后总计，产生激励预算,Setting the Promotional Budget and Mix 设置激励预算与混合,22,Setting the Overall Promotion MixDetermined by the nature of each promotion tool and the selected promotion mix strategy,设置全面激励组合由每一种激励工具的本质和被选择的激励混合战略的种类所决定,Setting the Promoti

21、onal Budget and Mix 设置激励预算与混合,23,Advertising 广告Personal Selling 针对个人的销售 Sales Promotion 销售激励Public Relations 公共关系Direct Marketing 直接营销,Reaches large, geographically dispersed audiences, often with high frequency 能够大大地延伸到分散在不同地理位置的听众，而且通常是高频率的Low cost per exposure, though overall costs are high 尽管总成本

22、高，但单一方位成本低Consumers perceive advertised goods as more legitimate 消费者感觉被广告的商品是合法的Dramatizes company/brand 戏剧性地表现公司或品牌Builds brand image; may stimulate short-term sales 建立品牌形象；刺激短期销售Impersonal; one-way communication 非个人的；单一路线沟通,Promotion Tools激励工具,Setting the Promotional Budget and Mix 设置激励预算与混合,24,Mo

23、st effective tool for building buyers preferences, convictions, and actions 多数有效工具是为了建立购买者的参数选择，深信和行动Personal interaction allows for feedback and adjustments 各人交互允许反馈和调整Relationship-oriented 导向的关系Buyers are more attentive 购买者更关注Sales force represents a long-term commitment 销售力量代表一个长期的允诺Most expensiv

24、e of the promotional tools 最昂贵的激励工具,Promotion Tools激励工具,Advertising 广告Personal Selling 针对个人的销售 Sales Promotion 销售激励Public Relations 公共关系Direct Marketing 直接营销,Setting the Promotional Budget and Mix 设置激励预算与混合,25,May be targeted at the trade or ultimate consumer 被定位在贸易或最终消费者上Makes use of a variety of f

25、ormats: premiums, coupons, contests, etc. 利用各种形式：奖赏，优惠券，竞赛Attracts attention, offers strong purchase incentives, dramatizes offers, boosts sagging sales 引起注意，提供强烈的购买动机，戏剧性地出价，推进下垂的销售Stimulates quick response 刺激快速反应Short-lived 短的生命Not effective at building long-term brand preferences 对建立长期的参数选择无效,Pro

26、motion Tools激励工具,Advertising 广告Personal Selling 针对个人的销售 Sales Promotion 销售激励Public Relations 公共关系Direct Marketing 直接营销,Setting the Promotional Budget and Mix 设置激励预算与混合,26,Highly credible 高度可信Many forms: news stories, news features, events and sponsorships, etc 许多形式：新内容，新特征、事件和赞助者地位，等等Reaches many pr

27、ospects missed via other forms of promotion 取得许多其它激励形式达不到的期望效果Dramatizes company or benefits 戏剧性地表现公司或利益Often the most underused element in the promotional mix 通常是激励混合中最未充分利用地元素,Promotion Tools激励工具,Advertising 广告Personal Selling 针对个人的销售 Sales Promotion 销售激励Public Relations 公共关系Direct Marketing 直接营销,

28、Setting the Promotional Budget and Mix 设置激励预算与混合,27,Many forms: Telephone marketing, direct mail, online marketing, etc. 许多形式：电话营销，直接邮寄广告，在线营销，等等Four distinctive characteristics: 四种与众不同的特征Nonpublic 非公众的Immediate 直接的Customized 用户化定制Interactive 交互式的Well-suited to highly targeted marketing efforts 非常适合

29、高目标的营销努力,Promotion Tools激励工具,Advertising 广告Personal Selling 针对个人的销售 Sales Promotion 销售激励Public Relations 公共关系Direct Marketing 直接营销,Setting the Promotional Budget and Mix 设置激励预算与混合,28,Promotion Mix Strategies Push strategy: trade promotions and personal selling efforts push the product through the di

30、stribution channels.Pull strategy: producers use advertising and consumer sales promotions to generate strong consumer demand for products.,激励混合战略推动战略：贸易激励和个人销售努力推动产品在分销渠道中的流通拉动战略：生产者通过广告和促销使顾客产生强烈的产品需求,Setting the Promotional Budget and Mix 设置激励预算与混合,29,Checklist: Integrating the Promotion MixAnaly

31、ze trends (internal and external)Audit communications spendingIdentify all points of contactTeam up in communications planningMake all communication elements compatibleCreate performance measuresAppoint an IMC manager,清单：使激励混合成为一个整体分析趋势（内部的和外部的）对沟通开销进行识别联系要点协作沟通计划使所有的沟通元素协调一致创造表现方法任命一个整合营销经理,Setting

32、 the Promotional Budget and Mix 设置激励预算与混合,30,Socially Responsible Communication 有社会责任感的沟通,Advertising and Sales PromotionAvoid false and deceptive advertising Bait and switch advertisingTrade promotions can not favor certain customers over othersUse advertising to promote socially responsible progra

33、ms and actions,广告和促销避免假的或欺骗性的广告引诱和转换广告贸易激励使用广告进行有社会责任感的节目和活动,31,Personal SellingSalespeople must follow the rules of “fair competition”Three day cooling-off rule protects ultimate consumers from high pressure tacticsBusiness-to-business selling Bribery, industrial espionage, and making false and disparaging statements about a competitor are forbidden,个人销售销售者必须遵循“公平竞争”的原则三天冷却原则保护消费者不受高压战略的影响商业对商业销售避免行贿、行业间谍、对竞争者进行假的或毁谤性的陈述,Socially Responsible Communication 有社会责任感的沟通,32,谢 谢,21.11.1800:38:4100:3800:3821.11.1821.11.1800:38,00:3800:38:4121.11.1821.11.1800:38:41,2021年11月18日星期四12时38分41秒,