国际营销国际营销国际营销 (32).pdf

《国际营销国际营销国际营销 (32).pdf》由会员分享，可在线阅读，更多相关《国际营销国际营销国际营销 (32).pdf（17页珍藏版）》请在得力文库 - 分享文档赚钱的网站上搜索。

1、Designing and Managing Integrated Marketing CommunicationsChapter 1503How do marketing communications work?01What is the role of marketing communications?02What is the marketing communications mix?06What is an integrated marketing communications program?05How should the communications mix be set and

2、 evaluated?04What are the major steps in developing effective communications?Marketing communications The means by which firms attempt to inform,persuade,and remind consumers about the products and brands they sellThe Role of Marketing Communications输 入 您 的 标 题Marketing Communications MixAdvertising

3、Sales promotionEvents and experiencesPublic relations and publicityOnline and social media marketingMobile marketingDirect and database marketingPersonal sellingCommon Communication PlatformsHow Does Marketing Communications Work?The communications process models Macromodel of the communications pro

4、cess Micromodel of consumer responsesFigure 15.1Elements in Communications ProcessFigure 15.2Response Hierarchy ModelsMicromodel of Consumer Responses With an ideal ad campaign:1.The right consumer is exposed to the message at the right place and time2.The ad causes the consumer to pay attention3.Th

5、e ad reflects consumers level of understanding of brand4.The ad positions points-of-difference and points-of-parity5.The ad motivates consumers to consider purchase6.The ad creates strong brand associationsDeveloping Effective CommunicationsDeveloping Effective Communications Identify the target aud

6、ience Set the communications objectives Establish need for category Build brand awareness Build brand attitude Influence brand purchase intentionDeveloping Effective Communications Design the CommunicationsMessage strategyCreative strategyMessage sourceInformational appealsOne-sided vs.two-sided arg

7、umentsTransformational appealsNegative/fear vs.positive appealsCreative Strategy Messages delivered by attractive or popular sources can achieve higher attention and recallMessage Source Select the communications channels Personal communications Nonpersonal channelsDeveloping Effective Communications Affordable method Percentage-of-sales method Competitive-parity method Objective-and-task methodEstablish the Marketing Communications Budget