《网络营销》课程教学课件（英文）Chapter 13 E-Marketing Communication

E-Marketing4/EJudyStrauss,AdelI.El-Ansary,and RaymondFrostChapter13:E-MarketingCommunication1000007001010100111101000010010111010010C2006PrenticeHallnO

©2006 Prentice Hall 13-1 E-Marketing 4/E Judy Strauss, Adel I. El-Ansary, and Raymond Frost Chapter 13: E-Marketing Communication

BMW Films85%ofBMWbuyersusetheInternetforresearchbeforepurchasinga carBMwmarketerswantedtodrivepotentialcustomers to the web site and give themreasonsto lingerthereBMwWhiredfamousactorsanddirectorstocreate short action films on BMWfilms.comTheyusedanIMCcampaignthatincludedprintadsto drivetraffictothe siteand placedBMWcarsinthefilms10010101001117010000100101110100102006PrenticeH

©2006 Prentice Hall 13-3 • 85% of BMW buyers use the Internet for research before purchasing a car. • BMW marketers wanted to drive potential customers to the web site and give them reasons to linger there. • BMW hired famous actors and directors to create short action films on BMWfilms.com. • They used an IMC campaign that included print ads to drive traffic to the site and placed BMW cars in the films. BMW Films

BMw Films, cont.Since2001thesitehasdrawn20millionviewersatacostof$1.20perpersonBMWexpected40%ofviewerstoregisterandbecome salesleadsThefilmsreportedlyleadtoa74%salesincreaseatBMW.CanyouthinkofotherproductsbesidesBMw'sthat wouldbenefitfrom a similar,creativeapproach to integrated marketingcommunications?7001070100111101000010010111010010C2006PrenticeHa

©2006 Prentice Hall 13-4 • Since 2001 the site has drawn 20 million viewers at a cost of $1.20 per person. • BMW expected 40% of viewers to register and become sales leads. • The films reportedly lead to a 74% sales increase at BMW. • Can you think of other products besides BMW’s that would benefit from a similar, creative approach to integrated marketing communications? BMW Films, cont

Integrated MarketingCommunication (lMC)IMCisacross-functionalprocessforplanningexecuting,andmonitoringbrandcommunicationsThegoal istoprofitablyacquire,retain,andgrow customersIMC strategy requires a thorough understandingoftarget stakeholders,the brand,itscompetition,and otherfactors00000000007000700070C2006PrenticeHal

©2006 Prentice Hall 13-5 • IMC is a cross-functional process for planning, executing, and monitoring brand communications. • The goal is to profitably acquire, retain, and grow customers. • IMC strategy requires a thorough understanding of target stakeholders, the brand, its competition, and other factors. Integrated Marketing Communication (IMC)

Marketing Communication ToolsMarComconsistsofbothplannedandunplannedmessagesbetweenfirmsandcustomersandamong customersE-marketerscanenhanceMarCombyusinginnovativetechnologies.InternetMarCommayincludeadvertising,salespromotion, marketing public relations, anddirectmarketing7001:070100111101000010010111010010C2006PrenticeHal

©2006 Prentice Hall 13-6 Marketing Communication Tools • MarCom consists of both planned and unplanned messages between firms and customers and among customers. • E-marketers can enhance MarCom by using innovative technologies. • Internet MarCom may include advertising, sales promotion, marketing public relations, and direct marketing

Marketing Communication MediaThe Internet is just one of many media usedtocarryMarCommessages.Based ontheirabilitytoreachincreasinglynarroweraudiences,electronicmedia canbeviewed as.· Broadcast (TV and radio)Narrowcast(CableTV):Pointcast(lnternetand cell phone)All media have strengthsand weaknesses,asshown in Exhibit 13.210010101001117010000100101110100102006PrenticeHa

©2006 Prentice Hall 13-7 • The Internet is just one of many media used to carry MarCom messages. • Based on their ability to reach increasingly narrower audiences, electronic media can be viewed as: • Broadcast (TV and radio) • Narrowcast (Cable TV) • Pointcast (Internet and cell phone) • All media have strengths and weaknesses, as shown in Exhibit 13.2 Marketing Communication Media

Strengths & Weaknesses of MediaTVCriterionRadioMagazineNewspaperDirect MailInternetactiveactiveInvolvementpassivepassiveactiveinteractiveMediamulti-audiotext and graphictext and graphictextandmulti-mediaRichnessmediagraphicGeographiclocalgloballocalglobalglobalvariesCoverageCPMlowlowesthighmediumhighmediumReachhighmediumlowmediumvariesmediumgoodTargetinggoodexcellentgoodexcellentexcellentfairfairfairfairTrackEffectivenessexcellentexcellentgoodgoodMessageFlexibilityexcellentexcellentpoorpoor000007001070100111101000010010111010010C2006PrenticeHall010010

©2006 Prentice Hall 13-8 Strengths & Weaknesses of Media Criterion TV Radio Magazine Newspaper Direct Mail Internet Involvement passive passive active active active interactive Media Richness multi￾media audio text and graphic text and graphic text and graphic multi-media Geographic Coverage global local global local varies global CPM low lowest high medium high medium Reach high medium low medium varies medium Targeting good good excellent good excellent excellent Track Effectiveness fair fair fair fair excellent excellent Message Flexibility poor good poor good excellent excellent

IMC Goals and Strategies· The AiDA and"think,feel, do"(hierarchy ofeffects)modelshelpguideselectionofonlineandofflineMarComtoolsConsumers firstbecomeawareofa productbeforethey develop feelingsand purchase it.Applicationdependsonwhethertheproductpurchasing decision is high-orlow-involvementThemodelscanhelpmarketersselectappropriatecommunication objectives andstrategies,such as:·Buildbrandequity.Elicitadirectresponse0700.0102001111010000100101110100102006PrenticeHa

©2006 Prentice Hall 13-9 • The AIDA and “think, feel, do” (hierarchy of effects) models help guide selection of online and offline MarCom tools. • Consumers first become aware of a product before they develop feelings and purchase it. • Application depends on whether the product purchasing decision is high- or low- involvement. • The models can help marketers select appropriate communication objectives and strategies, such as: • Build brand equity. • Elicit a direct response. IMC Goals and Strategies

Internet AdvertisingAdvertisingisnonpersonal,usuallypersuasivecommunication aboutproducts orideasbyanidentifiedsponsor.All paidspaceonaWebsiteorinanemail isconsideredadvertisingOnlineadvertisingreached$7.3billion,3%ofadvertising dollars spent, in 20031007:070100111101000010010111010010C2006PrenticeHal

©2006 Prentice Hall 13-10 Internet Advertising • Advertising is nonpersonal, usually persuasive, communication about products or ideas by an identified sponsor. • All paid space on a Web site or in an email is considered advertising. • Online advertising reached $7.3 billion, 3% of advertising dollars spent, in 2003

Ad Spending By Medium in 2003Direct Postal Mail23%Newspapers21%YellowPages7%RadioNetworkTV9%20%OutdoorMagazines2%6%InternetCable TV3%9%100100101000111101000010010111C2006PrenticeHall000

©2006 Prentice Hall 13-11 Ad Spending By Medium in 2003 Newspapers 21% Network TV 20% Internet 3% Cable TV 9% Magazines 6% Outdoor 2% Radio 9% Yellow Pages 7% Direct Postal Mail 23%