复旦大学：《营销管理》PPT课件讲义_INTEGRATED MARKETING COMMUNICATIONS

INTEGRATED MARKETING COMMUNICATIONS Chapter 17

INTEGRATED MARKETING COMMUNICATIONS Chapter 17

MMC. TOPICS Goals of Marketing Communications Understanding the communication process Communication mix Managing communications strategy

IMC: TOPICS Goals of Marketing Communications Understanding the communication process Communication mix Managing communications strategy

Goals of marketing Communications Create Awareness? Build positive images Identify prospects Build channel relationships? Retain customers?

Goals of marketing Communications Create Awareness? Build positive images Identify prospects Build channel relationships? Retain customers?

Communication

Communication:

Key Terms in Communication Model Encode: sender puts message into words, numbers, symbols Medium: way of transmitting message Decode: receiver interprets senders message Field of experience: values, attitudes, background, context of sender/receiver Feedback; receiver's responses Noise, extraneous factors such as distraction

Key Terms in Communication Model Encode: sender puts message into words, numbers, symbols Medium: way of transmitting message Decode: receiver interprets sender’s message Field of experience: values, attitudes, background, context of sender/receiver Feedback: receiver’s responses Noise: extraneous factors such as distraction

The ada model Attention Interest Desire Action

The AIDA model Attention Interest Desire Action

Planning, Implementing, and Evaluating IMC Set Communications Objecti Ste Step 2 Implement Select the Control the communications communications mIX strateg Step 3 Establish the budget

Planning, Implementing, and Evaluating IMC Step 1 Set Communications Objectives Step3 Establish the budget Step4 Implement & Control the communications strategy Step 2 Select the communications mix

Setting Communications Objectives Communication Objectives-to increase the percentage of parents who feel that Peter Pan peanut butter is the best peanut butter for their children from 22% to 35% Sales objective-to increase Peter Pan peanut butter market share from 12% to 15% by december 1997

Setting Communications Objectives Communication Objectives - to increase the percentage of parents who feel that Peter Pan peanut butter is the best peanut butter for their children from 22% to 35% Sales Objective - to increase Peter Pan peanut butter market share from 12% to 15% by December 1997

Communications MX Personal Advertising Selling Sales Publicity Promotion

Communications MIX Advertising Personal Selling Sales Publicity Promotion Advertising

SOME CHARACTERISTICS OF IMC MIX PS Advertising Publicity SP Mode of Direct Comm- Nonpersonal Nonpersonal Nonperson Personal unication al Out of Message personalized Uniform Marketers Uniform Flexibility Control Direct Yes No No No Feedback Marketer Yes High No Yes Control Sponsor Yes Yes Yes Identified

SOME CHARACTERISTICS OF IMC MIX PS Advertising Publicity SP Mode of Comm￾unication Message Flexibility Direct Feedback Marketer Control Direct Personal Personalized Yes High Nonpersonal Uniform No Yes Nonpersonal Out of Marketer’s Control No No Nonperson -al Uniform No Yes Sponsor Identified Yes Yes No Yes