对外经济贸易大学：《营销学原理》精品课程教学资源（授课教案）Session 16 Integrated Marketing Communications & Advertising

Principles of Marketing 16-1 Session 16 Integrated Marketing Communications&Advertising Text:Chapters 14,16 制计价蜀易大孝 国际商学院市场营销学系

Principles of Marketing Integrated Marketing Integrated Marketing Communications & Advertising Communications & Advertising 16 － 1 16 － 1 Session 16 Text: Chapters 14, 16

Outline 16-2 I.The Communication Process II.Integrated Marketing Communications III.Advertising 国际商学院市场营销学系

Outline I. The Communication Process I. The Communication Process II. Integrated Marketing II. Integrated Marketing Communications Communications III. Advertising III. Advertising 16－2 16－2

16-3 I.The Communication Process 制计价蜀易大孝 国际商学院市场营销学系

I. The Communication Process I. The Communication Process I. The Communication Process 16 － 3 16 － 3

I-1 The Communication Process 16-4 Sender Feedback Encoding 1 Message Media Response Decoding Receiver 制卧经价蜀易大学 国际商学院市场营销学系

Media Media Sender Sender Encoding Encoding Message Message Decoding Decoding Receiver Receiver Response Response Feedback Feedback 16－4 16－4 I-1 The Communication Process

1-2 Paradigm Shift in Marketing 16-5 Communications Information Age Mass Mass A Target Marketing Customization Market of One Asynchronous Database Synchronous Advertising Marketing or Interactive Trade Promotion Marketing Sales Promotion 制卧价蜀易大学 国际商学院市场营销学系

Mass Marketing Asynchronous Advertising Trade Promotion Sales Promotion Information Age Information Age Mass Customization Database Marketing A Target Market of One Synchronous or Interactive Marketing 16－5 16－5 I-2 Paradigm Shift in Marketing Communications

16-6 Il.Integrated Marketing Communications 国际商学院市场营销学系

II. Integrated Marketing Communications II. Integrated Marketing II. Integrated Marketing Communications Communications 16 － 6 16 － 6

Il-1 Definition of IMC 16-7 ...a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines-for example,general advertising, direct response,sales promotion,and public relations-and combine these disciplines to provide clarity,consistency,and maximum communications'impact. --AAAA 制计爱价蜀易大学 国际商学院市场营销学系

…a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines—for example, general advertising, direct response, sales promotion, and public relations—and combine these disciplines to provide clarity, consistency, and maximum communications’ impact. -- AAAA 16－7 16－7 II-1 Definition of IMC 1 Definition of IMC

16-8 Il-2 Functions Focus of IMC IMC helps an organization focus on the best mix of promotional disciplines for their needs >A way of planning using a holistic approach Being used successfully in both the consumer and B-to-B markets >Focus on the process of marketing,not the parts 制卧价策易大学 国际商学院市场营销学系

¾ IMC helps an organization focus on the best mix of promotional disciplines for their needs ¾ A way of planning using a holistic approach ¾ Being used successfully in both the consumer and B-to-B markets ¾ Focus on the process of marketing, not the parts 16－8 16－8 II-2 Functions & Focus of IMC 2 Functions & Focus of IMC

Il-3 How IMC Works 16-9 >Move from inside-out to outside-in planning and implementation >View your activities as an inter-related system of marketing and communication >Expect different responses from different audiences >Create synergy among communication techniques >Develop a marketing information system to track results and give feedback on programs(i.e. marketing database) 制计爱价蜀易大学 国际商学院市场营销学系

¾Move from inside-out to outside-in planning and implementation ¾View your activities as an inter-related system of marketing and communication ¾Expect different responses from different audiences ¾Create synergy among communication techniques ¾Develop a marketing information system to track results and give feedback on programs (i.e. marketing database) 16－9 16－9 II-3 How IMC Works 3 How IMC Works

ll-4 Development Stages of IMC 16-10 1.Awareness of the need for integration 2.Image integration 3.Functional integration 4.Coordinated integration 5.Consumer-based integration 6.Stakeholder-based integration 7.Relationship management integration -M.Joseph Sirgy 制卧经价蜀易大考 国际商学院市场营销学系

II-4 Development Stages of IMC 1. Awareness of the need for integration 2. Image integration 3. Functional integration 4. Coordinated integration 5. Consumer-based integration 6. Stakeholder-based integration 7. Relationship management integration -- M. Joseph Sirgy 16 －10 16 －10