《市场营销》（英文版） Chapter 18 Designing and Managing Integrated Marketing Communications

The Marketing Communications Mix a Any Paid Form of Nonpersonal Advertising Presentation by an Identified Sponsor Sales promotion Short-term Incentives to Encourage Trial or Purchase Protect and/or Promote Public relations Company's Image/products Personal selling Personal presentations Direct Communications With Direct Marketing Individuals to obtain an Immediate Response C2000 Prentice Hall

©2000 Prentice Hall Advertising Personal Selling Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. Sales Promotion Short-term Incentives to Encourage Trial or Purchase. Public Relations Direct Marketing Direct Communications With Individuals to Obtain an Immediate Response. Protect and/or Promote Company’s Image/products. Personal Presentations. The Marketing Communications Mix

Message Problems Selective Attention Selective Distortion Selective Retention C2000 Prentice Hall

©2000 Prentice Hall Message Problems Selective Attention Selective Distortion Selective Retention

Effective Communications Step 1. Identifying the Target Audience Step 2. Determining the Communication Objectives Buyer Readiness Stages Awareness Knowledge Liking Preference Conviction Purchase C2000 Prentice Hall

©2000 Prentice Hall Effective Communications Step 1. Identifying the Target Audience Purchase Conviction Preference Liking Knowledge Awareness Step 2. Determining the Communication Objectives Buyer Readiness Stages

Step 3. Designing the Message Message Content Rational Appeals Emotional Appeals Moral Appeals Message Structure Draw Conclusions Argument Type Argument Order Message Format ayout Words sounds Body Language Message Source Expertise, Trustworthiness Congruity C2000 Prentice Hall

©2000 Prentice Hall Step 3. Designing the Message Message Source Expertise, Trustworthiness, Congruity Message Format Layout, Words, & Sounds, Body Language Message Structure Draw Conclusions Argument Type Argument Order Message Content Rational Appeals Emotional Appeals Moral Appeals

Step 4. Select Communications Channel Personal communication Channels Nonpersonal communication Channels C2000 Prentice Hall

©2000 Prentice Hall Step 4. Select Communications Channel Nonpersonal Communication Channels Personal Communication Channels

Step 5. Establish the Budget Of Affordable Sales Competitive Obiective Parity Task C2000 Prentice Hall

©2000 Prentice Hall Step 5. Establish the Budget Competitive Parity Objective & Task Affordable % Of Sales

Step 6. Decide on Communications Mix Advertising Public, Pervasⅳe, Expressⅳe, Impersonal Sales promotion Communication, Incentive, Inv itation Public Relations Publicity Credibility, Surprise, Dramatization Personal Selling Personal Confrontation, Cultivation, Response Direct Marketing Nonpublic, Customized, Up-to-Date, Interactive C2000 Prentice Hall

©2000 Prentice Hall Step 6. Decide on Communications Mix Advertising Public, Pervasive, Expressive, Impersonal Sales Promotion Communication, Incentive, Invitation Public Relations & Publicity Credibility, Surprise, Dramatization Personal Selling Personal Confrontation, Cultivation, Response Direct Marketing Nonpublic, Customized, Up-to-Date, Interactive

Step 7. Measure Results Step 8. Manage the MC Process C2000 Prentice Hall

©2000 Prentice Hall Step 7. Measure Results Step 8. Manage the IMC Process

Factors in Developing Promotion Mix Strateqies ype of Buyer/ Product/ Readiness Market Stage Push vs Product life Pull Strategy Cycle Stage C2000 Prentice Hall

©2000 Prentice Hall Factors in Developing Promotion Mix Strategies Product Life￾Cycle Stage Type of Product/ Market Push vs. Pull Strategy Buyer/ Readiness Stage

Push Versus Pull Strategy Marketing Marketing activities Interme activities Producer diaries End users Demand Push Strategy Marketing activities Demand Interme Demand Producer I diaries I End users Pull Strategy C2000 Prentice Hall

©2000 Prentice Hall Push Versus Pull Strategy Producer Producer Interme￾diaries Marketing activities End users Marketing activities Demand Interme￾diaries Demand Push Strategy Pull Strategy End users Marketing activities Demand