《市场营销学》课程PPT教学课件（双语）Chapter 09 Integrated Marketing Communication Strategy

Chapter 9 Integrated Marketing Communication Strategy

Chapter 9 Integrated Marketing Communication Strategy

Integrated Marketing Communication 1. Marketing Communication Mix or Promotion Mix 2. Integrated Marketing Communications 3. Communications Process 4. Steps in Developing Effective Communication 5. Setting the Total Promotion Budget 6. Setting the Promotion Mix

一． Integrated Marketing Communication 1. Marketing Communication Mix or Promotion Mix 2. Integrated Marketing Communications 3. Communications Process 4. Steps in Developing Effective Communication 5. Setting the Total Promotion Budget 6. Setting the Promotion Mix

1.Marketing Communication Mix or Promotion Mix Aversng Product's Design 的咖g Stores that Sell the Product Direct Marketing Product's Price Product's Sales P omotion Package

1. Marketing Communication Mix or Promotion Mix Product’s Design Product’s Price Product’s Package Stores that Sell the Product

The Changing Communications Environment Marketers Have Shifted Away From Mass Marketing Less Broadcasting Two Factors are Changing the Face of Today's Marketing Communications: Improvements in Information Technology Has Led to Segmented Marketing More Narrowcasting

The Changing Communications Environment Two Factors are Changing the Face of Today’s Marketing Communications: Improvements in Information Technology Has Led to Segmented Marketing More Narrowcasting Marketers Have Shifted Away From Mass Marketing Less Broadcasting Market Fragmentation Led to Media Fragmentation

2.The Need for Integrated Marketing Communications With Integrated Marketing Communications (IMC),the Company Carefully Integrates and Coordinates Its Many Communications Channels to Deliver a Clear,Consistent,and Compelling Message About the Organization and Its Product or Service

2. The Need for Integrated Marketing Communications With Integrated Marketing Communications (IMC), the Company Carefully Integrates and Coordinates Its Many Communications Channels to Deliver a Clear, Consistent, and Compelling Message About the Organization and Its Product or Service

Integrated Marketing Communications Advertising Personal selling Sales promotion Public relations Direct marketing

Integrated Marketing Communications Personal selling Public relations Direct marketing Sales promotion Advertising

3.A View of the Communications Process Marketers View Communications as the Management of the Customer Relationship Over Time Through the Following Stages: Preselling Selling Post- Consumption Consuming

Preselling Selling Post￾Consumption Consuming Marketers View Communications as the Management of the Customer Relationship Over Time Through the Following Stages: 3. A View of the Communications Process

Elements in the Communication Process Message Sender Encoding Decoding Receiver Media Noise Feedback Response Sender's field Receiver's field of experience of experience

Elements in the Communication Process

Key Factors in Good Communication Sellers Need to Sellers Must Develop Know What Audiences Feedback Channels to They Wish to Reach Assess Audience's and Response Response to Desired. Messages. Sellers Must be Good Sellers Must Send at Encoding Messages Messages Through That Target Audience Media that Reach Can Decode. Target Audiences

Sellers Need to Know What Audiences They Wish to Reach and Response Desired. Sellers Must be Good at Encoding Messages That Target Audience Can Decode. Key Factors in Good Communication Sellers Must Send Messages Through Media that Reach Target Audiences Sellers Must Develop Feedback Channels to Assess Audience’s Response to Messages

4. Steps in Developing Effective Communication Step 1.Identifying the Target Audience Step 2.Determining the Communication Objectives Buyer Readiness Stages Awareness Knowledge Liking Preference Conviction Purchase

Step 1. Identifying the Target Audience Step 2. Determining the Communication Objectives Buyer Readiness Stages Purchase Conviction Preference Liking Knowledge Awareness 4. Steps in Developing Effective Communication This ad for the Toyota Celica may be able to cover the first three stages of the buyer￾readiness stages: awareness, knowledge, and liking. There is no mention of competitors, so it does not seem to establish preference