复旦大学管理学院：《营销管理》PPT讲义（英文版）_Chapter 11 Integrated Marketing Communication

introducE Chapter 11 Integrated Marketing tion Communication Slides Questions. JANUARY BACK Readings

Chapter 11 Integrated Marketing Communication Introduc￾tion Slides Case Questions Readings BACK

Introduction Hero? CLICK HER

“Hero” Introduction

1. IMO The marketing communications Mix 3. Effective Communications 4. Developing managing Advertising program

1. IMC 2. The Marketing Communications Mix 3. Effective Communications 4. Developing & Managing Advertising Program

1. The Integrated Marketing Communication Integrated Marketing Communications is a way of looking at the whole marketing process from the point of receiver

4 1.The Integrated Marketing Communication Integrated Marketing Communications is a way of looking at the whole marketing process from the point of receiver

2. The Principles of Imo H It's a stimulus-Response model Marketer sends out stimulus Consumer responds to these A It's a two-way process based on a common field of experience Senders Receivers field of Message field of experience experience

5 2.The Principles of IMC  It’s a Stimulus-Response Model: Marketer sends out stimulus Consumer responds to these  It’s a two-way process based on a common field of experience: Sender’s field of experience Receiver’s field of experience Message

2. The Principles of IMc L All Marketing is Communication All marketing activity is a form of communication product design/formulation brand name/ packaging design promotion pricing/distribution trade press/transport even the telephone receptionist.6

6 2.The Principles of IMC  All Marketing is Communication: • All marketing activity is a form of communication - product design/formulation - brand name/ packaging design - promotion - pricing/distribution - trade press/transport - even the telephone receptionist……

2. The Principles of IMo L All Marketing is Communication All these offer meaning, offer to meet need The consumer responds not only individually, but to the whole thing

7 2.The Principles of IMC  All Marketing is Communication: • All these offer meaning, offer to meet need • The consumer responds not only individually, but to the whole thing……

3. The Marketing Communications Mix Advertising Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. Sales Promotion Short-term incentives to Encourage Trial or Purchase. Protect andlor promote Public relations Company,'s Imagelproducts Personal Selling Personal Presentations Direct Communications Direct Marketing With indiyiduals to obtain an Immediate Response

8 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. 3.The Marketing Communications Mix

4. Elements in the communication Process Message SENDER RECEIVER Encoding Decoding Media Noise Feedback Response

9 4.Elements in the Communication Process SENDER Encoding Decoding RECEIVER Media Message Feedback Response Noise

5. Effective Communications Step 1 Identify the Familiarity Scale Target Audience Favorability Scale

10 5.Effective Communications Identify the Target Audience Step 1 Familiarity Scale Favorability Scale