对外经济贸易大学：《营销学原理》课程教学资源（授课教案，2007）Session 13 Integrated Marketing Communications, Advertising, Public Relations & Sales Promotion

Principles of Marketing 13-1 Session 13 Integrated Marketing Communications Advertising, Public Relations,Sales Promotion Text:Chapters 14,15 對计至（竹组多大 15 University of Intemational Business and Economic

国际商学院 市场营销学系 13－1 Principles of Marketing Integrated Marketing Communications & Advertising, Public Relations, Sales Promotion Session 13 Text: Chapters 14, 15

Outline 13-2 I.The Communication Process II.Integrated Marketing Communications III.Advertising IV.Public Relations V.Sales Promotion 封计至（竹组多大差 1 University of Intemational Business and Economics

国际商学院 市场营销学系 13－2 Outline I. The Communication Process II. Integrated Marketing Communications III. Advertising IV. Public Relations V. Sales Promotion

13-3 I.The Communication Process 對计至（的贫多大差 University of Intemational Business and Economic

国际商学院 市场营销学系 13－3 I. The Communication Process

I-1 The Communication Process 13-4 Sender Feedback Encoding Message Media Response Decoding Receiver :對至（竹宜多大差 University of Intemational Business and Economic

国际商学院 市场营销学系 13－4 Media Sender Encoding Message Decoding Receiver Response Feedback I-1 The Communication Process

1-2 Paradigm Shift in Marketing Communications 13-5 Information Age Mass Mass A Target Marketing Customization Market of One Asynchronous Database Synchronous Advertising Marketing or Interactive Trade Promotion Marketing Sales Promotion 计至（竹宜多大差 1 University of Intemational Business and Economic

国际商学院 市场营销学系 13－5 Mass Marketing Asynchronous Advertising Trade Promotion Sales Promotion Information Age Mass Customization Database Marketing A Target Market of One Synchronous or Interactive Marketing I-2 Paradigm Shift in Marketing Communications

13-6 Il.Integrated Marketing Communications :對至（竹宜多大差 University of Intemational Business and Economic

国际商学院 市场营销学系 13－6 II. Integrated Marketing Communications

Il-1 Definition of IMC 13-7 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 relations-and combine these disciplines provide clarity,consistency,and maximum communications impact. -AAAA 计至（竹组多大差 University of Intemational Business and Economics

国际商学院 市场营销学系 13－7 …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 II-1 Definition of IMC

Il-2 Functions Focus of IMC 13-8 >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 對至（的组多大差 University of Interational Business and Economic

国际商学院 市场营销学系 13－8  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 II-2 Functions & Focus of IMC

Il-3 How IMC Works 13-9 >Move from inside-out to outside-in Information driven (database) helps you identify the contact points Planning using a holistic approach Creates synergy among communication techniques 對计至（的贫多大差 University of Intemational Business and Economic

国际商学院 市场营销学系 13－9 Move from inside-out to outside-in  Information driven (database)  helps you identify the contact points  Planning using a holistic approach  Creates synergy among communication techniques II-3 How IMC Works

11-4 Promotion Mix Advertising 13-10 Reach many buyers,repeat the message,impersonal, expensive Personal Selling Personal interaction,relationship building,most expensive Sales Promotion Assortment of tools,rewards quick response,effect short- Lived Public Relations Believable,dramatize a company or Product Direct Marketing Nonpublic,immediate,customized,interactive 對至（竹置多大差 University of Intemational Business and Economics

国际商学院 市场营销学系 13－10 II-4 Promotion Mix  Advertising Reach many buyers, repeat the message, impersonal, expensive  Personal Selling Personal interaction, relationship building, most expensive  Sales Promotion Assortment of tools, rewards quick response, effect short￾Lived  Public Relations Believable, dramatize a company or Product  Direct Marketing Nonpublic, immediate, customized, interactive