臺(tái)大推廣策略(英文).ppt

1 IntroductiontoIntegratedMarketingCommunication 2 Marketing Theprocessofplanningandexecutingtheconception pricing promotion anddistributionofideas goods andservicestocreateexchangesthatsatisfyindividualandorganizationalobjectives 3 MarketingMix ProductPricingPlace Distribution Promotion 4 WhatisPromotion communicationprocessinmarketingusedtocreateafavorablepredispositiontoward brandconcept services idea orperson 5 TheRoleofPromotioninMarketing ImplementingthethreeothermarketingmixfactorsAchievingmarketsegmentation productdifferentiation andpositioningEnhancingrevenuesandprofits 6 PromotionMix AblendofcommunicationtoolsandactivitiesusedbyafirmCarriesoutthepromotionprocessCommunicatesdirectlywithtargetmarkets 7 ElementsofPromotionMix AdvertisingPublicity PublicRelationsSalesPromotionPersonalSellingDirectMarketingOthertools 8 Advertising Anypaidformofnon personalcommunicationaboutanorganization product serviceorideabyanidentifiedsponsor PULL 9 Advertising Pros Cost effectiveforlargeaudiencesDifferentiatesbetweensimilarproductsBrandequityEmpathizeswithtargetaudienceControlofthemessage 10 Advertising Cons MediaandproductioncostsEffectivenessdifficulttojudgeCredibilityandimageproblemsClutter 11 DirectMarketing usesacombinationofmediadesignedtoelicitadirectresponsepersonalizedcommunication 12 DirectMarketing Pros ConvenienceforconsumersSelectivityofaudienceTailored customizedcommunicationsEasiertomeasureeffects 13 DirectMarketing Cons Directmailandtelemarketing toomuchClutter Junkmail image 14 SalesPromotion Activitiesthatprovideextravalueorincentivetothesalesforce distributorsortheultimateconsumerandcanstimulateimmediatesales Consumer orientedTrade orientedPUSH 15 SalesPromotion Pros ExtraincentivetoconsumerorretailerAppealstopricesensitiveconsumerGeneratesinterestinproductoradEasiertomeasure 16 SalesPromotion Cons Short runstrategyAffectsbrandimage brandequityClutter 17 PublicRelations communicationthatcanfostergoodwillbetweenafirmanditsmanyconstituentgroupsnon personalcommunicationnotdirectlypaidfornorrununderidentifiedsponsorship 18 PublicRelations Pros CredibilityLowcostNewsvaluegeneratingword of mouthCons Lackofcontrol henceNegativeaswellaspositive 19 PersonalSelling presentationofinformationaboutafirm sproductsorservicesbyonepersontoanotherpersonortoasmallgroupofpeople 20 PersonalSelling Pros CommunicationflexibilityCustomizedtoconsumerFeedbackSpecifictargetingCons HighcostpercontactNotcost effectiveforlargeaudienceLowconsistencyofmessage 21 OtherPromotionTools Sponsorshipfundinganeventcreatinganeventtoshowcaseafirm sbrandpointofpurchasematerialsusedinretailsettingtoattractshoppers toacompany sbrandsupportivecommunicationsusedtotargetaudiencesoutsidemainstreammediaorelectroniccommunications 22 IntegratedMarketingCommunication IMC Amarketingcommunicationsplanningconcept ManagestheprocessesandactivitiesofusingpromotionaltoolsAddressesthestrategicrolesofallelementsofthepromotionalmix 23 IMCobjectives clarityconsistencymaximumcommunicationeffects synergy 24 ReasonsforIMC fragmentationofmediabetteraudienceassessmentthroughdatabasetechnologyconsumerempowermentincreasedadvertisingcluttershiftingchannelpowerdesireofgreateraccountability Relationshipbetweenpromotion thepromotionalmix andIMC 1 23 ParticipantsinIMCManagement MarketingOrganizationMarketingPlanGoal ObjectivesCustomer ProspectDatabases SpecializedPromotionOrganizationsMediaOrganizationsEventManagementFirmsWebSiteDesignersSalesPromotionsAgenciesDirectMarketingAgenciesPublicRelationsFirmsP O PAgencies Designers AdvertisingAgencyResearchCreativeStrategiesProductionMessagePlacement InternetAdvertising Chapter9 Advertising Chapter8 SalesPromotions Chapter11 IMCManagement PersonalSelling Chapter14 DirectMarketinge Commerce Chapter10 SalesPromotionsP O PSupportive Chapter12 PublicRelations Chapter13 27 Session2 IMCPlanningProcess 2001 10 05 PlanningProcess 28 StagesinIMCPlanningProcess Introduction ReviewoftheMarketingPlanSituationanalysisEstablishobjectivesDeterminebudgetsDevelopIMCprogramImplementIMCprogramMonitorandEvaluateIMCprogram 2001 10 05 PlanningProcess 29 CommonObjectives CreateandmaintainabrandimageIncreasecustomerawarenessandcuriositychangeconsumer sbeliefsandattitudesaboutabrandinfluencepurchaseintentionssimulatetrialuseconvertone timeusersintorepeatpurchasersswitchconsumersfromcompetingbrandsencouragebrandloyaltystimulatemorefrequentuseincreasesales 2001 10 05 PlanningProcess 30 CommunicationversusSalesObjectives SalesObjectivesbasedonsales marketshare profit orROICommunicationObjectivesspecificcommunicationtasksbasedonresponsehierarchyrecognizesthatsalesarenotalwaysprimarygoal 2001 10 05 PlanningProcess 31 SALES AQuestionableObjective ProductQuality Promotion Distribution Competition Technology TheEconomy PricePolicy SALES 2001 10 05 PlanningProcess 32 InvertedPyramidofCommunicationsEffects 90 Awareness70 Knowledge40 Liking25 Preference20 Trial5 Use Conative Cognitive Affective 2001 10 05 PlanningProcess 33 TheDAGMARApproach DefineAdvertisingGoalsforMeasuringAdvertisingResults 2001 10 05 PlanningProcess 34 CharacteristicsofWorkablePromotionalObjectives EstablishaQuantitativeBenchmarkSpecifyMeasurementMethodsandCriteriaforSuccessSpecifyaTimeFrame 2001 10 05 PlanningProcess 35 BudgetingMethods Top DownApproaches TheAffordableMethodWhatwehavetospare What slefttospend PercentageofSalesMethodSetpercentageofsalesoramountperunit CompetitiveParityMethodMatchcompetitororindustryaveragespending 2001 10 05 PlanningProcess 36 TotalBudgetIsApprovedbyTopManagement Bottom UpBudgeting CostofActivitiesareBudgeted ActivitiestoAchieveObjectivesArePlanned PromotionalObjectivesAreSet 2001 10 05 PlanningProcess 37 AllocatingtheBudget FactorstoConsider Client AgencyPoliciesMarketSizeMarketPotentialMarketShareGoalsEconomiesofScaleOrganizationalCharacteristics 2001 10 05 PlanningProcess 38 ElementsofaIMCPlan ExecutiveSummaryandOverviewSituationAnalysisObjectivesBudgetingStrategyEvaluation Session3 TheCommunicationProcess TheCommunicationsProcess Noise Sender Receiver Encoding MessageSymbols GraphicPicturesDrawingsChartsMusicalArrangementInstrumentationVoiceorchorus VerbalSpokenwordWrittenwordSonglyricsAnimationAction motionPace speedShape Form TwoTypesofChannels Direct Personal One on oneOnetogroupTeamtogroupIndirect Media PaidmediaUnpaidmediaSpecialmedia ExperientialOverlap ModelsoftheResponseProcess Models Personalselling SalesPromotion Noteffective Advertising Effectiveness Awareness Knowledge Liking Preference Conviction Purchase Veryeffective Somewhateffective Publicrelations WHENELEMENTSOFPROMOTIONAREMOSTUSEFUL ModelsofObtainingFeedback PersuasionProcess EffectivenessTest AnAlternativeResponseHierarchy High Low High Low TopicalInvolvement Perceivedproductdifferentiation LearningModel LowInvolvementModel Dissonance AttributionModel CognitiveAffectiveConative ConativeAffectiveCognitive CognitiveConativeAffective Foote Cone BeltingGrid 1InformativeTheThinker 2AffectiveTheFeeler 3HabitFormationTheDoer 4Self SatisfactionTheReactor Thinking Feeling HighInvolvement LowInvolvement FCBGrid 1InformativeTheThinkerCar house furnishings newproductsModel Learn feel do economic PossibleimplicationsTest RecalldiagnosticsMedia LongcopyformatReflectivevehiclesCreative SpecificinformationDemonstration Thinking HighInvolvement FCBGrid 2AffectiveTheFeelerJewelry cosmetics fashiongoodsModel Feel learn do psychological PossibleimplicationsTest AttitudechangeEmotionalarousalMedia LargespaceImagespecialsCreative ExecutionalImpact Feeling HighInvolvement FCBGrid 3HabitformationTheDoerFood householditemsModel Do learn feel responsive PossibleimplicationsTest SalesMedia Smallspaceads10 secondID sRadio PointofSaleCreative Reminder Thinking LowInvolvement FCBGrid 4Self satisfactionTheReactorCigarettes liquor candyModel Do feel learn social PossibleimplicationsTest SalesMedia BillboardsNewspapersPointofSaleCreative Attention Feeling LowInvolvement ElaborationLikelihoodModel TheoryofpersuasionwhichproposesthattheinfluenceexertedbyvariouscommunicationselementswilldependontheelaborationthatoccursduringprocessingElaboration thoughtsandreasons theamountofintegrationbetweennewinformationandexistingknowledgestoredinmemory personalconnections ElaborationLikelihoodModel MotivationtoElaborate AbilitytoElaborate AmountofElaboration CentralRoutetoPersuasion PeripheralRoutetoPersuasion MessageArgumentsDeterminePersuasion PeripheralCuesDeterminePersuasion High Low ElaborationLikelihoodModel Tworoutestopersuasion Central focusesonstrongargumentsandinformation involvesthinking cognitiveefforthighelaborationPeripheral focusonbackgroundcues involveslittlecognitiveeffortlowelaborationRoutetakendependsuponmotivationandability TypesofElaboration Sourcebolsters derogations reasonsforbelieving notbelievingthesourceSupportarguments reasonsforbelievingthemessageCounterarguments reasonsfornotbelievingthemessageAd relatedthoughts thoughtsabouttheadexecution attitudetowardthead Curiositystatements otherthoughts TypesofPeripheralCues SourceattractivenessSourceexpertiseNumberofargumentsBackgroundmusicAffectivecues babies puppiesColor 58 Session3 PERSUASIVEFACTORS SourceandMessageFactors 2001 10 12 59 ThePersuasionMatrix Independentvariables TheCommunicationsComponents Source Message Channel Receiver Destination 4 3 2 1 Messagepresentation Attention Comprehension Yielding Retention Behavior DependentVariables Stepsinbeingpersuaded 2001 10 12 60 TheCommunicationComponents 1 Receiver comprehensionCanthereceivercomprehendthead 2 Channel presentationWhichmediawillincreasepresentation 3 Message yieldingWhattypeofmessagewillcreatefavorableattitudes 4 Source attentionWhowillbeeffectiveingettingconsumers attention 2001 10 12 61 SourceAttributesandReceiverProcessingModes Sourceattribute Process Compliance 2001 10 12 62 SourceCredibility Theextendtowhichthesourceisseenashaving KnowledgeSkillExpertiseAndtheinformationisseentobe TrustworthyUnbiasedObjective 2001 10 12 63 SourceAttractiveness SimilarityResemblancebetweenthesourceandrecipientofthemessageFamiliarityKnowledgeofthesourcethroughrepeatedorprolongedexposureLikabilityAffectionforthesourceresultingfromphysicalappearance behavior orotherpersonaltraits 2001 10 12 64 SourcePower SourceadministersrewardsandpunishmentstothereceiverSourceismorefrequentlyusedinpersonalselling 2001 10 12 65 TheUseofCelebrities EndorsementsThecelebrity whetheranexpertornot merelyagreestotheuseofhisorhernameandimageinthepromotionfortheproduct TestimonialsThecelebrity usuallyanexpertwithexperiencewiththeproduct atteststoitsvalueandworth PlacementsThebrandis placed inamovieorTVshowwhereit sseenbytheaudienceandusedorassociatedwiththecharacters 2001 10 12 66 TheUseofCelebrities DramatizationsCelebrityactorsormodelsportraythebrandinuseduringdramaticenactmentsdesignedtoshowthegoods RepresentativesThecelebrityagreestobecomeaspokespersonforthebrandthroughmultiplemediaoveranextendedperiod IdentificationThecelebrity usuallyinpartnershipwithaproducer introduceshisorherownbrandusingthecelebritynameasthebrandname 2001 10 12 67 CELEBRITYEFFECTS AttentiontoMessageInduceFavorableAttitudeTowardAd BrandInhibitNegativeCognitiveResponsesEncourageFavorableOnesUseCulturalMeanings 2001 10 12 68 RISKSWITHCELEBRITIES OvershadowMessage BrandOverexposedCelebrityIneffectiveforHighlyInvolvedAudiencesRiskofNegativeBehaviorOtherSemanticBaggage 2001 10 12 69 MajorConsiderationsinCelebritySelection CelebrityCredibilityCelebrity AudienceMatchupCelebrity ProductMatchupCelebrityAttractivenessMiscellaneousConsiderations 2001 10 12 70 MessageFactors StructureOrderofpresentationConclusiondrawingSidednessVerbalorvisual AppealsRationalEmotionalFearHumor 2001 10 12 71 MessageRecallandPresentationOrder Recall Beginning Middle End 2001 10 12 72 DrawingMessageConclusions 2001 10 12 73 OtherMessageAttributes SidednessOne sidedvs Two sidedRefutationSpecialtypeoftwo sidedmessagePresentbothsides thenrefutetheopposingviewVisualvs VerbalMessagesVisualmoreimportantwhenverbalhaslowimageryvalueCanusecontradictingverbal visualmessagestoincreaserecallandinformationprocessing Session4 MESSAGESTRATEGY CreativeStrategyandTactics Threesteps DevelopacreativestrategymajorsellingideaDevelopappealtacticse g rationaloremotionalDeterminecreativeexecutionstyle tactics i e howtopresent StrategicFocusofanAdvertisingCampaign MajorsellingideathebasisforacentralthemeBigideaAflashofcreativeinsight theboldadvertisinginitiative thatcapturestheessenceofthestrategyanimaginativeandinvolvingwayandbringsthesubjecttolifetomakethereaderstoplookandlisten ExamplesofSuccessfulLong RunningAdCampaigns NikeAllstateInsuranceHallmarkcardsDeBeersBMWStateFarmTimexwatchesDialsoap Justdoit You reingoodhandswithAllstate Whenyoucareenoughtosendtheverybest Adiamondisforever Theultimatedrivingmachine Likeagoodneighbor StateFarmisthere Ittakesalickingandkeepsonticking Aren tyougladyouuseDial Don tyouwisheveryonedid SomeStrategiesforComingupwiththe BigIdea TheuniquesellingpropositionCreatingabrandimageFindingtheinherentdramaPositioning AdvertisingAppeals Theapproachusedtoattracttheattentionofconsumersand orToinfluenceconsumerfeelingstowardtheproduct serviceorcause TypesofAppeals Rationalprovideinformationrequiretime abilityandmotivationtoprocessEmotionalparticularlyusefulwithlowinvolvementCombination RationalAppeals FeatureCompetitiveadvantage USP FavorablepriceNews somethingnew Product servicepopularity EmotionalAppeals Selforotherfocusedfeelingse g self esteemvs statusPositiveornegativefeelingse g humorvs fearTransformationalbranduseintrinsicallyassociatedw certainemotionsduetoad CreatingTransformationalAdvertisingAppeals Associatingthebrandwithadded subjective intangiblecharacteristics Brand Emotions Values Image ExecutionStyle ThewayaparticularappealisturnedintoanadvertisingmessageThewaythemessageispresentedtotheconsumer RationalExecutions Straightsell factualScientific technicalDemonstrationComparisonTestimonialSlice of life EmotionalExecutions Slice of life Animation PersonalitysymbolFantasyDramatizationHumorFear HumorAppeals CanattractattentionCanincreaselikingNoadvantageforcomprehension persuasion durabilityWorksbetterforestablished feel oriented orexperientialproducts FearAppeals Fourelementsofasuccessfulfearappeal athreataspecificrecommendationaudienceperceptionthattherecommendationwillbeeffectiveaudiencecapableofperformingtherecommendedbehavior SexAppeals Twoforms nudityandsuggestivenessCangetattentionCanincreasememoryMaydecreasecomprehensionMaybeoffensiveUsuallyworksforyoungermales SelectingAppeal Execution Product ServiceComplexityDifferentiationConsumerInvolvementDecisionProcessMediaMoodForm FourQuestionstoAskofTelevisionCommercials Doesthespotengagetheviewer Doesthespotsaysomething Doesthespotsaytherightthing Anythingspecialaboutthespot 92 MediaPlaningandStrategy 93 MediaPlanning Whatisit Mediaplanningistheprocessofdetermininghowadvertisingtimeandspacewillbeusedtocontributetotheachievementofmarketingandadvertisingobjectives 94 MediaTerminology Media ThevariouscategoriesofmessagedeliverysystemsBroadcastMedia Eitherradioortelevisionnetworkorlocalstationbroadcasts PrintMedia Publicationssuchasnewspapers magazines directmail outdoor andthelike MediaVehicle Thespecificmessagecarrier 95 StepsinDevelopingtheMediaPlan ConductSituationAnalysisDevelopMarketingPlanDevelopCreativeStrategySetMediaObjectivesDetermineMediaStrategySelectMediaTypesSelectMediaVehiclesDetermineSpecificMediaUseDecisions Stepscompletedpriortodevelopinganyofthepromotionaltools Advertising specific 96 EssentialConceptsforEstablishingMediaObjectives Coverage Thepotentialaudiencethatmightreceivethemessagethroughthevehicle Reach thenumberofdifferentaudiencemembersexposedatleastoncetoamediavehicleduringadesignatedtimeperiod typicallyonemonth usuallyexpressedasapercentage Frequency numberoftimestheaudienceisexposedtoamediavehiclewithinagiventimeperiod Scheduling patternofadvertisingscheduledovertime TargetMarketCoverage Populationexcludingtargetmarket Targetmarket Mediacoverage Mediaoverexposure CoverageExceedingMarket PartialMarketCoverage FullMarketCoverage TargetMarketProportion 98 Reach Alsocalled 1 netcoverage unduplicatedaudience cumulativeaudience orcume 到達(dá)率 接觸率Reach 接觸人數(shù) 目標(biāo)市場(chǎng)總?cè)藬?shù) x100 Factorsthatdeterminereach multiplemedianumberofdiversityofdifferentmediavehicleusedthedaypartsusedtoadvertiseaprogramEffectiveReach percentageoftargetaudiencethatareexposedtoanadsomeminimumnumberoftimes 99 Frequency Alsocalled averagefrequency 平均個(gè)別接觸率Frequency 接觸次數(shù)累計(jì) 接觸人數(shù)EffectiveFrequency numberoftimesatargetaudienceneedstobeexposedtoamessagebeforetheobjectivesoftheadvertiseraremet 100 Table13 1 101 GrossRatingPoints ACombinedMeasure Alsocalledgrosscoverage duplicatedaudienceAnindicatoroftheamountofgrossweightthataparticularadvertisingscheduleiscapableofdelivering 某一段特定時(shí)間內(nèi) 目標(biāo)市場(chǎng)接觸到廣告的總次數(shù) GRPs reachxfrequency OR thesumofallvehicleratingsinamediascheduleGrossimpression numberoftargetaudiencexGRP 102 WhentooptforReach Matureproduct reminderadvertisingLonginter purchasetimeInfoisstoredinmemoryNewproduct alsoneedfreq PlannedpurchasesHighinvolvementDevelopinginitialawareness 103 WhentooptforFrequency Shortinter purchasetimeInfoisNOTstoredinmemoryNewproduct alsoneedreach UnplannedpurchasesHighinvolvementMovingtargettotrialstage 104 ThreeSchedulingMethods JanFebMarAprMayJunJulAugSepOctNovDec 105 MediaStrategyConsiderations Whichmediatypeswillbeused MediaMixHowmuchofeachtypewillbeused MediaEfficiencyCompetitiveMediaAssessmentWhenwilleachmediatypebeused Scheduling 106 MediaMix MediaMix theblendsofdifferentmediathatwillbeusedtoeffectivelyreachthetargetaudienceConcentratedMixAssortedmediamix 107 FinancialConsiderations BasisCostMeasures Costperthousand CPM CPM CostofadX1000CirculationCPMintargetmarket TM CPM TM CostofadX1000TargetedCirc 108 AudienceandFinancialConsiderationsonCostperThousandBasis SuperBowlTheSimpsonsCostper30sec ad 1 5million 260 000Totalviewership83 7million24millionTargetmarketaudience50million6millionCostperthousand CPM 18 10 80Costperthousandinthe 30 43targetmarket CPM TM 109 Which