菲利普科特勒市場營銷第10版全套19個(gè)18

1、Chapter 18Designing and ManagingIntegrated MarketingCommunications1ObjectivesThe Communications ProcessDeveloping Effective CommunicationsDeciding on the Marketing Communications MixManaging and Coordinating Integrated Marketing Communications2AdvertisingPersonal SellingAny Paid Form of Nonpersonal

2、Presentation by an Identified Sponsor.Sales PromotionShort-term Incentives to Encourage Trial or Purchase.Public RelationsDirect MarketingDirect Communications With Individuals to Obtain an Immediate Response.Protect and/or Promote Companys Image/products.Personal Presentations.The Marketing Communi

3、cations Mix3Elements in the Communication ProcessSENDEREncodingDecodingRECEIVERMediaMessageFeedbackResponseNoise4Message ProblemsSelective AttentionSelective DistortionSelective Retention5Effective CommunicationsStep 1. Identifying the Target AudiencePurchaseConvictionPreferenceLikingKnowledgeAwaren

4、essStep 2. Determining the Communication ObjectivesBuyer Readiness Stages6Response Hierarchy ModelsCommuni-cationsModel dAIDAModel aInnovation-AdoptionModel cHierarchy-of-Effects Model bStagesCognitivestageAffectivestageBehaviorstageAwarenessTrialAdoptionInterestEvaluationPurchaseLikingPreferenceCon

5、victionAwarenessKnowlegeAttentionInterestDesireActionBehaviorAttitudeIntentionExposureReceptionCognitiveresponse7Step 3. Designing the MessageMessage SourceExpertise, Trustworthiness,CongruityMessage FormatLayout, Words, & Sounds,Body LanguageMessage StructureDraw ConclusionsArgument TypeArgument Or

6、derMessage ContentRational AppealsEmotional AppealsMoral Appeals8Step 4. Select Communications ChannelNonpersonal CommunicationChannelsPersonal CommunicationChannels9Step 5. Establish the BudgetCompetitiveParityObjective& TaskAffordable% OfSales10Step 6. Decide on Communications MixAdvertisingPublic

7、, Pervasive, Expressive, ImpersonalSales PromotionCommunication, Incentive, InvitationPublic Relations & PublicityCredibility, Surprise, DramatizationPersonal SellingPersonal Confrontation, Cultivation, ResponseDirect MarketingNonpublic, Customized, Up-to-Date, Interactive11Step 7. Measure ResultsStep 8. Manage the IMC Process12Factors in Developing Promotion Mix StrategiesProduct Life-Cycle StageType of Product/ MarketPush vs. Pull StrategyBuyer/ Readiness Stage13Push Versus Pull StrategyProducerProducerInterme-diariesMarketingactiv