整合營銷溝通

整合營銷溝通0ObjectivesKnowthetoolsofthemarketingcommunicationsmix.Understandtheprocessandadvantagesofintegratedmarketingcommunications.舉出并定義營銷溝通組合的工具討論整合營銷溝通的過程與優(yōu)點1ObjectivesLearnthestepsindevelopingeffectivemarketingcommunications.Understandmethodsforsettingpromotionalbudgetsandthefactorsthataffectthedesignofthepromotionmix.列出開展有效營銷溝通的步驟解釋制定促銷預(yù)算的方法，以及影響促銷組合設(shè)計的因素2UPSisa$31billioncorporategiantUPSwantedtorepositionitselfas

asupplychainsolutionsproviderDevelopednewthemebasedoncustomerinputImplemented,“WhatCanBrownDoforYou?”campaignRealigneditssalesandmarketingorganizationAds,websites,andsalespeopledelivermessagedailyUPSCaseStudy3MarketingCommunicationsMixThespecificmixofadvertising,personalselling,salespromotion,andpublicrelationsacompanyusestopursueitsadvertisingandmarketingobjectives.營銷溝通組合將廣告、人員推銷、銷售推廣、公共關(guān)系和直銷工具組合在一起，用來達(dá)成公司的廣告和營銷目標(biāo)。4TheMarketingCommunicationsEnvironmentisChanging:變化的溝通環(huán)境5Massmarketshavefragmented,causingmarketerstoshiftawayfrommassmarketingMediafragmentationisincreasingaswellImprovementsininformationtechnologyarefacilitatingsegmentation由于大眾市場變得支離破碎，營銷人員逐漸放棄了大眾營銷。媒體的分離也在加速信息技術(shù)的迅猛發(fā)展加速了細(xì)分市場營銷的過程。6TheNeedforIntegratedMarketingCommunicationsConflictingmessagesfromdifferentsourcesorpromotionalapproachescanconfusecompanyorbrandimagesTheproblemisparticularlyprevalentwhen

functionalspecialistshandleindividualformsofmarketingcommunicationsindependently對整合營銷溝通的需求從不同渠道和促銷方法所傳達(dá)的信息的沖突可以使公司或品牌形象變得混亂當(dāng)專業(yè)人員獨(dú)立地解決個人營銷溝通問題時這一現(xiàn)象尤為普遍7TheNeedforIntegratedMarketingCommunicationsTheWebalonecannotbeusedtobuildbrands;brandawarenesspotentialislimitedBestbetistowedtraditionalbrandingeffortswiththeinteractivityandservicecapabilitiesofonlinecommunicationsWebeffortscanenhancerelationships對整合營銷溝通的需求僅僅使用網(wǎng)站是不能建立品牌的，品牌潛在知名度是有限的最好的辦法是把傳統(tǒng)的品牌建設(shè)方法與互動和在線溝通的服務(wù)能力結(jié)合起來網(wǎng)絡(luò)可以加強(qiáng)聯(lián)系8IntegratedMarketingCommunications

整合營銷溝通

Theconceptunderwhichacompanycarefullyintegratesandcoordinatesitsmanycommunicationschannelstodeliveraclear,consistent,andcompellingmessageabouttheorganizationanditsproducts.公司謹(jǐn)慎地組合和搭配其眾多的溝通渠道以傳遞一個關(guān)于其組織和產(chǎn)品的清晰、一致、吸引人的信息9IntegratedMarketingCommunications

整合營銷溝通

IMCimplementationoftenrequiresthehiringofaMarCommanager.IMC的完成經(jīng)常需要雇傭一個Marcom經(jīng)理10TheCommunicationProcess

溝通過程Communicationseffortsshouldbeviewedfromtheperspectiveofmanagingcustomerrelationshipsovertime.Thecommunicationprocessbeginswithanauditofallpotentialcontacts.

溝通的成就應(yīng)該隨著時間的流逝通過顧客關(guān)系管理的狀況而被觀察到溝通過程的開始是對所有潛在聯(lián)系進(jìn)行審計11TheCommunicationProcess

溝通過程Effectivecommunicationrequiresknowledgeofhowcommunicationworks.有效溝通需要了解溝通是怎樣進(jìn)行的12ElementsinthecommunicationProcess

溝通過程的要素TheCommunicationProcessSender發(fā)送人Message信息Media媒體Receiver接受者Encoding譯碼Decoding解碼Response反應(yīng)Feedback反饋

Noise噪音溝通過程13DevelopingEffectivecommunication

發(fā)展有效溝通Step1:IdentifyingtheTargetAudienceAffectsdecisionsrelatedtowhat,how,when,andwheremessagewillbesaid,

aswellaswhowillsayit第一步：識別目標(biāo)聽眾影響相關(guān)決策，包括說什么樣的信息、怎樣說、什么時候說、在什么地方說，以及由誰來說14DevelopingEffectivecommunication

發(fā)展有效溝通Step2:DeterminingCommunication

ObjectivesSixbuyerreadinessstages第二步：決定溝通目標(biāo)六個購買者的準(zhǔn)備就緒階段15Buyer-ReadinessStages

DevelopingEffectiveCommunicationAwareness知道Knowledge知識Liking愛好Preference偏愛Conviction確信Purchase購買發(fā)展有效溝通六個購買者的準(zhǔn)備就緒階段16Step3:DesigningaMessageAIDAframeworkguidesmessagedesignMessagecontentcontainsappealsorthemesdesignedtoproducedesiredresultsRationalappealsEmotionalappealsLove,pride,joy,humor,fear,guilt,shameMoralappeals第三步：設(shè)計一個信息AIDA構(gòu)架指導(dǎo)信息設(shè)計信息內(nèi)容包含用來產(chǎn)生渴望結(jié)果的呼吁或主題合理的呼吁情感的呼吁愛心，自豪，高興，幽默，擔(dān)心，內(nèi)疚，羞愧精神的呼吁DevelopingEffectivecommunication

發(fā)展有效溝通17Step3:DesigningaMessageMessageStructure:Keydecisionsarerequiredwithrespecttothreemessagestructureissues:WhetherornottodrawaconclusionOne-sidedvs.two-sidedargumentOrderofargumentpresentationMessageFormat:Design,layout,copy,color,shape,movement,words,sounds,voice,bodylanguage,dress,etc.

第三步：設(shè)計一個信息信息結(jié)構(gòu)：關(guān)鍵的決策被要求尊重三個信息結(jié)構(gòu)問題是否得出結(jié)論一方面論點對兩方面論點辯論陳述順序信息結(jié)構(gòu)：設(shè)計，編排，復(fù)本，顏色，形狀，動作，字句，聲音，嗓音，肢體語言，服裝，等等DevelopingEffectivecommunication

發(fā)展有效溝通18Step4:ChoosingMediaPersonalcommunicationchannelsIncludesface-to-face,phone,mail,andInternetchatcommunicationsWord-of-mouthinfluenceisoftencriticalBuzzmarketingcultivatesopinionleadersNonpersonalcommunicationchannels

Includesmedia,atmosphere,andevents第四步：選擇媒體個人溝通渠道包括面對面、電話、信件和互聯(lián)網(wǎng)聊天的交流口頭表達(dá)的影響經(jīng)常是非常重要的這種營銷可以培養(yǎng)觀念領(lǐng)導(dǎo)者非個人的溝通渠道包括媒體，大氣氛和事件DevelopingEffectivecommunication

發(fā)展有效溝通19Step5:SelectingtheMessageSourceHighlycrediblesourcesaremorepersuasiveApoorspokespersoncantarnishabrandStep6:CollectingFeedbackRecognition,recall,andbehavioralmeasuresareassessedMaysuggestchangesinproduct/promotion

第五步：選擇信息源高度可靠的來源更有說服力一個乏味的代言人會使一個品牌失去光澤第六步：收集反饋識別，召回以及行為方法都是可評估的可以產(chǎn)生對產(chǎn)品或激勵進(jìn)行改革的建議DevelopingEffectivecommunication

發(fā)展有效溝通20SettingthePromotionalBudgetandMix

設(shè)置激勵預(yù)算與混合

SettingtheTotalPromotionalBudgetAffordabilityMethodBudgetissetatalevelthatacompanycanaffordPercentage-of-SalesMethodPastorforecastedsalesmaybeusedCompetitive-ParityMethodBudgetmatchescompetitors’outlays

設(shè)置總的激勵預(yù)算支付能力方法預(yù)算應(yīng)在公司能支付得起的標(biāo)準(zhǔn)上來制定銷售百分比方法利用過去的或預(yù)測的銷售額競爭等同方法預(yù)算與競爭者的費(fèi)用匹配21SettingtheTotalPromotionalBudgetObjective-and-TaskMethodSpecificobjectivesaredefinedTasksrequiredtoachieveobjectivesaredeterminedCostsofperformingtasksareestimated,then

summedtocreatethepromotionalbudget設(shè)置總的激勵預(yù)算目標(biāo)與任務(wù)方法制定詳細(xì)具體的目標(biāo)制定要求達(dá)到目標(biāo)的工任務(wù)估計履行任務(wù)的成本，然后總計，產(chǎn)生激勵預(yù)算SettingthePromotionalBudgetandMix設(shè)置激勵預(yù)算與混合

22SettingtheOverallPromotionMixDeterminedbythenatureofeachpromotiontoolandtheselected

promotionmixstrategy

設(shè)置全面激勵組合由每一種激勵工具的本質(zhì)和被選擇的激勵混合戰(zhàn)略的種類所決定SettingthePromotionalBudgetandMix設(shè)置激勵預(yù)算與混合

23Advertising廣告PersonalSelling針對個人的銷售

SalesPromotion銷售激勵PublicRelations公共關(guān)系DirectMarketing直接營銷Reacheslarge,geographicallydispersedaudiences,oftenwithhighfrequency

能夠大大地延伸到分散在不同地理位置的聽眾，而且通常是高頻率的Lowcostperexposure,thoughoverallcostsarehigh盡管總成本高，但單一方位成本低Consumersperceiveadvertisedgoodsasmorelegitimate消費(fèi)者感覺被廣告的商品是合法的Dramatizescompany/brand

戲劇性地表現(xiàn)公司或品牌Buildsbrandimage;maystimulateshort-termsales建立品牌形象；刺激短期銷售Impersonal;one-waycommunication

非個人的；單一路線溝通PromotionTools激勵工具

SettingthePromotionalBudgetandMix設(shè)置激勵預(yù)算與混合24Mosteffectivetoolforbuildingbuyers’preferences,convictions,andactions

多數(shù)有效工具是為了建立購買者的參數(shù)選擇，深信和行動Personalinteractionallowsforfeedbackandadjustments各人交互允許反饋和調(diào)整Relationship-oriented導(dǎo)向的關(guān)系Buyersaremoreattentive購買者更關(guān)注Salesforcerepresentsalong-termcommitment銷售力量代表一個長期的允諾Mostexpensiveofthepromotionaltools

最昂貴的激勵工具PromotionTools激勵工具

Advertising廣告PersonalSelling針對個人的銷售

SalesPromotion銷售激勵PublicRelations公共關(guān)系DirectMarketing直接營銷SettingthePromotionalBudgetandMix設(shè)置激勵預(yù)算與混合25Maybetargetedatthetradeorultimateconsumer被定位在貿(mào)易或最終消費(fèi)者上Makesuseofavarietyofformats:premiums,coupons,contests,etc.

利用各種形式：獎賞，優(yōu)惠券，競賽Attractsattention,offersstrongpurchaseincentives,dramatizesoffers,boostssaggingsales引起注意，提供強(qiáng)烈的購買動機(jī)，戲劇性地出價，推進(jìn)下垂的銷售Stimulatesquickresponse刺激快速反應(yīng)Short-lived短的生命Noteffectiveatbuildinglong-termbrandpreferences對建立長期的參數(shù)選擇無效PromotionTools激勵工具

Advertising廣告PersonalSelling針對個人的銷售

SalesPromotion銷售激勵PublicRelations公共關(guān)系DirectMarketing直接營銷SettingthePromotionalBudgetandMix設(shè)置激勵預(yù)算與混合26Highlycredible高度可信Manyforms:newsstories,newsfeatures,eventsandsponsorships,etc

許多形式：新內(nèi)容，新特征、事件和贊助者地位，等等Reachesmanyprospectsmissedviaotherformsofpromotion

取得許多其它激勵形式達(dá)不到的期望效果Dramatizescompanyorbenefits

戲劇性地表現(xiàn)公司或利益Oftenthemostunderusedelementinthepromotionalmix

通常是激勵混合中最未充分利用地元素PromotionTools激勵工具

Advertising廣告PersonalSelling針對個人的銷售

SalesPromotion銷售激勵PublicRelations公共關(guān)系DirectMarketing直接營銷SettingthePromotionalBudgetandMix設(shè)置激勵預(yù)算與混合27Manyforms:Telephonemarketing,directmail,onlinemarketing,etc.

許多形式：電話營銷，直接郵寄廣告，在線營銷，等等Fourdistinctivecharacteristics:

四種與眾不同的特征Nonpublic非公眾的Immediate直接的Customized

用戶化定制Interactive交互式的Well-suitedtohighlytargetedmarketingefforts

非常適合高目標(biāo)的營銷努力PromotionTools激勵工具

Advertising廣告PersonalSelling針對個人的銷售

SalesPromotion銷售激勵PublicRelations公共關(guān)系DirectMarketing直接營銷SettingthePromotionalBudgetandMix設(shè)置激勵預(yù)算與混合28PromotionMixStrategies

Pushstrategy:tradepromotionsandpersonalsellingeffortspushtheproductthroughthedistributionchannels.Pullstrategy:producersuseadvertisingandconsumersalespromotionstogeneratestrongconsumerdemandforproducts.

激勵混合戰(zhàn)略推動戰(zhàn)略：貿(mào)易激勵和個人銷售努力推動產(chǎn)品在分銷渠道中的流通拉動戰(zhàn)略：生產(chǎn)者通過廣告和促銷使顧客產(chǎn)生強(qiáng)烈的產(chǎn)品需求SettingthePromotionalBudgetandMix設(shè)置激勵預(yù)算與混合

29Checklist:IntegratingthePromotionMixAnalyzetrends(internalandexternal)Auditcommunicati