市场营销学英文ppt课件：ch17 Designing and Integrating Marketing.ppt

17Designing and Integrating Marketing Communications,1,Chapter Questions,What is the role of marketing communications?How do marketing communications work?What are the major steps in developing effective communications?What is the communications mix and how should it be set?What is an integrated marketing communications program?,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 17-2,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 17-3,Marketing Communications,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 17-4,Modes of Marketing Communications,AdvertisingSales promotionEvents and experiencesPublic relations and publicity,Direct marketingInteractive marketingWord-of-mouth marketingPersonal selling,Table 17.1 Communication Platforms,AdvertisingPrint and broadcast adsPackaging insertsMotion picturesBrochures and bookletsPostersBillboardsPOP displaysLogosVideotapes,Sales PromotionContests,games,sweepstakesPremiumsSamplingTrade shows,exhibitsCouponsRebatesEntertainmentContinuity programs,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 17-5,Table 17.1 Communication Platforms,Events/ExperiencesSportsEntertainmentFestivalsArtCausesFactory toursCompany museumsStreet activities,Public RelationsPress kitsSpeechesSeminarsAnnual reportsCharitable donationsPublicationsCommunity relationsLobbyingIdentity media,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 17-6,Table 17.1 Communication Platforms,Personal SellingSales presentationsSales meetingsIncentive programsSamplesFairs and trade shows,Direct MarketingCatalogsMailingsTelemarketingElectronic shoppingTV shoppingFax mailE-mailVoice mailWebsites,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 17-7,Figure 17.1 Elements in the Communications Process,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 17-8,Figure 17.2 Micromodels of Communications,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 17-9,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 17-10,An Ideal Ad Campaign,The right consumer is exposed to the message at the right time and placeThe ad causes consumer to pay attentionThe ad reflects consumers level of understanding and behaviors with productThe ad correctly positions brand in terms of points-of-difference and points-of-parityThe ad motivates consumer to consider purchase of the brandThe ad creates strong brand associations,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 17-11,Steps in Developing Effective Communications,Identify target audienceDetermine objectivesDesign communicationsSelect channelsEstablish budgetDecide on media mixMeasure results/manage IMC,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 17-12,Communications Objectives,Category needBrand awarenessBrand attitudePurchase intention,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 17-13,Designing the Communications,Message strategyCreative strategyMessage source,Message Strategy,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 17-14,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 17-15,Creative Strategy,Informational and transformational appeals,Positive and Negative Appeals,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 17-16,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 17-17,Message Source,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 17-18,Select Communication Channels,Personal,Nonpersonal,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 17-19,Establish the Budget,AffordablePercentage-of-salesCompetitive parityObjective-and-task,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 17-20,Objective-and-Task Method,Establish the market share goal.Determine the percentage that should be reached.Determine the percentage of aware prospects that should be persuaded to try the brand.Determine the number of advertising impressions per 1%trial rate.Determine the number of gross rating points that would have to be purchased.Determine the necessary advertising budget on the basis of the average cost of buying a GRP.,Characteristics of the Mix,AdvertisingPervasivenessAmplified expressivenessImpersonality,Sales PromotionCommunicationIncentiveInvitation,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 17-21,Characteristics of the Mix,Public Relations and PublicityHigh credibilityAbility to catch buyers off guardDramatization,Events and ExperiencesRelevantInvolvingImplicit,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 17-22,Characteristics of the Mix,Direct MarketingCustomizedUp-to-dateInteractiveWord of Mouth MarketingCrediblePersonalTimely,Personal SellingPersonal interactionCultivationResponse,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 17-23,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 17-24,Factors in Setting Communications Mix,Type of product marketBuyer readiness stageProduct life cycle stage,Figure 17.4 Cost-Effectiveness of Different Communication Tools,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 17-25,Figure 17.5 Current Consumer States for Two Brands,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 17-26,For Review,What is the role of marketing communications?How do marketing communications work?What are the major steps in developing effective communications?What is the communications mix and how should it be set?What is an integrated marketing communications program?,Copyright 2011 Pearson Education,Inc.Publishing as Prentice Hall 17-27,