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1、第十五章: 设计和管理整合营销传播第十六章： 管理大众传播：广告、销售促销、事件和体验、公共关系第十七章： 管理个人传播：直复和互动营销、口碑和人员销售,第六篇 传播价值 communicating Value,设计和管理整合营销传播,第十五章,第十五章问题,营销传播的角色是什么?开发有效的营销传播的主要步骤是什么?什么是营销组合?应当如何确定？整合营销传播是什么?,Contents of Chapter 15,营销传播的角色开发有效的营销传播营销传播组合决策管理整合营销传播的过程,Dove （多芬） Marketing in China: The 2008 Beijing Olympics
2、Integrated Marketing Communications Marketing in China: The Mistakes of MNCs Advertising in China（跨国公司在中国的广告失误）Marketing Insight: Celebrity Endorsements as a Strategy（形象代言人策略）Innovative Marketing:Intel Marketing in China: HK City Brand ImageChapter Case: NIKE,什么是营销传播,Marketing communications are the
3、 means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.营销传播是公司直接或间接地尝试让消费者了解自己的产品和品牌，劝说和提醒消费者购买这些产品和品牌的手段,IMC Builds Brands,营销传播方式,Advertising-广告Sales promotion销售促进Events and experiences事件和体验Public relations and public
4、ity公共关系和宣传,Direct marketing直复营销Interactive marketing-互动营销Word-of-mouth marketing-口碑营销Personal selling-人员推销,Communication Platforms传播平台,AdvertisingPrint ads 印刷广告 broadcast ads广播广告Packaging inserts内部包括Motion pictures（动画卡通）Brochures （宣传画册） booklets宣传手册Posters海报Billboards广告牌POP displays售点展示Logos标识Videot
5、apes视听材料,Sales PromotionContests竞赛Games游戏 sweepstakes彩票Premiums奖品和礼物SamplingTrade shows展销Exhibits展览Coupons赠券Rebates回扣Entertainment娱乐Continuity programs连续活动,Communication Platforms,Events/ExperiencesSports运动Entertainment娱乐Festivals节日Art艺术Causes(事件)Factory tours工厂参观Company museums公司展览馆Street activitie
6、s街区活动,Public RelationsPress kits宣传资料袋Speeches演讲Seminars研讨会Annual reports年度报告Charitable donations慈善捐款Publications出版物Community relations社区关系Lobbying游说Identity media识别媒介Company magazine公司杂志,Communication Platforms,Personal SellingSales presentations销售简报Sales meetings销售推介会Incentive programs激励活动Samples样品
7、Fairs and trade shows展销会,Direct MarketingCatalogs目录Mailings邮寄Telemarketing电话营销Electronic shopping电子购物TV shopping电视购物Fax mail传真Email电子邮件Voice mail语音邮件Blogs博客Websites网址,传播过程要素模型,Response Hierarchy Models反应层次模型,P408,图15-3,开展有效传播的步骤,识别目标受众,设定传播目标,设计传播,选择传播渠道,编制营销传播预算,确定媒体组合,衡量传播效果和管理IMC,1、识别目标受众,目标受众包括潜
8、在顾客、现有使用者、决策者或影响者个人、团体、特殊公众或一般公众目标受众极大地影响公司的下列决策：准备说什么如何说什么时候说什么地方说向谁说,25,2、设定传播目标,四种可能的营销传播目标类别需求需求明确化品牌认知度品牌态度品牌购买意向,讨论2008奥运会的传播目标是什么？目标受众是谁？,3、设计传播Designing the Communications,说什么信息策略Message strategy如何说创造性战略Creative strategy由谁来说信息源Message source全球适应Global adaptation,Creative Strategy,Information
9、al and transformational appeals介绍性诉求和变化性诉求Positive and negative appealsFearGuiltShameHumorLovePrideJoy,信息源,信息源的可信度,专业性可信性可爱性,形象代言人,坦率幽默自然可爱,4、Select Communication Channels选择传播渠道,Personal channels人个传播渠道Nonpersonal channels非个人传播渠道Integration of channels整合传播渠道,人个传播渠道Personal Communications Channels,Adv
10、ocate channels提倡者渠道,Expert channels专家渠道,Social channels社会渠道,大众传播渠道Nonpersonal Communication Channels,Media,Sales Promotion,Events and Experiences,Public Relations,Managing IMC,Managing and coordinating the entire communications process calls for integrated marketing communications (IMC): Marketing c
11、ommunications planning that recognizes the added value of a comprehensive plan evaluates the strategic roles of a variety of communications disciplines combines these disciplines to provide clarity and consistency maximizes impact through the seamless integration of discrete messages,5、编制营销预算Establi
12、sh the Budget,Affordable量入为出法,Percentage-of-Sales销售百分比法,Competitive Parity竞争对等法,Objective-and-Task目标和任务法,6、确定营销传播组合,营销传播组合的特征制定营销传播组合的影响因素衡量传播效果,25,Cost Effectiveness by Buyer Readiness Stage,7、管理整合营销传播过程,IMC协调媒体整合营销传播的运作信息的一致性,Marketing Discussion,Has TV Advertising Lost Power? TV advertising has f
13、aded in importance. versus TV advertising is still the most powerful advertising medium.,Marketing Discussion,Marketing Insight: Celebrity Endorsements as a Strategy,Cases Discussion,Innovative Marketing: Intel,Chapter Case:NIKE,Cases Discussion,Marketing in China: The Mistakes of MNCs Advertising in China,Marketing in China: HK City Brand ImageMarketing in China:The IMC of 2008 Beijing Olympics,
