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1、!Chapter3ntegratedMarketingCommunicationsContents3.1WhatisIntegratedMarketingCommunications3.2PublicityandPublicrelations3.2.1Publicity3.2.2Publicraslatiorls3.3ThePracticeandtheAdoptionProcessforIMC3.3.1MethodsandPromotionObjection3.3.2AdoptionProcessForIMCPlanning薹lWhatisIntegratedMarketingCommunic
2、ationsIdeally,marketingcommunicationsfromeachpromotionalmixelement(personalsellingyadvertising,salespromotion,andpublicrelations)shouldbeintegrated根IntegratedMarketingCommunications(IMC)isthemethodofcarefullycoordinatingallpromotionalactivities一mediaadvertising,salespromotion/personalselling,bublice
3、lations,aswellasdirectmarketing,packaging,andcttsCfcommunications-toproduceaconsistent,unifiedmessagethatiscustomerfocused.根。AdvertisingAdvertisingistraditionallydefinedasanypaidformofnon-personalcommunicationaboutaproduct,aservice,oracompanywiththeintentiontoselltheproductorseviceDtoinfluericeopini
4、onsonandattitudestowardstheproduct,service,orcompany.根。DirectmarketingDirectmarketingreferstomarketingcommunicationtechniques,whichwillenablethemarketertocommunicatedirectlywiththetargetaudiencewithaviewt0ploimiptingimmiediateordirectreactionintheformofpurchasebehaviororaskingformoreinformation.。Sal
5、espromotionSalespromotionisamarketingcommunicationtechniquewhereadditionalincentivesbeyondtheinherentqualitiesorbenefitsoftheproductorServiceareoffsredtothetsrgetaudiefice,salesforceyordistributors.。PersonalsellingPersonalsellingisexactlywhatitsays-aformofperson-topersonmarketingcommunicationinwhich
6、thesellerattemptstopersuadetheconsumertobuythecompanysproductorseryice.根。PublicityandpublicrelationsSimilartoadvertising,publicitycanbedescribedaSanon-personalformofmarketingcommunicationregardinganorganization,itsproductrservices,bfanidea,ItaisomiakKesuseofthemassmediainreachingalargeaudienceattheSametime:.学“Publicrelations,incontrasttopublicity,generallyhasawideraim,andisbroadlydirectedatgettingandkeepingthegoodwillofallofthecompanySstakeholdergroupsandpublics: