菲利普科特勒市场营销第10版全套19个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