Unit 4 Marketing Communication Tools 营销传播工具 经典广告学英语课件合集

1、Unit 4 Marketing Communication Tools营销传播工具DefinitionA marketing communication mix is a combination of marketing variables for a specific product/service, arrived at by choosing the best mix from the 4 Ps of marketing. It defines how you will position your product in the market. Communication Channel

2、s Personal and nonpersonal communication channels can be used for marketing communications. Within both of them there are many subchannels. Personal Communication Channels Personal communication is communication between two or more persons with a specific person communication with others. The messag

3、e emanates from a specific person. It can be done face to face, or by a person to audience, over telephone, or through post or couriers or through emails or through mobile messages.It may be letters, memos, personal interviews, telephone conversations and email. MeasuresCompanies take various steps

4、to stimulate personal communications about their products and brands.1. They identify influential individuals and devote extra effort on them.2. Create opinion leaders by supplying possible opinion leaders with the product on attractive terms.3. Use influential or believable people in testimonial ad

5、vertising. 4. Develop word of mouth publicity by requesting satisfied clients to promote their product among their friends.5. Establish online discussion groups and communities. Nonpersonal Communication Channels They include media, atmospheres, and events.Media channels include print media (newspap

6、er, magazines, souvenirs, proceedings of conferences), broadcast media (radio, television), display media (billboards, signs, posters) and electronic media (audiotape, videotape, videodisk, CD-ROM).Atmosphere is what firms create in their office environment. The office interiors and exteriors have a

7、 meaning to the potential buyers. Events are occurrences designed to communicate particular messages to target audiences or audiences. Company arranged news conferences, opening ceremonies of various kinds, and sponsorships of various events come under event communications channels. AdvertisingAdver

8、tising is a public mode of communication. Because it is communicated simultaneously to large number of people and people know that the same communication is going to many people, they feel their motives for buying are understood by the advertiser.Advertising messages can be repeated number of times.

9、 Buyers also can compare advertisements of various companies selling the same product. The media offers the facility to add color, sound etc. to the message and dramatize the message. But advertising cannot have dialogue with the people. People may not see and pay attention to the advertisement.Adve

10、rtising is an efficient way to reach geographically dispersed potential buyers at a low cost per exposure. Advertising has two recent variants.Advertorials软文广告 are offer editorial content and while it is paid for by the advertiser and it will be difficult for the reader to easily make out that it is

11、 an advertisement. Similarly infomercials信息商业广告 are TV programs that are meant for promoting the products of the company. They discuss the working of the product, benefits of the products, and user experience etc. and they may beam the message to buy the product and the address to be contacted.Adver

12、torialsinfomercialsSales promotion促销 Sales promotion tools like coupons, contests, premiums赠品, and the like acts as communication medium and also promote sales.They gain attention and provide information that may lead the consumer to the product. They include a distinct invitation to the consumer to

13、 do the transaction in a short period of time.Examples: trade deals, free samples, display, contests, sweepstakes, and cents-off coupons.Public relations and publicityNews stories and feature articles are more authentic and credible than advertisements to readers. The articles act as testimonials. T

14、he message gets through to the potential buyers as news and they may not turn away from it as they turn away from the advertisements. Examples: news releases新闻简报, media advisements, feature stories, and special events (open houses, factory tours, and grand openings).Personal sellingPersonal selling

15、as a communicative channel involves a live, immediate, and interactive relationship between persons. Personal selling leads to relationships. The listener feels obligated to respond to the salesman at least with a polite “thank you.Direct MarketingThe alternatives are direct mail, Email, and telemar

16、keting. In these cases the message is addressed to a specific person. The message can be customized. Even though mailing folders and email are normally standardized to gain efficiency. The message can be up to date.IN case of telemarketing, message can be altered depending on the response. In the ca

17、se of other alternatives subsequent communication can be altered depending on the response.Direct marketing has four distinctive characteristics: nonpublic, immediate, customized and interactive, and is well suited to highly-targeted marketing efforts. The Promotional Tools Product Life Cycle Pre-In

18、troduction: Light advertising, pre-introduction publicityIntroduction: Heavy use of advertising, public relations for awareness, sales promotion for trialGrowth: Advertising, public relations, branding and brand marketing, personal selling for distributionMaturity: Advertising decreases, sales promotion, personal selling, reminder & persuasionDecline: Advertising and public relations decrease, limited sales promotion, personal selling for distribution. True or False1. Direct marketing is one of the newest advertising media.2. It is the purpose of public relations to favorably personal opin