Unit 5 Integrated Marketing Communications 经典广告学英语课件合集

1、Unit 5 Integrated Marketing CommunicationsMarketing PlanIntegrated Marketing Communications Concept Review_is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational object

2、ives. A. Exchange communication B. MarketingC. Advertising D. Sales promotionThe _ is the controllable elements of product, promotion, price, and place (distribution) which are used to facilitate exchange in a marketplce.A. promotional mix B. IMC mixC. advertising mix D. marketing mixThe central the

3、me of the concept of _ is that all of an organizations marketing and promotional elements and activities communicate with its customers.A. the marketing mix B. exchangeC. the promotional mix D. integrated marketing communication.Relationship between Promotion, Promotional Mix and IMCProcessToolsMana

4、gementPromotionPromotional MixIMCI. Marketing Planning Model“To fail to plan is to plan to fail “Marketing Your Business for Success. A marketing plan is a written document that details the necessary actions to achieve one or more marketing objectives. It assembles all the pertinent facts about the

5、organization, the market it serves, and its products, services, customers, competition and so on. THE S O S T A C MODEL S Situation Where are we now? O Objectives Where do we want to go? S Strategy How do we get there? T Tactics What tools do we use to implement the strategy? A Action Detailed Actio

6、n Plan for each tool/tactic?C Control How do we track our progress and know when we have achieved our goals? -Paul SmithStage 1 Situation Analysis WHERE ARE WE NOW? How are we performing? What are our distinctive competitive (marketing) advantages? How effective is our Marketing Mix? Are we focusing

7、 on the best segments with the right type of customer? Are we using the most appropriate channels for communication and distribution? What uncontrollable event(s) or trend(s) can impact my business? Stage 2 Set Objectives WHERE DO WE WANT TO GO? Business Mission? Business Objectives? Marketing Objec

8、tives - Business Development? Marketing Communication Objectives? lxjustdoit.rmvbThe SMART Test for Objectives Make sure your objectives are practical and measurable. Do they fit the following criteria? Specific (with numbers) Measurable (to monitor progress and confirm achievement) Actionable (can

9、we do it?) Reasonable (realistically attainable) Timed (incorporate deadlines) Stage 3 Strategy HOW DO WE GET THERE? Segmentation - How do we want to divide up the market? Targeting - Which segments of the market do we wish to focus upon? 轻功男VS无聊女-耐克广告.rmPositioning - How do we want to be perceived

10、in each different target segment? NIKE WRITE THE FUTURE - FULL LENGTH VERSION.rmvbStage 4 Tactical Plan HOW DO WE IMPLEMENT THE STRATEGY? Which Communication Tools are we going to use? How are we going to use them? What message(s) do we wish to communicate? Are we being consistent across different t

11、ools and messages? Do we have the necessary resources/budgets? Stage 5 Action PlanWHO, WHAT, WHEN? Who is going to do what? When are they going to do it? What is the resource allocation for the action? What are the key performance measurements? How is performance going to be recorded? NIKE广告之速度篇.wmv

12、Stage 6 ControlKEEPING TRACK OF PROGRESS Do action performance measurements relate to objectives? Responsibility for measurement? Frequency of measurement? Resources for measurement? Review of measurements? Actions on variance? Three Types of Marketing Planning Model1. Top-down Marketing Planning Mo

13、del2. Bottom-up Marketing Planning Model3. Integrated Marketing Communications (IMC)Situation AnalysisThe Marketing Plan: Top-DownMarketing ObjectivesMarketing StrategyMarketing TacticsThe Marketing Plan:Bottom-UpMarketing ResultsMarketing TacticsMarketing StrategyII. Integrated Marketing Communicat

14、ionsDefinition: IMC is a concept that recognizes the added value in a program that integrates a variety of strategic disciplines (for example, general advertising, direct response, sales promotion, and public relations) and combines these disciplines to provide clarity, consistency, and maximum comm

15、unication impact.IMCan important marketing trend1. Nowadays, new media have proliferated and cost of competition has intensified. Sophisticated marketers have searched for new ways to get more bang from their marketing communications buck.2. The efficiencies of mass media are not what used to be. Co

16、nsumers are more sophisticated ,cynical, and distrusting than ever before.3. In the long run, nourishing good customer relationships is far more important than making simple exchanges.Participants of IMC1. Advertisers or client are the key participants.2.The advertising agency is an external organiz

17、ation.3. Media organizations provide the advertiser with a channel for their communication.4. Marketing communication specialist organizations provide services in specific areas of marketing communications.5. Collateral services participants are those who provide a wide range of support services.IMC

18、 - both a concept and a process 1. The concept of integration is wholeness and wholeness in communications creates synergy - the principle benefit of IMC - because each element of communication each element of the communications mix reinforces the others for greater effect. 2. IMC is also a process

19、in which communication becomes the driving, integrating force in the marketing mix and throughout the organization. jordanxx2.wmvInsert ex. 8.7, p. 251Wang-Schultz IMC planning modelPosition = .35 horizontal, 0.4 verticalSize = 4.9 WIDEResolution = 300 dpiWang-Schultz IMC planning modelThe Goal of A

20、ll IMCAn enhanced relationship with customers and other stakeholders, which leads to stakeholders loyalty and ultimately to brand equity品牌资产 . Insert ex. 8.6, p. 250IMC macro modelPosition = .35 horizontal, 0.4 verticalSize = 4.9 WIDEResolution = 300 dpiIMC macro modelresearch and development human

21、resources Advantage of IMCIMC, as a philosophic concept, dictates that all parties involved in the firms communications efforts coordinates tp speak to target consumers with one voice, a unified message, and a consistent image.IMC provides greater consistency in marketing communication programs, red

22、uces media waste, and gives a company a competitive edge. just_did_it.wmvLevels of IntegrationTom Duncan identifies four distinct levels of integration that companies use: 1. Unified image: One look; one voice; strong brand image focus. KFC 2. Consistent voice: Consistent tune and look; coordinated

23、messages to various audience (customers, trade, suppliers, etc.). Pepsi 3. Good listener: solicits two-way communications, enabling feedback through toll-free numbers, surveys, trade shows, etc; focus on long-term relationships.4. World-class citizen: Social, environmental consciousness; strong comp

24、any culture; focus on wider community.Saturn & Honda2007 OdysseyWho Moved the Cheese of “Super Girls产品借机转型 整合营销传播的关键有三：一是能否找准市场定位，二是能否利用企业的潜在资源，三是能否得到渠道、媒体等各种资源的配合。 “超级女声一个生动的整合营销案例2. 整合广告、传媒终端促销助推目标消费群体定位：12至24岁的女孩。 形象代言人：首届“超女季军张含韵； 口号：“酸酸甜甜就是我。营销策略：1. 五大主赛区:主攻的五大市场 2.促销方式:买6送1; “超级女声夏令营.3. 还要整合更多

25、: 广告与促销已成为蒙牛最有杀伤力的营销手段，但整合营销是整合广告、促销、渠道、生产、售后效劳等各个环节的营销方式，关键在于各个环节之间的相互连接，在这些方面，蒙牛还有很多工作要做孙一民。 关注超女经济:1.3亿元搀和超女 蒙牛断货蒙牛借 “超女赚2.5亿 超级赢家蒙牛意外酸酸乳产量缺口20% 中报净利润同比增长33.9%，到达2.465亿元。 湖南卫视：广告短信双丰收 收视率超央视春晚，超级女声创造超级税收一档节目观众四亿，单场 短信收入超过一千五百万元，按照税法规定，单场短信税收即可实现四十五万元。随超级女声品牌产业链延伸，短信、广告、冠名、销售等产业将带动地方税收的高速增长，据估计，实现

26、税收额可达数千万元。天娱公司超女品牌价值几个亿 在湖南卫视网站上，超级女声全国总决选的广告报价已到达了15秒11.2万元。 2007快男终极决战落幕 陈楚生高票夺冠 陈楚生与偶像齐秦并肩作战 难掩心中幸福ExercisesA. True or False1. One of the reasons for the growing interest in integrated marketing communications is the fact that consumers today are more sophisticated and distrusting than ever before.2. Integrated Marketing Communications (IMC) is both a concept and a process.3. IMC planning does not use an advertising plan.4. IMC approach is to integrate the various communication functions i