《市场营销专业英语教程》（第15版）课件2019营销英语chapter08VIP

《市场营销专业英语教程》(第15版)（专门用途英语系列教材）Chapter8IntegratedMarketingCommunications2Contents:StrategicGoalsofMarketingCommunicationThePromotionMixIntegratedMarketingCommunicationsAdvertising:PlanningandStrategyAdvertisingDecisionsSalesPromotionPublicRelationsDirectMarketing3Pre-readingquestions:Couldyouenumeratesomeinterestingadvertisementsyouhaveseen?Whatpromotionaltoolshavebeenusedbythedepartmentstoresinyourcity?Doyouknowanycompanywhichisusingdirectmarketing?4Lead-inCommunicatingwithcustomerswillbethebroadsubjectofthenexttwochaptersthat­focusonvariouselementsofpromotion.Tosimplifyourdiscussion,thetopichasbeen­dividedintotwobasiccategories:nonpersonalcommunication(Chapter8)andpersonalcommunication(Chapter9).Thischapteralsodiscussesthenecessitytointegratethe­variouselementsofmarketingcommunication.51.CreateAwareness2.BuildPositiveImages3.IdentifyProspects4.BuildChannelRelationships5.RetainCustomers1.StrategicGoalsofMarketingCommunication6

Thepromotionmixconceptreferstothecombinationandtypesofnonpersonalandpersonalcommunicationtheorganizationputsforthduringaspecifiedperiod.fiveelements：1.Advertisingisapaidformofnonpersonalcommunicationsaboutanorganization,itsproducts,oritsactivitiesthatistransmittedthroughamassmediumtoatargetaudience.2.ThePromotionMix72.Salespromotionisanactivityormaterialthatofferscustomers,salespersonnel,orresellersadirectinducementforpurchasingaproduct.2.ThePromotionMix83.Publicrelationsisanonpersonalformofcommunicationthatseekstoinfluencetheattitudes,feelings,andopinionsofcustomers,noncustomers,stockholders,suppliers,employees,andpoliticalbodiesabouttheorganization.Apopularformispublicity,whichisanonpaidformofnonpersonalcommunicationabouttheorganizationanditsproductsthatistransmittedthroughamassmediumintheformofanewsstory.2.ThePromotionMix94.Directmarketingusesdirectformsofcommunicationwithcustomers.Itcantaketheformofdirectmail,onlinemarketing,catalogs,telemarketing,anddirectresponseadvertising.2.ThePromotionMix105.Personalsellingisface-to-facecommunicationwithpotentialbuyerstoinformthemaboutandpersuadethemtobuyanorganization’sproduct.Afirm’spromotionmixislikelytochangeovertime.Themixmustbecontinuallyadaptedtoreflectchangesinthemarket,competition,theproduct’slifecycle,andtheadoptionofnewstrategies.2.ThePromotionMix11

Thegoalofintegratedmarketingcommunicationsistodevelopmarketingcommunicationsprogramsthatcoordinateandintegrateallelementsofpromotion—advertising,salespromotion,personalselling,andpublicity—sothattheorganizationpresentsaconsistentmessage.Integratedmarketingcommunicationseekstomanageallsourcesofbrandorcompanycontactswithexistingandpotentialcustomers.3.IntegratedMarketingCommunications12

ObjectivesofAdvertisingsales,profits,returnoninvestment

creatingawareness,aidingcomprehension,developingconviction,andencouragingordering

acompetitiveweapon3.Advertising:PlanningandStrategy13

Themarketingmanagermustmaketwokeydecisions：determiningthesizeoftheadvertisingbudgethowtheadvertisingbudgetshouldbeallocated3.Advertising:PlanningandStrategy14

TheExpenditureQuestion

Mostfirmsdeterminehowmuchtospendonadvertisingbyoneofthefollowingmethods.

PercentofSales

Per-UnitExpenditure

AllYouCanAfford

CompetitiveParity

TheResearchApproach

TheTaskApproach3.Advertising:PlanningandStrategy15

TheAllocationQuestion

decidingonthemosteffectivewayofspendingadvertisingdollars.

MessageStrategy.saytherightthingsintheadsthemselves

MediaMix.usetheappropriatemediaintherightamountsattherighttimetoreachthetargetmarket.3.Advertising:PlanningandStrategy16Overthepasttwodecades,thepopularityofsalespromotionhasbeenincreasing.Tworeasonsforthisincreasedpopularityareundoubtedlytheincreasedpressureonmanagementforshort-termresultsandtheemergenceofnewpurchasetrackingtechnology4.SalesPromotion174.SalesPromotion

Figure8.2ExamplesofSalesPromotionActivities18PushversusPullMarketingPushstrategiesinvolveaimingpromotionaleffortsatdistributors,retailers,andsalespersonneltogaintheircooperationinordering,stocking,andacceleratingthesalesofaproduct.Pullstrategiesinvolveaimingpromotionaleffortsdirectlyatcustomerstoencouragethemtoasktheretailerfortheproduct.4.SalesPromotion194.SalesPromotion20TradeSalesPromotionspromotionsaimedatdistributorsandretailersofproductswhomakeupthedistributionchannel.

Promotionsbuiltaroundpricediscountsandadvertisingorotherallowancesarelikelytohavehigherdistributor/retailerparticipationlevelsthanothertypepromotionsbecauseadirecteconomicincentiveisattachedtothepromotion.4.SalesPromotion21ConsumerPromotions

SomeCommonlyUsedFormsofConsumerPromotions4.SalesPromotion22SalesPromotion’sinability(1)togeneratelong-termbuyercommitmenttoabrandinmanycases(2)tochange,exceptonatemporarybasis,decliningsalesofaproduct(3)toconvincebuyerstopurchaseanotherwiseunacceptableproduct(4)tomakeupforalackofadvertisingorsalessupportforaproduct.4.SalesPromotion23formsofpublicity:1. Newsrelease.

2. Newsconference.

3. Sponsorship.4. Publicserviceannouncements.5.PublicRelations24

theorganizationcommunicatesdirectlywithcustomerseitheronlineorthroughdirectmail,catalogs,directresponseadvertising,orpersonalselling.

Anotherobviouscatalystforgrowthindirectmarketinghasbeenconsumers’increaseduseoftheInternetforpurchasingmanytypesofproducts.

directmarketingoffersmanybe