整合营销复习整理

Chapter1DefinitionofMCMarketingCommunication-Representsalltheelementsinaproduct1marketingmixthatfacilitateexchangesbytargetingthebrandtoagroupofcustomers,positioningthebrandasbeingdistinetfromcompetitivebrands,andsharingthebrand'smeaninganduniquedifferenceswiththeproduct1targetaudienee.MarketingCommunicationToolsAdvertising.Salespromotion,Personalselling,④Sponsorshipmarketing,：⑤Publicity⑥Point-of-purchasecommunicationsMarketingcommunicationinvolvesusinganassortmentofdifferenttypesofmedia.BrandContactpoints(MCToo⑸One-waynon-personalcontact:Advertising,Packing,DirectMarketing,Publicity,SalesPromotionTwo-wayspersonalcontact:Point-of-purchase,Directselling,PersonalsellingParticipatingcontactintwo-wayscommunicationEvents,Sponsorshipmarketing,TradeShow,E-Commerce,CustomerService,InternalmarketingMCProgramFundamentaldecisions,Implementationdecisions,MCoutcome,®ProgramevaluationMCConcept-isthephilosophyandpracticeofselectingandcoordinatingallofabrand'marketingcommunicationelement.“整合营销传播是一个业务战略过程，它是指制定、优化、执行并评价协调的、可测量的、有说服力的品牌传播计划，这些活动的受众包括消费者、顾客、潜在顾客、内部和外部受众及其他目标。”核心就是speakwithonevoice(用一个声音说话)，就是要将所有企业进行的、与市场营销有关的传播活动，广告、促销、公关、直销、CI、包装、新闻媒体等等，进行一元化，形成一个统一的声音传达给消费者。KeyfeaturesofIMCProfiletheidentifiedtargetmarketUsetherelevantmediaAnymessagemediumthatiscapableofreachingthetargetcustomersinafavorablelightAchievecommunicationsynergyConveysamebrandmessageconsistentlyacrossdiversechannelsBuildcustomerrelationshipsInflueneetargetmarket1sbehaviorMovetargetcustomerstoactionBrandequity1)BrandEquity(fromcustomer1sperspective)所谓品牌资产就是消费者关于品牌的知识(brandknowledge)。它是有关品牌的所有营销活动给消费者造成的心理事实。BrandknowledgeBrandawarenessandbrandimageBrandawareness-Brandrecognition(withhints),Brandrecall(frommemorywithouthints)Top-of-mindawareness,BrandDominanceBrandimage-TypesofbrandassociationsAttributes-product/non-productrelatedBenefits-functional,symbolicandexperientialOverallevaluation(attitude)Favorability,strengthanduniquenessofbrandassociations2)Brandequity(Fromorganization'sperspective)Focusesonoutcomesextendingfromeffortstoenhanceabrand'sequity,suchasachievingahighermarketshare,increasingbrandloyaltyandbeingabletochargepremiumpricesEnhancingbrandequityFirstly,selectagoodbrandnameorlogoThen,developstrong,favorableanduniqueassociationsintheconsumer'smindaboutbrandAlso,Brandequitycanbeenhancedbyleveragingitspositiveassociationswithotherbrands(e.g.BrandAlliances:co-branding,ingredientbranding),places,things5andpeople.Chapter3Attitude-Attitudemeansageneralandsomewhatenduringpositiveornegativepredispositiontowards,orevaluativejudgmentofapersonoranissue.ComponentsofattitudeCognitive-Beliefs-knowledgeandthoughtsaboutanobjectorissue“Benzmotorcarsarewellengineered".Affective-FeelingsandemotionsHllikeIphone”Conative-Aperson'sbehaviortendencyAttitudechangestrategiestochangebeliefstoalteroutcomeevaluationsortointroduceanewoutcomeintotheevaluationprocess,eg.Evaluatebrandsinaproductcategoryintermsofaparticularproductbenefitthatisstronglyassociatedwiththeirbrand.ELM:精细加工可能性模型EL-Elaborationlikelihood-RepresentsthepossibilitythatconsumerswillelaborateonaMCmessagebythinkingaboutandreactingtoitandcomparingitwiththeirpre-existingthoughtsandbeliefsregardingtheproductcategory,theadvertisedbrand.心理学家佩蒂、卡西窝波和休曼提出ELM模型。消费者态度改变归纳为中枢(TheCentralRoute)和边缘(ThePeripheralRoute)的两个基本说服路径.中枢说服路径：人们有动机、有能力专注于沟通中逻辑论证.指消费者能够有意识地认真考虑广告提供的信息，对广告产品或目标的信息进行仔细思考、分析和归纳，即进行精细加工，并最终导致态度的转变或形成。(适用于理性消费者)边缘说服路径：人们不去注意逻辑论证而受表面特征的影响消费者不考虑商品本身的性能及证据，不进行逻辑推理，而是根据广告中的一些线索，如专家推荐、广告诉求点的多少、信息源的可信度、广告媒体的威望、广告是否给人美好的联想和体验等直接对广告作出反应。(适用于情感性消费者)MarketSegmentationSegmentationandtarget!ngcustomersallowsmarketerstodelivertheirmessagestotargetmarketpreventwastedcoveragetothosewhosearenottarget.Targetingdemographictarget!ng-Age,income,familycomposition,lifecycle,ethnicitygeodemographictarget!ng-AcombinationofdemographicandlifestylecharacteristicsofconsumerswithingeographicclustersBrandpositioninghelptodetermine-whoisthetargetmarket,whatthemarketingcommunicationshouldsayaboutthebrand,andwhatmediaandmessagevehiclesshouldbeselectedoDevelopaneffectivepositioningstatement-Itshouldreflectabrand'scompetitiveadvantageItshouldmotivatecustomerstoactionpositioningstrategiesonoverallevaluation(attitude)onbrandattributes-Non-productrelatedattributes,eg.Price,packaging,userandusageimageryProduct-relatedattributes,eg.Color,size,designfeaturesOnbenefits-Functional,Symbolic-directedatdesireforgroupmembership,belongingness,selfenhancementExperiential-providesensorypleasure,eg.Lookingelegant,feelingwonderfulandsoundingsuperb.Ad.OrNottoAd.ArgumentsforinvestinginadvertisingItcanincreaseprofitabilitybyincreasingsalesvolume,enablinghighersellingprices,andthusincreasingrevenueabovetheincrementaladvertisingexpenseArgumentsforreducingadvertisingexpenditureWhileitpresumesthatpastadvertisingwillhaveIongerterm“carryover“effectsandmaintainrevenue,itdoesnotacknowledgethattheabseneeofadvertisinginthecurrentperiodwillhaveanadverseeffectonsalesvolumeinthesubsequentperiods.Whichapproachismorebeneficial?:maintainstatusquoWhenthemarketisnotpriceorad.elasticWhenconsumershavewell-establishedpreferencesbuildbrandimagebyincreasedadvertisingfornewproducts,luxurygoodsandproductscharacterizedbysymbolicimageryIncreasedvolumebypricediscountingformanymatureconsumergoodswhereconsumershavecompleteinformationaboutbrandsVerylittlebranddifferentiationIncreaseadvertisingand/ordiscountpricesWhenbrandsintheproductcategoryareinherentlydifferentforproductsthatexperieneeseasonaldemandChapter6GuidelinesforcreativebriefingWhatisthebackgroundtothisjob?Whatisthestrategy?Whatisourtaskonthisjob?Whatisthecorporateand/orbrandpositioning?Whataretheclient'sobjectivesforthisjob?Whomarewetalkingto?Whatdotheycurrentlythink/feelaboutourproduct/service?Whatdowewantthemtothink/feelaboutourproduct/service?Whatdowewantthemtodo?Whatisthesingle-mindedproposition?Whyshouldouraudieneebelievethisproposition?Howshouldwespeaktothem?creativestrategyFunctionalorientedUniquesellingpropositionstrategy-Makeasuperiorityclaimbasedonauniqueproductattributethatrepresentsameaningful,distinctiveconsumerbenefit.TheoptimumcreativetechniqueSymbolic/experimentalorientedBrandimagestrategyinvolvespsychosocialdifferentiationGivingabrandadistinctidentityorpersonalitySuitableforproductwherethereisrelativelylittlephysicaldifferentiationAlsobedescribedastransformationaladvertising-associatebrandexperieneewithauniquepsychologicalcharacterisiticsResonanceStrategy-Matchpatternsinanadvertisementwiththetargetaudienee1sstoredexperiencesEmotionalStrategy-Appealstoromanee,nostalgia,compassion,excitement,joy,fear,guilt,disgustandregretCategorydominanceorientedGeneticstrategy-MakesnoattempttodifferentiateitsbrandfromcompetitiveofferingsortoclaimsuperiorityMostappropriateforabrandthatdominateaproductcategoryPre-emptivestrategy-MakeagenerictypeclaimbutdoessowithanassertionofsuperiorityAppropriateforbrandwheretherearefewfunctionaldifferencesbetweencompetitorsPrecludecompetitorsfromsayingthesamethingChapter7CopyResearchisusedtotesttheeffectivenessofads.Messages,isalsocalledmessageresearch.

Industrystandardformessageresearch:PACT-positioningadvertisingcopytestingtechnique.ThePACTmethodologyconsistsofninemessagetestingprinciples.Providemeasuresthatarerelevanttotheadvertingobjectives;Prioragreementabouthowtheresultswillbeusedineachspecifictest;Providemultiplemeasurements;Bebasedonamodelofhumanresponsestocommunication;Provideinformationforconsideringwhethertheads.stimulusshouldbeexposedmorethanonce;Alternativeexecutionsshouldbetestedinthesamedegreeoffinish;Providescontrolstoavoidthebiasnormallyfoundintheexposurecontext;Considerthedefiningofthetargetmarketsample;Demonstratereliabilityandvalidity;Measuresofmessageresearch:Measureofrecognitionandrecall:Starchreadershipservice-magazineBruzzonetest-TV⑶Burkeday-afterrecall-TVMeasureofsalesresponseBehaviorseanScantrackChapter81.StrengthsandlimitationsofTVadsStrengths:(1)Demonstrationability(2)Intrusionvalue(3)Abilitytogenerateexcitement(4)Oneononereach(5)Abilitytousehumor(6)Effectivewithsalesforceandtrade(7)AbilitytoachieveimpactLimitations:(1)Cost(2)Audieneefractionalizations(3)Zippingandzapping(4)ClutterRadioadsStrengths(1)Abilitytoreachsegmentedaudiences(2)Intimacy(3)Economy(4)ShortleadtimesTransferofimageryfromTV(2)NoVisuals(4)BuyingdifficultiesYellowPageandDirectory;POP(6)Useoflocal(2)NoVisuals(4)BuyingdifficultiesYellowPageandDirectory;POPLimitations:(1)Clutter(3)AudieneefractionalizationContent:Newspaper;Magazine;Internetadvertisingformats(营车肖手段):(1)Websites(2)Displayorbannerads(3)Weblogs(Blogs,Podcasts)(4)MobilephoneandtextmessagingEmail:(Opt-inversusspam,E-zines,Wirelessemailads)Richmediaformat:(Pop-ups,interstitials,superstitials,videoads)Searchengineads:(Keyword-matchingads,Content-targetedads)AdvertisingviabehaviroualtargetingSearchengineadvertising-SEA:Thekeytoattractpeopletoawebsiteistheuseofsearchengineadvertising.SEAisthefastestgrowingformofitnernetadvertising.Internetsearchenginesineludeavarietyofwell-knownservicesthatpeopleusewhenseekinginformat!on.SEAattemptstoplacemessagesinfrontofpeoplepreciselywhentheirnaturalsearcheffortsindicatetheyapparentlyareinterestedinbuyingaparticulargoodorservice.Keyword-matchingadvertising-Adwords:Tobecomeasponsoredlinks(赞助商链接),advertisersmustbidforandpurchasekeywordsfromsearchengineservices,suchasGoogle.Content-Orientedwebsites-AdsenseAdvertiserscanspecifythewebsiteswheretheywanttheiradstoappear.Searchengineservices(Google)operateasanadagencyplacingadsonotherwebsites,takingacommission.Costefficiency5pinpointedtargetingandquickandeasyassessmentofadeffectiveness.LimitationsofSEA-clickfraud:occurswhenacompetitororotherpartyclicksonasponsoredlinkrepeatedlyinordertoreduceadvertisingeffectivenessAlsooccurswhenemployeesofcontent-orientedrepeatedlyclickonadvertisedwebsitesinordertoincreasetherevenuepaidtothyembyasearchengine-Botsoftwaresystems,eg.RobViralMarketing病毒式营销：Theideaofmarket!ngtoasmallgroupofconsumers,whothenpassthemarketingmessagetoothers-creatingapositiveword-of-mouthorbuzz常用于进行网站推广、品牌推广等，病毒式营销利用的是用户口碑传播的原理，因此病毒式营销成为一种高效的信息传播方式，而且，由于这种传播是用户之间自发进行的，因此几乎是不需要费用的网络营销手段。主要指它利用了目标消费者的参与热情，目标消费者受商家的信息刺激自愿参与到后续的传播过程中.目标消费者并不能从为商家打工”中获利，他们为什么自愿提供传播渠道？首先，传播者传递给目标群的信息不是赤裸裸的广告信息，而是经过加工的、具有很大吸引力的产品和品牌信息，而正是这一披在广告信息外面的漂亮外衣，突破了消费者戒备心理的防火墙”促使其完成从纯粹受众到积极传播者的变化。病毒式营销并非一种新的营销思想，而是把传统营销模式基于互联网的通路得以快速传播，病毒式,营销的几个关键字：成本低，用户自发传播，有价值的信息Chapter11MediaStrategySpecifyingmediaobjectives(明确媒体策略)：Followingissuestobeconsidered:Targetpopulationtobereached(2)Frequency(3)Howclosetothetimeofpurchase(4)HowmuchtotaladvertisingisnecessaryforreachandfrequencyBudgettobeallocatedovertime(6)Cost-effectiveway(7)Cost-effectivewaySelecttargetaudience(选择目标受众)Fourmaintypesofinformat!onneeded:Buyerbehavior-mostmeaningfulbasistodeterminetargetaudieneeDemographic(3)Geographic(4)ValueandlifestylesTiming:⑴Continuous持续性Arelativelyequalnumberofaddollarsisinvestedthroughoutthecampaign⑵Pulsing脉冲式Someadsareusedduringeveryperiodbuttheamountvaries⑶Flighting飞跃式ZerospendinginlowconsumptionmonthsduringthecampaignSelectingmediacategoriesandvehicles选择媒体投放方案）考虑以下问题（1）Howmanyexposuresareneeded?Analternativeapproach:theefficiencyindexproceduresEstimatetheexposureutilityforeachlevelofvehicleexposureorOTS（opportunitytosee）CalculatetheexposuredistributionofthevariousmediaschedulesDeterminethevalueateachOTSlevelandthenthetotalvalueacrossallOTSlevelsDevelopanindexofexposureefficiencyToselectamediaschedulethatgeneratesthemostexposurevalueperGRPTherangeofeffectivereachcanbethoughtofasbeingfrom3to10exposuresduringthemediaplanningperiodEffectivereachplanninggenerallyleadstousingmultiplemediaratherthanexclusivelydependingonTVItalsoinvolvesgivingupsomeofprime-timeTV'sreachtoobtaingreaterfrequencyfromothermediaatthesamecost⑵TimingContinuityHowadvertisingisallocatedHowshouldthemediabudgetbedistributedthroughouttheperiodoftheadvertisingcampaignRecencyplanningPrincipleFewadvertiserscanaffordtomaintainanexpensivecontinuousschedule-logicfordiscontinuousadvertisingEPhron'sprincipleofrecencyargumentsupportofcontinuousadvertisingChapter12Directmarketing（直复营车肖）ismarketingmaterialsentdirectlytothecustomerthatisdesignedtocreateanimmediateresponseDirectselling（直销）Directsellingisapersonnelcontact,noIongerafixedbusinesssiteandthemaindistributioninthehomeforconsumerproductsorservices.直销是一木中通过人员接自虫,不再固定商业地点而主要在家里进行的消费性产品或服务的配销方式。Directselling（多层次直销,传销）referstotheorganizeroroperator,withitsdevelopmentdirectlyorindirectlyonthebasisofthepersonnelquantityorsalestocalculateandpay,oraskedtobedevelopmentstafftopayafeetojoinwaytoseekillegalinterestssuchasthequalification,itdisturbeconomicorder,affectsocialstability.传销指组织者或者经营者以其直接或者间接发展的人员数量或者销售业绩为依据计算和给付报酬，或者要求被发展人员以交纳一定费用为条件取得加入资格等方式牟取非法利益，它扰乱经济秩序，影响社会稳定的行为。Comparsion:

Thetargetcustomerofdirectmarket!ngistwo-waycommunication;Targetcustomerscandirectresponse.Two-waycommunicationoftheinformationisnotrestrictedbyspace-time,paytheeffectofmarketingactivitiescanbedetermined.DirectsellingistheHfacetofacesales11,adirectsalespersonnelmodegearedtotheneedsofconsumers,individualmarketersaflypayingway(byphone,directory,etc.).Directsellingisnotfixedretaillocations.Directselling(传年肖)isamulti-leveldirectsales,theorganizerstakeadvantageofsomeofthecostspaidbyparticipantsinthedeliveryofthefirstparticipantstomaintainoperationofthereward;incomebythenumberofparticipantstojointheorderanddevelopmentofpersonneldecisions.Itisessentiallyanorganizedfraud,illegalpossess!onforthepurposeofthepropertyofothers.Nostorenetworkfromthedirectsellingthroughdevelopmentpersonnel,organizationmanagement,fromthetopandbottomlineofmarketingperformanceforaprice,throughillegalprofiteering.Besides,theparticipantsmustpaythefee.直复营销人员与目标顾客是双向信息交流；目标顾客可以直接反应。信息双向交流不受时空限制，支付营销活动的效果可测定。直销是“面对面销售”，直销人员一个人方式面向消费者，支付营销师一飞个人方式（通过电话，目录等）。直销不在固定零售点。传销是多层次直销中的一种，组织者利用参加者交付的部分费用支付先参加者的报酬维持运作；参加者的收益由其加入的先后顺序及其发展人员数量决定。传销的本质是一种有组织诈骗活动，以非法占有他人财产为目的。传销通过发展人员，组织网络从事无店经营，从上下线的营销业绩中获取报酬，通过违法行为牟取暴利，参加者须缴纳入门费Media(直复营销的个性化媒体)：(3)Electronicmailmarketing(5)Printmediaanddirectmarketing(1)PostalMedia(直复营销的个性化媒体)：(3)Electronicmailmarketing(5)Printmediaanddirectmarketing(4)TelevisionanddirectmarketingDoor-to-door⑴CopyTheroleofcopy:1.getattention；2.developinterest；3.callforaction4.offerproof-demonstrations,testimonials,guarantees,trialoffers,endorsements；Visuals(夕卜观设计):1.Styleandimageofpresentation2.Image3.Format4.DesignDatabase:Itisanup-to-datedatabaseenablesfirmstotargetprecisely,offervariedmessages,createIong-termrelationship,enhanceproductivity,lifetimevalueanalysis.Customerlifetimevalue:ToevaluatecustomerdatabasefromaLifetimeValueperspective.Netpresentvalueoftheprofitthatacompanystandstorealizeontheaveragenewcustomersduringagivennumberofyears它意味着顾客对该企业保持忠诚顾客终身价值是指顾客终身对一个企业带来的总的）争收入，的期间，将带来的预期未来收入的价值总和。它意味着顾客对该企业保持忠诚Chapter13Consumerpromotions(销售促进的手段9个)Sampling;Coupons;Purchasepremium;Specialprices;Bonuspacks;Rebate/refunds;Sweepstakes,contests,games;Continuitypromotions;Overlayandtie-inpromotions；Otherconsumerpromotions(其他10个)：Specialprices；Areductioninabrand'sregularpriceBonuspacks力口量不力口价包装(Extraquantitiesofaproductthatacompanygivestoconsumersattheregularprice)Rebate/refunds折扣/现金返还(Manufacturersgivecashdiscountsorreimbursementstoconsumerswhosubmitproofofpurchase)Sweepstakes抽奖；Contests竞赛；Games游戏Continuitypromotion忠诚计戈!](Frequentflyerprogramsbyairline)Overlay叠力口推广(Useoftwoormoresalespromotiontechniquesincombination)Tieinpromotion搭配促销(Thesimultaneouspromotionofmultiplebrandsinasinglepromotioneffortfromthesameordifferentcompanies)TradepromotionsTradeallowances(1)Off-invoiceallowanee货款(账单)减少折让(2)Bill-backallowanee账单赎回折让Slottingallowanee上架费Problemsincurredbyallowances:Forwardbuying(提前购买)⑵Divert!ng(易地销售)Cooperativeadvertisingandvendor(小贩)supportprograms(销售商支持计戈U)—Cooperativeadvertisingcostdividedbetweenmanufacturerandreselleraccordingtothetermsofthecooperativecontract-Vendorsupportprogramsinstigated(煽动)byretailersandinvitemanufacturerstopayforaspecificpercentageofthemedi