IMC整合营销传播

Ch15imcCauseofmiscommunicationEncodingDistortionDecoding传播过程要素发出者编码信息媒体解码接收者噪声反应反馈CommunicationtoolsPersonalNon-personalNon-personalcommunicationAdvertisingDirectmarketingPackagingPublicityPRSalespromotion(tradeshows,productplacement)communicationDevelopcommunicationsstrategyTarget?Objectives?Tools?Budget?Time?IdentifyingcommunicationsstrategyDirectlyrelatedcommunicationstarget--pushstrategy--pullstrategyNotDirectlyrelatedcommunicationstarget--investors--others(jobwanted)Fig15.2p230DecidingoncommunicationsobjectivesTab15.2p231SelectingcommunicationstoolsTab15.3p232IntegratingcommunicationseffortsIntegratecommunicationsforalltargetsinasinglemarketsegmentIduct,price,distributionandserviceIntegratecommunicationsforalltargetsinseveralmarketsegmentsIntegratecommunicationsforalltargets—marketsegment,market,business,andcorporateAdvertisingElementsofanadvstrategytab15.4p233AdvobjectivesOutputobjectives--sales,shares,brandloyaltyIntermediateobjectives--awareness,knowledge,liking,trial,emotionalcommitmentHierarchyofeffectsadvmodels15.3p234Messaging:contentFollowpositionFocusonvaluepropositionFocusoncorebenefitReflectuniqueclaims,differentialadvantageExecutionRationalEmotionalRationalDemonstrationshowComparativewithcompetitorsOne-sidedandtwo-sidedpositive/negativeRefutationalrefutecompetitorclaimPrimacyorrecency--beginning:gainattention/minimizeobjection--end:reinforcefavourableimpressionEmotionalHumor-basedFear-basedCelebrityendorsementStorytellingMediaselectionMediaobjectivesMediatypeSpecificmediaTimingMediascheduleMediaassessmentReachFrequencyReachandfrequencyGPR-grossratingpoint(总收视点）AO-advobjectivesMO-mediaobjectivesMulti-mediaDuplicatedreach重复到达率Unduplicatedreach非重复到达率Impact(creativeness)AdvanddisadvofselectedmediaclassesTab.15.5p239TimingConcentrationoneContinuousregular,periodicFlightingrepeatedhigh—low/noPulsingcontinuous+flightingProgrammeevaluationTestingindividualadvertisementandspendinglevels--Recognition,aidedrecall,unaidedrecallEvaluatingtheentireadvertisingprogramme--trackingstudiesDirectmarketing—reasonforgrowTechnologyDemographics&lifestyleProductqualityProfessionalismDeliverysystemInternetmobileDirectmarketing—advantagesFlexibilityAction-orientedcustomerresponseBettermeasurementPredictabilityBettercustomerknowledgeAbilitytotailortheofferAbilitytoidentifyprospectsPRPublicity-subsetofPRPublicrelation

practiceofmanagingtheflowof

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public.astrategiccommunicationprocessthatbuildsmutuallybeneficialrelationshipsbetweenorganizationsandtheirpublicsCorporatereputation,crisismanagement,governmentrelations,internalrelations,pressrelations,productpublicity,shareholderrelationsSalespromotionConsumerpromotionTradepromotionRetailpromotionTheinternetOnlineadvertisingWebsitesOnlineadvertisingPaidsearchSearchengineoptimizationDisplayadvertisementClassifiedsEmailMobilemarketingSMSMMSBlogs通过博客网站或博客论坛接触博客作者和浏览者，利用博客作者个人的知识、兴趣和生活体验等传播商品信息的营销活动。公司、企业或者个人利用博客这种网络交互性平台，发布并更新企业、公司或个人的相关概况及信息，并且密切关注并及时回复平台上客户对于企业或个人的相关疑问以及咨询，并通过较强的博客平台帮助企业或公司零成本获得搜索引擎的较前排位，以达到宣传目的的营销手段。Blogreducescost（1）博客内容增加搜索引擎可见性，从而为网站带来访问量（2）以更低的成本对读者行为进行研究（3）建立权威网站品牌效应的最快、费用最少的途径（4）个人博客可以部分替代广告投入，减少直接广告费用（5）节省保持用户的费用（6）博客减小了被竞争者超越的潜在损失AdvantangesofBlogmarketing1、细分程度高，广告定向准确博客拥有其个性化的分类属性，因而每个博客都有其不同的受众群体，其读者也往往是一群特定的人，细分的程度远远超过了其他形式的媒体。2、互动传播性强，信任程度高，口碑效应好博客既是广播式的传播渠道又是受众群体，能够很好地把媒体传播和人际传播结合起来，通过博客与博客之间的网状联系扩散开去，放大传播效应。3、影响力大，引导网络舆论潮流博客作为高端人群所形成的评论意见影响面和影响力度越来越大，博客渐渐成为了网民们的"意见领袖"引导着网民舆论潮流，他们所发表的评价和意见会在极短时间内在互联网上迅速传播到开来，对企业品牌造成巨大影响。4、大大降低传播成本口碑营销的成本由于主要仅集中于教育和刺激小部分传播样本人群上，即教育、开发口碑意见领袖，因此成本比面对大众人群的其他广告形式要低得多，且结果也往往能事半功倍。Featuresofblogmarketing1.博客目标更为精确，能够针对目标客户进行精准的博客营销；2.博客营销与传统营销方式相比营销成本较低，通过网络媒介可以节省更多的人力、物力、才力资源；3博客广告具有交互性，