整合营销沟通

整合营销沟通0ObjectivesKnowthetoolsofthemarketingcommunicationsmix.Understandtheprocessandadvantagesofintegratedmarketingcommunications.举出并定义营销沟通组合的工具讨论整合营销沟通的过程与优点1ObjectivesLearnthestepsindevelopingeffectivemarketingcommunications.Understandmethodsforsettingpromotionalbudgetsandthefactorsthataffectthedesignofthepromotionmix.列出开展有效营销沟通的步骤解释制定促销预算的方法，以及影响促销组合设计的因素2UPSisa$31billioncorporategiantUPSwantedtorepositionitselfas

asupplychainsolutionsproviderDevelopednewthemebasedoncustomerinputImplemented,“WhatCanBrownDoforYou?”campaignRealigneditssalesandmarketingorganizationAds,websites,andsalespeopledelivermessagedailyUPSCaseStudy3MarketingCommunicationsMixThespecificmixofadvertising,personalselling,salespromotion,andpublicrelationsacompanyusestopursueitsadvertisingandmarketingobjectives.营销沟通组合将广告、人员推销、销售推广、公共关系和直销工具组合在一起，用来达成公司的广告和营销目标。4TheMarketingCommunicationsEnvironmentisChanging:变化的沟通环境5Massmarketshavefragmented,causingmarketerstoshiftawayfrommassmarketingMediafragmentationisincreasingaswellImprovementsininformationtechnologyarefacilitatingsegmentation由于大众市场变得支离破碎，营销人员逐渐放弃了大众营销。媒体的分离也在加速信息技术的迅猛发展加速了细分市场营销的过程。6TheNeedforIntegratedMarketingCommunicationsConflictingmessagesfromdifferentsourcesorpromotionalapproachescanconfusecompanyorbrandimagesTheproblemisparticularlyprevalentwhen

functionalspecialistshandleindividualformsofmarketingcommunicationsindependently对整合营销沟通的需求从不同渠道和促销方法所传达的信息的冲突可以使公司或品牌形象变得混乱当专业人员独立地解决个人营销沟通问题时这一现象尤为普遍7TheNeedforIntegratedMarketingCommunicationsTheWebalonecannotbeusedtobuildbrands;brandawarenesspotentialislimitedBestbetistowedtraditionalbrandingeffortswiththeinteractivityandservicecapabilitiesofonlinecommunicationsWebeffortscanenhancerelationships对整合营销沟通的需求仅仅使用网站是不能建立品牌的，品牌潜在知名度是有限的最好的办法是把传统的品牌建设方法与互动和在线沟通的服务能力结合起来网络可以加强联系8IntegratedMarketingCommunications

整合营销沟通

Theconceptunderwhichacompanycarefullyintegratesandcoordinatesitsmanycommunicationschannelstodeliveraclear,consistent,andcompellingmessageabouttheorganizationanditsproducts.公司谨慎地组合和搭配其众多的沟通渠道以传递一个关于其组织和产品的清晰、一致、吸引人的信息9IntegratedMarketingCommunications

整合营销沟通

IMCimplementationoftenrequiresthehiringofaMarCommanager.IMC的完成经常需要雇佣一个Marcom经理10TheCommunicationProcess

沟通过程Communicationseffortsshouldbeviewedfromtheperspectiveofmanagingcustomerrelationshipsovertime.Thecommunicationprocessbeginswithanauditofallpotentialcontacts.

沟通的成就应该随着时间的流逝通过顾客关系管理的状况而被观察到沟通过程的开始是对所有潜在联系进行审计11TheCommunicationProcess

沟通过程Effectivecommunicationrequiresknowledgeofhowcommunicationworks.有效沟通需要了解沟通是怎样进行的12ElementsinthecommunicationProcess

沟通过程的要素TheCommunicationProcessSender发送人Message信息Media媒体Receiver接受者Encoding译码Decoding解码Response反应Feedback反馈

Noise噪音沟通过程13DevelopingEffectivecommunication

发展有效沟通Step1:IdentifyingtheTargetAudienceAffectsdecisionsrelatedtowhat,how,when,andwheremessagewillbesaid,

aswellaswhowillsayit第一步：识别目标听众影响相关决策，包括说什么样的信息、怎样说、什么时候说、在什么地方说，以及由谁来说14DevelopingEffectivecommunication

发展有效沟通Step2:DeterminingCommunication

ObjectivesSixbuyerreadinessstages第二步：决定沟通目标六个购买者的准备就绪阶段15Buyer-ReadinessStages

DevelopingEffectiveCommunicationAwareness知道Knowledge知识Liking爱好Preference偏爱Conviction确信Purchase购买发展有效沟通六个购买者的准备就绪阶段16Step3:DesigningaMessageAIDAframeworkguidesmessagedesignMessagecontentcontainsappealsorthemesdesignedtoproducedesiredresultsRationalappealsEmotionalappealsLove,pride,joy,humor,fear,guilt,shameMoralappeals第三步：设计一个信息AIDA构架指导信息设计信息内容包含用来产生渴望结果的呼吁或主题合理的呼吁情感的呼吁爱心，自豪，高兴，幽默，担心，内疚，羞愧精神的呼吁DevelopingEffectivecommunication

发展有效沟通17Step3:DesigningaMessageMessageStructure:Keydecisionsarerequiredwithrespecttothreemessagestructureissues:WhetherornottodrawaconclusionOne-sidedvs.two-sidedargumentOrderofargumentpresentationMessageFormat:Design,layout,copy,color,shape,movement,words,sounds,voice,bodylanguage,dress,etc.

第三步：设计一个信息信息结构：关键的决策被要求尊重三个信息结构问题是否得出结论一方面论点对两方面论点辩论陈述顺序信息结构：设计，编排，复本，颜色，形状，动作，字句，声音，嗓音，肢体语言，服装，等等DevelopingEffectivecommunication

发展有效沟通18Step4:ChoosingMediaPersonalcommunicationchannelsIncludesface-to-face,phone,mail,andInternetchatcommunicationsWord-of-mouthinfluenceisoftencriticalBuzzmarketingcultivatesopinionleadersNonpersonalcommunicationchannels

Includesmedia,atmosphere,andevents第四步：选择媒体个人沟通渠道包括面对面、电话、信件和互联网聊天的交流口头表达的影响经常是非常重要的这种营销可以培养观念领导者非个人的沟通渠道包括媒体，大气氛和事件DevelopingEffectivecommunication

发展有效沟通19Step5:SelectingtheMessageSourceHighlycrediblesourcesaremorepersuasiveApoorspokespersoncantarnishabrandStep6:CollectingFeedbackRecognition,recall,andbehavioralmeasuresareassessedMaysuggestchangesinproduct/promotion

第五步：选择信息源高度可靠的来源更有说服力一个乏味的代言人会使一个品牌失去光泽第六步：收集反馈识别，召回以及行为方法都是可评估的可以产生对产品或激励进行改革的建议DevelopingEffectivecommunication

发展有效沟通20SettingthePromotionalBudgetandMix

设置激励预算与混合

SettingtheTotalPromotionalBudgetAffordabilityMethodBudgetissetatalevelthatacompanycanaffordPercentage-of-SalesMethodPastorforecastedsalesmaybeusedCompetitive-ParityMethodBudgetmatchescompetitors’outlays

设置总的激励预算支付能力方法预算应在公司能支付得起的标准上来制定销售百分比方法利用过去的或预测的销售额竞争等同方法预算与竞争者的费用匹配21SettingtheTotalPromotionalBudgetObjective-and-TaskMethodSpecificobjectivesaredefinedTasksrequiredtoachieveobjectivesaredeterminedCostsofperformingtasksareestimated,then

summedtocreatethepromotionalbudget设置总的激励预算目标与任务方法制定详细具体的目标制定要求达到目标的工任务估计履行任务的成本，然后总计，产生激励预算SettingthePromotionalBudgetandMix设置激励预算与混合

22SettingtheOverallPromotionMixDeterminedbythenatureofeachpromotiontoolandtheselected

promotionmixstrategy

设置全面激励组合由每一种激励工具的本质和被选择的激励混合战略的种类所决定SettingthePromotionalBudgetandMix设置激励预算与混合

23Advertising广告PersonalSelling针对个人的销售

SalesPromotion销售激励PublicRelations公共关系DirectMarketing直接营销Reacheslarge,geographicallydispersedaudiences,oftenwithhighfrequency

能够大大地延伸到分散在不同地理位置的听众，而且通常是高频率的Lowcostperexposure,thoughoverallcostsarehigh尽管总成本高，但单一方位成本低Consumersperceiveadvertisedgoodsasmorelegitimate消费者感觉被广告的商品是合法的Dramatizescompany/brand

戏剧性地表现公司或品牌Buildsbrandimage;maystimulateshort-termsales建立品牌形象；刺激短期销售Impersonal;one-waycommunication

非个人的；单一路线沟通PromotionTools激励工具

SettingthePromotionalBudgetandMix设置激励预算与混合24Mosteffectivetoolforbuildingbuyers’preferences,convictions,andactions

多数有效工具是为了建立购买者的参数选择，深信和行动Personalinteractionallowsforfeedbackandadjustments各人交互允许反馈和调整Relationship-oriented导向的关系Buyersaremoreattentive购买者更关注Salesforcerepresentsalong-termcommitment销售力量代表一个长期的允诺Mostexpensiveofthepromotionaltools

最昂贵的激励工具PromotionTools激励工具

Advertising广告PersonalSelling针对个人的销售

SalesPromotion销售激励PublicRelations公共关系DirectMarketing直接营销SettingthePromotionalBudgetandMix设置激励预算与混合25Maybetargetedatthetradeorultimateconsumer被定位在贸易或最终消费者上Makesuseofavarietyofformats:premiums,coupons,contests,etc.

利用各种形式：奖赏，优惠券，竞赛Attractsattention,offersstrongpurchaseincentives,dramatizesoffers,boostssaggingsales引起注意，提供强烈的购买动机，戏剧性地出价，推进下垂的销售Stimulatesquickresponse刺激快速反应Short-lived短的生命Noteffectiveatbuildinglong-termbrandpreferences对建立长期的参数选择无效PromotionTools激励工具

Advertising广告PersonalSelling针对个人的销售

SalesPromotion销售激励PublicRelations公共关系DirectMarketing直接营销SettingthePromotionalBudgetandMix设置激励预算与混合26Highlycredible高度可信Manyforms:newsstories,newsfeatures,eventsandsponsorships,etc

许多形式：新内容，新特征、事件和赞助者地位，等等Reachesmanyprospectsmissedviaotherformsofpromotion

取得许多其它激励形式达不到的期望效果Dramatizescompanyorbenefits

戏剧性地表现公司或利益Oftenthemostunderusedelementinthepromotionalmix

通常是激励混合中最未充分利用地元素PromotionTools激励工具

Advertising广告PersonalSelling针对个人的销售

SalesPromotion销售激励PublicRelations公共关系DirectMarketing直接营销SettingthePromotionalBudgetandMix设置激励预算与混合27Manyforms:Telephonemarketing,directmail,onlinemarketing,etc.

许多形式：电话营销，直接邮寄广告，在线营销，等等Fourdistinctivecharacteristics:

四种与众不同的特征Nonpublic非公众的Immediate直接的Customized

用户化定制Interactive交互式的Well-suitedtohighlytargetedmarketingefforts

非常适合高目标的营销努力PromotionTools激励工具

Advertising广告PersonalSelling针对个人的销售

SalesPromotion销售激励PublicRelations公共关系DirectMarketing直接营销SettingthePromotionalBudgetandMix设置激励预算与混合28PromotionMixStrategies

Pushstrategy:tradepromotionsandpersonalsellingeffortspushtheproductthroughthedistributionchannels.Pullstrategy:producersuseadvertisingandconsumersalespromotionstogeneratestrongconsumerdemandforproducts.

激励混合战略推动战略：贸易激励和个人销售努力推动产品在分销渠道中的流通拉动战略：生产者通过广告和促销使顾客产生强烈的产品需求SettingthePromotionalBudgetandMix设置激励预算与混合

29Checklist:IntegratingthePromotionMixAnalyzetrends(internalandexternal)Auditcommunicati