台大推广策略1

IntroductiontoIntegratedMarketingCommunicationMarketingTheprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividualandorganizationalobjectivesMarketingMixProductPricingPlace(Distribution)PromotionWhatisPromotion?communicationprocessinmarketingusedtocreateafavorablepredispositiontoward:brandconcept,services,idea,orpersonTheRoleofPromotioninMarketingImplementingthethreeothermarketingmixfactorsAchievingmarketsegmentation,productdifferentiation,andpositioningEnhancingrevenuesandprofitsPromotionMixAblendofcommunicationtoolsandactivitiesusedbyafirmCarriesoutthepromotionprocessCommunicatesdirectlywithtargetmarketsElementsofPromotionMixAdvertisingPublicity/PublicRelationsSalesPromotionPersonalSellingDirectMarketingOthertoolsAdvertising

Anypaidformofnon-personalcommunicationaboutanorganization,product,serviceorideabyanidentifiedsponsor.PULLAdvertisingPros:Cost-effectiveforlargeaudiencesDifferentiatesbetweensimilarproductsBrandequityEmpathizeswithtargetaudienceControlofthemessageAdvertisingCons:MediaandproductioncostsEffectivenessdifficulttojudgeCredibilityandimageproblemsClutterDirectMarketingusesacombinationofmediadesignedtoelicitadirectresponsepersonalizedcommunicationDirectMarketingPros:ConvenienceforconsumersSelectivityofaudienceTailored/customizedcommunicationsEasiertomeasureeffectsDirectMarketingCons:Directmailandtelemarketing–toomuchClutter“Junkmail”imageSalesPromotion

Activitiesthatprovideextravalueorincentivetothesalesforce,distributorsortheultimateconsumerandcanstimulateimmediatesales.Consumer-orientedTrade-orientedPUSHSalesPromotionPros:ExtraincentivetoconsumerorretailerAppealstopricesensitiveconsumerGeneratesinterestinproductoradEasiertomeasureSalesPromotionCons:Short-runstrategyAffectsbrandimage,brandequityClutterPublicRelationscommunicationthatcanfostergoodwillbetweenafirmanditsmanyconstituentgroupsnon-personalcommunicationnotdirectlypaidfornorrununderidentifiedsponsorship.

PublicRelationsPros:CredibilityLowcostNewsvaluegeneratingword-of-mouthCons:Lackofcontrol,henceNegativeaswellaspositivePersonalSellingpresentationofinformationaboutafirm’sproductsorservicesbyonepersontoanotherpersonortoasmallgroupofpeople

PersonalSellingPros:CommunicationflexibilityCustomizedtoconsumerFeedbackSpecifictargetingCons:HighcostpercontactNotcost-effectiveforlargeaudienceLowconsistencyofmessageOtherPromotionToolsSponsorshipfundinganeventcreatinganeventtoshowcaseafirm’sbrandpointofpurchasematerialsusedinretailsettingtoattractshoppers’toacompany’sbrandsupportivecommunicationsusedtotargetaudiencesoutsidemainstreammediaorelectroniccommunicationsIntegratedMarketingCommunication(IMC)Amarketingcommunicationsplanningconcept.ManagestheprocessesandactivitiesofusingpromotionaltoolsAddressesthestrategicrolesofallelementsofthepromotionalmixIMCobjectivesclarityconsistencymaximumcommunicationeffects(synergy)ReasonsforIMCfragmentationofmediabetteraudienceassessmentthroughdatabasetechnologyconsumerempowermentincreasedadvertisingcluttershiftingchannelpowerdesireofgreateraccountabilityRelationshipbetweenpromotion,thepromotionalmix,andIMCPromotionPromotionalmixCausalResearch

ManagementofPromotionalMixProcessToolsandActivitiesParticipantsinIMCManagementMarketingOrganizationMarketingPlanGoal&ObjectivesCustomer/ProspectDatabasesSpecializedPromotionOrganizationsMediaOrganizationsEventManagementFirmsWebSiteDesignersSalesPromotionsAgenciesDirectMarketingAgenciesPublicRelationsFirmsP-O-PAgencies&DesignersAdvertisingAgencyResearchCreativeStrategiesProductionMessagePlacementInternetAdvertising(Chapter9)A