2011年营销系统培训资料-04-整合市场沟通以及市场评估.pptVIP

Training for 2011 Marketing System Prepared by Lewis Tang Apr, 2011 A4. IMC Evaluation 4A* 对IMC的定义 4A* 对IMC的定义是： “ a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines – for example, general advertising, direct response, sales promotion, and public relations – and combines these disciplines to provide clarity, consistency, and maximum communications impact.” 4A* - American Association of Advertising Agencies IMC – Integrated Market Communications Traditional vs IMC 1 Message + 1 Way Com n Messages + 1 Way Com IMC Platform 1 Centralized Message + 2 Way-Com e.g. 电视广告 e.g. 广告、电台、杂志、户外广告牌 e.g. 互动广告、互动电台节目、杂志（活动）、户外路演、电台访问、网络 统一信息 IMC的概念 广告 直销 互动营销 推广活动 公关活动 个人推销 广告目的 直销目的 互动营销目的 推广目的 公关目的 推销目的 广告策略 直销策略 互动营销策略 推广策略 公关策略 推销策略 广告战术 直销战术 互动营销战术 推广战术 公关战术 推销战术 整合与执行IMC 监控、跟踪与评估 Why IMC? IMC在市场营销过程的位置 确定市场 市场细分 选择目标市场 B2C B2B IMC执行的3个要点 How IMC Works 统一信息 推广渠道 Aware Interest Desire Action Communication Platform Service People / Sales CRM System DB System Other Analytic Tools Better Information Better Marketing Promotion 监控 评估 IMC 谢谢~ Prepared by Lewis Tang * * * * * * * * * * * * * * * * * * * * * *