市场营销Chap15 Integrated Marketing Communication.pptVIP

Principles of Marketing Chapter XV Integrated Marketing Communication Strategy Case in Point: UPS Where to Communicate? A company communicates with its stakeholders via every contact points to the public. The Marketing Communications Mix Also called Promotion Mix, refers to the specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing a company uses to achieve its advertising and marketing objectives. Advertising Advertising: any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. Reaches masses of geographically dispersed buyers Expressive -- visuals, print, sound and color Build up a long-term image or trigger quick sales Impersonal, not directly persuasive Case in Point: Blockbuster Case in Point: Heineken (Contd.) What techniques have been used by Heineken to build and promote its image? What is the desired image of Heineken? Please comment on Heineken’s promotion mix. Case in Point: Heineken Sales Promotion Short-term incentives to encourage the purchase or sale of a product or service. Coupons, contests, cents-off deals, premiums, and others Dramatize offers and boost sales Short-lived, not very effective Sales Promotion: Wal-Mart Case in Point: Ford Shelby What were the promotion activities designed for Ford Shelby? What were the outcome? Please comment on the promotion mix and marketing mix for Ford Shelby. Case in Point: Ford Shelby Public Relations Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories and events. Believable Extensive reach Public Relations: Mengniu Intercities Personal Selling Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships. Most effective Observe needs/characteristics make adjustments All kinds of relationships, even pers