市场营销英语t0pic3.pptVIP

Chapter 3;Learning Goals;case;;3.1 What is Integrated Marketing Communications;3.1 What is Integrated Marketing Communications; Integrated Marketing Communications (IMC) is the method of carefully coordinating all promotional activities—media advertising, sales promotion, personal selling, public relations, as well as direct marketing , packaging , and other forms of communications –to produce a consistent ,unified message that is customer focused. ;IMC(整合营销传播);;Advertising Advertising is traditionally defined as any paid form of non-personal communication about a product, a service, or a company with the intention to sell the product or service or to influence opinions on and attitudes towards the product, service, or company.;广告;;Direct marketing Direct marketing refers to marketing communication techniques, which will enable the marketer to communicate directly with the target audience with a view to prompting immediate or direct reaction in the form of purchase behavior or asking for more information. with a view to ：着眼于；以为目的；考虑到以...为目的 ; Direct marketing;Many forms: Telephone marketing, direct mail, online marketing, etc.;Sales promotion Sales promotion is a marketing communication technique where additional incentives beyond the inherent qualities or benefits of the product or service are offered to the target audience, sales force, or distributors. ;;Sales promotion;;;Personal selling Personal selling is exactly what it says a form of person-to-person marketing communication in which the seller attempts to persuade the consumer to buy the company’s product or service.;Personal selling;3.2 Publicity and Public relations;3.2.1 Publicity;Other tools of publicity;The Publicist must try to create their own news：;The Publicist must try to create their own news;;The Four Seasons of Publicity First Quarter: January to March What the media’s covering: Early in the year, the media is looking ahead. It’s a great time to pitch trend stories, m