Unit 5 Integrated Marketing Communications 经典广告学英语课件合集.pptVIP

Ch15　市场营销计划、组织与控制 Marketing Plan Integrated Marketing Communications Concept Review ______is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. A. Exchange communication B. Marketing C. Advertising D. Sales promotion The ____ is the controllable elements of product, promotion, price, and place (distribution) which are used to facilitate exchange in a marketplce. A. promotional mix B. IMC mix C. advertising mix D. marketing mix The central theme of the concept of ___ is that all of an organizations marketing and promotional elements and activities communicate with its customers. A. the marketing mix B. exchange C. the promotional mix D. integrated marketing communication. Relationship between Promotion, Promotional Mix and IMC I. Marketing Planning Model THE S O S T A C MODEL Stage 1 Situation Analysis WHERE ARE WE NOW? How are we performing? What are our distinctive competitive (marketing) advantages? How effective is our Marketing Mix? Are we focusing on the best segments with the right type of customer? ⊙ Are we using the most appropriate channels for communication and distribution? What uncontrollable event(s) or trend(s) can impact my business? Stage 2 Set Objectives WHERE DO WE WANT TO GO? Business Mission? Business Objectives? Marketing Objectives - Business Development? Marketing Communication Objectives? ⊕lxjustdoit.rmvb The SMART Test for Objectives Make sure your objectives are practical and measurable. Do they fit the following criteria? Specific (with numbers) Measurable (to monitor progress and confirm achievement) Actionable (can we do it?) Reasonable (realistically attainable) Timed (incorporate deadlines) Stage 3 Strategy HOW DO WE GET THERE? Segmentation - How do we want to divide up