Formulating Strategic Marketing Programs[制定战略营销计划](-35).ppt

Formulating Strategic Marketing Programs Marketing Communications Management Integrated Marketing Communications (IMC) Effective marketing requires an integrated communications plan--relying not just on one form of communication, but bringing together a number of different modes in a consistent and complementary way. Communication Vehicles Contrast communication options along two dimensions: Broadcast vs. interactive (1-way message vs. 2-way message) Mass vs. addressable/customized Characteristics of Communication Options Position of Major Communication Vehicles Characteristics of Leading Media Advertising Television 70% expenditures for national coverage. Average 30 second prime time ad costs about $185,000. In a typical hour of prime time programming, more than 15 ads will be featured. Cable stations enable more customization. Summarize cost with CPM (cost per thousand) $185,000 10,000,000 Television, continued Limitations Ads are viewed as intrusive--zapping Clutter Sensory adaptation Leading Media... Newspapers 90% of expenditures for local coverage Most consumers view newspaper ads as informational. Limitations: Relatively weak production quality Limited life Leading Media Radio Largely local medium Audiences are well-segmented--able to deliver message to well-defined audience Relatively low cost Limitations Clutter, easy to tune out Leading Media... Magazines Growing numbers of special interest magazines, enabling increased customization Deliver strong visual message to well-defined target audience Longest life of any medium and benefit from pass-along readership Characteristics of Direct Marketing Communications Infomercials High-quality, detailed marketing messages Deliver to well-defined audiences Direct Marketing... Catalogs High-quality Highly customizable due to database management Direct Marketing... Direct Mail Letter, sales brochure Includes directions for ordering or requesting information Highly customizable Limitations “junk mail” Direct Marketin