市场营销专业英语 topic 335.ppt

Chapter 3 Integrated Marketing Communications Contents 3.1 What is Integrated Marketing Communications 3.2 Publicity and Public relations 3.2.1 Publicity 3.2.2 Public relations 3.3 The Practice and the Adoption Process for IMC 3.3.1 Methods and Promotion Objection 3.3.2 Adoption Process For IMC Planning 3.1 What is Integrated Marketing Communications Ideally, marketing communications from each promotional mix element (personal selling, advertising, sales promotion, and public relations) should be integrated. 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. 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. 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. 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. 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. Publicity and public relations Similar to advertising, publicity can be described as a non-personal form of marketing c