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communication 市场营销课件方案策划.ppt
Integrated Marketing Communication Chapter 12 Learning objectives Explain what is communications mix and the elements of a communication Explain what is integrated marketing communications. Define the five promotion tools and discuss the factors that must be considered in shaping the overall promotion mix. Describe and discuss the major decisions involved in developing an advertising program. Explain how sales promotion campaigns are developed and implemented. Explain how companies use public relations to communicate with their publics. Marketing Communications Mix Also called promotion mix. The specific mix of the following methods a company uses to pursue its advertising and marketing objectives (281). Advertising Sales Promotion Public Relations Personal Selling Direct Marketing Extension: Five Elements of A Communication To whom What to say Who say it How to say In which way Consider all these elements as a whole Example 1: 两城一家VS全球通 Example 2: The best job in the world Advertising Major decisions in advertising (303) Setting advertising objectives Setting the advertising budget Developing advertising strategy Evaluating advertising campaigns Setting Advertising Objectives An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific period of time. Classified by purpose:p304 Inform Persuade Remind Setting the Advertising Budget Affordable Percentage-of-Sales Competitive-Parity Objective-and-Task 分析广告的类型 如果你现在新成立了一家公司,你会采取怎样的广告?会否采取类似的广告? Developing advertising strategy Consists of two major elements: Creating advertising messages Send your message in a creative way Example: Chanel No.5 Some creative pictures Selecting advertising media Message strategy Developing an effective message strategy begins with identifying customer benefits that can be used as advertising appeals. Ideally, advertising message strategy will follow directly from the company’s broader positioning and customer val
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