Unit 5 Integrated Marketing Communications 广告英语培训资料.ppt

Unit 5 Integrated Marketing Communications;Concept Review;;;Relationship between Promotion, Promotional Mix and IMC;Stage 1 Situation Analysis ;Stage 2 Set Objectives ;Stage 3 Strategy ;Stage 4 Tactical Plan ;Stage 5 Action Plan;Stage 6 Control;Three Types of Marketing Planning Model;Situation Analysis;The Marketing Plan:Bottom-Up;II. Integrated Marketing Communications;IMC—an important marketing trend;Participants of IMC;4. Marketing communication specialist organizations provide services in specific areas of marketing communications. 5. Collateral services participants are those who provide a wide range of support services.;IMC -- both a concept and a process ;Insert ex. 8.7, p. 251 Wang-Schultz IMC planning model Position = .35” horizontal, 0.4” vertical Size = 4.9” WIDE Resolution = 300 dpi;;;The Goal of All IMC;;Insert ex. 8.6, p. 250 IMC macro model Position = .35” horizontal, 0.4” vertical Size = 4.9” WIDE Resolution = 300 dpi;Advantage of IMC;Levels of Integration;Tom Duncan identifies four distinct levels of integration that companies use: ;3. Good listener: solicits two-way communications, enabling feedback through toll-free numbers, surveys, trade shows, etc; focus on long-term relationships.;4. World-class citizen: Social, environmental consciousness; strong company culture; focus on wider community. ;Saturn Honda;Who Moved the Cheese of “Super Girls”;2. 整合广告、传媒终端促销助推;关注超女经济:1.3亿元搀和超女 蒙牛断货蒙牛借 “超女”赚2.5亿 ;湖南卫视：广告短信双丰收 ;天娱公司　超女品牌价值几个亿 ;2007快男终极决战落幕 陈楚生高票夺冠 ;Exercises;;B. Multiple Choice;;