整合营销传播 英文教案.docVIP

PAGE PAGE 45 Chapter 1 OVERVIEW OF INTEGRATED MARKETING COMMUNICATIONS AND THE MARCOM PROCESS Chapter Objectives To introduce the topic of marketing communications (marcom) and identify the tools used by practitioners. To describe the philosophy and practice of integrated marketing communications (IMC). To present the five key features of IMC. To identify obstacles to implementing IMC. To introduce a framework that illustrates the activities involved in developing an integrated communications program. To distinguish some of the important trade associations in the marcom field. Chapter Overview This chapter discusses the nature of marketing communications, particularly at the brand level. Whereas the “4P” characterization has led to widespread use of the term “promotion” for describing communications with prospects and customers, the term marketing communications is preferred by most practitioners and educators, and it is used to refer to the collection of advertising, sales promotion, public relations, event marketing, and other communication devices; comparatively, the term promotions is used to refer to sales promotions. Integrated marketing communications (IMC) is the philosophy and practice of carefully coordinating a brand’s sundry marketing communication elements, and five key features of IMC are discussed: (1) start with the customer or prospect; (2) use any form of relevant contact or touch point; (3) speak with a single voice; (4) build relationships; and (5) affect behavior. Changes in marcom practices as well as obstacles to implementing IMC are given. The latter portion of the chapter describes a model of the marketing communications decision-making process. The model includes fundamental decisions (i.e., targeting, positioning, setting objectives, and budgeting), implementation decisions (i.e., mixing elements, creating messages, selecting media, and establishing momentum), expected outcomes (i.e., enhancing brand equity and affecting behavior), an