综合通讯 Integrated Communications【国外优秀商务报告】.ppt

Integrated Communications Learning Objectives To understand the role of advertising in marketing strategy To review the steps in developing an advertising campaign To describe creative advertising platforms To discuss the characteristics of mass media Advertising is paid for... U.S. Ad Spending(in billions) Model for developing an Advertising Campaign Target Audience: Push Strategy a supplier promotes to channel intermediaries to “Push” the product to consumers. Target Audience: Pull Strategy a producer promotes to the ultimate target audience to stimulate demand and “Pull” the product through the channel of distribution . Step#2 Advertising Objectives Measurability Precision (When (Timing),Where, How,…) Behavioral (Performance) Sales $, Market share %, store visits, etc. Hierarchy of Communication (Cognitive) Awareness ( A I D A ) Interest Desire Action Ad Objectives the Product life Cycle Motivating a Person to Act (purchase) is mediated by: Economics ability to buy, rational motives Marketing Mix (4P’s) Product Risks Social Psychological Factors intensity of want (satisfaction w/brands) Involvement level, social pressure emotional motives Echostar Marketing Campaign Product Advertising Two Types: Direct Action ads: stimulate immediate action Indirect –action ads stimulate action over the long run Institutional Advertising Objectives: Promote organizational image Stimulate product category demand Build industry goodwill Cause Related Marketing Cause related marketing is: Linking a firm’s product to a particular social cause on an ongoing or short-term basis. 1.3 million cases of cancer were diagnosed last year with prostate cancer at 220,900 breast cancer at 212,600. The online Automobile marketer Autobytel Inc. signed on this year as an official sponsor of the Komen Orange County Race for the Cure. Cause related sponsorship is on the rise Over the past five years, corporate spending on breast cancer related marketin