10沟通组合策略.pptxVIP

Chapter 10 沟通组合决策Integrated Marketing Communication Strategy本章概要 Chapter Overview定义营销沟通组合及其常用工具 Name and define the tools of the marketing communication mix.讨论整合沟通组合的过程和优势 Discuss the process and advantages of integrated marketing communication.概述开展有效沟通的步骤 Outline the steps in developing effective marketing communications.解释制定沟通组合预算和影响促销组合设计的主要因素Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix. 广告人员推销Personal SellingAdvertising直销工具 Direct Marketing公共关系销售推广Public RelationsSales Promotion10.1 营销沟通组合或促销组合Marketing Communication Mix or Promotion Mix产品设计Product’s Design产品价格Product’s Price销售产品的商店Stores that Sell the Product 产品包装Product’s Package整合营销沟通的必要性The Need for Integrated Marketing Communications传达一种清晰的、一致的、具有说服力的公司形象和产品信息从大众营销向目标市场营销的转化沟通渠道与促销组合的丰富不同渠道的信息来自不同的部门且可能产生冲突不同渠道的信息来自不同的部门且可能产生冲突10.2 沟通的过程 A View of the Communications Process营销人员将沟通视为在预售、销售、消费和售后各阶段的客户关系管理手段Marketers View Communications as the Management of the Customer Relationship Over Time Through the Following Stages:预售 Preselling销售 Selling售后 Post-Consumption消费 Consuming信息Message媒体Media 发送者Sender编码Encoding解码Decoding接收者Receiver干扰Noise反馈Feedback反应Response发送者的体验区域Sender’s field of experience接收者的体验区域Receiver’s field of experience沟通过程中的要素Elements in the Communication Process有效沟通的关键因素Key Factors in Good Communication明确目标受众 To know the target Audiences 建立反馈渠道以评估受众的反应Develop Feedback Channels to Assess Audience’s Response善于编码确保目标受众正确解码 Encoding MessagesThat can be decoded right通过恰当媒体传达信息Send Messages Through Media10.3 开展有效沟通的步骤 Steps in Developing Effective CommunicationStep 1. 明确目标受众 Identifying the Target AudienceStep 2. 确定沟通目标 Determining the Communication Objectives认知Awareness了解Knowledge购买准备阶段Buyer Readiness Stages喜欢Liking偏好Preference确信Conviction购买Purchase引起注意10.3 开展有效沟通的步骤 Steps in Developing Effective CommunicationStep 3. 设计信息 Designing a Message信息内容Message Content信息结构Message Structure信息格式Message Format维持兴趣激发欲望促成行动10.3 开展有效沟通的步骤 Steps in Dev