设计和管理协调整合营销传播.pptxVIP

第十八章 设计和管理整合营销传播 本章要点传播过程开发有效传播营销传播组合决策管理和协调整合营销传播由明确的发起人进行的任何付费形式的公开展示短期的刺激以鼓励试用或购买 销售促进保护和/或促进公司的形象/产品销售 公共关系个人对个人的展示通过个人的直接传播以得到及时的反应 直接营销营销传播组合广告 人员推销媒体接受者信息编码解码噪声反馈反应传播过程中的诸要素 发送者选择性注意选择性曲解选择性记忆信息问题有效的传播知晓认识喜爱偏好确信购买步骤 1. 确定目标受众 步骤 2. 确定传播目标 购买者的准备阶段阶段认知阶段注意知晓认知知晓显露接受认识反应感情阶段兴趣欲望喜爱偏好确信兴趣评价态度意向行为阶段行动购买试验采用行为反应层次模式“”模式影响的层次模式创新采用形式信息沟通模式信息内容理性诉求感情诉求道义诉求信息结构提出结论论证类型论证次序信息形式版面, 语言和声音,体态语言信息源专长, 可靠性,一致性步骤 3. 设计信息人员的信息传播渠道非人员信息传播渠道步骤 4. 选择传播渠道量入为出销售百分比竞争对等目标和任务步骤 5. 编制预算公共关系与宣传可靠性，令人惊奇，戏剧化人员推销人与人面对面接触，人际关系培养，反应直接营销非公众性，定制，及时，交互反应步骤 6. 传播组合决策广告公开展示，普及性，表现，非人格化销售促进传播信息，刺激，邀请步骤 8. 管理整合营销传播步骤 7. 衡量结果购买者/准备阶段推拉战略产品/市场类型开发促销组合战略的影响因素产品生命周期阶段中间商最终用户营销活动营销活动需求营销活动中间商最终用户需求需求推拉战略生产者推动战略生产者拉引战略本章回顾传播过程开发有效传播营销传播组合决策管理和协调整合营销传播谢 谢The Marketing Communications MixThis CTR relates to the material on pp. 422-423.Tools of The Marketing Communications MixAdvertising. Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Advertising often utilizes mass media and may be adapted to take advantages of a given mediums strengths to convey information.Sales Promotion. Sales promotions consist of short-term incentives to encourage purchase of sales of a product or service. Limited time offers or dated coupons are common sales promotions.Public Relations. Public relations is an on-going process of building good relations with the various publics of the company. Key elements in the process are obtaining favorable publicity, building and projecting a good corporate image, and designing an information support and response team to respond proactively to unfavorable rumors, stories, or events. Personal Selling. Personal selling describes the use of oral presentations in a conversation with one or more prospective buyers for the purposes of making a sale. Personal selling combines product information and benefits with the interpersonal dynamics of the sales person. Good interpersonal relationship skills and