CH17Designing-and-Managing-Integrated-Marketing-Communications(市场营销-科特勒-英文版).pptVIP

MARKETINGMANAGEMENT

12thedition Kotler Keller17DesigningandManagingIntegratedMarketingCommunications1

ChapterQuestionsWhatistheroleofmarketingcommunications?Howdomarketingcommunicationswork?Whatarethemajorstepsindevelopingeffectivecommunications?Whatisthecommunicationsmixandhowshoulditbeset?Whatisanintegratedmarketingcommunicationsprogram?2

MarketingCommunicationsThemeansbywhichfirmsattempttoinform,persuade,andremindconsumers,directlyorindirectly,abouttheproductsandbrandstheysell.3

Table17.1CommunicationPlatformsAdvertisingPrintandbroadcastadsPackaginginsertsMotionpicturesBrochuresandbookletsPostersBillboardsPOPdisplaysLogosVideotapesSalesPromotionContests,games,sweepstakesPremiumsSamplingTradeshows,exhibitsCouponsRebatesEntertainmentContinuityprograms4

Table17.1CommunicationPlatformsEvents/ExperiencesSportsEntertainmentFestivalsArtsCausesFactorytoursCompanymuseumsStreetactivitiesPublicRelationsPresskitsSpeechesSeminarsAnnualreportsCharitabledonationsPublicationsCommunityrelationsLobbying5

Table17.1CommunicationPlatformsPersonalSellingSalespresentationsSalesmeetingsIncentiveprogramsSamplesFairsandtradeshowsDirectMarketingCatalogsMailingsTelemarketingElectronicshoppingTVshoppingFaxmailE-mailVoicemail6

Figure17.2ElementsintheCommunicationsProcessSenderMessageReceiverResponseFeedbackNoise7

TheCommunicationsProcessSelectiveattentionSelectivedistortionSelectiveretention8

Figure17.4StepsinDevelopingEffectiveCommunicationsIdentifytargetaudienceDetermineobjectivesDesigncommunicationsSelectchannelsEstablishbudgetDecideonmediamixManageIMC9

ImageThesetofbeliefs,ideas,andimpressionsapersonholdsregardinganobject.10

CommunicationsObjectivesCategoryneedBrandawarenessBrandattitudePurchaseintention11

DesigningtheCommunicationsMessagestrategyCreativestrategyMessagesourcePersonalcommunicationchannelsNonpersonalcommunication