人民大2026市场营销原理与实践英文版（第19版）课件ch-14-PPTaccessible.pptxVIP

PrinciplesofMarketingNineteenthEditionChapter14EngagingConsumersandCommunicatingCustomerValue:IntegratedMarketingCommunicationsStrategyCopyright?2024,2021,2018PearsonEducation,Inc.AllRightsReserved

LearningObjectives14.1Definethefourpromotionmixtoolsforcommunicatingcustomervalue.14.2Discussthechangingcommunicationslandscapeandtheneedforintegratedmarketingcommunications.14.3Outlinethecommunicationprocessandthestepsindevelopingeffectivemarketingcommunications.14.4Explainthemethodsforsettingthepromotionbudgetandfactorsthataffectthedesignofthepromotionmix.

CAPITALONE:Advertising

Reimagined—“What’sinYourWallet?”CapitalOne’slong-runningandiconicmarketingsloganhaschallengedconsumerstoexpectmorefromtheirfinancialservicesinstitutionsbyasking“What’sinyourwallet?”Ifit’snotCapitalOne,itshouldbe.GKImages/AlamyStockPhoto

LearningObjective1Definethefourpromotionmixtoolsforcommunicatingcustomervalue.

ThePromotionalMix(1of5)Thepromotionmixisthespecificblendofpromotiontoolsthatthecompanyusestopersuasivelycommunicatecustomervalueandbuildcustomerrelationships.

ThePromotionalMix(2of5)Advertisingisanypaidformofnonpersonalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsor.BroadcastPrintDigitalMobileOutdoor

ThePromotionalMix(3of5)Salespromotionisashort-termincentivetoencouragethepurchaseorsaleofaproductorservice.DiscountsCouponsDisplaysDemonstrationsEvents

ThePromotionalMix(4of5)Personalsellingisthepersonalinteractionbythefirm’ssalesforceforthepurposeofengagingcustomers,makingsales,andbuildingcustomerrelationships.SalespresentationsTradeshowsIncentiveprograms

ThePromotionalMix(5of5)Publicrelationsinvolvesbuildinggoodrelationswiththecompany’svariouspublicsbyobtainingfavorablepublicity,buildingupagoodcorporateimage,an