marketing8.ppt

Chapter 8Integrated marketing communications:advertising, sales promotion, public relations direct marketing 整合营销传播 广告，促销，公共关系和直销 Introduction Communicating with costumers are divided into two categories: non-personal communication (IMC) and personal communication (personal selling). 跟顾客的沟通可以分成两类：非人员沟通（整合营销传播）和人员沟通（个人推销）。 Strategic goals of marketing communication Create awareness 创建意识 Build positive images 树立正面形象 Identity prospects 明确潜在顾客 Strategic goals of marketing communication Build channel relationships 建立渠道关系 Retain customers 保持顾客 The promotion mix推广组合 推广组合是指在特定时期组织所推出的非人员和人员传播的组合和类型。 广告是对组织，组织产品和组织活动的一种付费形式的非人员沟通，是通过大众媒体传播给目标观众。 促销是给顾客，销售人员，分销商提供的活动或物质，作为一种购买产品的直接鼓励。 The promotion mix推广组合 公共关系是一种非人员沟通的形式，寻求的是影响顾客、非顾客、股东、供应商、员工和政治团体对组织的态度、感觉和意见。 直销是使用直接与顾客沟通的方式。 人员销售是面对面与潜在购买者的交流，告知他们和说服他们去购买组织产品。 The promotion mix推广组合 E.G. For a product of new soft drink: For a product which well established sales needed to be stabilized: For a product of a new complex technology: The promotion mix推广组合 Thus, devising promotion mix needs to think about three factors: the role of promotion; the nature of product; the nature of market. 因此，设计推广组合需要考虑三个因素：推广的作用；产品性质；市场性质。 Integrated marketing communications IMC is the method of carefully coordinating all promotional activities----advertising, sales promotion, personal selling, public relations, direct marketing and other forms of communications----to produce a consistent, unified message that is customer focused. 整合营销转播是协调所有的推广活动（广告、促销、人员销售、公共关系、直销和其他形式的沟通方式）去形成一个以顾客为中心的持续的、统一的信息的方法。 Integrated marketing communications See figure 8.1 Figure 8.1 illustrated the role of promotional elements (advertising, sales promotion, public relations direct marketing) during the different stages of buyers’ cognitive process. 图8.1向我们阐述的是四种推广方式在顾客认知产品的不同阶段的作用。 Advertising: planning strategy Three viewpoints about contributions of advertising: The generalist:通才、泛才 The specialist:专业人员 A middle view:居中的观点 So, 广告的目标是建立意识、协助理解、形成