广告与IMC原理第三讲.ppt

IMC Functions Outline Sales Promotion Sales Promotion Objectives Consumer Promotion Tools Consumer Promotion Strategies Consumer Promotion Strategies What Are Consumer Sales Promotions Designed To Accomplish? Selling New Products Trade Promotion Objectives Trade Promotion Tools Packaging What Role Does Packaging Play? How Does Personal Selling Work? Personal Selling Strategies 4 Steps in the Selling Process 4 Steps in the Selling Process 4 Steps in the Selling Process 4 Steps in the Selling Process How Does it Relate to An IMC Program? What is Public Relations? PR Responsibilities PR Activities What Is Brand Publicity? Key Part of Brand Publicity: Media Relations Strengths And Limitations Of Brand Publicity What Is Corporate Communication? 被动营销公关 被动营销公关 被动营销公关 控制流言 建立警报程序 作出恰当评价 发起媒体运动 应对危机的基本原则 预测原则 实事求是原则 应急原则 危机的公关处理 培养危机意识 危机中的反应 把握时机，隔离危机 权威发言，控制危机 内容真实，化解危机 变被动为主动，化危机为转机 公关与广告 广告是风，公共关系是太阳 广告是三维的，公共关系是线性的 广告采用大爆炸的方式，公共关系采用缓慢建立的方式 广告是可视的，公共关系是语言的 广告影响所有人，公共关系影响某些人 广告是指向自身的，公共关系是指向他人的 广告消亡，公共关系永生 广告是昂贵的，公共关系并不昂贵 广告喜欢旧名字，公共关系喜欢新名字 广告是滑稽的，公共关系是严肃的 广告是没有创意的，公共关系是有创意的 广告是不可信的，公共关系是可信的 广告是品牌维护，公共关系是品牌塑造 Direct Marketing Direct Marketing’s Strengths Strengths And Limitations Of Direct Mail Strengths And Limitations Of Telemarketing Event Marketing Event Marketing Sponsored Events Sports Sponsorships What Are The Strengths And Limitations Of Events And Sponsorships? Customer Service 5 Reasons To Focus On Customer Service 5 Customer Service Strategies Why Is Customer Service So Important In Building Brand Relationships? Direct marketing: An interactive, database-driven messaging system that uses a range of media to motivate a response from customers and prospects Interactive Measurable Fast and Flexible Measurable Interactive DirectMarketingStrengths Vs. Strengths Addressability Can receive more attention than advertising Not as much clutter as advertising Message can be tailored to any size or shape Strengths Addressability Can receive more attention