【7A文】台大推廣策略1.ppt

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1、IntroductiontoIntegratedMarketingCommunicationMarketingTheprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividualandorganizationalobjectivesMarketingMixProductPricingPlace(Distribution)PromotionWhatisPromoti

2、on?communicationprocessinmarketingusedtocreateafavorablepredispositiontoward:brandconcept,services,idea,orpersonTheRoleofPromotioninMarketingImplementingthethreeothermarketingmixfactorsAchievingmarketsegmentation,productdifferentiation,andpositioningEnhancingrevenuesandprofitsPromotionMixAb

3、lendofcommunicationtoolsandactivitiesusedbyafirmCarriesoutthepromotionprocessCommunicatesdirectlywithtargetmarketsElementsofPromotionMixAdvertisingPublicity/PublicRelationsSalesPromotionPersonalSellingDirectMarketingOthertoolsAdvertisingAnypaidformofnon-personalcommunicationaboutanorganizat

4、ion,product,serviceorideabyanidentifiedsponsor.PULLAdvertisingPros:Cost-effectiveforlargeaudiencesDifferentiatesbetweensimilarproductsBrandequityEmpathizeswithtargetaudienceControlofthemessageAdvertisingCons:MediaandproductioncostsEffectivenessdifficulttojudgeCredibilityandimageproblemsClut

5、terDirectMarketingusesacombinationofmediadesignedtoelicitadirectresponsepersonalizedcommunicationDirectMarketingPros:ConvenienceforconsumersSelectivityofaudienceTailored/customizedcommunicationsEasiertomeasureeffectsDirectMarketingCons:Directmailandtelemarketing–toomuchClutter“Junkmail”imag

6、eSalesPromotionActivitiesthatprovideextravalueorincentivetothesalesforce,distributorsortheultimateconsumerandcanstimulateimmediatesales.Consumer-orientedTrade-orientedPUSHSalesPromotionPros:ExtraincentivetoconsumerorretailerAppealstopricesensitiveconsumerGeneratesinterestinproductoradEasier

7、tomeasureSalesPromotionCons:Short-runstrategyAffectsbrandimage,brandequityClutterPublicRelationscommunicationthatcanfostergoodwillbetweenafirmanditsmanyconstituentgroupsnon-personalcommunicationnotdirectlypaidfornorrununderidentifiedsponsorship.PublicRel