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ID:32502014
大小:359.50 KB
页数:26页
时间:2019-02-09
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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
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