【7A文】台大推廣策略2.ppt

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1、Session2:IMCPlanningProcessStagesinIMCPlanningProcessIntroduction:ReviewoftheMarketingPlanSituationanalysisEstablishobjectivesDeterminebudgetsDevelopIMCprogramImplementIMCprogramMonitorandEvaluateIMCprogramCommonObjectivesCreateandmaintainabrandimageIncreasecustomerawaren

2、essandcuriositychangeconsumer’sbeliefsandattitudesaboutabrandinfluencepurchaseintentionssimulatetrialuseconvertone-timeusersintorepeatpurchasersswitchconsumersfromcompetingbrandsencouragebrandloyaltystimulatemorefrequentuseincreasesalesCommunicationversusSalesObjectivesSa

3、lesObjectivesbasedonsales,marketshare,profit,orROICommunicationObjectivesspecificcommunicationtasksbasedonresponsehierarchyrecognizesthatsalesarenotalwaysprimarygoalSALES?AQuestionableObjective!ProductQualityPromotionDistributionCompetitionTechnologyTheEconomyPricePolicy

4、SALESInvertedPyramidofCommunicationsEffects90%Awareness70%Knowledge40%Liking25%Preference20%Trial5%UseConativeCognitiveAffectiveTheDAGMARApproachDefineAdvertisingGoalsforMeasuringAdvertisingResultsCharacteristicsofWorkablePromotionalObjectivesEstablishaQuantitativeBenchm

5、arkSpecifyMeasurementMethodsandCriteriaforSuccessSpecifyaTimeFrameBudgetingMethods:Top-DownApproachesTheAffordableMethodWhatwehavetospare.What'slefttospend.PercentageofSalesMethodSetpercentageofsalesoramountperunit.CompetitiveParityMethodMatchcompetitororindustryaverages

6、pending.TotalBudgetIsApprovedbyTopManagementBottom-UpBudgetingCostofActivitiesareBudgetedActivitiestoAchieveObjectivesArePlannedPromotionalObjectivesAreSetAllocatingtheBudget-FactorstoConsiderClient/AgencyPoliciesMarketSizeMarketPotentialMarketShareGoalsEconomiesofScaleOr

7、ganizationalCharacteristicsElementsofaIMCPlanExecutiveSummaryandOverviewSituationAnalysisObjectivesBudgetingStrategyEvaluation