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ID:32502015
大小:419.50 KB
页数:12页
时间:2019-02-09
《【7A文】台大推廣策略2.ppt》由会员上传分享,免费在线阅读,更多相关内容在工程资料-天天文库。
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
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