CH 14 Integrated Marketing Communications Stra

《CH 14 Integrated Marketing Communications Stra》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。

1、IntegratedMarketingCommunicationsStrategyChapter14LearningGoalsKnowthetoolsofthemarketingcommunicationsmix.Understandtheprocessandadvantagesofintegratedmarketingcommunications.Learnthestepsindevelopingeffectivemarketingcommunications.Understandmethodsforsettingpromotio

2、nalbudgetsandthefactorsthataffectthedesignofthepromotionmix.BMWintroducedtheMINICooperintotheU.S.Challenges:smallbudgetandstaffStrongtrendofSUVpurchasesBrokewithtraditionalautoadvertisingandusedunconventionalmedia“Let’sMotor”campaignbeganbymountingMINIsonSUV’sin22citie

3、s.Createdintegratedstrategywithunifiedbrandpersonalityateveryconsumer“touchpoint”Campaignasuccesswitha10-monthwaitinglistAwarenessgrowthfrom2%to53%ofU.S.consumersMINIsalesarerunningbetterthan80%aboveoriginalprojections.CaseStudyBMWMINIUSALearningGoalsKnowthetoolsofthe

4、marketingcommunicationsmix.Understandtheprocessandadvantagesofintegratedmarketingcommunications.Learnthestepsindevelopingeffectivemarketingcommunications.Understandmethodsforsettingpromotionalbudgetsandthefactorsthataffectthedesignofthepromotionmix.Definition–Integrate

5、dMarketingCommunicationsAconceptofmarketingcommunicationsplanningthatrecognizestheaddedvalueofacomprehensiveplanthatevaluatesthestrategicrolesofavarietyofcommunicationdisciplines--forexample,generaladvertising,directresponse,salespromotion,andpublicrelations--andcombin

6、esthesedisciplinesTOPROVIDECLARITY,CONSISTENCY,andmaximumCOMMUNICATIONSIMPACT.DefinitionMarketingCommunicationsMixThespecificmixofadvertising,personalselling,salespromotion,andpublicrelationsacompanyusestopursueitsadvertisingandmarketingobjectives.ToolsoftheMixFigure14

7、.1LearningGoalsKnowthetoolsofthemarketingcommunicationsmix.Understandtheprocessandadvantagesofintegratedmarketingcommunications.Learnthestepsindevelopingeffectivemarketingcommunications.Understandmethodsforsettingpromotionalbudgetsandthefactorsthataffectthedesignofthep

8、romotionmix.IntegratedMarketingCommunicationsTheMarketingCommunicationsEnvironmentisChanging:Massmarketshavefragmente