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??????? Integrated Marketing Communications, IMC

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9 Integrated Marketing Communications, IMC IMC IMC ... – PowerPoint PPT presentation

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Title: ??????? Integrated Marketing Communications, IMC


1
? 9 ?
  • ??????? Integrated Marketing Communications, IMC

2
????
  1. ??IMC???????????
  2. ??IMC????????
  3. ?????????
  4. ?????????????????
  5. ?????????????
  6. ????????
  7. ???????????

???? Promotional Strategy
3
9.1 ??
  • ??promotion ????,??,???????????????
  • ?????????????????? ??????????????

???
???
????
4
IMC ?????????
????
??????
???? ???? ????
????(??,??)
5
9.2 ???????
???
  • IMC ????????(?????,????,????,????,????),?????,??
    ?????????
  • ?????
  • ?????????????
  • ??????????
  • ?????????

6
IMC???
  • ???????????????
  • ???????
  • ???????DATABASE
  • ??????,??????,???????

1/3 ????????????
15????DATABASE
7
IMC???
  • Example of an Ad Enhancing GMs Integrated
    Marketing Communications Program

GM Rides www.gm.com
8
9.2.1 ????????
  • IMC?????????,??????,?????????
  • ???????????????,??
  • ????????
  • ????
  • ????
  • ???

9
?? -- IMC
  • ????????
  • ????
  • ????
  • ??
  • ??????
  • ...

WIN 95 2???
10
9.2.2 ??????IMC????
  • With the growth of the Internet, marketers have
    been given the power to gather information faster
    and to organize it easier than ever before
  • ???????
  • ??????????
  • ????????????????

11
9.3 ????
?9.2
??? (???)
????
????
?? (??C???,??)
??? (??)
??
??
??
12
?????????
? ? ? ? ?
  • ????????
  • ????????????????
  • ????????????????????????
  • AIDA??
  • ATTENTION ????
  • INTEREST ????
  • DESIRE ????
  • ACTION ??????

13
AIDA Concept
TUMS A Print Message Following the AIDA Concept
14
??
  • ?????
  • ????????
  • ??????????
  • ????????????????
  • ?? ?9.1

15
9.4 ?????
  • 9.4.1 ???????
  • 9.4.2 ????
  • ????? primary demand
  • ????? selective demand
  • 9.4.3 ???????
  • 9.4.4 ???????
  • 9.4.5 ?????????
  • ?????????

?? ???
16
Daewoo Lanos Television Ad Differentiating Its
Product from Those of the Competition
Skateboarder
17
9.5 ????
  • Promotional mix ??????????,???????? ??
  • ????
  • ??(X)
  • ??(Y 2 ? X)
  • ??
  • ????

18
9.5.1 ???? Personal Selling
  • ??????????????????????,????????????????????

19
9.5.2 ????? Nonpersonal Selling
  • ????????????????????,??
  • ?? Advertising
  • ?? Sales promotion
  • ???? Trade promotion
  • ?? Direct marketing
  • ???? Public relations
  • ???? Publicity

20
(1) Advertising
  • Advertising paid, nonpersonal communication
    through various media by a business firm,
    not-for-profit organization, or individual
    identified in the message with the hope of
    informing or persuading members of a particular
    audience

21
(2) Sales promotion
  • marketing activities other than personal selling,
    advertising, and publicity that stimulates
    consumer purchasing and dealer effectiveness
    (includes displays, trade shows, coupons,
    premiums, contests, product demonstrations, and
    various nonrecurrent selling efforts)

22
A Free Premium with the Purchase of an Item
  • TV Ad Using a Popular Sales Promotion Technique

Calvin Klein(????)
Free Jacket
http//www.bgo.com.tw/contact/allbrand.asp
23
(3) Trade promotion
  • Sales promotions aimed at marketing
    intermediaries rather than ultimate consumers

24
(4) Direct marketing
  • direct communications other than personal sales
    contact between buyer and seller, designed to
    generate sales, information requests, or store
    visits

25
(5) Public relations (6) Publicity
  • Firms communications and relationships with its
    various publics
  • Stimulation of demand for good, service, place,
    idea, person, or organization by unpaid placement
    of commercially significant news or favorable
    media presentations
  • ?? ?9.2 ?????????

26
9.6 Sponsorships
  • Sponsorship provision of funds for a sporting
    or cultural event in exchange for a direct
    association with the events in e-commerce, a
    long-term linkage between a Web site and a
    marketer
  • Sponsor IBM is prominently featured on the
    Sydney 2000 Olympic WebSite

27
9.7 Direct Marketing
  • ????
  • ????????
  • ????????????????,?
  • ????
  • ???????
  • ??E-MAIL??
  • ????????

28
9.7.1 Direct Marketing Communications Channels
? 9.6 (???)
Marketers often combine two or more media in one
direct marketing program
29
9.7.2 Direct Mail
  • Marketers combine information from internal and
    external databases, surveys, personalize coupons,
    and rebates that require responses to provide
    information about consumer lifestyles, buying
    habits, and wants
  • As the information improves, direct-mail has
    become a viable channel for identifying a firms
    best prospects
  • Direct mail is a critical tool in creating
    effective direct marketing campaigns

30
9.7.3 Telemarketing
  • Promotional presentation involving the use of the
    telephone for outbound contacts by salespeople or
    inbound contacts initiated by customers who want
    to obtain information and place orders

31
Offering Toll-Free Telephone Numbers to Catalog
Shoppers
32
9.7.4 Direct Marketing Via a Broadcast Channels
  • ? Broadcast direct marketing includes
  • ???? Direct response ads Brief (30 to 90 and
    second) on television or radio
  • ?????? Home shopping channels
  • Quality Value Channel (QVC)
  • Home Shopping Network (HSN)
  • ????? Infomercial promotional presentation for a
    single product running 30 minutes or longer in a
    format that resembles a regular television program

33
9.8 ?????????
  • Factors that influence the effectiveness of a
    promotional to mix
  • ????? Nature of the market
  • ????? Nature of the product
  • ????????? Stage in the product life-cycle
  • ????? Price
  • ????? Funds available for promotion
  • ?? ?9.3

34
9.9 ????????
???
  • Pulling strategy promotional effort by a seller
    to stimulate demand among final users, who will
    then exert pressure on the distribution channel
    to carry the good or service, pulling it though
    the marketing channel
  • Pushing strategy promotional effort by a seller
    to members of the marketing channel intended to
    stimulate personal selling of the good or
    service, thereby pushing it through the marketing
    channel

35
9.10 ??????
  • ????? ???? gt ????
  • ????? ???? lt ????

36
???? marginal analysis
???
  • ?????????
  • ?????? Percentage-of-sales method
  • Promotional budget is set as a specified
    percentage of either past or forecasted sales.
  • ???????? Fixed-sum-per-unit method
  • Promotional budget is set as a predetermined
    dollar amount for each unit sold or produced.
  • ????? Meeting competition method
  • Promotional budget is set to match competitors
    promotional outlays on either an absolute or
    relative basis.
  • ????? Task-objective method
  • Once marketers determine their specific,
    promotional objectives, the amount (and type) of
    promotional spending needed to achieve them is
    determined.

?9.4
37
MEASURING THE EFFECTIVENESS OF PROMOTION
  • Two basic measurement tools
  • Direct sales results measures the effectiveness
    of promotion by revealing the specific impact on
    sales revenues for each dollar of promotional
    spending
  • Indirect evaluation concentrates on quantifiable
    indicators of effectiveness like
  • Recall - how much members of the target market
    remember about specific products or
    advertisements
  • Readership size and composition of a messages
    audience

38
Measuring Online Promotions
  • Early attempts at measuring online promotional
    efforts involved
  • Counting hits, user requests for a file
  • Counting visits, pages downloaded or read in one
    session
  • Two major techniques for setting online
    advertising rates
  • Cost per impression (CPM), technique that related
    the cost of an ad to every thousand people who
    read it
  • Cost per click (CPC)
  • Cost per action (CPA)

39
???
  • THANKS
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