菲利普.科特勒的“市场营销”讲义 (18).ppt

Chapter 18
Designing and Managing
Integrated Marketing
Communications
Objectives
munications Process
Developing munications
Deciding on the munications Mix
Managing and Coordinating Integrated munications
Advertising
Personal Selling
Any Paid Form of Nonpersonal Presentation by an Identified Sponsor.
Sales Promotion
Short-term Incentives to Encourage Trial or Purchase.
Public Relations
Direct Marketing
munications With Individuals to Obtain an Immediate Response.
Protect and/or pany’s Image/products.
Personal Presentations.
The munications Mix
Elements in munication Process
SENDER
Encoding
Decoding
RECEIVER
Media
Message
Feedback
Response
Noise
Message Problems
Selective Attention
Selective Distortion
Selective Retention
munications
Step 1. Identifying the Target Audience
Purchase
Conviction
Preference
Liking
Knowledge
Awareness
Step 2. Determining munication Objectives
Buyer Readiness Stages
Response Hierarchy Models
Communi-
cations
Model d
AIDA
Model a
Innovation-
Adoption
Model c
Hierarchy-of-
Effects
Model b
Stages
Cognitive
stage
Affective
stage
Behavior
stage
Awareness
Trial
Adoption
Interest
Evaluation
Purchase
Liking
Preference
Conviction
Awareness
Knowlege
Attention
Interest
Desire
Action
Behavior
Attitude
Intention
Exposure
Reception
Cognitive
response
Step 3. Designing the Message
Message Source
Expertise,
Trustworthiness,
Congruity
Message Format
Layout,
Words, & Sounds,
Body Language
Message Structure
Draw Conclusions
Argument Type
Argument Order
Message Content
Rational Appeals
Emotional Appeals
Moral Appeals
Step 4. munications Channel
munication
Channels
munication
Channels
Step 5. Establish the Budget
Competitive
Parity
Objective
& Task
Affordable
% Of
Sales