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• Marketing
• 营销沟通组合
Communications Mix The specific mix of
将广告、人员 推销、销售推
advertising, personal 广、公共关系
selling, sales
和直销工具组
promotion, and
合在一起，用
public relations a
Conflicting messages from different sources or promotional approaches can confuse company or brand images
The problem is particularly prevalent when functional specialists handle individual forms of marketing communications independently
从不同渠道和 促销方法所传 达的信息的冲 突可以使公司 或品牌形象变 得混乱
当专业人员独 立地解决个人 营销沟通问题 时这一现象尤 为普遍
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• The Need for Integrated
• 对整合营销沟
Marketing Communications
通的需求
The Web alone cannot be used to build brands; brand awareness potential is limited
hiring of a
理
MarCom manager.
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The Communication Process 沟通过程
• Communications efforts • 沟通的成就应该
should be viewed from 随着时间的流逝
the perspective of
通过顾客关系管
个人沟通渠道
包括面对面、电话、信 件和互联网聊天的交流 口头表达的影响经常是 非常重要的
Word-of-mouth influence is often critical
Buzz marketing cultivates opinion leaders
这种营销可以培 养观念领导者
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Mass markets have fragmented, causing
由于大众市场变 得支离破碎，营
marketers to shift ay 销人员逐渐放弃
from mass marketing
了大众营销。
Media fragmentation is
媒体的分离也在 加速
情感的呼吁
to produce desired results
Rational appeals Emotional appeals
爱心，自豪，高兴， 幽默，担心，内疚， 羞愧
Love, pride, joy, humor, fear, guilt, shame
精神的呼吁
Moral appeals
来达成公司的
company uses to
广告和营销目
pursue its advertising 标。
and marketing
objectives.
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• The Marketing • 变化的 Communications 沟通环 Environment is 境 Changing:
• 解释制定促销 预算的方法，
以及影响促销
组合设计的因 素
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Case Study
UPS
• UPS is a $31 billion corporate giant
• UPS wanted to reposition itself as a supply chain solutions provider
The Communication Process 沟通过程
• Effective communication requires knowledge of how communication works.
• 有效沟通 需要了解 沟通是怎 样进行的
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The Communication Process
managing customer
理的状况而被观
relationships over time. 察到
• The communication process begins with an audit of all potential contacts.
• 沟通过程的开始 是对所有潜在联 系进行审计
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•讨论整合营 销沟通的过程 与优点
communications.
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Objectives
• Learn the steps in developing effective marketing communications.
• 列出开展有效
营销沟通的步 骤
• Understand methods for setting promotional budgets and the factors that affect the design of the promotion mix.
整合营销沟通
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Objectives
• Know the tools of the •举出并定义
marketing
营销沟通组合
communications mix. 的工具
• Understand the process and advantages of integrated marketing
increasing as well 信息技术的迅猛
Improvements in
发展加速了细分
information technology 市场营销的过程。
are facilitating
segmentation
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• The Need for Integrated • 对整合营销沟 Marketing Communications 通的需求
Message
• 第三步：设计一个信息
AIDA构架指导信息设计
AIDA framework guides message design
Message content contains appeals or themes designed
信息内容包含用来产生渴 望结果的呼吁或主题
合理的呼吁
线沟通的服务能
online communications
力结合起来
Web efforts can enhance relationships
网络可以加强联 系
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Integrated Marketing Communications 整合营销沟通
The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.
Whether or not to draw a conclusion
One-sided vs. two-sided argument
信息结构：关键的决策被 要求尊重三个信息结构问 题
是否得出结论
一方面论点对两方面论 点
辩论陈述顺序
Order of argument presentation
when, and where message will be said, as well as who will
包括说什么样的 信息、怎样说、 什么时候说、在 什么地方说，以
say it
及由谁来说
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Developing Effective communication 发展有效沟通
• Step 2:
• Developed new theme based on customer input
• Implemented, “What Can Brown Do for You?” campaign
• Realigned its sales and marketing organization
• Ads, web sites, and salespeople deliver message daily
仅仅使用网站是 不能建立品牌的， 品牌潜在知名度 是有限的
Best bet is to wed traditional branding efforts
最好的办法是把 传统的品牌建设
with the interactivity and
方法与互动和在
service capabilities of
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Developing Effective communication 发展有效沟通
• Step 4: Choosing Media • 第四步：选择媒体
Personal communication channels
Includes face-to-face, phone, mail, and Internet chat communications
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Developing Effective communication 发展有效沟通