整合营销复习整理教学提纲.docx
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整合营销复习整理教学提纲.docx
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整合营销复习整理教学提纲
Chapter1
1.DefinitionofMC
MarketingCommunication--Representsalltheelementsinaproduct’smarketingmixthatfacilitateexchangesbytargetingthebrandtoagroupofcustomers,positioningthebrandasbeingdistinctfromcompetitivebrands,andsharingthebrand’smeaninganduniquedifferenceswiththeproduct’stargetaudience.
2.MarketingCommunicationTools
①Advertising,②Salespromotion,③Personalselling,Sponsorshipmarketing,Publicity
Point-of-purchasecommunicationsMarketingcommunicationinvolvesusing
anassortmentofdifferenttypesofmedia.
3.BrandContactpoints(MCTools)
One-waynon-personalcontact:
Advertising,Packing,DirectMarketing,Publicity,SalesPromotion
Two-wayspersonalcontact:
Point-of-purchase,Directselling,Personalselling
Participatingcontactintwo-wayscommunication
Events,Sponsorshipmarketing,TradeShow,E-Commerce,CustomerService,Internalmarketing
4.MCProgram
①Fundamentaldecisions,②Implementationdecisions,③MCoutcome,Programevaluation
5.IMCConcept--isthephilosophyandpracticeofselectingandcoordinatingallofabrand’smarketingcommunicationelement.
“整合营销传播是一个业务战略过程,它是指制定、优化、执行并评价协调
的、可测量的、有说服力的品牌传播计划,这些活动的受众包括消费者、
顾客、潜在顾客、内部和外部受众及其他目标。
”
核心就是speakwithonevoice(用一个声音说话),就是要将所有企业进行的、与市场营销有关的传播活动,广告、促销、公关、直销、CI、包装、新闻媒体等等,进行一元化,形成一个统一的声音传达给消费者。
6.KeyfeaturesofIMC
Profiletheidentifiedtargetmarket
Usetherelevantmedia
Anymessagemediumthatiscapableofreachingthetargetcustomersinafavorablelight
Achievecommunicationsynergy
Conveysamebrandmessageconsistentlyacrossdiversechannels
Buildcustomerrelationships
Influencetargetmarket’sbehavior
Movetargetcustomerstoaction
7.Brandequity
1)BrandEquity(fromcustomer’sperspective)
所谓品牌资产就是消费者关于品牌的知识(brandknowledge)。
它是有关品牌的所有营销活动给消费者造成的心理事实。
①Brandknowledge②Brandawarenessandbrandimage
Brandawareness--Brandrecognition(withhints),Brandrecall(frommemorywithouthints)
Top-of-mindawareness,BrandDominance
Brandimage--Typesofbrandassociations
Attributes-product/non-productrelated
Benefits-functional,symbolicandexperiential
Overallevaluation(attitude)
Favorability,strengthanduniquenessofbrandassociations
2)Brandequity(Fromorganization’sperspective)
Focusesonoutcomesextendingfromeffortstoenhanceabrand’sequity,suchasachievingahighermarketshare,increasingbrandloyaltyandbeingabletochargepremiumprices
8.Enhancingbrandequity
Firstly,selectagoodbrandnameorlogo
Then,developstrong,favorableanduniqueassociationsintheconsumer’smindaboutbrand
Also,Brandequitycanbeenhancedbyleveragingitspositiveassociationswithotherbrands(e.g.BrandAlliances:
co-branding,ingredientbranding),places,things,andpeople.
Chapter3
1.Attitude--Attitudemeansageneralandsomewhatenduringpositiveornegativepredispositiontowards,orevaluativejudgmentofapersonoranissue.
2.Componentsofattitude
Cognitive--Beliefs-knowledgeandthoughtsaboutanobjectorissue“Benzmotorcarsarewellengineered”.
Affective--Feelingsandemotions“IlikeIphone”
Conative--Aperson’sbehaviortendency
3.Attitudechangestrategies
①tochangebeliefs
②toalteroutcomeevaluationsor
③tointroduceanewoutcomeintotheevaluationprocess,eg.Evaluatebrandsinaproductcategoryintermsofaparticularproductbenefitthatisstronglyassociatedwiththeirbrand.
4.ELM:
精细加工可能性模型
EL-Elaborationlikelihood--RepresentsthepossibilitythatconsumerswillelaborateonaMCmessagebythinkingaboutandreactingtoitandcomparingitwiththeirpre-existingthoughtsandbeliefsregardingtheproductcategory,theadvertisedbrand.心理学家佩蒂、卡西窝波和休曼提出ELM模型。
消费者态度改变归纳为中枢(TheCentralRoute)和边缘(ThePeripheralRoute)的两个基本说服路径.
中枢说服路径:
人们有动机、有能力专注于沟通中逻辑论证.指消费者能够有意识地认真考虑广告提供的信息,对广告产品或目标的信息进行仔细思考、分析和归纳,即进行精细加工,并最终导致态度的转变或形成。
(适用于理性消费者)
边缘说服路径:
人们不去注意逻辑论证而受表面特征的影响
消费者不考虑商品本身的性能及证据,不进行逻辑推理,而是根据广告中的一些线索,如专家推荐、广告诉求点的多少、信息源的可信度、广告媒体的威望、广告是否给人美好的联想和体验等直接对广告作出反应。
(适用于情感性消费者)
Chapter4
1.MarketSegmentation
Segmentationandtargetingcustomersallowsmarketers①todelivertheirmessagestotargetmarket②preventwastedcoveragetothosewhosearenottarget.
2.Targeting--
①demographictargeting--Age,income,familycomposition,lifecycle,ethnicity
②geo-demographictargeting--Acombinationofdemographicandlifestylecharacteristicsofconsumerswithingeographicclusters
3.Brandpositioninghelptodetermine--①whoisthetargetmarket,②whatthemarketingcommunicationshouldsayaboutthebrand,③andwhatmediaandmessagevehiclesshouldbeselected。
Developaneffectivepositioningstatement--①Itshouldreflectabrand’scompetitiveadvantage
②Itshouldmotivatecustomerstoaction
4.positioningstrategies
onoverallevaluation(attitude)
onbrandattributes--①Non-p
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- 整合营销 复习 整理 教学 提纲
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