DEF: the specific blend of advertising, public relations, personal selling and direct-marketing tools the the company uses to persuasively communicate customer value and build customer relationships
Components
advertising
non-personal, identified sponsor
Sales Promotion
short-term incentive to encourage purchase/sale
public relations
Building good relations with the company's various publics
personal selling
the personal presentation for the purpose of making sales/building customer relationships
direct-marketing tools 直效营销
make direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting cutomer relationships
Integrated Marketing Communication
The new marketing communication model
Consumers - better informed
More communication
Less Mass Marketing
Changing communication technology
The need for IMC
Def of IMC
the integration of company's communication channels to deliver a clear, consistent, and compelling message about the organization and its brand
Need
Recognize all contact points where the customer may encounter
Integrated marketing communication strategies
Carefully blended mix of promotion tools
A view of the communication process 传播过程概览
主题
子主题
Setting the Total Promotion Budget and MIX
Setting the total promotion budgets-4 methods
Affordable budget method 可负担预算法
percentage of sales method 销售百分率法
competitive-parity method 竞争对等法
objective-and-task method 目标任务法
def
include
Defining promotion objectives
Determing tasks to achieve
Estimating cost
Shaping the overall promotion mix
The nature of each promotion tool
Advertising
reach mass of geographically dispered buyers at a low cost
enable the sellers to repeat many times
impersonal, not persuaive as personal selling, can be expensive
Personal selling
the most effective method at certain stages of the buying process
particularly in building buyer's perference, convictions, actions
