tài liệu truyền thông - chap01 - tổng quan về thị tích hợp truyền thông

Appreciate the practice of marketing communications and recognize the marcom tools used by practitioners.. Describe the philosophy and practice of integrated marketing communications IM

1 Appreciate the practice of marketing communications and

recognize the marcom tools used by practitioners.

2 Describe the philosophy and practice of integrated marketing

communications (IMC).

3 Understand the five key features of IMC.

4 Recognize the activities involved in developing an integrated

communications program.

5 Identify obstacles to implementing an IMC program.

6 Understand and appreciate the components contained in an

integrative model of the marcom decision-making process.

recognize the marcom tools used by practitioners.

communications (IMC).

communications program.

integrative model of the marcom decision-making process.

Chapter Objectives

After reading this chapter you should be able to:

Chapter Objectives

After reading this chapter you should be able to:

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Introduction to Marketing Communications

Programs

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The Tools of Marketing Communications

Table 1.1

Source: Adapted from Figure 1.1 in Kevin Lane Keller, “Mastering the Marketing Communications Mix: Micro and Macro Perspectives

on Integrated Marketing Communication Programs,” Journal of Marketing Management 17 (August, 2001), 823–851.

• External store signs

• In-store shelf signs

• Shopping cart ads

• In-store radio and TV

5 Trade- and Oriented Promotions

Consumer-• Trade deals and buying allowances

• Display and advertising allowances

• Sponsorship of arts, fairs, and festivals

• Sponsorship of causes

7 Marketing-Oriented Public Relations and Publicity

8 Personal Selling

The Integration of Marketing

Communications

functions

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The Integration of Marketing

Communications (cont’d)

with one another can produce greater results

in an uncoordinated fashion

And Now a Definition of IMC

and implementation of diverse forms of marcom delivered to a

brand’s targeted customers and prospects

audience

as potential delivery channels for messages

consistent message

messages and media to inform, persuade, and induce action

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Five Key Features of IMC Table 1.2

1 Start with the customer or prospect

2 Use any form of relevant contact or touch point

3 Speak with a single voice

4 Build relationships

5 Affect behavior

Key IMC Feature # 1

Represent the Starting Point for All Marketing

Communications Activities

lifestyles of customers/prospects to know the best contexts

to reach them with brand messages.

for acquiring information about brands.

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Selecting the Appropriate Marcom Tools

Identify Marcom Program Goals

Determine Best Way to Allocate Marketing Budget

Media-Neutral Approach

Courtesy of WISK®, Unilever United States, Inc.

Key IMC Feature # 2

That Are Up to the Task

everywhere the target audience is.

Are Equally Engaging

with the message, but not to the point of being irritatingly present.

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Key IMC Feature # 3

with a Single Voice

brand in its target market’s mind

unified message across all media channels on all occasions.

© Richard B Levine / Newscom

Key IMC Feature # 4

Than Engage in Flings

long-term relationships between

customers and brands that lead

to customer retention

can create brand experiences

that make positive and lasting

impressions on customers

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Key IMC Feature # 5

Affect Behavior

such a way that the audience engages in a specific desired behavior

success in terms of its ultimate influence on behavior

Obstacles to Implementing IMC

elements of a marcom program.

have the diversity of skills required to execute an IMC program

mass media campaign

marcom tools are consistently executed

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Marketing Communications

favorable action toward the brand—trying it, repeat

purchasing it, and becoming loyal toward the brand

the brand’s features and benefits as compared to

competitive brands and how strongly these views are held in memory

Making Brand-Level Marcom Decisions and Achieving Desired Outcomes

Figure 1.1

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Fundamental Marcom Decisions

Targeting Positioning Objectives Setting Budgeting

Fundamental Marcom Program

Decisions

Fundamental Marcom Decisions (cont’d)

Top-down (TD)

Budgeting Procedures

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Fundamental Marcom Decisions:

Commit-to-Memory Mantra

1 Directed to a specific target market

2 Clearly positioned

3 Created to achieve

a specific objective

4 Undertaken within budget constraints

All marketing

communications

should be:

Marcom Implementation Decisions

Mixing

Elements

Creating Messages

Selecting Media

Establishing Momentum

Marcom Program Implementation Decisions

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A

Buy-One-Get-One-Free

Promotion

Figure 1.2

Marcom Outcomes

Enhancing Brand Equity

Affecting Behavior

Marcom Outcomes

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Marcom Program Evaluation

Measuring Results

for Accountability

Behavioral

Impact Communication

Outcomes

Providing Feedback

Taking Corrective

Action

Greater Investment Different

Communication Combinations Revised Strategy Revised Allocations

Marcom Program Implementation