整合營(yíng)銷復(fù)習(xí)整理

Chapter1DefinitionofMCMarketingCommunication-Representsalltheelementsinaproduct1marketingmixthatfacilitateexchangesbytargetingthebrandtoagroupofcustomers,positioningthebrandasbeingdistinetfromcompetitivebrands,andsharingthebrand'smeaninganduniquedifferenceswiththeproduct1targetaudienee.MarketingCommunicationToolsAdvertising.Salespromotion,Personalselling,④Sponsorshipmarketing,：⑤Publicity⑥Point-of-purchasecommunicationsMarketingcommunicationinvolvesusinganassortmentofdifferenttypesofmedia.BrandContactpoints(MCToo⑸One-waynon-personalcontact:Advertising,Packing,DirectMarketing,Publicity,SalesPromotionTwo-wayspersonalcontact:Point-of-purchase,Directselling,PersonalsellingParticipatingcontactintwo-wayscommunicationEvents,Sponsorshipmarketing,TradeShow,E-Commerce,CustomerService,InternalmarketingMCProgramFundamentaldecisions,Implementationdecisions,MCoutcome,?ProgramevaluationMCConcept-isthephilosophyandpracticeofselectingandcoordinatingallofabrand'marketingcommunicationelement.“整合營(yíng)銷傳播是一個(gè)業(yè)務(wù)戰(zhàn)略過程，它是指制定、優(yōu)化、執(zhí)行并評(píng)價(jià)協(xié)調(diào)的、可測(cè)量的、有說服力的品牌傳播計(jì)劃，這些活動(dòng)的受眾包括消費(fèi)者、顧客、潛在顧客、內(nèi)部和外部受眾及其他目標(biāo)?！焙诵木褪莝peakwithonevoice(用一個(gè)聲音說話)，就是要將所有企業(yè)進(jìn)行的、與市場(chǎng)營(yíng)銷有關(guān)的傳播活動(dòng)，廣告、促銷、公關(guān)、直銷、CI、包裝、新聞媒體等等，進(jìn)行一元化，形成一個(gè)統(tǒng)一的聲音傳達(dá)給消費(fèi)者。KeyfeaturesofIMCProfiletheidentifiedtargetmarketUsetherelevantmediaAnymessagemediumthatiscapableofreachingthetargetcustomersinafavorablelightAchievecommunicationsynergyConveysamebrandmessageconsistentlyacrossdiversechannelsBuildcustomerrelationshipsInflueneetargetmarket1sbehaviorMovetargetcustomerstoactionBrandequity1)BrandEquity(fromcustomer1sperspective)所謂品牌資產(chǎn)就是消費(fèi)者關(guān)于品牌的知識(shí)(brandknowledge)。它是有關(guān)品牌的所有營(yíng)銷活動(dòng)給消費(fèi)者造成的心理事實(shí)。BrandknowledgeBrandawarenessandbrandimageBrandawareness-Brandrecognition(withhints),Brandrecall(frommemorywithouthints)Top-of-mindawareness,BrandDominanceBrandimage-TypesofbrandassociationsAttributes-product/non-productrelatedBenefits-functional,symbolicandexperientialOverallevaluation(attitude)Favorability,strengthanduniquenessofbrandassociations2)Brandequity(Fromorganization'sperspective)Focusesonoutcomesextendingfromeffortstoenhanceabrand'sequity,suchasachievingahighermarketshare,increasingbrandloyaltyandbeingabletochargepremiumpricesEnhancingbrandequityFirstly,selectagoodbrandnameorlogoThen,developstrong,favorableanduniqueassociationsintheconsumer'smindaboutbrandAlso,Brandequitycanbeenhancedbyleveragingitspositiveassociationswithotherbrands(e.g.BrandAlliances:co-branding,ingredientbranding),places,things5andpeople.Chapter3Attitude-Attitudemeansageneralandsomewhatenduringpositiveornegativepredispositiontowards,orevaluativejudgmentofapersonoranissue.ComponentsofattitudeCognitive-Beliefs-knowledgeandthoughtsaboutanobjectorissue“Benzmotorcarsarewellengineered".Affective-FeelingsandemotionsHllikeIphone”Conative-Aperson'sbehaviortendencyAttitudechangestrategiestochangebeliefstoalteroutcomeevaluationsortointroduceanewoutcomeintotheevaluationprocess,eg.Evaluatebrandsinaproductcategoryintermsofaparticularproductbenefitthatisstronglyassociatedwiththeirbrand.ELM:精細(xì)加工可能性模型EL-Elaborationlikelihood-RepresentsthepossibilitythatconsumerswillelaborateonaMCmessagebythinkingaboutandreactingtoitandcomparingitwiththeirpre-existingthoughtsandbeliefsregardingtheproductcategory,theadvertisedbrand.心理學(xué)家佩蒂、卡西窩波和休曼提出ELM模型。消費(fèi)者態(tài)度改變歸納為中樞(TheCentralRoute)和邊緣(ThePeripheralRoute)的兩個(gè)基本說服路徑.中樞說服路徑：人們有動(dòng)機(jī)、有能力專注于溝通中邏輯論證.指消費(fèi)者能夠有意識(shí)地認(rèn)真考慮廣告提供的信息，對(duì)廣告產(chǎn)品或目標(biāo)的信息進(jìn)行仔細(xì)思考、分析和歸納，即進(jìn)行精細(xì)加工，并最終導(dǎo)致態(tài)度的轉(zhuǎn)變或形成。(適用于理性消費(fèi)者)邊緣說服路徑：人們不去注意邏輯論證而受表面特征的影響消費(fèi)者不考慮商品本身的性能及證據(jù)，不進(jìn)行邏輯推理，而是根據(jù)廣告中的一些線索，如專家推薦、廣告訴求點(diǎn)的多少、信息源的可信度、廣告媒體的威望、廣告是否給人美好的聯(lián)想和體驗(yàn)等直接對(duì)廣告作出反應(yīng)。(適用于情感性消費(fèi)者)MarketSegmentationSegmentationandtarget!ngcustomersallowsmarketerstodelivertheirmessagestotargetmarketpreventwastedcoveragetothosewhosearenottarget.Targetingdemographictarget!ng-Age,income,familycomposition,lifecycle,ethnicitygeodemographictarget!ng-AcombinationofdemographicandlifestylecharacteristicsofconsumerswithingeographicclustersBrandpositioninghelptodetermine-whoisthetargetmarket,whatthemarketingcommunicationshouldsayaboutthebrand,andwhatmediaandmessagevehiclesshouldbeselectedoDevelopaneffectivepositioningstatement-Itshouldreflectabrand'scompetitiveadvantageItshouldmotivatecustomerstoactionpositioningstrategiesonoverallevaluation(attitude)onbrandattributes-Non-productrelatedattributes,eg.Price,packaging,userandusageimageryProduct-relatedattributes,eg.Color,size,designfeaturesOnbenefits-Functional,Symbolic-directedatdesireforgroupmembership,belongingness,selfenhancementExperiential-providesensorypleasure,eg.Lookingelegant,feelingwonderfulandsoundingsuperb.Ad.OrNottoAd.ArgumentsforinvestinginadvertisingItcanincreaseprofitabilitybyincreasingsalesvolume,enablinghighersellingprices,andthusincreasingrevenueabovetheincrementaladvertisingexpenseArgumentsforreducingadvertisingexpenditureWhileitpresumesthatpastadvertisingwillhaveIongerterm“carryover“effectsandmaintainrevenue,itdoesnotacknowledgethattheabseneeofadvertisinginthecurrentperiodwillhaveanadverseeffectonsalesvolumeinthesubsequentperiods.Whichapproachismorebeneficial?:maintainstatusquoWhenthemarketisnotpriceorad.elasticWhenconsumershavewell-establishedpreferencesbuildbrandimagebyincreasedadvertisingfornewproducts,luxurygoodsandproductscharacterizedbysymbolicimageryIncreasedvolumebypricediscountingformanymatureconsumergoodswhereconsumershavecompleteinformationaboutbrandsVerylittlebranddifferentiationIncreaseadvertisingand/ordiscountpricesWhenbrandsintheproductcategoryareinherentlydifferentforproductsthatexperieneeseasonaldemandChapter6GuidelinesforcreativebriefingWhatisthebackgroundtothisjob?Whatisthestrategy?Whatisourtaskonthisjob?Whatisthecorporateand/orbrandpositioning?Whataretheclient'sobjectivesforthisjob?Whomarewetalkingto?Whatdotheycurrentlythink/feelaboutourproduct/service?Whatdowewantthemtothink/feelaboutourproduct/service?Whatdowewantthemtodo?Whatisthesingle-mindedproposition?Whyshouldouraudieneebelievethisproposition?Howshouldwespeaktothem?creativestrategyFunctionalorientedUniquesellingpropositionstrategy-Makeasuperiorityclaimbasedonauniqueproductattributethatrepresentsameaningful,distinctiveconsumerbenefit.TheoptimumcreativetechniqueSymbolic/experimentalorientedBrandimagestrategyinvolvespsychosocialdifferentiationGivingabrandadistinctidentityorpersonalitySuitableforproductwherethereisrelativelylittlephysicaldifferentiationAlsobedescribedastransformationaladvertising-associatebrandexperieneewithauniquepsychologicalcharacterisiticsResonanceStrategy-Matchpatternsinanadvertisementwiththetargetaudienee1sstoredexperiencesEmotionalStrategy-Appealstoromanee,nostalgia,compassion,excitement,joy,fear,guilt,disgustandregretCategorydominanceorientedGeneticstrategy-MakesnoattempttodifferentiateitsbrandfromcompetitiveofferingsortoclaimsuperiorityMostappropriateforabrandthatdominateaproductcategoryPre-emptivestrategy-MakeagenerictypeclaimbutdoessowithanassertionofsuperiorityAppropriateforbrandwheretherearefewfunctionaldifferencesbetweencompetitorsPrecludecompetitorsfromsayingthesamethingChapter7CopyResearchisusedtotesttheeffectivenessofads.Messages,isalsocalledmessageresearch.

Industrystandardformessageresearch:PACT-positioningadvertisingcopytestingtechnique.ThePACTmethodologyconsistsofninemessagetestingprinciples.Providemeasuresthatarerelevanttotheadvertingobjectives;Prioragreementabouthowtheresultswillbeusedineachspecifictest;Providemultiplemeasurements;Bebasedonamodelofhumanresponsestocommunication;Provideinformationforconsideringwhethertheads.stimulusshouldbeexposedmorethanonce;Alternativeexecutionsshouldbetestedinthesamedegreeoffinish;Providescontrolstoavoidthebiasnormallyfoundintheexposurecontext;Considerthedefiningofthetargetmarketsample;Demonstratereliabilityandvalidity;Measuresofmessageresearch:Measureofrecognitionandrecall:Starchreadershipservice-magazineBruzzonetest-TV⑶Burkeday-afterrecall-TVMeasureofsalesresponseBehaviorseanScantrackChapter81.StrengthsandlimitationsofTVadsStrengths:(1)Demonstrationability(2)Intrusionvalue(3)Abilitytogenerateexcitement(4)Oneononereach(5)Abilitytousehumor(6)Effectivewithsalesforceandtrade(7)AbilitytoachieveimpactLimitations:(1)Cost(2)Audieneefractionalizations(3)Zippingandzapping(4)ClutterRadioadsStrengths(1)Abilitytoreachsegmentedaudiences(2)Intimacy(3)Economy(4)ShortleadtimesTransferofimageryfromTV(2)NoVisuals(4)BuyingdifficultiesYellowPageandDirectory;POP(6)Useoflocal(2)NoVisuals(4)BuyingdifficultiesYellowPageandDirectory;POPLimitations:(1)Clutter(3)AudieneefractionalizationContent:Newspaper;Magazine;Internetadvertisingformats(營(yíng)車肖手段):(1)Websites(2)Displayorbannerads(3)Weblogs(Blogs,Podcasts)(4)MobilephoneandtextmessagingEmail:(Opt-inversusspam,E-zines,Wirelessemailads)Richmediaformat:(Pop-ups,interstitials,superstitials,videoads)Searchengineads:(Keyword-matchingads,Content-targetedads)AdvertisingviabehaviroualtargetingSearchengineadvertising-SEA:Thekeytoattractpeopletoawebsiteistheuseofsearchengineadvertising.SEAisthefastestgrowingformofitnernetadvertising.Internetsearchenginesineludeavarietyofwell-knownservicesthatpeopleusewhenseekinginformat!on.SEAattemptstoplacemessagesinfrontofpeoplepreciselywhentheirnaturalsearcheffortsindicatetheyapparentlyareinterestedinbuyingaparticulargoodorservice.Keyword-matchingadvertising-Adwords:Tobecomeasponsoredlinks(贊助商鏈接),advertisersmustbidforandpurchasekeywordsfromsearchengineservices,suchasGoogle.Content-Orientedwebsites-AdsenseAdvertiserscanspecifythewebsiteswheretheywanttheiradstoappear.Searchengineservices(Google)operateasanadagencyplacingadsonotherwebsites,takingacommission.Costefficiency5pinpointedtargetingandquickandeasyassessmentofadeffectiveness.LimitationsofSEA-clickfraud:occurswhenacompetitororotherpartyclicksonasponsoredlinkrepeatedlyinordertoreduceadvertisingeffectivenessAlsooccurswhenemployeesofcontent-orientedrepeatedlyclickonadvertisedwebsitesinordertoincreasetherevenuepaidtothyembyasearchengine-Botsoftwaresystems,eg.RobViralMarketing病毒式營(yíng)銷：Theideaofmarket!ngtoasmallgroupofconsumers,whothenpassthemarketingmessagetoothers-creatingapositiveword-of-mouthorbuzz常用于進(jìn)行網(wǎng)站推廣、品牌推廣等，病毒式營(yíng)銷利用的是用戶口碑傳播的原理，因此病毒式營(yíng)銷成為一種高效的信息傳播方式，而且，由于這種傳播是用戶之間自發(fā)進(jìn)行的，因此幾乎是不需要費(fèi)用的網(wǎng)絡(luò)營(yíng)銷手段。主要指它利用了目標(biāo)消費(fèi)者的參與熱情，目標(biāo)消費(fèi)者受商家的信息刺激自愿參與到后續(xù)的傳播過程中.目標(biāo)消費(fèi)者并不能從為商家打工”中獲利，他們?yōu)槭裁醋栽柑峁﹤鞑デ?？首先，傳播者傳遞給目標(biāo)群的信息不是赤裸裸的廣告信息，而是經(jīng)過加工的、具有很大吸引力的產(chǎn)品和品牌信息，而正是這一披在廣告信息外面的漂亮外衣，突破了消費(fèi)者戒備心理的防火墻”促使其完成從純粹受眾到積極傳播者的變化。病毒式營(yíng)銷并非一種新的營(yíng)銷思想，而是把傳統(tǒng)營(yíng)銷模式基于互聯(lián)網(wǎng)的通路得以快速傳播，病毒式,營(yíng)銷的幾個(gè)關(guān)鍵字：成本低，用戶自發(fā)傳播，有價(jià)值的信息Chapter11MediaStrategySpecifyingmediaobjectives(明確媒體策略)：Followingissuestobeconsidered:Targetpopulationtobereached(2)Frequency(3)Howclosetothetimeofpurchase(4)HowmuchtotaladvertisingisnecessaryforreachandfrequencyBudgettobeallocatedovertime(6)Cost-effectiveway(7)Cost-effectivewaySelecttargetaudience(選擇目標(biāo)受眾)Fourmaintypesofinformat!onneeded:Buyerbehavior-mostmeaningfulbasistodeterminetargetaudieneeDemographic(3)Geographic(4)ValueandlifestylesTiming:⑴Continuous持續(xù)性Arelativelyequalnumberofaddollarsisinvestedthroughoutthecampaign⑵Pulsing脈沖式Someadsareusedduringeveryperiodbuttheamountvaries⑶Flighting飛躍式ZerospendinginlowconsumptionmonthsduringthecampaignSelectingmediacategoriesandvehicles選擇媒體投放方案）考慮以下問題（1）Howmanyexposuresareneeded?Analternativeapproach:theefficiencyindexproceduresEstimatetheexposureutilityforeachlevelofvehicleexposureorOTS（opportunitytosee）CalculatetheexposuredistributionofthevariousmediaschedulesDeterminethevalueateachOTSlevelandthenthetotalvalueacrossallOTSlevelsDevelopanindexofexposureefficiencyToselectamediaschedulethatgeneratesthemostexposurevalueperGRPTherangeofeffectivereachcanbethoughtofasbeingfrom3to10exposuresduringthemediaplanningperiodEffectivereachplanninggenerallyleadstousingmultiplemediaratherthanexclusivelydependingonTVItalsoinvolvesgivingupsomeofprime-timeTV'sreachtoobtaingreaterfrequencyfromothermediaatthesamecost⑵TimingContinuityHowadvertisingisallocatedHowshouldthemediabudgetbedistributedthroughouttheperiodoftheadvertisingcampaignRecencyplanningPrincipleFewadvertiserscanaffordtomaintainanexpensivecontinuousschedule-logicfordiscontinuousadvertisingEPhron'sprincipleofrecencyargumentsupportofcontinuousadvertisingChapter12Directmarketing（直復(fù)營(yíng)車肖）ismarketingmaterialsentdirectlytothecustomerthatisdesignedtocreateanimmediateresponseDirectselling（直銷）Directsellingisapersonnelcontact,noIongerafixedbusinesssiteandthemaindistributioninthehomeforconsumerproductsorservices.直銷是一木中通過人員接自蟲,不再固定商業(yè)地點(diǎn)而主要在家里進(jìn)行的消費(fèi)性產(chǎn)品或服務(wù)的配銷方式。Directselling（多層次直銷,傳銷）referstotheorganizeroroperator,withitsdevelopmentdirectlyorindirectlyonthebasisofthepersonnelquantityorsalestocalculateandpay,oraskedtobedevelopmentstafftopayafeetojoinwaytoseekillegalinterestssuchasthequalification,itdisturbeconomicorder,affectsocialstability.傳銷指組織者或者經(jīng)營(yíng)者以其直接或者間接發(fā)展的人員數(shù)量或者銷售業(yè)績(jī)?yōu)橐罁?jù)計(jì)算和給付報(bào)酬，或者要求被發(fā)展人員以交納一定費(fèi)用為條件取得加入資格等方式牟取非法利益，它擾亂經(jīng)濟(jì)秩序，影響社會(huì)穩(wěn)定的行為。Comparsion:

Thetargetcustomerofdirectmarket!ngistwo-waycommunication;Targetcustomerscandirectresponse.Two-waycommunicationoftheinformationisnotrestrictedbyspace-time,paytheeffectofmarketingactivitiescanbedetermined.DirectsellingistheHfacetofacesales11,adirectsalespersonnelmodegearedtotheneedsofconsumers,individualmarketersaflypayingway(byphone,directory,etc.).Directsellingisnotfixedretaillocations.Directselling(傳年肖)isamulti-leveldirectsales,theorganizerstakeadvantageofsomeofthecostspaidbyparticipantsinthedeliveryofthefirstparticipantstomaintainoperationofthereward;incomebythenumberofparticipantstojointheorderanddevelopmentofpersonneldecisions.Itisessentiallyanorganizedfraud,illegalpossess!onforthepurposeofthepropertyofothers.Nostorenetworkfromthedirectsellingthroughdevelopmentpersonnel,organizationmanagement,fromthetopandbottomlineofmarketingperformanceforaprice,throughillegalprofiteering.Besides,theparticipantsmustpaythefee.直復(fù)營(yíng)銷人員與目標(biāo)顧客是雙向信息交流；目標(biāo)顧客可以直接反應(yīng)。信息雙向交流不受時(shí)空限制，支付營(yíng)銷活動(dòng)的效果可測(cè)定。直銷是“面對(duì)面銷售”，直銷人員一個(gè)人方式面向消費(fèi)者，支付營(yíng)銷師一飛個(gè)人方式（通過電話，目錄等）。直銷不在固定零售點(diǎn)。傳銷是多層次直銷中的一種，組織者利用參加者交付的部分費(fèi)用支付先參加者的報(bào)酬維持運(yùn)作；參加者的收益由其加入的先后順序及其發(fā)展人員數(shù)量決定。傳銷的本質(zhì)是一種有組織詐騙活動(dòng)，以非法占有他人財(cái)產(chǎn)為目的。傳銷通過發(fā)展人員，組織網(wǎng)絡(luò)從事無店經(jīng)營(yíng)，從上下線的營(yíng)銷業(yè)績(jī)中獲取報(bào)酬，通過違法行為牟取暴利，參加者須繳納入門費(fèi)Media(直復(fù)營(yíng)銷的個(gè)性化媒體)：(3)Electronicmailmarketing(5)Printmediaanddirectmarketing(1)PostalMedia(直復(fù)營(yíng)銷的個(gè)性化媒體)：(3)Electronicmailmarketing(5)Printmediaanddirectmarketing(4)TelevisionanddirectmarketingDoor-to-door⑴CopyTheroleofcopy:1.getattention；2.developinterest；3.callforaction4.offerproof-demonstrations,testimonials,guarantees,trialoffers,endorsements；Visuals(夕卜觀設(shè)計(jì)):1.Styleandimageofpresentation2.Image3.Format4.DesignDatabase:Itisanup-to-datedatabaseenablesfirmstotargetprecisely,offervariedmessages,createIong-termrelationship,enhanceproductivity,lifetimevalueanalysis.Customerlifetimevalue:ToevaluatecustomerdatabasefromaLifetimeValueperspective.Netpresentvalueoftheprofitthatacompanystandstorealizeontheaveragenewcustomersduringagivennumberofyears它意味著顧客對(duì)該企業(yè)保持忠誠(chéng)顧客終身價(jià)值是指顧客終身對(duì)一個(gè)企業(yè)帶來的總的）爭(zhēng)收入，的期間，將帶來的預(yù)期未來收入的價(jià)值總和。它意味著顧客對(duì)該企業(yè)保持忠誠(chéng)Chapter13Consumerpromotions(銷售促進(jìn)的手段9個(gè))Sampling;Coupons;Purchasepremium;Specialprices;Bonuspacks;Rebate/refunds;Sweepstakes,contests,games;Continuitypromotions;Overlayandtie-inpromotions；Otherconsumerpromotions(其他10個(gè))：Specialprices；Areductioninabrand'sregularpriceBonuspacks力口量不力口價(jià)包裝(Extraquantitiesofaproductthatacompanygivestoconsumersattheregularprice)Rebate/refunds折扣/現(xiàn)金返還(Manufacturersgivecashdiscountsorreimbursementstoconsumerswhosubmitproofofpurchase)Sweepstakes抽獎(jiǎng)；Contests競(jìng)賽；Games游戲Continuitypromotion忠誠(chéng)計(jì)戈!](Frequentflyerprogramsbyairline)Overlay疊力口推廣(Useoftwoormoresalespromotiontechniquesincombination)Tieinpromotion搭配促銷(Thesimultaneouspromotionofmultiplebrandsinasinglepromotioneffortfromthesameordifferentcompanies)TradepromotionsTradeallowances(1)Off-invoiceallowanee貨款(賬單)減少折讓(2)Bill-backallowanee賬單贖回折讓Slottingallowanee上架費(fèi)Problemsincurredbyallowances:Forwardbuying(提前購(gòu)買)⑵Divert!ng(易地銷售)Cooperativeadvertisingandvendor(小販)supportprograms(銷售商支持計(jì)戈U)—Cooperativeadvertisingcostdividedbetweenmanufacturerandreselleraccordingtothetermsofthecooperativecontract-Vendorsupportprogramsinstigated(煽動(dòng))byretailersandinvitemanufacturerstopayforaspecificpercentageofthemedi