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•StudentmenuoftheMarketingGame(CDincluded)Hand-inTodayMARKETINGMANAGEMENT13.DesigningandManagingIntegratedMarketingCommunicationsLectureQuestions•Whatistheroleofmarketingcommunications?•Howdomarketingcommunicationswork?•Whatisthecommunicationsmixandhowshoulditbeset?MarketingCommunicationsThemeansbywhichfirmsattempttoinform,persuade,andremindconsumers,directlyorindirectly,abouttheproductsandbrandstheysell.9-5IMCBuildsBrandsCommunicationPlatformsAdvertising•Printandbroadcastads•Packaginginserts•Motionpictures•Brochuresandbooklets•Posters•Billboards•POPdisplays•Logos•VideotapesSalesPromotion•Contests,games,sweepstakes•Premiums•Sampling•Tradeshows,exhibits•Coupons•Rebates•Entertainment•ContinuityprogramsCommunicationPlatformsEvents/Experiences•Sports•Entertainment•Festivals•Arts•Causes•Factorytours•Companymuseums•StreetactivitiesPublicRelations•Presskits•Speeches•Seminars•Annualreports•Charitabledonations•Publications•Communityrelations•LobbyingCommunicationPlatformsPersonalSelling•Salespresentations•Salesmeetings•Incentiveprograms•Samples•FairsandtradeshowsDirectMarketing•Catalogs•Mailings•Telemarketing•Electronicshopping•TVshopping•Faxmail•E-mail•VoicemailProductLaunchCommunicationsMixKleenexallocateditscommunica-tionsdollars:•75%Television•23%Print•2%OnlineElementsintheCommunicationsProcess受众解码过程中的选择性1.选择性注意2.选择性曲解3.选择性记忆展露Exposure注意Attention理解Interpretation记忆Memory外界刺激：广告、活动、促销、传言……影响受众解码程度的因素1.刺激物本身的因素形式、大小、强度、色彩、位置、对比度、质地……2.受众自身的因素动机、解码能力……3.情形因素内容的相关性、时间是否充裕、参与度……TheCommunicationsProcessSelectiveattentionSelectivedistortionSelectiveretentionStepsinDevelopingEffectiveCommunicationsIdentifytargetaudienceDetermineobjectivesDesigncommunicationsSelectchannelsEstablishbudgetDecideonmediamixManageIMCD3:IMCofBeijing2008OlympicGames目标市场vs.目标受众1决策者Decider购买者Buyer使用者User影响者Influencer发起者Initiator购买决策中的各种角色1购买角色的分离：礼品脑白金：今年爸妈不收礼•选择谁作为受众？•购买者vs.使用者1购买角色的分离：儿童产品奶粉：选择谁作为受众？购买者使用者影响者评价者19-22ResponseHierarchyModels2CommunicationsObjectivesCategoryNeedBrandAwarenessBrandAttitudePurchaseIntention29-24DesigningtheCommunications•Messagestrategy•Creativestrategy•Messagesource•Personalcommunicationchannels•Nonpersonalcommunicationchannels•Integration3CreativeStrategy•Informationalandtransformationalappeals•Positiveandnegativeappeals–Fear–Guilt–Shame–Humor–Love–Pride–Joy3MessageSourceCelebrityCharacteristics–Expertise–Trustworthiness–Likeability3TypesofCelebrityAppealsTYPEDEFINITIONEXAMPLETestimonialBasedonpersonalusage,acelebrityatteststothequalityoftheproductorservicePatRileyfor1-DayAccuvue®disposablecontactlensesEndorsementCelebritylendshisnameandappearsonbehalfofaproductorservicewithwhichhe/shemaynotbeanexpertSeniorprogolferLarryLaorettiforTE-AMOcigarsActorCelebritypresentsaproductorserviceaspartofacharacterendorsementJasonAlexaderforRoldGoldpretzelsSpokespersonCelebrityrepresentsthebrandorcompanyoveranextendedperiodoftimeLeeTrevinoforMotorolatelecommunicationsproductsCelebritysourceswidelyused.Effectivenessenhancedwhenmarketersmatch:•imageofthecelebritywith•personalityoftheproductwith•actualordesiredself-conceptofthetargetmarket.CommunicationCharacteristicsthatInfluenceAttitudeFormationandChangeMatchingEndorserwithProductandTargetAudienceCommunicationCharacteristicsthatInfluenceAttitudeFormationandChangeOnlineOfflineOutdoorAdvertising(Billboards)YellowPagesRadioTelevisionBrochuresNews－papersSponsor－shipsMagazinesNews－lettersPoint-of-PurchaseDisplaysCustomerServiceDirectMailingsTele－marketingSalesforce/Face-to-FaceBannerAdsRichMediaSearchEnginesInterstitialsClassifieds&ListingsWirelessDevicesWebsitesE-MailMarketingPersonalWebsitesOnlineandOfflineCommunicationCannelsMassPersonalPublicRelationsDynamicAdsInteractiveTelevision4社区在信息传播中的作用企业媒体其他大众传播渠道相关群体Communication顾客口碑社区4单向传播中的信息流信息源：广告主受众受众受众受众4传播和社区中的信息流audienceaudienceaudience信息源audienceaudienceaudienceaudienceaudienceaudienceaudienceaudienceaudienceaudienceaudienceaudienceaudienceaudienceaudienceaudienceaudienceaudienceaudienceaudienceaudienceaudienceaudienceaudienceaudienceaudienceaudienceaudienceaudienceaudienceaudienceaudience4PersonalCommunicationsChannelsAdvocatechannelsExpertchannelsSocialchannels4StimulatingPersonalInfluenceChannels•Identifyinfluentialindividualsanddevoteextraattentiontothem•Createopinionleaders•Usecommunityinfluentialsintestimonialadvertising•Developadvertisingwithhigh“conversationvalue”•DevelopWOMreferralchannels•Establishanelectronicforum•Useviralmarketing4NonpersonalCommunicationChannelsMediaSalesPromotionEventsandExperiencesPublicRelations4Thesituationinwhichconsumersreceiveinformationhasanimpactontheirbehavior.Marketersattempttoplaceadsinappropriatemediacontextstoenhanceeffectiveness.MovieadsarestrategicallyplacesothatconsumersseethemontheirwaytoandfromworkMoreSpecializedMedia4HealthMediaNetworkCoverage•City:over20majorcitiesincludingBeijing,ShanghaiandGuangzhou•Hospital：over10001stand2ndtierhospitalsalloverChina•Drugstore：over4000majorchainanddependentdrugstore•Media:over10,000LCD•Audience:over40millionpt/week，2billionpt/yearMoreSpecializedM