文档介绍：Principles of Marketing
1616--11
Session 16
IntegratedIntegrated MarketingMarketing
munications && AdvertisingAdvertising
Text: Chapters 16, 15
国际商学院市场营销学系
Outline
1616--22
. munication ProcessProcess
. IntegratedIntegrated MarketingMarketing
munications
. AdvertisingAdvertising
国际商学院市场营销学系
1616--33
. munication ProcessProcessProcess
国际商学院市场营销学系
I-1 munication Process
1616--44
SenderSender
FeedbackFeedback EncodingEncoding
MessageMessage
MediaMedia
ResponseResponse DecodingDecoding
ReceiverReceiver
国际商学院市场营销学系
I-2 Paradigm Shift in Marketing
Communications
1616--55
InformationInformation AgeAge
Mass Mass A Target
Marketing Customization Market of One
Asynchronous Database Synchronous
Advertising Marketing or Interactive
Trade Promotion Marketing
Sales Promotion
国际商学院市场营销学系
1616--66
. IntegratedIntegratedIntegrated MarketingMarketingMarketing
munications
国际商学院市场营销学系
IIII--11 DefinitionDefinition ofof IMCIMC
1616--77
…a concept of munications
planning that recognizes the added value
of prehensive plan that evaluates the
strategic roles of a variety munication
disciplines—for example, general advertising,
direct response, sales promotion, and public
relations—bine these disciplines to
provide clarity, consistency, and maximum
communications’ impact.
-- AAAA
国际商学院市场营销学系
IIII--22 FunctionsFunctions && FocusFocus ofof IMCIMC
1616--88
¾ IMC helps anization focus on the
best mix of promotional disciplines for
their needs
¾ A way of planning using a holistic
approach
¾ Being used essfully in both the
consumer and B-to-B markets
¾ Focus on the process of marketing, not
the parts
国际商学院市场营销学系
IIII--33 HowHow IMCIMC WorksWorks
1616--99
¾Move from inside-out to outside-in planning and
implementation
¾View your activities as an inter-related system
of marketing munication
¾Expect different responses from different
audiences