11. 为什么要IMC?“整合”: 多重的意义整合营销传播是一个战略的概念,
其中“整合”包含多重的意义:
l 不同工具的整合:各种营销传播工具用“一个声音”,互相配合,实现传播的整合。
l 不同时间的整合:在与消费者建立关系的各个不同时期、不同阶段,传播的信息应该协调一致。
l 不同空间的整合――品牌强求化:全球品牌在不同国家和地区,应传达统一的定位、形象、和个性。
l 不同利害关系者的传播整合:与公司各种不同的利害关系者(中间商、零售商、客户、股东、政府……)传播时,应保持公司统一的形象。
40. (1)差异化营销战略强调产品的定位战略:
l 产品档次定位法
l 产品属性定位法
l 无形因素定位法
l 竞争者定位法
l 产品来源定位法
强调价格的定位战略:
l 相对价格定位法
强调通路的定位战略:
l 品牌经销商挂钩定位法
l 经销商位置定位法
l 经销商服务定位法
强调营销传播的定位战略:
l 明星或代言人定位法
l 生活形态或个性定位法
73. Impact of intended & unintended communicationSender of
Message Receiver of
Message Intended
self-image Intended
messageIf A and B are
inconsistent, credibility
is reduced; otherwise,
credibility is increasedIntended
Personal attributes Unintended
messageOther people receive the
unintended message B
90. 7个层次的整合7 levels of integration1 Vertical objective integration
do the communication objectives fit with the marketing
objectives and the overall corporate obejctives?2 Horizontal/functional integration
Do the marketing objectives fit well with the other business
functions of manufacturing, operations and HRM?3 Marketing mix integration
Is the marketing mix of product, price and place decisions
consistent with the required communication messages?4 Communication mix integration
Do all the communications tools portray the same message?
91. 7个层次的整合7 levels of integration (2)5 Creative design integration
Is the creative design and execution uniform and
consistent with the chosen positioning of the product/service?6 Internal/external integration
Are all the internal depts and external agencies working
together to an agreed plan and strategy?7 Financial integration
Is the budget used in the most effective and efficient way?
92. ConclusionKey points of IMC:
Consumer-oriented
Synergy
Harmony
Relationship marketing
Cost-efficiency
Brand building
93. “When one learns why something occurs,
the remedy suggests itself.”
“一旦事件发生的原因获得了解,解决方案自在其中。”
-John M. Olin(欧林,大企业家)