国际市场营销学第12章MarketingCommunications课件.ppt

1、国际市场营销学 第12章 Marketing CommunicationsMarketing CommunicationsChapter 12Chapter Outline1.Communications Mix2.Advertising3.Personal Selling4.Public Relation5.Sales PromotionIntroductionIntegrated marketing communications(IMC)comprises:advertising personal selling public relations sales promotionsevent

2、/experience,and direct Marketing Marketing Promotion Mix&Marketing Communications MixCommunications ProcessCommunications ProcesslAn information source.An international marketing executive with a product message to communicatelEncoding.The message from the source converted into effective symbolism f

3、or transmission to a receiverlA message channel.The sales force and/or advertising media that convey the encoded message to the intended receiverlDecoding.The interpretation by the receiver of the symbolism transmitted from the information sourcelReceiver.Consumer action by those who receive the mes

4、sage and are the target for the thought transmittedlFeedback.Information about the effectiveness of the message that flows from the receiver(the intended target)back to the information source for evaluation of the effectiveness of the processlNoise.Uncontrollable and unpredictable influences such as

5、 competitive activities and confusion that detract from the process and affect any or all of the other six stepsThe international communications process consists of the following seven steps:Common Communication Platforms 1/2Advertising Print and broadcast ads Packaging-outer Packaging inserts Motio

6、n pictures Brochures and booklets Posters and leaflets Directories Reprints of ads Billboards Display signs Point-of-purchase displays Audiovisual material Symbols and logos Videotapes Sales Promotion Contests,games,sweepstakes,lotteries Premiums and gifts Sampling Fairs and trade shows Exhibits Dem

7、onstrations Coupons Rebates Low-interest financing Entertainment Trade-in allowances Continuity programs Tie-ins Personal SellingSales presentationsSales meetingsIncentive programsSamples Fairs and trade shows Common Communication Platforms 2/2Public Relations Press kits Speeches Seminars Annual rep

8、orts Charitable donations Publications Community relations Lobbying Identity media Company magazineDirect MarketingCatalogs Mailings TelemarketingElectronic shoppingTV shoppingFax mail E-mail Voice mail Events/ExperiencesSports Entertainment Festivals Arts Causes Factory tours Company museumsStreet

9、activities Advertising1.Pervasiveness （普及性）Advertising permits the seller to repeat a message many times.It also allows the buyer to receive and compare the messages of various competitors.Large-scale advertising says something positive about the sellers size,power,and success.2.Amplified expressive

10、ness（富有表现力）Advertising provides opportunities for dramatizing the company and its products through the artful use of print,sound,and color.3.Impersonality （非人格性）The audience does not feel obligated to pay attention or respond to advertising.Advertising is a monologue in front of,not a dialogue with,

11、the audience.Personal SellingPersonal selling is the most effective tool at later stages of the buying process,particularly in building up buyer preference,conviction,and action.Personal selling has three distinctive qualities:1.Personal interaction （面对面接触性）Personal selling involves an immediate and

12、 interactive relationship between two or more persons.Each party is able to observe the others reactions.2.Cultivation（人际关系的培养）Personal selling permits all kinds of relationships to spring up,ranging from a matter-of-fact selling relationship to a deep personal friendship.3.Response （反应性）Personal se

13、lling makes the buyer feel under some obligation for having listened to the sales talk.Public RelationsThe job consists of not only encouraging the press to cover positive stories about companies,but also of managing unfavorable rumors,stories,and eventsCreating good relationships with the popular p

14、ress and other media to help companies communicate messages to their publicscustomers,the general public,and governmental regulatorsis the role of public relations(PR)Marketers tend to underuse public relations,yet a well-thought-out program coordinated with the other communications-mix elements can

15、 be extremely effective.The appeal of public relations and publicity is based on three distinctive qualities:1.High credibility（高度可信性）News stories and features are more authentic and credible to readers than ads.2.Ability to catch buyers off guard（消除防卫性）Public relations can reach prospects who prefe

16、r to avoid salespeople and advertisements.3.Dramatization （戏剧性）Public relations has the potential for dramatizing a company or product.Public RelationsSales Promotions in International MarketslCents-offlIn-Store DemonstrationslSampleslCouponslGiftsSales promotions are marketing activities that stimu

17、late consumer purchases and improve retailer or middlemen effectiveness and cooperationExamples of sales promotion include:Sales promotions are short-term efforts directed to the consumer or retailer to achieve such specific objectives as consumer-product trial or immediate purchase6.Product Tie-Ins

18、7.Contests8.Sweepstakes 9.Sponsorship of Special Events,10.Point-Of-Purchase Displays Companies use sales promotion toolscoupons,contests,premiums,and the liketo draw a stronger and quicker buyer response.Sales promotion can be used for short-run effects such as to highlight product offers and boost

19、 sagging sales.Sales promotion tools offer three distinctive benefits:Communication（传播性）They gain attention and may lead the consumer to the product.Incentive（刺激性）They incorporate some concession,inducement,or contribution that gives value to the consumer.Invitation（邀请性）They include a distinct invit

20、ation to engage in the transaction now.Sales Promotions Relevant（相关性）A well-chosen event or experience can be seen as highly relevant as the consumer gets personally involved.2.Involving（参与性）Given their live,real-time quality,consumers can find events and experiences more actively engaging.3.Implici

21、t（含蓄性）Events are more of an indirect soft-sell.Events and ExperiencesThe many forms of direct marketingdirect mail,telemarketing,Internet marketingshare three distinctive characteristics.Direct marketing is:1.Customized （定制性）The message can be prepared to appeal to the addressed individual.2.Up-to-d

22、ate（及时性）A message can be prepared very quickly.Interactive（互动性）The message can be changed depending on the persons response.Direct MarketingIntegrated Marketing CommunicationsInternational advertisingInternational personal sellingInternational public relationsInternational sales promotionEvent and experienceDirect marketingMediaKey Terms