??? & ?? Marketing Management: 17?
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?? ??? & ?? ?? ??? <Marketing Management> ???? 17?
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??? & ?? Marketing Management: 17?
- 1. CHAPTER 17. Designing and Managing Integrated Marketing Communications ??? ??? ?????? ?? ? ??
- 2. The Role of Marketing Communications
- 3. Marketing communications Introduction Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers¡ªdirectly or indirectly¡ªabout the products and brands they sell. ??????? ????? ??? ?? ??? ??? ???? ??? ???? ?? ??? ?? ?????? ???, ????, ?????? ??? ??.
- 4. ??? ??? ?? The Changing Marketing Communications Environment ? 1960?, NBC, ABC, CBS 3? ???? 30? ?? ?? ??? ?? 80%? ???? ?? ?? ? ?? ??? ??? ???? 3?? ?? 100?? ?? ??? ???? ? ? ?? ???? ?? ?? 3000~5000?? ?????? ???? ??
- 5. MARKETING COMMUNICATIONS MIX Marketing Communications, Brand Equity, and Sales ? ?? ? ?? ? ??? ? ?? ? PR ? ?? ? ????? ? ????? ??? ? ??? ??? ? ??(????)
- 6. MARKETING COMMUNICATION EFFECTS Marketing Communications, Brand Equity, and Sales ? ?? ?? ?? ? ?: ?????? ??(??) ? ?? ?? ???? ?? ????? ???? ?? ?? ? ??? ?? ???, ???? ????? ?? ? ?? ??? ????? ?? ??? ????? ? ?? ? ????? ???? ? ? TV??? ? ? ??? ?? ? ????? ??? ??? ? ???? ??? ??.
- 7. MICROMODEL OF CONSUMER RESPONSES The Communications Process Models
- 8. ?????? ???? The Communications Process Models
- 9. MICROMODEL OF CONSUMER RESPONSES The Communications Process Models ? Awareness(??) ? ¡°OO???¡± ? ?? ?????? ?? ?? ? ? ¡°OOO? ??? ?? ?????¡±?? ???? ??.
- 10. MICROMODEL OF CONSUMER RESPONSES The Communications Process Models ? Knowledge(??) ? ???? ?? ?? ???? ???? ??? ???. ? ¡°OO???¡± ? ??? ???? ? ?? ??? ????? ? ??????.
- 11. MICROMODEL OF CONSUMER RESPONSES The Communications Process Models ? Liking(??) ? How do customer feel about it? ? ????? ? ??? ????, ??? ? ??? ?????? ?? ?.
- 12. MICROMODEL OF CONSUMER RESPONSES The Communications Process Models ? Preference(???? ??) ? Like ??? prefer?? ?? ??? ?? ? Quality, value, performance, ?? features ?? ???? ??? ? ???? ??? ? ??? ??.
- 13. MICROMODEL OF CONSUMER RESPONSES The Communications Process Models ? Conviction(??) ? ??? ??? ??? ?? ?? ? ?? ? ?????? ???? ??? ???? ??? ???? ? ??(?? ??, ????? ?).
- 14. MICROMODEL OF CONSUMER RESPONSES The Communications Process Models ? Purchase(??) ? ??? ??? ?? ???? ???? ?? ?? ?? ? ? ??? ????? ???, ????? ????? ??? ?? ? ????, ????(?), ???? ? ???????? ?? ??? ? ??? ? ??.
- 15. MICROMODEL OF CONSUMER RESPONSES The Communications Process Models ? 6?? ?????? ??? ?? 50%? ????? ???? ? 50% * 50% * 50% * 50% * 50% * 50% = 1.56% ? 6??? ??? ?? ???? ???? 2% ??? ?.
- 16. MICROMODEL OF CONSUMER RESPONSES The Communications Process Models ? The ideal ad campaign would ensure that: ? Right customer? right time? right place?? right message? ?? ? ??? ??? ????? ??, ??? ?????? ??? ?? ??? ? ??? ???? ??? ?? ?? ??? ??? ??? ??? ?? ? ??? POD? POP ???? ???? ???? ???? ? ??? ? ??? ??? ????? ???? ? ??? ????? ??? ??? ? ???? ??? ? ???, ????? ? ?? ?? ??????? ?? ??? ??? ??.
- 18. ???? ?????? ?? ?? Introduction ? ?? ???? ???? ? ?? ?? ? ?????? ??? ? ?? ?? ? ?? ?? ? ??? ?? ?? ? ??? ?? ? IMC ??.
- 19. Identify the Target Audience ? Usage? loyalty ???? ???? ?? ?? ? ? ????? ?? ????, ??? ?? ????? ? ???? ??????? ????? ??????? ??? ????? ?? ? ?? ???? ??????? ???????? ? ¡®??? ??¡¯? ?? ?? ????? ????? ?? ¡®?????(image analysis)? ??? ??. ?? ???? ????
- 20. Determine the Communications Objectives 1. ???? ?? ??? Category needs ? ? ????? ?? ??? ?? ?? ? ???? ?? ???? ????(??)? ???? ?? ?? ? ?) ????? ?????? ??
- 21. Determine the Communications Objectives 2. ??? ??? ?? ? ??? brand recognition? brand recall? ?? ? Recognition? ????, recall? ?? ? Store ???? recall, ???? recog. ?? ?????? ??
- 22. Determine the Communications Objectives 3. ???? ?? ?? ?? Brand attitude ? ? ???? ??? ????? ? ? ??? ???? ?? ??? ?? (evaluate) ?????? ??
- 23. Determine the Communications Objectives 4. ??? ?? ?? ?? Brand purchase intention ? ?? ?? ?? ??? ??? ??? ??. ?????? ??
- 24. Design the Communications ? ??? ??(??? ????) ? ?????? ??(??? ????) ? ??? ??(?? ????) ?????? ???
- 25. Design the Communications MESSAGE STRATEGY ??? Social ??? Sensory ?? ?? Ego satisfaction ??? Rational ??? ???? ?? ?? ?? ?? ??? ?? ?? 4?? ??? 3?? ?? X = 12?? ???.
- 26. Design the Communications ??: MESSAGE STRATEGY ¡°???? ????¡± ¡°gets clothes cleaner¡± ??? Rational ??? ?? ??. ??? Sensory ?? ?? ?? ¡°real beer taste in a great light beer¡± ??? Rational ??? ?? ??
- 27. Design the Communications MESSAGE STRATEGY ??? ??? ?? ?? ??? ??? ???? ?? ?? ?? ?? ??? ?? ?? X
- 28. Design the Communications CREATIVE STRATEGY 1. ??? ??(Informational Appeals) ? Attribute & benefit ? ??: ???? ?? ???? ????(strictly rational processing) ? ??. ? Logic? reason? ???.
- 29. Design the Communications CREATIVE STRATEGY 1. ??? ?? ? ??? Hovland? ?? ? ?? ???? ??(conclusion drawing) ? ??? ??(one-sided argument)? ????? (two-sided argument) ? ?? ??? ??(order of argument presentation).
- 30. Design the Communications CREATIVE STRATEGY ? [????1] ???? ??? ?? ? ?? ???? ??? ??? ??? ?? ? the best ads ask questions and allow readers and viewers to form their own conclusions(??? ??? ???? ??? ??? ??? ????? ??? ??? ?? ?? ???) ? ??? ?? ¡ú ??? ?? ?? ¡ú ??? ??? ?? ? ??? ?? ??? ??? ????.
- 31. Design the Communications CREATIVE STRATEGY ? [????2] ?? ??? ?? ??? ????? ??? ??? ?? ?? ? ??? ???? ? ??? ??? ??. ? ?????? ???? ??? ??? ???? ????, ?? ?? ? ??? ??? ??? ?? ?? ? ???? ?? Think small, AVIS? We are No.2 ? ? ??? ??? ? (?? ??? ?? ???)?? ??? ?? ?? ??.
- 32. Design the Communications CREATIVE STRATEGY ? [????3] ??? ??? ????. ? ?????(one-sided message)? ???? ??? ??, ??? ? ? ??. ?? ?? ???? ???? ?? ??. ? ??? ????(captive audience)? ??, (?????? ???)? ??? ??(climactic presentation)? ?? ?????. ????? ????? ???? ???? ???? ??????? ??? ??? ? ??? ??.
- 33. Design the Communications CREATIVE STRATEGY 2. ??? ??(transformational appeal) ? Nonproduct-related benefit or image ? ?? ? ???? ???? ? ? ???? ? ? ?? ??? ?? ???? ? ?? ???? ?? ???? ??? ????(stir up)
- 34. Design the Communications CREATIVE STRATEGY 2. ??? ??(transformational appeal) ????? ?????? ?? Popping sound.
- 35. Design the Communications CREATIVE STRATEGY 2. ??? ??(transformational appeal) ? ??? ??(Negative appeals) ? fear, guilt, and shame to get people to do things ? (brush their teeth, have an annual health checkup) or stop doing things (smoking, abusing alcohol, overeating) ? Fear appeals work best! ? ?? ?? ?? ? ? ??? ???? ? ? ? ??????? ? ??? ????? ????? ??? ?.
- 36. Design the Communications CREATIVE STRATEGY 2. ??? ??(transformational appeal) ? Positive emotional appeals ? Humor, love, pride, and joy ? ????? ??(motivational device ?? borrowed interest): cute babies, frisky puppies, popular music, or provocative sex appeals ? ??? 3B?? ?? ???(beauty, baby, beast)
- 37. Design the Communications CREATIVE STRATEGY 2. ??? ??(transformational appeal) ? ????? ??? ?? ??? ??? ? detract from comprehension(??? ??? ????) ? wear out their welcome(????) fast ? overshadow the product(??? ???) ? ??? ??: ???? ????(break through) ??? ??? (intended message)? ??? ????.
- 38. Design the Communications CREATIVE STRATEGY 2. ??? ??(transformational appeal) ? Entertaining and creative? ?? ??? ??? ??? ?? (appropriate consumer perspective)? ??? ??. ? ????? ????? ?? ?? ????? ???? ?? ???? ?? ??? ????? ????? ??? ?? ? ??? ?? ????? ??? ??? ???? ???? ??
- 39. Design the Communications CREATIVE STRATEGY 2. ??? ??(transformational appeal) ? ??????? ??? ? ???? ? ? ????: ????, ??, ???????, ?? ? ?????: ??, ????, ???????(??) ? TV, ??: ?????? ??? ?? ? ???: ????, ??, ???, ??? ? ?????.
- 40. Design the Communications MESSAGE SOURCE ? ????? ???? ??: ?? ???? ??? ? ?? ??? ?? ???(spokesperson) ?? ??? ? ? ??? ?: ???? ???(credibility) ? ???? 3? ??: ???(specialty), ??(trustworthiness), ?? (likability)
- 41. Design the Communications MESSAGE SOURCE ? ??? ??(principle of congruity) ? ?? ???? ???? ?? ???? ??? ??? ???? ? ? ???? ???? ??? ? ???? ???? ?.
- 42. Select the Communications Channels ?????? ?? ??? ?????? ?? ?????? ??? ?? (integration of communication channels) ? ??? ?? ?????? ??
- 43. Select the Communications Channels PERSONAL COMMUNICATIONS CHANNELS ? Advocate channels(??? ??): ? ?? ???? ???? ??? ???? ? Expert channels(??? ??): ? ?? ???? ??? ??? ??? ??? ? Social channels(??? ??): ? ?? ????? ???? ? ?? ??, ??, ?? ?.
- 44. Select the Communications Channels PERSONAL COMMUNICATIONS CHANNELS ? ???(influential) ??? ???(WOM)? ??? ??? ?? ??? ???? ??? ?(affect) ? ?????? ??? ??? ??? 8??? ???
- 45. Select the Communications Channels NONPERSONAL (MASS) COMMUNICATIONS CHANNELS Nonpersonal channels are communications directed to more than one person and include advertising, sales promotions, events and experiences, and public relations. ???? ??? ? ? ??? ??? ? ?? ???? ????, ??, ??? ????, ???? ??, PR ?? ????.
- 46. Select the Communications Channels INTEGRATION OF COMMUNICATIONS CHANNELS ? ?? ??????? ?? ???????? ?????? ? ?? ??????? ?? ??????? ???(stimulating) ? ?? ??????? 2??? ?? ???? ??? ??? ??? ???? ? ? TV, ???, ???? ?? idea ¡ú ???? ?? ¡ú ??? ? ??? ??.
- 47. Select the Communications Channels INTEGRATION OF COMMUNICATIONS CHANNELS ? Two-step flow? 3?? ?? ? ???? ???? ?? ?? ???? ??? ??? ??? ?? ?? ??. ???? ??? ?? ????? ????(mediated) ? ????????? ??/?? ???? ??? ?? ?? ???? (? ?)??? ??? ??? ??. ? ???? ??? ?? ?? ??? ??????, ?? ?? ????? ?? ?? ????? ?? ? 2?? ??????? ?? ?? ??????? ?? ??????? ? ???? ?? ???? ? ?? ???? ???? ??? ?.
- 48. Establish the Total Marketing Communications Budget ? ¡°I know that half of my advertising is wasted, but I don¡¯t know which half.¡± - John Wanamaker ? ??? ?? ? ??? ??(??): 40~45% ? ?????(??): 5~10% ??? ?????? ??
- 49. Establish the Total Marketing Communications Budget ??? ?????? ?? ?? ???? AFFORDABLE METHOD ?? ? ?? OBJECTIVE-AND-TASK METHOD ??? ?? ?? PERCENTAGE-OF-SALES METHOD ?????? ??? ??? ?? COMMUNICATION BUDGET TRADE-OFFS. ??? ?? COMPETITIVE-PARITY METHOD
- 50. Establish the Total Marketing Communications Budget ? ?????? ??: what they think the company can afford ? ??? ??? ??? ? ????? ???? ? ???? ????? ??? ??. AFFORDABLE METHOD
- 51. Establish the Total Marketing Communications Budget ? ??? ???? ?? ??? ????? ?? ??? ?????? ?? ?? ?? ? ?? ? ???? ????? ?????? ?? ?? ? ?????? cost / selling price / profit per unit 3?? ??? ? ? ??? ???? ? ???? ?? ??? ??? ???? ??? PERCENTAGE-OF-SALES METHOD
- 52. Establish the Total Marketing Communications Budget ? ?? ? ??? ??????? ??? ??? ??? ?? ???? ??? ? ? ??? ??? ??? ?? ??? ?? ??? ? ?? ?? ??? ?? ?? ??? ???????? ???? ??? ??? ? ???? ??? ? ??? ??? ??? ??? ?? ??? ??? ??? ? ??? ?? ?? ? ???. PERCENTAGE-OF-SALES METHOD
- 53. Establish the Total Marketing Communications Budget ? ???? share-of-voice(?????? ?? ??)? ?? ??? ? ? ?? ??? ???? ?? 1) ?? ?? ??? ??(collective wisdom)? ????? 2) ?????? ??? ??? ? ? ? ? ? ??? ? ???? (?????? ?? ??? ??)? ??? ??? ??? ?? ? ??? ??, ??, ??, ??? ?? ?? ?? ???? ??? ??? ??? ?? ???? ? ?? ?? ? ???? ???? ??? ????? ?????? ?? ???? ????? ??? ??. COMPETITIVE-PARITY METHOD
- 54. Establish the Total Marketing Communications Budget ? ??? ??? ?? ? ? ??? ???? ?? ??? ?? ? ??? ???? ?? ??? ?? ? ? ??? ?????? ??. OBJECTIVE-AND-TASK METHOD
- 55. Establish the Total Marketing Communications Budget ? ??? ???? ???? ?? ?? ??? ?? Sunburst? ?? 1) ????? ?? ??: ???? 5000??, ? ? 8%? 400??? ?????? ? ????? ? 2) ??? ?? ???(reach) ??? ??: ?? ???? 5000??? 80%?? ??? ??(4???) 3) ? ??? ????? ???? ? ??????(aware prospects)? ??? ??: ? 4???? ??????? ???? ? ? 25%? 1000??? ? ??? ???? ?? ??. ??? ???? ?? ? 40%? ????? ? ??? ???. ??? 400 ??? ??? ??. ??? ?? ????(market goal)? OBJECTIVE-AND-TASK METHOD
- 56. Establish the Total Marketing Communications Budget ? ??? ???? ???? ?? ?? ??? ?? Sunburst? ?? 4) ????? 1% ????? ?? ??? ?? ??? ??: ??? 1%? ???? 40 ?? ??? ???? 25% ????? ??? 5) ???? ? GRP(????) ??: 2??? 80%? ???? ????? ?? 40?? ????? ?????, ??? ? ???? 3200% 6) GRP? ????? ??? ????? ??? ?? ???? ??: ???? 1% ?? ? ??? CPRP?? ???, ?? ??? 3,277?????, GRP 3200% ??? ? ? 10,486,400??? ??. OBJECTIVE-AND-TASK METHOD
- 57. Establish the Total Marketing Communications Budget ? ??? ??? ???? ? ??? ? ??? ??? ?? ?? ? ??? ????? ? ??? ??. COMMUNICATION BUDGET TRADE-OFFS ?? Marketing Communication ???? ??? ?? ?? ???
- 58. Deciding on the Marketing Communications Mix
- 59. ?????? ?? Introduction ?? ? ???? ??? DIRECT AND INTERACTIVE MKTNG ??? ??? WORD-OF-MOUTH MARKETING ??(????) PERSONAL SELLING. ?? ADVERTISING PR? ?? EVENTS AND EXPERIENCES ??? ???? SALES PROMOTION PR? ?? PUBLIC RELATIONS AND PUBLICITY
- 60. Characteristics of the Marketing Communications Mix ? ??? ?? ? ???(Pervasiveness) ? ??? ??(Amplified expressiveness) ? ???(Control). ADVERTISING
- 61. Characteristics of the Marketing Communications Mix ? ??? ????? ??? ?? ? ?? ?? ??(ability to attention-getting) ? ???? ? ??(Invitation). SALES PROMOTION
- 62. Characteristics of the Marketing Communications Mix ? PR? ?????? ??? ?? ??? ??? ??? ???? ??. ? ?? ???(credibility) ? ???? ?? ?? ????? ????: ?? ??? ? ?? ????? ???? ?? ????? ?? ? ? ?? ? ????(dramatization): PR? ??, ??, ???? ???? ???? ??? ? ??. PUBLIC RELATIONS AND PUBLICITY
- 63. Characteristics of the Marketing Communications Mix ? ??? ??? ?? ? Relevant(???): ??? ?? ??(??)?? ??? ???? ?? ? Engaging(???): ????? ???? ????? ????? ?? ???? ????. ? Implicit(???): ???? ????? ???? ?? ?????. EVENTS AND EXPERIENCES
- 64. Characteristics of the Marketing Communications Mix ? ?? ? ???? ???? 3?? ?? ? ???(customized): DM, e-mail ? ??? ?? ? ?? ?? ???? ??? ??? ? ??. ? ???(up-to-date) ? ?????(interactive). DIRECT AND INTERACTIVE MARKETING
- 65. Characteristics of the Marketing Communications Mix ? ??? ???? 3?? ?? ? Influential: ????? ? ?? ???? ??? ?? ????? ???? ??. ? Personal: ??, ??, ??? ???? ?? ?? ? ??? ? ? ??. ? Timely: ??? ??? ???? ?? ?, ?? ?? ? ?? ?, ? ??? ?? ??? ???? ??? ???? ?? WORD-OF-MOUTH MARKETING
- 66. Characteristics of the Marketing Communications Mix ? Personal interaction(?? ????) ? Cultivation(????? ??) ? Response(??): The buyer is often given personal choices and encouraged to directly respond. PERSONAL SELLING
- 67. Factors in Setting the Marketing Communications Mix ?????? ?? ?? ? ??? ??? ??? ????? ?? TYPE OF PRODUCT MARKET ??????? ?? PRODUCT LIFE-CYCLE STAGE. ???-?? ?? BUYER-READINESS STAGE
- 68. Factors in Setting the Marketing Communications Mix TYPE OF PRODUCT MARKET Consumer market Business market ??? ??? ¡°??¡±? ???? ???.B2B??? ¡°??¡±? ???? ???
- 69. Factors in Setting the Marketing Communications Mix BUYER-READINESS STAGE
- 70. Factors in Setting the Marketing Communications Mix PRODUCT LIFE-CYCLE STAGE ? ???(introduction) ? advertising, events and experiences, and publicity? ????? ? ? ?? personal selling: to gain distribution coverage and sales promotion and direct marketing to induce trial
- 71. Factors in Setting the Marketing Communications Mix PRODUCT LIFE-CYCLE STAGE ? ???(growth) ? demand has its own momentum through word of mouth and interactive marketing
- 72. Factors in Setting the Marketing Communications Mix PRODUCT LIFE-CYCLE STAGE ? ???(maturity) ? Advertising, events and experiences, and personal selling all become more important
- 73. Factors in Setting the Marketing Communications Mix PRODUCT LIFE-CYCLE STAGE ? ???(declining) ? sales promotion continues strong, other communication tools are reduced, and salespeople give the product only minimal attention.
- 74. Measuring Communication Results ? ??? ???? ?????? ?????? ??(outcome)? ?? (revenue)? ?? ?? ??. ? ??? ?????? ???? ??? ??? ????. ? ??? ??? ??? ? ?? ?? ?? ? ?? ?? ?????? ?? ??
- 75. Measuring Communication Results ? ??? ????(intermediate) ????? ????? ? ? ???(reach), ??(frequency) ? ??(recognition) ? ??(recall) ? ??????(persuasion changes) ? 1000? ??? ?? ? ?????, ????? ??? ????? ????? ? ??. ?????? ?? ??
- 76. Measuring Communication Results ?????? ?? ??
- 77. Managing the Integrated Marketing Communications Process
- 78. IMC? Introduction "a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.¡° ¡°?? ?? ????? ?? ??, ???, ??? ?? ???? ?? ?? ??? ???? ??? ??? ? ???? ???? ????? ???? ?? ???? ??? ????¡±
- 79. ??? ????? Coordinating Media ? ?? ????(??, TV, ??? ?) ?? ?? ???? ???(?? TV ?? ? KBS 9???, SBS ??? ?) ?? ????? ??? ? To achieve maximum impact and increase message reach and impact ? Multiple-vehicle(??? ???, ????, ?? ?) ? Multiple-stage campaigns(??? ? ??? ?).
- 80. Implementing IMC ? ??? ??? ???? ?? ??????? ???? ???, PR?? ?, ????? ????? ?? ?? ? ???? ???? ?????? ???? ????? ¡°?????? ? ??¡±?? ???? ??? ? ?? ????? ????? ??? ???? ?????? ????? ? ??? ?? portion? ?? ? IBM ¨C ??? ? ???? ¨C ????? ? GE ¨C BBDO. IMC ??