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- 1. Chapter 17 Designing and Managing Integrated Marketing Yang Zhao Apr. 5.2011 http://zhaointote.blogspot.com/ TOP 10 Learning Concepts
- 2. Outline: Marketing Communication Mix Sequence of Communication process 3 Stages of communicate with customers Nonpersonal Communication Channels Developing Effective Communication http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed .
- 3. Outline: Communication Design Global Adaptation Personal selling Sales Promotion Select Communication Channels http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed .
- 4. Outline: Marketing Communication Mix Sequence of Communication process 3 Stages of communicate with customers Nonpersonal Communication Channels Developing Effective Communication http://zhaointote.blogspot.com/ Concept 1: From Philip Kotler’s, Marketing Management, 13 th ed .
- 5. Eight major models of Communication Advertising Sales promotion Events & experience Public relationship & publicity Direct marketing Interactive marketing Word-of-mouth marketing Personal selling http://zhaointote.blogspot.com/ Concept 1: From Philip Kotler’s, Marketing Management, 13 th ed .
- 6. Eight major models of Communication (4 Mass Communication) http://zhaointote.blogspot.com/ Advertising Sales promotion Events and experiences Public relationship & Publicity Concept 1: From Philip Kotler’s, Marketing Management, 13 th ed .
- 7. Eight major models of Communication (4 personal Communication) Concept 1: Direct marketing Word of mouth Interactive Marketing Personal Selling From Philip Kotler’s, Marketing Management, 13 th ed .
- 8. Outline: Marketing Communication Mix Sequence of Communication process 3 Stages of communicate with customers Nonpersonal Communication Channels Developing Effective Communication http://zhaointote.blogspot.com/ Concept 2: From Philip Kotler’s, Marketing Management, 13 th ed .
- 9. Sequence of Communication process Concept 2: http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed .
- 10. Sequence of Communication process Sender Encoding Message Media Decoding Receiver Noise Response Feedback http://zhaointote.blogspot.com/ Concept 2: From Philip Kotler’s, Marketing Management, 13 th ed .
- 11. Sequence of Communication process Concept 2: http://zhaointote.blogspot.com/ Sender Encoding From Philip Kotler’s, Marketing Management, 13 th ed .
- 12. Sequence of Communication process Concept 2: http://zhaointote.blogspot.com/ Sender Encoding Message/ Media From Philip Kotler’s, Marketing Management, 13 th ed .
- 13. Sequence of Communication process Concept 2: http://zhaointote.blogspot.com/ Sender Encoding Decoding Message/ Media From Philip Kotler’s, Marketing Management, 13 th ed .
- 14. Sequence of Communication process Concept 2: http://zhaointote.blogspot.com/ Sender Receiver Encoding Decoding Message/ Media From Philip Kotler’s, Marketing Management, 13 th ed .
- 15. Sequence of Communication process Concept 2: http://zhaointote.blogspot.com/ Sender Receiver Encoding Decoding Message/ Media Noise From Philip Kotler’s, Marketing Management, 13 th ed .
- 16. Sequence of Communication process Concept 2: http://zhaointote.blogspot.com/ Sender Receiver Encoding Decoding Message/ Media Noise Response From Philip Kotler’s, Marketing Management, 13 th ed .
- 17. Sequence of Communication process Concept 2: http://zhaointote.blogspot.com/ Sender Receiver Encoding Decoding Message/ Media Noise Response Feedback From Philip Kotler’s, Marketing Management, 13 th ed .
- 18. Sequence of Communication process Concept 2: http://zhaointote.blogspot.com/ Sender Receiver Encoding Decoding Message/ Media Noise Response Feedback From Philip Kotler’s, Marketing Management, 13 th ed .
- 19. Outline: Marketing Communication Mix Sequence of Communication process 3 Stages of communicate with customers Nonpersonal Communication Channels Developing Effective Communication http://zhaointote.blogspot.com/ Concept 3: From Philip Kotler’s, Marketing Management, 13 th ed .
- 20. 3 stages of communicate with customers Concept 3: http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed .
- 21. 3 stages of communicate with customers--- stage 1 Cognitibe http://zhaointote.blogspot.com/ Concept 3: From Philip Kotler’s, Marketing Management, 13 th ed . Cognitive Awareness Affective Behavior Knowledge
- 22. 3 stages of communicate with customers--- stage 2 Affective http://zhaointote.blogspot.com/ Concept 3: From Philip Kotler’s, Marketing Management, 13 th ed . Cognitive Awareness Affective Behavior Knowledge Linking Purchase Preference Conviction
- 23. 3 stages of communicate with customers--- stage 3 Behavior http://zhaointote.blogspot.com/ Concept 3: From Philip Kotler’s, Marketing Management, 13 th ed . Cognitive Awareness Affective Behavior Knowledge Linking Purchase Preference Conviction
- 24. Outline: Marketing Communication Mix Sequence of Communication process 3 Stages of communicate with customers Nonpersonal Communication Channels Developing Effective Communication http://zhaointote.blogspot.com/ Concept 4: From Philip Kotler’s, Marketing Management, 13 th ed .
- 25. Nonpersonal Communication Channels Media Sales Promotions Events and Experiences Public relations Concept 4: http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed .
- 26. Nonpersonal Communication Channels Media Sales Promotions Events and Experiences Public relations Concept 4: http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed .
- 27. Nonpersonal Communication Channels Media Sales Promotions Events and Experiences Public relations Concept 4: http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed .
- 28. Nonpersonal Communication Channels Media Sales Promotions Events and Experiences Public relations Concept 4: http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed .
- 29. Nonpersonal Communication Channels Media Sales Promotions Events and Experiences Public relations Concept 4: http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed .
- 30. Outline: Marketing Communication Mix Sequence of Communication process 3 Stages of communicate with customers Nonpersonal Communication Channels Developing Effective Communication http://zhaointote.blogspot.com/ Concept 5: From Philip Kotler’s, Marketing Management, 13 th ed .
- 31. Developing Effective Communication Concept 5: http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Identify target audience Determine objective Design communication Select channels Establish budget Decide on media mix Measure result Manage IMC
- 32. Developing Effective Communication http://zhaointote.blogspot.com/ Concept 5: From Philip Kotler’s, Marketing Management, 13 th ed . Who needs to hear our message Who has influence over our target Why must be moved to action so our goals will met Who has the greatest impact on the outcome of our campaign efforts Identify target audience
- 33. 4 steps to determine goal http://zhaointote.blogspot.com/ Concept 5: From Philip Kotler’s, Marketing Management, 13 th ed . Category Clients’ needs. - Self-awareness and break the long-term goal into short-term increments. - Attitude towards goal. - Schedule the measurement process Determine objective
- 34. strategic roles of a variety of communications http://zhaointote.blogspot.com/ Concept 5: From Philip Kotler’s, Marketing Management, 13 th ed . Design communication Select channels Establish budget
- 35. Manage IMC http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept 5: Decide on media mix Measure result Manage IMC
- 36. Out line Communication Design Global Adaptation Personal selling Sales Promotion Coordinating Media http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept 6:
- 37. Creative strategy: http://zhaointote.blogspot.com/ Concept 6: Flash sale: From Philip Kotler’s, Marketing Management, 13 th ed .
- 38. Celebrity spread strategy http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept6: Celebrity Communicators Brand
- 39. Out line Communication Design Global Adaptation Personal selling Sales Promotion Select Communication Channels http://zhaointote.blogspot.com/ Concept 7: From Philip Kotler’s, Marketing Management, 13 th ed .
- 40. Drug use is illegal http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept7: Drug use is a violation issued by the world notice
- 41. McDonald don't sale rice in China http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept7: Branch Market McDonald’s in China no rice sell.
- 42. Companies are using the same ads in markets to build global brand image. http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept7:
- 43. Out line Communication Design Global Adaptation Persona selling Sales Promotion Coordinating Media http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept8:
- 44. Personal selling Increased stock position. Enthusiasm building Missionary Selling Key Account Management http://zhaointote.blogspot.com/ Concept8: From Philip Kotler’s, Marketing Management, 13 th ed .
- 45. Out line Communication Design Global Adaptation Personal selling Sales Promotion Select Communication Channels http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept9:
- 46. Way used to make buyer quickly. Flash sale -Coupons -Contests -Premiums http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept9:
- 47. Motivated the customers to buy more product Flash sale - Coupons -Contests -Premiums http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept9:
- 48. Regularly have the activities to sales promotion Flash sale -Coupons -Contests -Premiums http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept9:
- 49. Buyer happy, the seller benenifit, everybody happy Flash sale -Coupons -Contests -Premiums http://zhaointote.blogspot.com/ Concept9: From Philip Kotler’s, Marketing Management, 13 th ed .
- 50. Out line Communication Design Global Adaptation Personal selling Sales Promotion Select Communication Channels http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept10:
- 51. Select Communication Channels Personal channels Nonpersonal channels Integration channels http://zhaointote.blogspot.com/ Concept10: From Philip Kotler’s, Marketing Management, 13 th ed .
- 52. Personal channels Nonpersonal channels Integration channels http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Select Communication Channels Concept10:
- 53. Select Communication Channels Personal channels Nonpersonal channels Integration channels http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept10:
- 54. Summary Marketing Communication Mix Sequence of Communication process 3 Stages of communicate with customers Nonpersonal Communication Channels Developing Effective Communication http://zhaointote.blogspot.com/
- 55. Summary Communication Design Global Adaptation Personal selling Sales Promotion Select Communication Channels http://zhaointote.blogspot.com/