整合营销复习整理教学提纲文档格式.docx

整合营销复习整理教学提纲文档格式.docx

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3.BrandContactpoints（MCTools）

One-waynon-personalcontact:

Advertising,Packing,DirectMarketing,Publicity,SalesPromotion

Two-wayspersonalcontact:

Point-of-purchase,Directselling,Personalselling

Participatingcontactintwo-wayscommunication

Events,Sponsorshipmarketing,TradeShow,E-Commerce,CustomerService,Internalmarketing

4.MCProgram

①Fundamentaldecisions,②Implementationdecisions,③MCoutcome,Programevaluation

5.IMCConcept--isthephilosophyandpracticeofselectingandcoordinatingallofabrand’smarketingcommunicationelement.

“整合营销传播是一个业务战略过程，它是指制定、优化、执行并评价协调

的、可测量的、有说服力的品牌传播计划，这些活动的受众包括消费者、

顾客、潜在顾客、内部和外部受众及其他目标。

”

核心就是speakwithonevoice（用一个声音说话），就是要将所有企业进行的、与市场营销有关的传播活动，广告、促销、公关、直销、CI、包装、新闻媒体等等，进行一元化，形成一个统一的声音传达给消费者。

6.KeyfeaturesofIMC

Profiletheidentifiedtargetmarket

Usetherelevantmedia

Anymessagemediumthatiscapableofreachingthetargetcustomersinafavorablelight

Achievecommunicationsynergy

Conveysamebrandmessageconsistentlyacrossdiversechannels

Buildcustomerrelationships

Influencetargetmarket’sbehavior

Movetargetcustomerstoaction

7.Brandequity

1）BrandEquity（fromcustomer’sperspective）

所谓品牌资产就是消费者关于品牌的知识（brandknowledge）。

它是有关品牌的所有营销活动给消费者造成的心理事实。

①Brandknowledge②Brandawarenessandbrandimage

Brandawareness--Brandrecognition（withhints）,Brandrecall（frommemorywithouthints）

Top-of-mindawareness,BrandDominance

Brandimage--Typesofbrandassociations

Attributes-product/non-productrelated

Benefits-functional,symbolicandexperiential

Overallevaluation（attitude）

Favorability,strengthanduniquenessofbrandassociations

2）Brandequity（Fromorganization’sperspective）

Focusesonoutcomesextendingfromeffortstoenhanceabrand’sequity,suchasachievingahighermarketshare,increasingbrandloyaltyandbeingabletochargepremiumprices

8.Enhancingbrandequity

Firstly,selectagoodbrandnameorlogo

Then,developstrong,favorableanduniqueassociationsintheconsumer’smindaboutbrand

Also,Brandequitycanbeenhancedbyleveragingitspositiveassociationswithotherbrands（e.g.BrandAlliances:

co-branding,ingredientbranding）,places,things,andpeople.

Chapter3

1.Attitude--Attitudemeansageneralandsomewhatenduringpositiveornegativepredispositiontowards,orevaluativejudgmentofapersonoranissue.

2.Componentsofattitude

Cognitive--Beliefs-knowledgeandthoughtsaboutanobjectorissue“Benzmotorcarsarewellengineered”.

Affective--Feelingsandemotions“IlikeIphone”

Conative--Aperson’sbehaviortendency

3.Attitudechangestrategies

①tochangebeliefs

②toalteroutcomeevaluationsor

③tointroduceanewoutcomeintotheevaluationprocess,eg.Evaluatebrandsinaproductcategoryintermsofaparticularproductbenefitthatisstronglyassociatedwiththeirbrand.

4.ELM:

精细加工可能性模型

EL-Elaborationlikelihood--RepresentsthepossibilitythatconsumerswillelaborateonaMCmessagebythinkingaboutandreactingtoitandcomparingitwiththeirpre-existingthoughtsandbeliefsregardingtheproductcategory,theadvertisedbrand.心理学家佩蒂、卡西窝波和休曼提出ELM模型。

消费者态度改变归纳为中枢（TheCentralRoute）和边缘（ThePeripheralRoute）的两个基本说服路径.

中枢说服路径:

人们有动机、有能力专注于沟通中逻辑论证.指消费者能够有意识地认真考虑广告提供的信息,对广告产品或目标的信息进行仔细思考、分析和归纳,即进行精细加工,并最终导致态度的转变或形成。

（适用于理性消费者）

边缘说服路径:

人们不去注意逻辑论证而受表面特征的影响

消费者不考虑商品本身的性能及证据,不进行逻辑推理,而是根据广告中的一些线索,如专家推荐、广告诉求点的多少、信息源的可信度、广告媒体的威望、广告是否给人美好的联想和体验等直接对广告作出反应。

（适用于情感性消费者）

Chapter4

1.MarketSegmentation

Segmentationandtargetingcustomersallowsmarketers①todelivertheirmessagestotargetmarket②preventwastedcoveragetothosewhosearenottarget.

2.Targeting--

①demographictargeting--Age,income,familycomposition,lifecycle,ethnicity

②geo-demographictargeting--Acombinationofdemographicandlifestylecharacteristicsofconsumerswithingeographicclusters

3.Brandpositioninghelptodetermine--①whoisthetargetmarket,②whatthemarketingcommunicationshouldsayaboutthebrand,③andwhatmediaandmessagevehiclesshouldbeselected。

Developaneffectivepositioningstatement--①Itshouldreflectabrand’scompetitiveadvantage

②Itshouldmotivatecustomerstoaction

4.positioningstrategies

onoverallevaluation（attitude）

onbrandattributes--①Non-p