整合营销复习整理.docx
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整合营销复习整理
1.DefinitionofMC
MarketingCommunication--Representsalltheelementsinaproduct’smarketingmixthatfacilitateexchangesbytargetingthebrandtoagroupofcustomers,positioningthebrandasbeingdistinctfromcompetitivebrands,andsharingthebrand’smeaninganduniquedifferenceswiththeproduct’stargetaudience.
2.MarketingCommunicationTools
①Advertising,②Salespromotion,③Personalselling,④Sponsorshipmarketing,⑤Publicity
⑥Point-of-purchasecommunicationsMarketingcommunicationinvolvesusing
anassortmentofdifferenttypesofmedia.
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,④Programevaluation
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
⑴Profiletheidentifiedtargetmarket
⑵Usetherelevantmedia
⑶Anymessagemediumthatiscapableofreachingthetargetcustomersinafavorablelight
⑷Achievecommunicationsynergy
⑸Conveysamebrandmessageconsistentlyacrossdiversechannels
⑹Buildcustomerrelationships
⑺Influencetargetmarket’sbehavior
⑻Movetargetcustomerstoaction
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-productrelatedattributes,eg.Price,packaging,userandusageimagery②Product-relatedattributes,eg.Color,size,designfeatures
Onbenefits--①Functional，②Symbolic-directedatdesireforgroupmembership,belongingness,selfenhancement③Experiential-providesensorypleasure,eg.Lookingelegant,feelingwonderfulandsoundingsuperb.
Chapter5
1.Ad.OrNottoAd.
①Argumentsforinvestinginadvertising
Itcanincreaseprofitabilitybyincreasingsalesvolume,enablinghighersellingprices,andthusincreasingrevenueabovetheincrementaladvertisingexpense
②Argumentsforreducingadvertisingexpenditure
Whileitpresumesthatpastadvertisingwillhavelongerterm“carryover”effectsandmaintainrevenue,itdoesnotacknowledgethattheabsenceofadvertisinginthecurrentperiodwillhaveanadverseeffectonsalesvolumeinthesubsequentperiods.
③Whichapproachismorebeneficial?
1:
maintainstatusquo
Whenthemarketisnotpriceorad.elastic
Whenconsumershavewell-establishedpreferences
2:
buildbrandimagebyincreasedadvertising
fornewproducts,luxurygoodsandproductscharacterizedbysymbolicimagery
3:
Increasedvolumebypricediscounting
formanymatureconsumergoodswhereconsumershavecompleteinformationaboutbrands
Verylittlebranddifferentiation
4:
Increaseadvertisingand/ordiscountprices
Whenbrandsintheproductcategoryareinherentlydifferent
forproductsthatexperienceseasonaldemand
Chapter6
1.Guidelinesforcreativebriefing
Whatisthebackgroundtothisjob?
Whatisthestrategy?
Whatisourtaskonthisjob?
Whatisthecorporateand/orbrandpositioning?
Whataretheclient’sobjectivesforthisjob?
Whomarewetalkingto?
Whatdotheycurrentlythink/feelaboutourproduct/service?
Whatdowewantthemtothink/feelaboutourproduct/service?
Whatdowewantthemtodo?
Whatisthesingle-mindedproposition?
Whyshouldouraudiencebelievethisproposition?
Howshouldwespeaktothem?
2.creativestrategy
①Functionaloriented
Uniquesellingpropositionstrategy--
Makeasuperiorityclaimbasedonauniqueproductattributethatrepresentsameaningful,distinctiveconsumerbenefit.
Theoptimumcreativetechnique
②Symbolic/experimentaloriented
Brandimagestrategy--
Involvespsychosocialdifferentiation
Givingabrandadistinctidentityorpersonality
Suitableforproductwherethereisrelativelylittlephysicaldifferentiation
Alsobedescribedastransformationaladvertising-associatebrandexperiencewithauniquepsychologicalcharacterisitics
Resonancestrategy--
Matchpatternsinanadvertisementwiththetargetaudience’sstoredexperiences
Emotionalstrategy--
Appealstoromance,nostalgia,compassion,excitement,joy,fear,guilt,disgustandregret
③Categorydominanceoriented
Geneticstrategy--
Makesnoattempttodifferentiateitsbrandfromcompetitiveofferingsortoclaimsuperiority
Mostappropriateforabrandthatdominateaproductcategory
Pre-emptivestrategy--
Makeagenerictypeclaimbutdoessowithanassertionofsuperiority
Appropriateforbrandwheretherearefewfunctionaldifferencesbetweencompetitors
Precludecompetitorsfromsayingthesamething
Chapter7
1.CopyResearchisusedtotesttheeffectivenessofads.Messages,isalsocalledmessageresearch.
Industrystandardformessageresearch:
PACT-positioningadvertisingcopytestingtechnique,
ThePACTmethodologyconsistsofninemessagetestingprinciples.
（1）Providemeasuresthatarerelevanttotheadvertingobjectives;
（2）Prioragreementabouthowtheresultswillbeusedineachspecifictest;
（3）Providemultiplemeasurements;
（4）Bebasedonamodelofhumanresponsestocommunication;
（5）Provideinformationforconsideringwhethertheads.stimulusshouldbeexposedmorethanonce;
（6）Alternativeexecutionsshouldbetestedinthesamedegreeoffinish;
（7）Providescontrolstoavoidthebiasnormallyfoundintheexposurecontext;
（8）Considerthedefiningofthetargetmarketsample;
（9）Demonstratereliabilityandvalidity;
2.Measuresofmessageresearch:
Measureofrecognitionandrecall:
（1）Starchreadershipservice-magazine
（2）Bruzzonetest-TV
（3）Burkeday-afterrecall-TV
Measureofsalesresponse
（1）Behaviorscan
（2）Scantrack
Chapter8
1.StrengthsandlimitationsofTVads
Strengths:
（1）Demonstrationability
（2）Intrusionvalue（3）Abilitytogenerateexcitement
（4）Oneononereach（5）Abilitytousehumor（6）Effectivewithsalesforceandtrade（7）Abilitytoachieveimpact
Limitations:
（1）Cost
（2）Audiencefractionalizations（3）Zippingandzapping（4）Clutter
Radioads
Strengths
（1）Abilitytoreachsegmentedaudiences
（2）Intimacy（3）Economy
（4）Shortleadtimes（5）TransferofimageryfromTV
（6）Useoflocalpersonalities
Limitations:
（1）Clutter
（2）NoVisuals
（3）
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