整合营销复习整理教学提纲文档格式.docx

1、3.Brand Contact points （MC Tools） One-way non-personal contact: Advertising, Packing, Direct Marketing, Publicity, Sales Promotion Two-ways personal contact: Point-of-purchase, Direct selling, Personal selling Participating contact in two-ways communicationEvents, Sponsorship marketing, Trade Show,

2、E-Commerce, Customer Service, Internal marketing4.MC Program Fundamental decisions, Implementation decisions, MC outcome, Program evaluation5.IMC Concept-is the philosophy and practice of selecting and coordinating all of a brands marketing communication element. “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

3、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speak with one voice（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.Key features of IMC Profile the identified target market Use the relevant media Any message medium that is capable of reaching the target cu

4、stomers in a favorable light Achieve communication synergy Convey same brand message consistently across diverse channels Build customer relationships Influence target markets behavior Move target customers to action7.Brand equity 1）Brand Equity （from customers perspective）所谓品牌资产就是消费者关于品牌的知识（brand k

5、nowledge）。它是有关品牌的所有营销活动给消费者造成的心理事实。 Brand knowledge Brand awareness and brand imageBrand awareness-Brand recognition （with hints）, Brand recall （from memory without hints） Top-of-mind awareness, Brand DominanceBrand image-Types of brand associations Attributes -product/non-product related Benefits -

6、functional, symbolic and experiential Overall evaluation （attitude） Favorability, strength and uniqueness of brand associations 2）Brand equity （From organizations perspective）Focuses on outcomes extending from efforts to enhance a brands equity, such as achieving a higher market share, increasing br

7、and loyalty and being able to charge premium prices8.Enhancing brand equity Firstly, select a good brand name or logo Then, develop strong, favorable and unique associations in the consumers mind about brand Also, Brand equity can be enhanced by leveraging its positive associations with other brands

8、 （e.g.Brand Alliances:co-branding, ingredient branding）, places, things, and people. Chapter 31.Attitude -Attitude means a general and somewhat enduring positive or negative predisposition towards, or evaluative judgment of a person or an issue.2.Components of attitude Cognitive-Beliefs- knowledge a

9、nd thoughts about an object or issue “Benz motor cars are well engineered”. Affective-Feelings and emotions “I like Iphone” Conative-A persons behavior tendency 3.Attitude change strategies to change beliefs to alter outcome evaluations or to introduce a new outcome into the evaluation process, eg.

10、Evaluate brands in a product category in terms of a particular product benefit that is strongly associated with their brand. 4.ELM:精细加工可能性模型 EL- Elaboration likelihood-Represents the possibility that consumers will elaborate on a MC message by thinking about and reacting to it and comparing it with

11、their pre-existing thoughts and beliefs regarding the product category, the advertised brand.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（The Central Route）和边缘（The Peripheral Route）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

12、: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） Chapter 41. Market Segmentation Segmentation and targeting customers allows marketersto deliver their messages to target market prevent wasted coverage to those whose are

13、not target.2. Targeting- demographic targeting-Age, income, family composition, life cycle, ethnicity geo-demographic targeting-A combination of demographic and lifestyle characteristics of consumers within geographic clusters3. Brand positioning help to determine- who is the target market, what the

14、 marketing communication should say about the brand, and what media and message vehicles should be selected。 Develop an effective positioning statement-It should reflect a brands competitive advantageIt should motivate customers to action4.positioning strategies on overall evaluation （attitude） on brand attributes -Non-p