整合营销传播 英文教案

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1、Chapter 1Chapter 1OVERVIEW OF INTEGRATED MARKETINGOVERVIEW OF INTEGRATED MARKETINGCOMMUNICATIONS AND THE MARCOM PROCESSCOMMUNICATIONS AND THE MARCOM PROCESSChapter ObjectivesChapter ObjectivesTo introduce the topic of marketing communications(marcom)and identifythe tools used by practitioners.To des

2、cribe the philosophy and practice of integrated marketingcommunications(IMC).To present the five key features of IMC.To identify obstacles to implementing IMC.To introduce a framework that illustrates the activities involved in developingan integrated communications program.To distinguish some of th

3、e important trade associations in the marcom field.Chapter OverviewChapter OverviewThis chapter discusses the nature of marketing communications,particularly atthe brand level.Whereas the“4P”characterization has led to widespread useof the term“promotion”for describing communications with prospects

4、andcustomers,the term marketing communications is preferred by mostpractitioners and educators,and it is used to refer to the collection ofadvertising,sales promotion,public relations,event marketing,and othercommunication devices;comparatively,the term promotions is used to refer tosales promotions

5、.Integrated marketing communications(IMC)is the philosophy and practice ofcarefully coordinating a brands sundry marketing communication elements,and five key features of IMC are discussed:(1)start with the customer orprospect;(2)use any form of relevant contact or touch point;(3)speak with asingle

6、voice;(4)build relationships;and(5)affect behavior.Changes inmarcom practices as well as obstacles to implementing IMC are given.The latter portion of the chapter describes a model of the marketingcommunications decision-making process.The model includes fundamentaldecisions(i.e.,targeting,positioni

7、ng,setting objectives,and budgeting),implementation decisions(i.e.,mixing elements,creating messages,selectingmedia,and establishing momentum),expected outcomes(i.e.,enhancingbrand equity and affecting behavior),and program evaluation.The chapter appendix provides information on important U.S.tradea

8、ssociations in the marketing communications field.1Chapter OutlineChapter Outline1.1.The Nature of Marketing CommunicationsThe Nature of Marketing Communications Most marketing communications occurs at the brand level.The term brand is a convenient label for describing any object of concertedmarketi

9、ng efforts,and it could be a product,a service,a retail outlet,a mediacompany,or even a person.A well-known and respected brand is an invaluable asset2.2.The Integration of Marketing CommunicationsThe Integration of Marketing CommunicationsWhat Exactly Is IMC?What Exactly Is IMC?IMC is a communicati

10、on process that entails the planning,creation,integration,and implementation of diverse forms of marcom(advertisements,salespromotions,publicity releases,events,etc.)that are delivered over time to abrands targeted customers and prospects.The goal of IMC is ultimately toinfluence or directly affect

11、the behavior of the targeted audience.Key IMC FeaturesKey IMC Features The Customer Represents the Starting Point for All Marketing CommunicationsActivities Brand Managers and Their Agencies Should Be Amenable to Using VariousMarketing Communication Tools Multiple Messages Must Speak with a Single V

12、oice Build Relationships Rather Than Engage in Flings Dont Lose Focus of the Ultimate Objective:Affect Behavior!Changes in Marketing Communication PracticesChanges in Marketing Communication PracticesObstacles to Implementing IMCObstacles to Implementing IMC3.3.A Model of the Marketing Communication

13、s Decision-Making ProcessA Model of the Marketing Communications Decision-Making ProcessFundamental Marcom Decisions(conceptual and strategic)Fundamental Marcom Decisions(conceptual and strategic)TargetingPositioningSetting ObjectivesBudgetingConcluding Mantra:Marcom Implementation Decisions(practic

14、al and tactical)Marcom Implementation Decisions(practical and tactical)Mixing ElementsCreating MessagesSelecting MediaEstablishing MomentumMarcom OutcomesProgram Evaluation2Chapter 2Chapter 2MARCOMS CHALLENGES:MARCOMS CHALLENGES:ENHANCING BRAND EQUITY,ENHANCING BRAND EQUITY,INFLUENCEING BEHAVIOR,AND

15、 BEING ACCOUNTABLEINFLUENCEING BEHAVIOR,AND BEING ACCOUNTABLEChapter ObjectivesChapter ObjectivesTo explain the concept of brand equity from both the companys and thecustomers perspectives.To describe the positive outcomes that result from enhancing brand equity.To present a model of brand equity fr

16、om the customers perspective.To examine how marcom efforts must influence behavior and achieve financialaccountability.Chapter OverviewChapter OverviewThe basic issues addressed in this chapter are these:What can marketingcommunicators do to enhance the equity of their brands and,beyond this,affectt

17、he behavior of their present and prospective customers?Also,how canmarketing communicators justify their investments in advertising,promotions,andother marcom elements and demonstrate financial accountability?The concept of brand equity is explained from both the companys perspectiveand the consumer

18、s perspective.The firm-based viewpoint of brand equityfocuses on outcomes extending from efforts to enhance a brands value to itsvarious stakeholders and discusses various outcomes:(1)achieving a highermarket share,(2)increasing brand loyalty,(3)being able to charge premiumprices,and(4)earning a rev

19、enue premium.From the perspective of thecustomer,a brand possesses equity to the extent that they are familiar with thebrand and have stored in their memory favorable,strong,and unique brandassociations.Brand equity from the customers perspective consists of twoforms of brand-related knowledge:(1)br

20、and awareness and(2)brand image.The chapter covers three ways by which brand equity is enhanced and labels thesethe(1)speak-for-itself approach,(2)message-driven approach,and(3)leveragingapproach.The chapter then discusses ten traits shared by the worlds strongestbrands.The latter portion of the cha

21、pter covers the concept of ROMI,or return onmarketing investments.Several difficulties of measuring marcom effectivenessare discussed:(1)choosing a metric,(2)gaining agreement,(3)collectingaccurate data,and(4)calibrating specific effects.The chapter then discussesmarketing-mix modeling(i.e.,multivar

22、iate regression analysis)and how it canassist managers in determining the effect of each marcom element on salesvolume.3Chapter OutlineChapter Outline1.1.Desired Outcomes of Marcom EffortsDesired Outcomes of Marcom Efforts2.2.The Concept of Brand EquityThe Concept of Brand Equity A brandbrand repres

23、ents a“name,term,sign,symbol,or design,or a combinationof them intended to identify the goods and services of one seller or group ofsellers and to differentiate them from those of competition.”A Firm-Based Perspective on Brand EquityA Firm-Based Perspective on Brand EquityA Customer-Based Perspectiv

24、e on Brand EquityA Customer-Based Perspective on Brand EquityBrand awarenessBrand awareness Brand recognition Brand recall Top-of-mind-awareness(TOMA)Brand ImageBrand Image Five dimensions have been identified for different brands“personalities.”1.Sincerity2.Excitement3.Competence4.Sophistication5.5

25、.RuggednessHow Can Brand Equity Be Enhanced?How Can Brand Equity Be Enhanced?What Benefits Result From Enhancing Brand Equity?What Benefits Result From Enhancing Brand Equity?Characteristics of World-Class BrandsCharacteristics of World-Class Brands3.3.Effecting Behavior and Achieving Marcom Account

26、abilityEffecting Behavior and Achieving Marcom Accountability ROMIROMI:return on marketing investment.Difficulty of Measuring Marcom EffectivenessDifficulty of Measuring Marcom Effectiveness Choosing a Metric Gaining Agreement Collecting Accurate Data Calibrating Specific Effects Assessing Effects w

27、ith Marketing-Mix Modeling4Chapter 3Chapter 3ETHICAL,REGULATORY,AND ENVIRONMENTAL ISSUES INETHICAL,REGULATORY,AND ENVIRONMENTAL ISSUES INMARKETING COMMUNICATIONSMARKETING COMMUNICATIONSChapter ObjectivesChapter ObjectivesAppreciate the ethical issues in marketing communications.Understand why the ta

28、rgeting of products and marketing communications is aheatedly debated practice.Explore the ethical issues associated with advertising,sales promotions,andother marcom practices.Explain the role and importance of governmental efforts to regulate marketingcommunications.Understand deceptive advertisin

29、g and the elements that guide thedetermination of whether a particular advertisement is potentially deceptive.Explain the regulation of unfair business practices and the major areas wherethe unfairness doctrine is applied.Recognize the role of the states in regulating unfair or deceptive marketingco

30、mmunications practices.Know the process of advertising self-regulation.Appreciate the role of marketing communications in environmental(green)marketing.Recognize the principles that apply to all green marketing efforts.Chapter OverviewChapter OverviewThis chapter investigates ethical issues and gove

31、rnmental regulations that haveconsiderable relevance to marketing communicators,consumers,and societyat large.The goal is for students to fully appreciate that marketingcommunicators operate under constraints(i.e.,governmental,competitive,andmoral)that limit certain actions but benefit free markets.

32、The chapteraddresses three major topics:(1)ethical issues in marcom,(2)the regulationof marcom practices,and(3)environmental matters and their implications formarketing communications.The ethical issues covered are:(1)targeting marketing communications,(2)advertising,(3)public relations,(4)packaging

33、 communications,(5)salespromotions,and(6)Internet marketing.The chapter then turns to the discussion of regulation of marketingcommunications,beginning with a discussion of when regulation is justified.5Then the FTCs policy on deceptive advertising is given.Unfair practicesare also discussed,with th

34、e definition of unfair advertising given.Advertising self-regulation is covered as well,including coverage of mediaself-regulation(i.e.,advertising clearance process)and the NationalAdvertising Review Council(i.e.,NAD and NARB).The latter third of the chapter covers several“green”marketing initiativ

35、es,such as green advertising,packaging,seal-of-approval programs,cause-oriented programs,and point-of-purchase programs.Finally,guidelines for green marketing are provided.Chapter OutlineChapter Outline1.1.Ethical Issues in Marketing CommunicationsEthical Issues in Marketing Communications Ethical I

36、ssues in Advertising Ethical Issues in Public Relations Ethical Issues in Packaging and Branding Ethical Issues in Sales Promotions Ethical Issues in Online Marketing2.2.Regulation of Marketing CommunicationsRegulation of Marketing CommunicationsWhen is regulation justified?When is regulation justif

37、ied?Deceptive Advertising Unfair Practices Information Regulation Product Labeling Prescription Drug AdvertisingState Agencies Regulation of Marketing CommunicationsState Agencies Regulation of Marketing CommunicationsAdvertising Self-RegulationAdvertising Self-Regulation3.3.Environmental,or“Green,”

38、Marketing CommunicationsEnvironmental,or“Green,”Marketing CommunicationsGreen Marketing InitiativesGreen Marketing Initiatives Green Advertising Packaging Responses Seal-of-Approval Programs Cause-Oriented Programs Point-of-Purchase ProgramsGuidelines for Green MarketingGuidelines for Green Marketin

39、g1.Make Specific Claims.2.Reflect Current Disposal Options.3.Make Substantive Claims.4.Make Supportable Claims.6Chapter 4Chapter 4MARCOM TARGETINGMARCOM TARGETINGChapter ObjectivesChapter ObjectivesDiscuss the importance of targeting marketing communications to specificconsumer groups and realize th

40、at the targeting decision is the initial and mostfundamental of all marcom decisions.Understand the role of behaviorgraphics in targeting consumer groups.Describe the nature of psychographic targeting and the VALS system.Appreciate the major demographic developments such as changes in the agestructu

41、re of the population and ethnic population growth.Explain the meaning of geodemographics and understand the role for this formof targeting.Recognize that any single characteristic of consumerswhether their age,ethnicity,or income levellikely is not a sufficient basis alone forsophisticated marcom ta

42、rgeting.Chapter OverviewChapter OverviewThis chapter focuses on the first fundamental decision in the marcom decisionprocesstargeting.The chapter focuses on four sets of consumercharacteristics that singularly or in combination influence what peopleconsume and how they respond to marketing communica

43、tions:behaviorgraphics,psychographics,geodemographics,and demographics.Behaviorgraphics represents information about the audiences behavior.Particular attention is given to consumers online behavior and how that canbe tracked so that relevant ads can be delivered to them.Psychographicscaptures aspec

44、ts of consumers psychological makeups and lifestyles includingtheir attitudes,values,and motivations.Particular attention is given to theVALSTM classification of consumers.Geodemographics is based ondemographic characteristics of consumers who reside within geographicclusters such as zip code areas

45、and neighborhoods.Claritass PRIZMNEsystem of geodemographic profiling is described.Finally,demographics reflect measurable population characteristics such as age,income,and ethnicity,and the chapter covers three major demographic aspectsthat have considerable relevance for marcom practitioners:(1)th

46、e agestructure of the population;(2)the changing household composition;and(3)ethnic population developments.The chapter proceeds from the most(behaviorgraphics)to the least predictive indicator of behavior(demographics).7Chapter OutlineChapter Outline1.Targeting Customers and Prospects1.Targeting Cu

47、stomers and ProspectsFour sets of consumer characteristics that singularly or in combination influencewhat people consume and how they respond to marketing communications:Behaviorgraphics Psychographics Demographics Geodemographics2.2.Behaviorgraphic TargetingBehaviorgraphic TargetingOnline Behavior

48、al TargetingPrivacy Concerns3.3.Psychographic TargetingPsychographic Targeting VALSTM classification has 8 groups(see Figure 4.2):Innovators,Thinkers,Believers,Achievers,Strivers,Experiencers,Makers,and Survivors.oThe horizontal dimension represents individuals primary motivations,whether in terms o

49、f their pursuit of ideals,their need for achievement,or drive to self-express.oThe vertical dimension reflects individuals resources as based on theireducational accomplishments and income levels.4.4.Geodemographic TargetingGeodemographic Targeting PRIZMNE stands for Potential Rating Index by Zip Ma

50、rkets and NE representsthe“new evolution”of Claritas original segmentation system.5.5.Demographic TargetingDemographic Targeting The Changing Age Structure The Ever-Changing American Household Ethnic Population Developments8Chapter 5Chapter 5MARCOM POSITIONINGMARCOM POSITIONINGChapter ObjectivesChap

51、ter ObjectivesIntroduce the concept and practice of brand positioning.Explain that positioning involves the creation of meaning and that meaning isa constructive process involving the use of signs and symbols.Give details about how brand marketers position their brands by drawingmeaning from the cul

52、turally constituted world.Describe how brands are positioned in terms of various types of benefits andattributes.Explicate two perspectives that characterize how consumers processinformation and to describe the relevance of each perspective for brandpositioning.Chapter OverviewChapter OverviewThis c

53、hapter begins by discussing the concept of positioning,first in theory,then in practice.A brands positioning represents the key feature,benefit,orimage that it stands for in the target audiences collective mind.In thetheoretical discussion,semiotics,signs,and meaning are covered with thefocus on how

54、 brands draw meaning from the culturally constituted world.Inpractice,brands can be positioned based on benefits(i.e.,functional,symbolic,or experiential needs)or on attributes(i.e.,product-related andnon-product-related).To implement a positioning strategy,one must“know thy customer,”so adiscussion

55、 of the consumer processing model(CPM)and the hedonic,experiential model(HEM)is given.The stages of the CPM that are relevantto marcom are:(1)exposure,(2)attention,(3)comprehension,(4)agreement,and(5)and(6)retention and search/retrieval of stored information.Whilethe CPM perspective views consumers

56、from a rational perspective,the HEMperspective concentrates more on the emotional aspect of consumer processing.From this perspective,products are more than mere objective entities and are,instead,subjective symbols that precipitate feelings and promise fun and thepossible realization of fantasies.9

57、Chapter OutlineChapter Outline1.1.Positioning in Theory:Positioning in Theory:A Matter of Creating MeaningA Matter of Creating Meaning A brands positioningpositioning represents the key feature,benefit,or image that itstands for in the target audiences collective mind.The Meaning of MeaningThe Meani

58、ng of MeaningMeaning Transfer:From Culture to Object to ConsumerMeaning Transfer:From Culture to Object to Consumer2.2.Positioning in Practice:Positioning in Practice:The Nuts and BoltsThe Nuts and Bolts A good positioning statement should satisfy two requirements:reflect a brands competitive advant

59、age and motivate consumers to action.Benefit PositioningBenefit Positioning Positioning Based on Functional Needs Positioning Based on Symbolic Needs Positioning Based on Experiential NeedsAttribute PositioningAttribute Positioning Product-related Non-Product-related:Usage and User ImageryReposition

60、ing a BrandRepositioning a Brand3.Implementing Positioning:3.Implementing Positioning:Know Thy ConsumerKnow Thy ConsumerThe Consumer Processing Model(CPM)The Consumer Processing Model(CPM)Stage 1:Being Exposed to Information Stage 2:Paying Attention Stage 3:Comprehension of What is Attended Stage 4:

61、Agreement With What Is Comprehended Stages 5 and 6:Retention and Search and Retrieval of Stored informationThe Hedonic,Experiential Model(HEM)The Hedonic,Experiential Model(HEM)The HEM model better explains how consumers process information whenthey are carefree,happy,and confronted with positive ou

62、tcomes.From the HEM perspective,products are more than mere objective entities andare,instead,subjective symbols that precipitate feelings,fun and fantasy.10Chapter 6Chapter 6MARCOM OBJECTIVE SETTING AND BUDGETINGMARCOM OBJECTIVE SETTING AND BUDGETINGChapter ObjectivesChapter ObjectivesUnderstand th

63、e process of marcom objective setting and the requirements for goodobjectives.Describe the hierarchy-of-effects model and its relevance for setting marcomobjectives.Understand the role of sales as an advertising objective and the logic of vaguelyright versus precisely wrong thinking.Understand the n

64、ature and importance of marcom budgeting.Explain the relation between a brands share of market(SOM)and share of voice(SOV).Explain the various rules of thumb,or heuristics,that guide practical budgeting.Chapter OverviewChapter OverviewThis chapter covers marcom objective setting and budgeting,which

65、are twofundamental decisions in the marcom process.Objectives provide thefoundation for all remaining decisions,and it is important that they be establishedprior to making the implementation decisions regarding message selection,mediadetermination,and how the various marcom elements should be mixed

66、andmaintained because they:(1)provide a formalized expression of managementconsensus,(2)guide the budgeting,message,and media aspects of a brandsmarcom strategy,and(3)provide standards against which results can be measured.The hierarchy-of-effects metaphor is discussed,with the following stages:(1)advancing consumers from unawareness to awareness,(2)creating an expectation,(3)encouraging trial purchases,(4)forming beliefs and attitudes,(5)reinforcingbeliefs and attitudes,and(6)accomplishing bran