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C HAPTER. 整合式行銷傳播 與直效行銷. 研讀本章後,你應該能夠:. 探討整合式行銷傳播和傳播過程。. 描述促銷組合和各組合要素的獨特性。. 在產品生命週期的各階段裡選擇適當的促銷方法 。. 研讀本章後,你應該能夠:. 探討推式和拉式策略的特性。. 描述促銷決策過程的要素。. 闡釋直效行銷對消費者和銷售者的價值。. 哪些人正要去迪士尼世界?. 傳播過程. 促銷組合. 整合式行銷傳播( IMC ). 傳播. 來源. 訊息. 傳播通路. 接受者. 圖 15-1 傳播過程. 傳播過程. 編碼和解碼. 編碼. - PowerPoint PPT Presentation
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Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-1© The McGraw-Hill Companies, Inc., 2008
15 - 1
整合式行銷傳播整合式行銷傳播與直效行銷與直效行銷
CHAPTER
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-2© The McGraw-Hill Companies, Inc., 2008
15 - 2
研讀本章後,你應該能夠:
1. 探討整合式行銷傳播和傳播過程。
2. 描述促銷組合和各組合要素的獨特性。
3. 在產品生命週期的各階段裡選擇適當的促銷方法 。
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-3© The McGraw-Hill Companies, Inc., 2008
15 - 3
研讀本章後,你應該能夠:
4. 探討推式和拉式策略的特性。
5. 描述促銷決策過程的要素。
6. 闡釋直效行銷對消費者和銷售者的價值。
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-4© The McGraw-Hill Companies, Inc., 2008
15 - 4
哪些人正要去迪士尼世界?
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-5© The McGraw-Hill Companies, Inc., 2008
15 - 5
傳播過程
• 促銷組合
• 整合式行銷傳播( IMC )• 傳播
來源 訊息 傳播通路 接受者
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-6© The McGraw-Hill Companies, Inc., 2008
15 - 6
圖 15-1 傳播過程
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-7© The McGraw-Hill Companies, Inc., 2008
15 - 7
傳播過程
• 編碼和解碼
編碼 解碼 經驗範疇
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-8© The McGraw-Hill Companies, Inc., 2008
15 - 8
悍馬( Hummer ) H3 車款 其傳遞信息是什麼?而其來源又是誰?
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-9© The McGraw-Hill Companies, Inc., 2008
15 - 9
傳播過程
• 回饋
反應 回饋
• 干擾
事前測試
回饋路線
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-10© The McGraw-Hill Companies, Inc., 2008
15 - 10
促銷要素
• 大眾銷售
• 客製化的互動
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-11© The McGraw-Hill Companies, Inc., 2008
15 - 11
圖 15-2 促銷組合
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-12© The McGraw-Hill Companies, Inc., 2008
15 - 12
促銷要素
• 廣告
付費條件 非人員成分
浪費版面( wasted coverage )
• 人員銷售
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-13© The McGraw-Hill Companies, Inc., 2008
15 - 13
上選( Best Buy )公司 它採用什麼廣告?為何要採用這種廣告?
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-14© The McGraw-Hill Companies, Inc., 2008
15 - 14
促銷要素
• 公共關係
公共關係 公共報導
• 銷售推廣
• 直效行銷
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-15© The McGraw-Hill Companies, Inc., 2008
15 - 15
Arthur Frommer 出版的旅遊指南何謂公共關係和公共報導?為什麼要利用它們?
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-16© The McGraw-Hill Companies, Inc., 2008
15 - 16
整合式行銷傳播——擬定促銷組合
• 目標視聽眾
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-17© The McGraw-Hill Companies, Inc., 2008
15 - 17
圖 15-A 影響促銷工具使用的因素
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-18© The McGraw-Hill Companies, Inc., 2008
15 - 18
Fence 雜誌 誰是其目標視聽眾?
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-19© The McGraw-Hill Companies, Inc., 2008
15 - 19
• 產品生命週期
上市階段 成長階段 成熟階段 衰退階段
整合式行銷傳播——擬定促銷組合
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-20© The McGraw-Hill Companies, Inc., 2008
15 - 20
圖 15-3 普瑞納康多樂各階段產品生命週期的促銷工具
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-21© The McGraw-Hill Companies, Inc., 2008
15 - 21
普瑞納康多樂狗食 其產品生命週期正處於什麼階段?而其促銷組合如何改變?
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-22© The McGraw-Hill Companies, Inc., 2008
15 - 22
• 通路策略
推式策略 拉式策略
• 直接面對消費者
整合式行銷傳播——擬定促銷組合
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-23© The McGraw-Hill Companies, Inc., 2008
15 - 23
圖 15-4 拉式與推式促銷策略的比較
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-24© The McGraw-Hill Companies, Inc., 2008
15 - 24
Crestor 「向你的醫生請教是否低價就好」廣告 採用什麼通路策略?
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-25© The McGraw-Hill Companies, Inc., 2008
15 - 25
擬定一套整合式行銷傳播方案
• 確認目標視聽眾
層次效應• 知覺
• 興趣
• 詳述促銷目標
• 評估
• 接納
• 試用
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-26© The McGraw-Hill Companies, Inc., 2008
15 - 26
圖 15-5 促銷決策過程
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-27© The McGraw-Hill Companies, Inc., 2008
15 - 27
擬定一套整合式行銷傳播方案
• 設定促銷預算
銷售百分比法
負擔能力法 目標任務法
競爭對等法
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-28© The McGraw-Hill Companies, Inc., 2008
15 - 28
擬定一套整合式行銷傳播方案
• 選擇正確的促銷工具
• 促銷設計
• 促銷排程
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-29© The McGraw-Hill Companies, Inc., 2008
15 - 29
希爾頓是美國奧林匹克國家代表隊的贊助者 如何選擇正確的促銷工具?
希爾頓 美國奧林匹克
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-30© The McGraw-Hill Companies, Inc., 2008
15 - 30
《魔戒》( Lord of the Rings ) DVD 如何安排促銷時程表?
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-31© The McGraw-Hill Companies, Inc., 2008
15 - 31
菲多利的 Go-Snacks 方案你如何評估一套整合式行銷方案?
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-32© The McGraw-Hill Companies, Inc., 2008
15 - 32
執行與評估促銷方案
• 昂貴與費時
• 建立一套程序方便於設計和使用
• 進行事前測試和事後測試
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-33© The McGraw-Hill Companies, Inc., 2008
15 - 33
直效行銷
• 直效行銷的成長
直接下單
• 直效行銷的價值
客源開發 帶動人潮
• 直效行銷的科技、全球和倫理的議題
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-34© The McGraw-Hill Companies, Inc., 2008
15 - 34
美國線上( AOL ) 9.0 磁碟片 該磁碟片會產生何種直效行銷反應?
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-35© The McGraw-Hill Companies, Inc., 2008
15 - 35
保時捷( Porsche )汽車直效行銷對全球有什麼影響?