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整合式行銷傳播 與直效行銷

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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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Page 1: 整合式行銷傳播 與直效行銷

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

Page 2: 整合式行銷傳播 與直效行銷

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 。

Page 3: 整合式行銷傳播 與直效行銷

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。

Page 4: 整合式行銷傳播 與直效行銷

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?

Page 5: 整合式行銷傳播 與直效行銷

Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-5© The McGraw-Hill Companies, Inc., 2008

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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

Page 6: 整合式行銷傳播 與直效行銷

Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-6© The McGraw-Hill Companies, Inc., 2008

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圖 15-1 傳播過程

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Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-7© The McGraw-Hill Companies, Inc., 2008

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傳播過程

• 編碼和解碼

編碼 解碼 經驗範疇

Page 8: 整合式行銷傳播 與直效行銷

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?

Page 9: 整合式行銷傳播 與直效行銷

Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-9© The McGraw-Hill Companies, Inc., 2008

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傳播過程

• 回饋

反應 回饋

• 干擾

事前測試

回饋路線

Page 10: 整合式行銷傳播 與直效行銷

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

Page 11: 整合式行銷傳播 與直效行銷

Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-11© The McGraw-Hill Companies, Inc., 2008

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圖 15-2 促銷組合

Page 12: 整合式行銷傳播 與直效行銷

Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-12© The McGraw-Hill Companies, Inc., 2008

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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

Page 13: 整合式行銷傳播 與直效行銷

Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-13© The McGraw-Hill Companies, Inc., 2008

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上選( Best Buy )公司 它採用什麼廣告?為何要採用這種廣告?

Page 14: 整合式行銷傳播 與直效行銷

Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-14© The McGraw-Hill Companies, Inc., 2008

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促銷要素

• 公共關係

公共關係 公共報導

• 銷售推廣

• 直效行銷

Page 15: 整合式行銷傳播 與直效行銷

Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-15© The McGraw-Hill Companies, Inc., 2008

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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?

Page 16: 整合式行銷傳播 與直效行銷

Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-16© The McGraw-Hill Companies, Inc., 2008

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整合式行銷傳播——擬定促銷組合

• 目標視聽眾

Page 17: 整合式行銷傳播 與直效行銷

Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-17© The McGraw-Hill Companies, Inc., 2008

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圖 15-A 影響促銷工具使用的因素

Page 18: 整合式行銷傳播 與直效行銷

Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-18© The McGraw-Hill Companies, Inc., 2008

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Fence 雜誌 誰是其目標視聽眾?

Page 19: 整合式行銷傳播 與直效行銷

Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-19© The McGraw-Hill Companies, Inc., 2008

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• 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

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Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-20© The McGraw-Hill Companies, Inc., 2008

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圖 15-3 普瑞納康多樂各階段產品生命週期的促銷工具

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Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-21© The McGraw-Hill Companies, Inc., 2008

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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?

Page 22: 整合式行銷傳播 與直效行銷

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

Page 23: 整合式行銷傳播 與直效行銷

Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-23© The McGraw-Hill Companies, Inc., 2008

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圖 15-4 拉式與推式促銷策略的比較

Page 24: 整合式行銷傳播 與直效行銷

Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-24© The McGraw-Hill Companies, Inc., 2008

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Crestor 「向你的醫生請教是否低價就好」廣告 採用什麼通路策略?

Page 25: 整合式行銷傳播 與直效行銷

Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-25© The McGraw-Hill Companies, Inc., 2008

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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

Page 26: 整合式行銷傳播 與直效行銷

Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-26© The McGraw-Hill Companies, Inc., 2008

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圖 15-5 促銷決策過程

Page 27: 整合式行銷傳播 與直效行銷

Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-27© The McGraw-Hill Companies, Inc., 2008

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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

Page 28: 整合式行銷傳播 與直效行銷

Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-28© The McGraw-Hill Companies, Inc., 2008

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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

Page 29: 整合式行銷傳播 與直效行銷

Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-29© The McGraw-Hill Companies, Inc., 2008

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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

Page 30: 整合式行銷傳播 與直效行銷

Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-30© The McGraw-Hill Companies, Inc., 2008

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《魔戒》( Lord of the Rings ) DVD 如何安排促銷時程表?

Page 31: 整合式行銷傳播 與直效行銷

Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-31© The McGraw-Hill Companies, Inc., 2008

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菲多利的 Go-Snacks 方案你如何評估一套整合式行銷方案?

Page 32: 整合式行銷傳播 與直效行銷

Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-32© The McGraw-Hill Companies, Inc., 2008

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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

Page 33: 整合式行銷傳播 與直效行銷

Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-33© The McGraw-Hill Companies, Inc., 2008

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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

Page 34: 整合式行銷傳播 與直效行銷

Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-34© The McGraw-Hill Companies, Inc., 2008

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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?

Page 35: 整合式行銷傳播 與直效行銷

Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 15-35© The McGraw-Hill Companies, Inc., 2008

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保時捷( Porsche )汽車直效行銷對全球有什麼影響?