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Chapter 14: Integrated Marketing Communications - Coggle Diagram
Chapter 14: Integrated Marketing Communications
1.Intergrated Marketing Communications
Def: is an approach to promoting a message through 5 tools that work together and reinforce one another
Personal Selling
Sales Promotion
Public relations
Direct and Digital MKT
Advertising
2.Advertising
Def: any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
Khi đưa ra quyết định quảng cáo thì sẽ trải qua các gđ chính:
Xđ mục tiêu -> Qđ chi phí -> Qđ thông điệp & media -> tiền hành quảng cáo
Setting advertising obj
: is a specific communication task to be accomplished with a specific target audience during a specific time. 3 mục đích chính
Informative advertising: để cung cấp tt về sp, thường sẽ là những sp mới ra mắt
Persuasive ads: important with increased competition to build selective demand. Thuyết phục khách hàng mình tốt hơn competutors. VD: qc so sánh 2 sp
Reminder ads: nhắc nhở kh về sp của mình. Đây thường là những sp đã có chỗ đứng trong thị trg rồi
2..
Setting the Advertising budget
: xem xét đến những yếu tố
Market share: thị phần lớn hay nhỏ
Stage in product life cycle: 5 stages: Product development -> Intro -> Growth -> Maturity -> Decline
Competition: phải tạo đc sự khác biệt với competitors
Developing Advertising Strategy:
create message & choose media
Message execution
is when the advertiser turns the big idea into an actual ad execution that will capture the target market’s attention and interest. 9 styles
Testimonial or endorsement: lời chứng thực từ người đã sử dụng nó. qc thuốc, thực phẩm chức năng.
Scientific evidence: 90% người dùng tin rằng
Technical expertise; chuyên gia vd như sữa, kem đánh răng
Personality symbol: developing a central character through which the brand delivers its benefits -> build an identity, to differentiate itself from the competitors
Musical
Mood or image: qc bánh kẹo tết
Fantasy; vd như các qc sữa
Lifestyle
Slice of life: hằng ngày trong cuộc sống; sữa tắm, dầu gội đầu
Ngoài ra nó cũng phụ thuộc vào tone (negative or positive), words, format (illustration, headlines, copy)
4 steps in ads
media selection
Determining reach, frequency, impact, and engagement
Reach is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time.
Frequency is a measure of how many times the average person in the target market is exposed to the message.
Impact is the qualitative value of a message exposure through a given medium.
Engagement is a measure of things such as ratings, readership, listenership, and click-through rates
Choosing among major media types: Có 7 loại media types thông dụng: tv, digital - mobile - social media, direct mail, newspaper, magazines, radio, outdoor
Selecting specific media vehicles. Xem xét đến các yếu tố:
Impact
Effectiveness
Cost
Choosing media timing: When deciding on media timing, the planner must consider: Seasonality & Real time responses
Creative concep
t: distinctive & memorable. Đặc điểm nên có: meaningful, believable, distinctive
4.
Evaluating Advertising Effectiveness and Return on Advertising Investment
trên 2 khía cạnh: communication effects và sales and profit effects
Other Advertising Considerations:
Organizing for advertising:
Agency vs. in-house
International advertising decisions
Standardization or Adaptation
International advertising: Chevrolet unifies its global advertising under a “Find New Roads” theme that has meaning in all markets, here Russia
3. Public Relations
Def: building good relations with the company’s various publics by obtaining favourable publicity, building up a good corporate image, and handling or heading off unfavourable rumours, stories, and events. Thường với 3 thằng chính: Khách hàng, chính phủ và đối tác
6 lĩnh vực:
Press relations or press agency
tạo và đưa ra những tt đáng chú ý to attract attention to a person, product, or service.
Product publicity
: publicizing specific products.
Public affairs
: building and maintaining national or local community relations.
Lobbying
: building and maintaining relations with legislators and government officials to influence legislation and regulation
Investor relations
: maintaining relationships with shareholders and others in the financial community.
Development
: build public relations with donors or members of nonprofit organizations to gain financial or volunteer support.
Role:
Stronger impact on awareness > ads
Rẻ hơn ads
has power to engage consumers and make them part of the brand story.
9 main tools:
News
Speeches: vd như ra mắt phim
Special events
Written materials
Corporate identity materials
Public service activities
Buzz marketing
Social networking
Internet
4. Personal Selling
Managing the Sales Force
: is the analysis, planning, implementation, and control of sales force activities
Long-term goals:
develop mutually profitable relationship
Steps in the Personal Selling Process:
Có 7 steps
Step 2:
Preapproach: Tìm cách tiếp cận k/h
Objects
Qualify the prospect
Gather information
Make an immediate sale
Cách tiếp cận:
Personal visit
Phone call
Letter/email
Step 3: Approach
: meets and greets the buyer & gets the relationship off
Step 1
. Prospecting identifies qualified potential customers thông qua k/h, đại lý, suppliers, Internet
Sep 4: Preprentation
: tells product story -> present customer benefits & cách sp gq vấn đề của k/h. Great salepersons: sell well & build strong relationships w/ customers
Step 5: Handling objections:
nhìn ra và qp vấn đề của k.h 1 cách hợp lý
Step 6: Closing
: chốt đơn; nhận thấy tín hiệu mua -> đề xuất mua hàng và hoàn tất thanh toán
Step 7: Follow-up
: theo dõi và chăm sóc sau sử dụng -> repeat business
The interpersonal part of the promotion mix and can include
Face-to-face communication
Telephone communication
Video or web conferencing
Professional selling
5. Sales Promotion
Def: the short-term incentives to encourage purchases or sales of a product or service now.
Tools:
Samples
Coupons
Rebates: kiểu giảm giá nhưng dưới hình thức hoàn tiền sau đó
Price packs: mua combo sẽ đc giảm vd.
Contests, sweepstakes, and games: give consumers a chance to win smt
Premiums: Quà đi kèm với giá thấp hoặc free. Vd: mua 2 tặng 1 của HL
Advertising specialties: Tặng những sp có logo, name của advertiser. Vd: mũ bảo hiểm, áo mưa
Event marketing or event sponsorship: creating a brand-mkt event
Point-of-purchase promotions: Cộng điểm, tích điểm
Conventions and trade shows
Sales contest: motivate salespeople for increasing sales
6. Direct and digital marketing:
Có 2 forms chính
Digital and Social MKT: có
3 loại chính
Online Marketing
marketing via the internet using company w
ebsites, online ads and promotions, email, online video, and blogs
. Chi tiết sau đây:
Website
Marketing Websites engage consumers to move them closer to a direct purchase or other marketing outcome.
Branded Community Websites present brand content that engages consumers and creates customer community around a brand.
Blogs are online journals where people and companies post their thoughts and other content, usually related to narrowly defined topics.
Online advertising is advertising that appears while consumers are browsing online and includes display ads, search-related ads, online classifieds, and other forms.
Email marketing involves sending highly targeted, highly personalized, relationship-building marketing messages via email.
Spam is unsolicited, unwanted commercial email messages.
Online video marketing involves posting digital video content on brand websites or social media sites such as YouTube, Facebook, and others.
Viral marketing is the digital version of word-of-mouth marketing: videos, ads, and other marketing content that is so infectious that customers will seek it out or pass it along to friends.
Social Media
Advantages
Targeted and personal
Interactive
Immediate and timely
Real-time marketing
Cost effective
Engagement and social sharing capabilities
Challenges
User controlled
Brands need to earn the right to be there
Even a seemingly harmless social media campaign can backfire
Mobile marketing
delivers messages, promotions, and other content to on-the-go consumers through mobile phones, smartphones, tablets, and other mobile devices.
Traditional Direct Marketing
Direct-mail marketing
Direct-response television marketing hình thức quảng cáo truyền hình nào yêu cầu người tiêu dùng trả lời trực tiếp với công ty – thường bằng cách gọi đến số điện thoại miễn phí, gửi tin nhắn SMS hoặc bằng cách truy cập một trang web trên quảng cáo truyền hình.
Telemarketing: involves using the telephone to sell directly to consumers and business customers.
Kiosk Marketing: mấy cái màn hình quảng cáo, cho phép thao tác trên đó hay thấy ở mấy cái siêu thị ý
Catalog marketing: involves printed and web-based catalogs.
ấn phẩm quảng cáo, tập san trong đó chứa tt giới thiệu sp
Def: engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships
7. The communication process
1) Source (sender)
a person, group or organisation with a meaning it tries to share
2) Coded message
Meaning converted to a series of signs or symbols that are meaningful to intended reciever
3) Medium of transmission
the communications channel that
carries the encoded message
from source to audience
4) Decoded message
converts signs or symbols into concepts and ideas
5) Receiver (audience)
the individual, group or organisation that decodes a coded message
6) Response
7) Feedback
NOISE IS ANYTHING THAT REDUCES A COMMUNICATION'S CLARITY AND ACCURACY
Steps in Developing Effective Marketing Communication
Identify the target audience
Determine the communication objectives
Design the message
Choose the media to send the message
Select message source and collect feedback