INTEGRATED_MARKETING_COMMUNICATION_REVIEWER
全美排名第一的市场营销硕士申请有多难？
全美排名第一的市场营销硕士申请有多难？市场营销专业是美国MBA及相关专业中就业机会最多的专业。
因此，美国几乎所有的商学院及管理学院都设有市场营销专业。
大量培养该方向的本科生、研究生和工商管理硕士，很多学校还有权授予市场营销博士学位，从而形成了实际应用和学术研究两个不同的职业选择方向。
西北大学的市场营销系一直被公认为全美第一，在USNEWS的专业排名中也连续多年傲视群雄，今天武汉申友留学就带大家具体看一看西北大学的市场营销专业。
西北大学市场营销专业介绍西北大学有三个与市场营销有关项目，一个是设在MBA下的marketing 方向，一个是marketing的Ph.D，这两个项目都设在Kellogg商学院，另外就是全美排名第一的Integrated Marketing Communications(IMC)项目，设在传媒学院。
MBA对申请者的工作经历要求严格，因此应届生和国际生都比较适合申请IMC。
IMC是一个跨学科专业，比较侧重于整合营销资源的研究，主要是通过整合相关的媒体资源，达到营销效果的最大化。
在当今复杂的全球市场中，为影响消费者和构建业务，培养学生们在传统数字媒体的技能。
除此之外，项目包括品牌战略，内容营销，数字互动营销，市场分析，媒体管理，战略沟通六大分支，学生可以选择自己喜欢的方向进行深入学习。
IMC项目介绍IMC是一个为期15个月的项目，只有秋季入学。
项目共分为5个学期(Quarter)，要求学生能顺利完成5门核心课程，10门专业选修课和一个暑期实践项目。
为了加强学生在某一领域的优势，该项目设置了Brand Strategy，Content Marketing，Digital and Interactive Marketing, Marketing Analytics, Media Management Specialization(该分支需要入学后重新申请才能选课，其余分支都不需要申请), Strategic Communications这几个分支，学生可以根据自己的兴趣和能力着重在一个或多个分支的学习(只需要修读该分支规定的两门必修课和两门或以上的选修课)。
市场营销学第14章(英文)课件
AIDA Model • Get Attention • Hold Interest • Arouse Desire • Obtain Action
市场营销学第14章（英文）
Steps in Developing Effective Marketing Communication
Integrated marketing communications is the integration by the company of its communication channels to deliver a clear, consistent, and compelling message about the organization and its brands
Designing a Message
Message content is an appeal or theme that will produce the desired response
• Rational appeal • Emotional appeal • Moral appeal Message Format
• Discounts • Coupons • Displays • Demonstrations
市场营销学第14章（英文）
The Promotion Mix
Major Promotion Tools
Public relations involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events
3 integrated marketing communications
3.1.1 Advertising Advertising is traditionally defined as any paid form of non-personal communication about a product , a service, or a company with the intention to sell the product or service or to influence opinions on and attitudes towards the product, service, or company.
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3.1.1 Advertising Online advertising Online advertising is a form of promotion that uses the Internet for the purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, rich media ads, e-mail marketing and so on.
3.1.4 Personal Selling In the following situations, personal selling is particularly appropriate and effective: ◆ Customers are in the process of developing a personal preference for the product. ◆ Customers are in search of specific information or knowledge on the product. ◆ Customers are in the final stage of deciding whether to buy the product or service.
整合营销传播
整合营销传播一、名词解释：1.整合营销传播：英文为Intergrated Marketing Communications，简称：IMC，是将与企业进行市场营销所有关的一切传播活动一元化。
一方面把广告、促销、公关、直销、CI、包装、新闻媒体等一切传播活动都涵盖到营销活动的范围之内；另一方面则使企业能够将统一的传播资讯传达给消费者，并与消费者产生双向互动。
2.整合营销传播的一次性原则：在整合营销传播上，最重要的组织和管理工作就是进行协调使之保持一致。
如果要简单地从管理角度对整合营销传播进行概括，不论是就其工作目的还是就其工作性质而言，最显著的特征就是保持一致性与协同性，因此我们称之为整合营销传播的原则3.选择性记忆：是指受众常常只记住那些有意义的、符合需求的或者对自己有利的和自己愿意记住的信息，而同时忽略或者抑制那些无意义的、附加的、不利的和不愿记住的信息。
4.AIDA模型：该模型认为购买者要依次经过“注意（Attention）、兴趣（Interest）、欲望（Desire）、行动(Action)”四个阶段。
所以营销沟通必须抓住消费者注意力、然后再引起他们对公司产品或者品牌的兴趣，强烈的兴趣会使他们产生拥有或使用的欲望，最终导致其作出购买承诺或采取行动。
5.品牌接触点：是指顾客有机会面对一个品牌讯息的情境。
此接触点是品牌讯息的来源，若非人为的，就是自发的。
6.可控性信息：主要指的是那些以计划内信息为主体信息元素，这些信息从信息选择、设计、到信息通道、发送过程，甚至是接收对象，每一个基本要素都经过严格的筛选，所以信息处在一种可控的状态，从信息接触点管理的角度讲，这种信息接触点比较容易管理。
7.计划外信息：往往来自于企业及其管理部门无法控制的各种传播途径，诸如闲话留言、小道消息、商界评论、特殊利益群体的活动、对手的评论，以及重大灾害引起的各种难以预料的信息等等，有时候计划内信息也可能会成为计划外信息的来源。
整合营销传播名词解释
整合营销传播名词解释整合营销传播（Integrated Marketing Communications,IMC）是利用所有可用的营销传播工具来达到营销目标的一种策略。
它将以下几种不同的营销传播工具有机地结合起来——广告、促销、公关、互动营销和现代化新媒体营销等，使得这些工具间能够形成有机的衔接，并起到协同作用，从而最大化地影响市场，最终实现营销目标。
一般来说，整合营销传播是一个系统性的过程，它包括五个步骤：1. 分析：通过对市场、竞争者和客户的分析，明确消费者需求，进而确定营销策略；2. 计划：根据市场分析结果，制定营销传播的策略，明确营销目标、营销工具的选择和使用方法；3. 实施：执行计划编制的营销传播策略，通过不同的营销传播工具进行营销活动，如广告、促销、公关、互动营销和现代化新媒体营销等；4. 监控：实施完毕后，进行结果的监控，确定营销效果是否达到预期；5. 调整：如果营销效果没有达到预期，可以通过对营销策略和营销工具的调整，重新实施营销传播。
整合营销传播的优势在于，它能够把多种营销传播工具有机地结合起来，形成有机的衔接，从而使它们之间形成协同作用。
因此，整合营销传播可以更有效地实现营销目标，使企业获得更好的市场效果。
在整合营销传播中，主要使用的营销传播工具包括：1. 广告：通过媒体发布信息，向消费者宣传产品、服务和品牌，以达到宣传目的，如电视广告、报纸广告、杂志广告、户外广告、互联网广告等；2. 促销：通过折扣、奖励、活动等方式，来帮助企业提高产品的销售；3. 公关：通过宣传、活动、新闻稿等，提高企业的知名度和良好声誉；4. 互动营销：通过联合创新、微信营销、社交媒体营销、营销活动等，进行客户沟通，提高客户粘性；5. 现代化新媒体营销：通过视频营销、手机营销、搜索引擎营销等，利用互联网科技和新媒体，进行客户营销。
整合营销传播的最终目的就是利用这些工具，通过有效的营销传播，影响市场，最终实现企业的营销目标，提升企业的综合竞争力。
整合营销传播(integrated marketing communication,
IMC发展历程
• 120 世纪80 年代中期由美国营销大师唐· 舒 尔茨提出和发展的 • 麦斯威尔咖啡自1982 年在台湾市场发售以 来，一直以“分享”的广告策略塑造品牌， 1986 年到1988 年，麦斯威尔通过随身包 咖啡的上市，延伸“分享”的概念，销量 同上年相比增加了50%
4C替代4P • 4P：
整合营销传播（integrated marketing communication，简称 IMC)
是指将与企业进行市场营销有关的一切传播活动 一元化的过程。整合营销传播一方面把广告、促 销、公关、直销、CI、包装、新闻媒体等一切 传播活动都涵盖于营销活动的范围之内，另一方 面则使企业能够将统一的传播资讯传达给顾客。 协调使用各种不同的传播手段，发挥不同传播工 具的优势，从而使企业实现促销宣传的低成本化， 达到刺激消费者购买的目的
脑白金案例分析
• 1脑白金的软文炒作策略
2 脑白金的电视广告策略
3脑白金还制作了大量与此类似的电视专题片。 （ “生命领域的两大震撼”、“20亿美元的太空试验”ቤተ መጻሕፍቲ ባይዱ“白鼠立大功”、“美国
人为什么疯狂”、“焦点透视”。功效片有：“睡眠片”、“肠胃片”、“美容片”、 “衰老片”、“功效片”)
4促销 直销 包装
广义与狭义
• 广义整合营销传播是 指企业或品牌通过发 展与协调战略传播活 动，使自己借助各种 媒介或其他接触方式 与员工、顾客、其他 利益相关者以及普通 公众建立建设性的关 系，从而建立和加强 与他们之间互利关系 的过程。
• 狭义整合营销传播是 指确认评估各种传播 方法战略作用的一个 增加价值的综合计划 （例如，一般的广告、 直接反应、促销和公 关），并且组合这些 方法，通过对分散信 息的无缝结合，以提 供明确的、连续一致 的和最大的传播影响 力。
Integrated_marketing_communication
Integrated marketing communication The Integrated Marketing Communications (IMC) approach is becoming so popular among marketers. But why is the IMC so welcomed by most marketers? There are many reasons. The most fundamental reason is that marketers are recognizing the value of strategically integrating the various communication functions rather than having them operate autonomously. By coordinating their marketing communication efforts, companies can avoid duplication, take advantage of synergy among various communication tools, and develop more efficient and effective marketing communication programs. The movement toward IMC is also being driven by changes in ways companies market their products and services. There is an ongoing revolution that is changing the rules of marketing and the role of traditional media adverting. Important aspects of this revolution include：a shifting of marketing dollars from media advertising to other forms of promotion, a movement away from relying on adverting-focused approaches (which rely on mass media such as television and magazines) to solve communication problems, a shift in marketplace power from manufactures to retailers, the rapid growth of database marketing, the demand for greater accountability from adverting agencies and the way they are compensated, and the rapid growth of the internet. The growth of the integrated marketing communications is very likely to continue as it is driven by fundamental changes in the way companies market their products and services resulting from the revolution discussed above. Moreover, many marketers and advertising agencies recognize the importance of taking the IMC approach and are becoming advocates of integration. The move to integrated marketing communications also reflects an adaptation by marketers to a changing environment, particularly with respect to consumers, technology and media. Major changes are occurring among consumers, particularly with respect to media use and buying and shopping patterns. The continued fragmentation of media markets , and rapid growth of interactive media and online services are also creating new methods to reach consumers. While IMC will continue to have its critics and may undergo some changes, it is very unlikely that we will see a return to the traditional system where advertising in mass media dominates and advertising and other forms of promotion function autonomously.Strategically oriented integrated brand communications can help businesses move forward in the highly competitive world of the 21st century" (2004, p. 28, italics added). For Schultz (1998), brands are central to thisIMC. Keller (1993) points out that customer-based brand equity emanates from the consumer's familiarity and strong,favorable associations with the brand. For Keller, "marketing communications represent the voice of a brand and the means by which companies can establish a dialogue with consumers concerning their product offerings" (2001, p. 823). That is, marketing communication may provide the means for developing strong, customer-based brand equity (Keller 2003). Furthermore, marketing communications help the firm in eliciting favorable responses from customers (Duncan and Moriarty 1998). Although a number of factors influence customer-based brand equity, including product, price, and distribution, in this paper, we focus on the influence ofIMC on brand equity.Observed thatIMC has evolved from being a mere "inside-out" device that brings promotional tools together to being a strategic process associated with brand management.Further, Naik and Raman note thatIMC emphasizes "the benefits of harnessing synergy across multiple media to build brand equity of products and services" (2003, p. 375). In this paper, however, by taking the works of several researchers (e.g., Duncan and Moriarty 1998; Jap 1999; Reid 2003), we conceptualize interactivity, strategic consistency, and complementarity as synergy constructs. Therefore, noting the intricate relationship betweenIMC and brand management, this paper aims to exploreIMC as an integral part of a firm's overall brand equity strategy.EVOLUTION OFIMCIn the past decade,IMC as a research area has generated a lot of debate, led to intellectual discourse, and overall, has contributed to the evolution ofIMC as a strategic tool that can help firms to be more effective in realizing their brand communication goals. Given (1) the explosive growth of new electronic media (Bezjian-Avery, Calder, and Iacobucci 1998), (2) the numerous and diverse means of communication and communication options (Keller 2001), (3) the speed, span, and reach of electronic communication, which is driving firms to adopt a global perspective (Kitchen and Schultz 2003), and (4) the rapidly changing advertising environment (Gould 2004),IMC theory and practice has grown and evolved. This section provides a brief overview of the evolution ofIMC in terms of (1) its conceptual development, (2) its strategic role in brand equity, and (3) its importance as a major communications development.Importance ofIMCDoes integrating all marketing communications actually matter? Why isIMC being hailed as a major communications development of the 21st century? A few recent studies (e.g., Carlson, Grove, and Dorsch 2003; Naik and Raman 2003; Reid 2003) suggest and provide support for the idea thatIMC provides various benefits for firms. Naik and Raman (2003) indicate thatIMC helps firms in building the brand equity of their products and services through synergy. Similarly, Reid (2003) provides support for his contention that integration of marketing communications is related positively to a firm's brand-related performance. In the services context, Carlson, Gove, and Dorsch (2003) indicate that successfulIMC can generate desirable customer responses. Therefore, we contend thatIMC potentially can make firms more efficient and/or effective in communicating with their intended target markets, and in turn, can help firms in achieving superior financial performance through higher brand equity. In the next section, we present and discussIMC strategy and brand identity strategy as critical components of the firm's overallBrand Identity Strategy andIMCCreating and maintaining a brand identity is regarded as the first step toward building strong brands (Aaker 1996; Keller 2003). Almost a decade ago, Shocker, Srivastava, and Ruekert (1994) claimed that research on the development and importance of brand identity is required to retain the significance of scholarly brand management research to the practice of marketing.Although brand identity helps in establishing a relationship between the brand and the customer by generating a value proposition involving functional, emotional, or self-expressivebenefits (Aaker 1996), it is extremely difficult for brand image to match perfectly with brand identity due to the complex nature of the communications system. According to Aaker's (1996) conceptualization, brand image is one of the inputs and should be an integral part of strategic brand analysis wherein the brand strategists carefully analyze their own existing brand image and competitors' brand images to help them determine their own brand identity. This is represented by the feedback loop from brand equity to brand identity strategy shown in Figure 1. The feedback loop refers to the influence of the firm's own brand equity and the environment in terms of competitors' brand equity and changing consumer preferences and needsDe Chernatony (1999) discusses the next stage after the organization creates a brand identity. He contends that the organization should consider the suitability of the intended positioning against the brand's identity. That is, after the organization develops a unified brand, it should consider the ways in which the identity is to be communicated to all brand stewards (employees and agents) responsible for marketing communication with customers, prospects, and publics. As per de Chernatony (1999), there is a potential for conflicting messages as different communication options have different points of contact with different message receivers. We prescribe that brand identity should influenceIMC in creating and maintaining synergistic and effective messages. We define an effective brand identity strategy as one that informs, guides, and helps develop, nurture, and implement the firm's overallIMC strategy through various brand identity contacts. In the next section, we provide and discuss a conceptual framework that details how brand identity contacts and brand equity contacts can potentially influence the firm's brand equity. In doing so, we argue that the firm's brand identity strategy andIMC strategy are essential in maintaining effective brand identity contacts and brand equity contacts that, in turn, contribute to brand equity.DISCUSSIONConsistent with recent developments in the understanding and application ofIMC, the proposed conceptual framework (1) appliesIMC as an integral element in a successful brand equity strategy; (2) treatsIMC as a strategic activity rather than as a tactical activity; (3) places in the hands of the brand strategist the responsibility for the development and coordination of theIMC program through its brand identity strategy; and (4) incorporates feedback from customers, prospects, and competitors into the brand identity strategy. The focus on brand identity enables the marketing firm to accurately and consistently communicate this identity, through brand identity contacts, to those brand stewards responsible for developing and implementing theIMC strategy. A fundamental thesis of this work is that these brand identity contacts will lead to a more synergistic and effectiveIMC program. The second fundamental thesis is that such anIMC program will lead to stronger brand equity through brand equity contacts.The testable propositions suggest that certain characteristics of the firms will lead to a more synergistic and effectiveIMC program. These characteristics include a brand identity-oriented culture, top management support for the brand identity, and internal market orientation. Furthermore, the more synergistic (i.e., consistent, interactive, and complementary) and effective theIMC program, the higher the resulting brand equity. As used here, brandequity means strong brand awareness and a favorable brand image--a brand image that is congruent with the aspirational brand identity.With reference to academics, the conceptual framework and research propositions that are presented in this paper answer the call for research on (1) the role ofIMC in brand equity, (2) the relationship and interaction betweenIMC and brand management, and (3) more theoretical work in the domain ofIMC research. By integrating the works of various researchers, this paper provides a theoretical foundation in the form of a conceptual framework. It should be noted, however, that what we present here is a conceptual framework and not the conceptual framework. We expect this paper to generate a more intellectually stimulating and informed debate that contributes toIMC research. Toward the goal of developing a high-qualityIMC research program, we look forward to critiques, extensions, and rivals to our proposed conceptual framework.The testable research propositions that we have developed from our conceptual framework and the works of various researchers provide evidence that we are on the right path toward developingIMC theory. Again, we hope that in addition to our future research in this area,IMC as a field of research can attract more scholars to develop a robustIMC theory. Here, we present a few directions for future research.FUTURE RESEARCHThe proposed conceptual framework and the testable research propositions offer multiple avenues and opportunities for futureIMC research. Various qualitative and quantitative studies would be appropriate for this endeavor. With reference to qualitative research, case studies could follow the brand equity strategy of a single brand, or a portfolio of brands, through brand identity development andIMC strategy through to brand equity. Such studies may provide a rich understanding of the brand equity strategy process. In addition, depth interviews of brand managers, marketing communication managers, and employees of agencies responsible for marketing communications could provide further insights into enriching the conceptual framework and the research propositions. Focus group discussions among select groups of customers exposed to the firm's proposed communication options could provide additional inputs for better integrating the marketing communications.With reference to quantitative studies, the proposed conceptual framework can be empirically tested. Methods such as survey research could potentially offer more generalizable results. Published scales are available for several of the constructs in the proposed framework. Scales for the remaining constructs can be developed using items adapted from other scales or created anew. Using surveys, researchers could study the brand owner or theIMC agency. Future research could test our conceptual framework in parts--that is, (1) brand identity factors leading to brand equity factors, and (2) brand equity factors leading to brand equity. A more sophisticated study might involve dyadic, or even triadic, research, studying the brand owner, brand stewards, and customers.Future research could also investigate other brand identity factors that might lead to synergistic and effectiveIMC pro grams, as well as other characteristics of theIMC program that might lead to higher brand equity. Other research might focus on the measurement ofbrand equity, especially as it relates to brand identity. Specifically, measures of brand image-brand identity congruence should be developed. Also, researchers could look into organization structures and cultures that are conducive to developing effective brand identity strategy andIMC strategy. In conclusion, we present our paper as (1) a foundation for further theory development, (2) a starting point for more relevant and rigorous research, and (3) a small but significant contribution with potential implications for academics and practitioners.。
学美教育：美国研究生热门专业“市场营销”专业介绍
学美教育：美国研究生热门专业“市场营销”专业介绍市场营销专业主要指对消费者需求以及工业产品和服务产生影响的人口，社会，经济，技术，环境和文化等相关因素的研究，以便进行适当的政策和程序的制定以满足这些要求。
市场营销学作为独立的学科，它是市场营销原理和市场营销管理的结合，市场营销学架构主要分为以下部分：市场营销基本理论市场调研分析营销战略营销策略营销组织与控制营销的应用与创新由于不同的Market要求和实际情况不同，因此常常Marketing会有Brand Management品牌管理和High Tech Marketing高端市场等之分，或是在Department of Marketing 里分成Marketing、Marketing Management或是Marketing 和Marketing and International Business等更有侧重点的方向。
也就是说，整个Program从分类到学习都十分灵活，没有条条框框的束缚。
由于市场营销强调创意与应用，主要打交道的对象是人，无论是客户、商业伙伴或是竞争对手;因此所谓系统化的管理知识(学科、课本和教材)只是联系起整个课程的线索，此过程中更为注重的是培养思考方式、观察心态和个人魅力等抽象的东西，当然Soft Skill也是在这一流程中逐渐培养起来的。
可能某些方向，如IB会特别针对某一类市场的特点，但归根究底，Marketing毕业的学生们应该能在任何地方都游刃有余。
专业方向1，整合营销(Integrated marketing)，即整合营销传播(Integrated marketing communications)，指将一个企业的各种传播方式加以综合集成，其中包括一般的广告、与客户的直接沟通、促销、公关等等，对分散的传播信息进行无缝接合，从而使得企业及其产品和服务的总体传播效果达到明确、连续、一致和提升。
2，数据库营销(Database Marketing)，将营销数据建立数据库，并根据对数据库内数据的分析，进行市场营销活动。
integrated marketing communications
In the last 20 years, the integration of marketing functions has moved from theory to practice. Its specific applications may vary from market to market—indeed, from enterprise to enterprise—but integrated marketing communications (IMC) programs have become standard for marketing organizations, agencies, and the academic community. A review of the best IMC advertising and public relations practices in the United States, Korea, and Great Britain, however, reveals not just cultural divergence in adoption and practice, but also underlying weaknesses regarding IMC as a process and practice. The findings support the need to focus future IMC research within client
Implementation generally provides the impetus for IMC conceptualization. It allows that businesses can develop and use IMC even as the theoretical debate of its proper definition continues. Traditionally, IMC academic research has concentrated on perception and understanding of marketplace practice, i.e., the perspective from either the advertiser or the agency. In fact, one of the reasons that the understanding of IMC understanding has emerged so slowly is because its practitioners have been more interested in its development and implementation than its measurement and value. Implementation research is the first step in developing information that would be required to verify IMC—or, more specifically, articulate its conceptualization, theorization, implementation, and evaluation. The results, in tum, could provide additional implementation research that would be essential for the further maturation of this new paradigm. This study considers IMC applications and implementation in South Korea, the United Kingdom, and the United States. It was developed in three phases: December 2 0 0 8 JDURIIHL OF RDUERTISinG RESeflRCR 5 3 1
整合营销传播战略
不可不知的市场营销名词之：
整合营销传播战略
思考力学院讲师：刘虹
版权声明：本课件由思考力学院制作，如需转载，请保留课件中的网站标识。
整合营销传播战略
什么是整合营销传播战略？
所谓整合营销传播(IMC，integrated marketing
communication)，简单说就是综合、协调地使用各种传播
方式，传递本质上一致的信息，以达到宣传目的的一种营 销手段。
整合营销传播战略
什么是整合营销传播战略？
整合营销传播战略是指企业在经营活动过程中，以由 外而内战略观点为基础，为了与利害关系者进行有效的沟
通，以营销传播管理者为主体所展开的传播战略。
整合营销传播战略
整合营销传播战略的目的
整合营销传播战略的目的就是使企业所有的营销活动
在市场上针对不同的消费者，进行“一对一”的传播，形
成一个总体的、综合的印象和情感认同。这种消费者细分
建立相对稳定、统一的印象的过程，就是塑造品牌，即建
立品牌影响力和提高品牌忠诚度的过程。
整合营销传播战略
整合营销传播战略的特点
1、强调沟通和双赢：整合营销传播采用由外而内的 工作方法，他们首先了解客户和消费者，并让自己适应消 费者的需求，他们对不同的消费者进行不同的传播。它主 张企业寻求与消费者及其他利害关系者（从业人员、投资 者、社区、大众媒体、政府、同行业者等）的沟通与双赢， 鼓励他们回应，建立长期的利益关系。
整合营销传播战略
整合营销传播战略的特点
3、强调传播统一的形象：整合营销传播持“一个 观点，一种声音”的原则，主张企业内外部传递一致的品 牌信息。这要求所传播的信息具有关联性、一致性，实现 无缝结合。
整合营销传播（IntegratedMarketingCommunication,IMC）
整合营销传播培训整合营销传播Integrated Marketing CommunicationIMC 1992年全球第一部IMCIntegrated Marketing Communications 简称IMC专著《整合营销传播》在美国问世。
作者是在广告界极富盛名的美国西北大学教授唐·舒尔茨及其合作者斯坦利·田纳本Stanley I.Tannenbaum、罗伯特·劳特朋Robert uterborn。
1 整合营销传播的简介 2 整合营销传播理论的定义 3 整合营销传播的两个特性 4 整合营销传播的七个层次 5 整合营销传播的六种方法 6 IMC的不同方面7 整合营销传播理论的案例分析o 7.1 案例一麦当劳的整合营销传播o 7.2 案例二长岛信托公司的广告宣传策略o 7.3 案例三野马车的促销策略o 7.4 案例四红牛功能饮料o 7.5 案例五喜力品牌形象的建立和传播o 7.6 案例六金六福中国人的福酒整合营销传播的简介整合营销传播IMC的核心思想是将与企业进行市场营销所有关的一切传播活动一元化。
整合营销传播一方面把广告、促销、公关、直销、CI、包装、新闻媒体等一切传播活动都涵盖到营销活动的范围之内另一方面则使企业能够将统一的传播资讯传达给消费者。
所以整合营销传播也被称为Speak With One Voice用一个声音说话即营销传播的一元化策略。
整合营销传播的开展是20世纪90年代市场营销界最为重要的发展整合营销传播理论也得到了企业界和营销理论界的广泛认同。
整合营销传播理论作为一种实战性极强的操作性理论兴起于商品经济最发达的美国。
在经济全球化的形势下近几年来整合营销传播理论也在中国得到了广泛的传播并一度出现“整合营销热”。
整合营销传播理论是随着营销实践的发展而产生的一种概念因此其概念的内涵也随着实践的发展不断的丰富和完善。
在过去几年内整合营销传播IMC在世界范围内吸引了营销人员、传播从业者和专家学者的广泛注意如Caywood、唐·E·舒尔茨和王1991舒尔茨、Tannenbaum 和Lauterborn1992Duncan和埃弗雷特1993Duncan和Moriarity1997Hutton1995Wolters1993Nowak和费尔普斯1994。
整合营销传播介绍
在21世纪即将到来之际，发生了一些有趣的事情。像广告，公共关系，促销和直销等营销传播手段变得更加复杂了，从而导致了商业信息的混乱，这使得品牌要为人们所知更困难了。新兴的传播科技手段，特别是互联网，极大地加强了客户的力量。通过卫星传播，媒体变得更加多样，互动而且全球化了。数据变得更加普及和易用，并且使用成本也更低了。数字化使得电脑，电视和电话的结合成为可能。随着客户的期望比以前任何时候都高，他们变得越来越精明。而且随着竞争的加剧，顶尖的管理需要更高的社会责任感。
第二部分 整合营销传播的战略基础
第四章 品牌传播的过程
第五章 品牌决策过程
第六章 整合营销传播计划
第七章 市场细分和目标市场的决策
第八章 数据导向传播
第三部分 创造，传送和接收品牌信息
第九章 整合营销传播的信息策略
第十章 品牌信息的执行
第十一章 媒体特点
整合营销传播的核心和出发点是消费者，企业树品牌的一切工作都要围绕着消费者进行 ，企 业必须借助信息社会的一切手段知晓什么样的消费者在使用自己的产品，建立完整的消费者 资料库(用户档案)，从而建立和消费者之间的牢固关系，使品牌忠诚成为可能；运用各种传 播手段时，必须传播一致的品牌形象。
如果你是汽车生产厂家，你所追求的是，不管顾客什么时候买车在哪里买车，都要买你 的牌 子的汽车；如果你是一位汽车销售商，你的目的是，无论顾客买什么牌子的汽车，都要到你 这里来买。这便是事例营销传播所要达到的境界。
任何一个组织都不希望以“非整合”的方式面对客户与潜在客户，建树品牌。本书在整合战略的基础上传授了广告与促销方面的知识，是一本关于营销传播的创新性教材。
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整合营销传播资料
整合营销传播资料一、前言整合营销传播(Integrated Marketing Communications, IMC)的观点源于20世纪80年代中期，但是直到90年代才得到广泛的关注。
IMC的意思是，将与企业有关的所有的市场营销活动，用一个统一的声音，一样的形态传达出去。
IMC的核心是从消费者的角度出发，通过对他们欲望和需求的分析，用最小的代价给他们带来购买方便和心理满足，并且通过顾客资料库对他们进行持续的沟通，建立一种忠诚的关系，最终占领市场取得长期的经济利益。
这是4C理论对4P 理论的颠覆。
LG进入中国市场10年，充分认识到单纯的广告宣传、人员促销已经无法协助企业获得长远的竞争优势，并展开了持久的整合营销攻势，最终凤凰化成涅槃。
而近几年，中国一些企业花在营销上的时间和精力愈来愈向加强产品的生产效率和广告创意的传播偏重，大部分的改革都围绕着组织再造和全面质量管理策略进行，并且零散的宣传企业和产品，分散了营销的主题，这些企业活动在积累品牌资产和建立品牌关系方面显得力不从心。
而在目前所需要的是整合营销这把利剑以经营品牌和顾客关系为核心，积累品牌资产，拓展更宽广的商业领域。
二、LG的整合营销传播策略整合营销传播是从产品设计开始的，经历了后期的包装、定价、宣传、事件营销、体验营销以及后期的售后服务和定期的信息回收等内容。
在数字化、信息化、个人化的潮流中，LG把自己定位为高端产品，把最先进技术的产品带到中国，并且消除了文化的差异，张扬个性的迎合了中国消费者的心理，也可以说是在情感上接近了中国消费者，做好和消费者沟通的第一个环节，为进一步的沟通奠定了基础。
(一)以技术为核心的多元化营销策略1. 加强核心技术研发LG电子的市场定位是世界一流的技术产品。
早在1997年，根据新的技术发展趋势，提出了“Digital leader-LG”(数码创导)这样一个口号。
LG认为今后的数码时代中，唯有成为数码潮的领导者，才能立于不败之地。
市场营销Chap15 Integrated Marketing CommunicationPPT课件
Marketing
3
The Marketing Communications Mix
Also called Promotion Mix, refers to the specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing a company uses to achieve its advertising and marketing objectives.
Coupons, contests, cents-off deals, premiums, and others Dramatize offers and boost sales Short-lived, not very effective
Marketing
9
Sales Promotion: Wal-Mart
Telephone, fax, mail/e-mail, the Internet, etc. Nonpublic – targeted to a specific person Immediate and customized InteractiveLeabharlann Marketing16
Promotion Mix Strategies
Principles of Marketing
Chapter XV
Integrated Marketing Communication Strategy
Marketing
1
Case in Point: UPS
Marketing
2
Where to Communicate?
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INTEGRATED MARKETING COMMUNICATION REVIEWERBy Archie AlvarezSubject : Integrated Marketing CommunicationsBook: Integrated Marketing Communications: 2002Author: David Pickton & Amanda BroderickSECTION 1: AN INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONSCHAPTER 1: What is Marketing CommunicationA.What is marketing communications: The Wheelof IMCB.Target AudiencesC.The Marketing Communication Process:D.Integrated Marketing Communication: The IMCPlanning ProcessCHAPTER 2: Image & Brand ManagementA.What is Image and Brand ManagementB.Branding and BrandsC.Corporate, product and own label brandingD.The Components of a brandE.The Benefits of brandingF.Managing the brandsCHAPTER 3: Customer Contact ManagementA.What is Customer Contact ManagementB.Database MarketingC.Electronic Marketing and TelemarketingD.Strategic Implications of customer contactmanagementCHAPTER 4: What is Integrated Marketing CommunicationsA.What is Integrated Marketing CommunicationsB.Definitions and key features of integratedmarketing communicationsC.Benefits of integrated marketing communicationsD.The 4E‟s and 4C‟s of integrated marketingcommunicationsCHAPTER 5: The Development of Integrated Marketing CommunicationA.Factors encouraging IMCB.Barriers against IMCCHAPTER 6: Measuring Integrated Marketing CommunicationsA.Levels of IMCB.Continuum of IMCC.Dimension of IMCD.Marketing communication …quality o integration‟assessment profile.SECTION 2: THE INTEGRATED MARKETING COMMUNICATION PROCESS CHAPTER 7: The changing marketing communications environmentA.The Macro and Micro EnvironmentB.Analysis of the macro environmentC.Overview of selected macro environmentalchanges affecting marketing communicationsD.Players in the marketing communicationsindustryE.The marketing communicationsmicroenvironment:CHAPTER 8: The International context of marketing communicationsA.The Importance of international marketingB.The international dimension of the marketingcommunications environmentC.Standardization versus adaptations of marketingcommunicationsD.Strategic responses to the standardizationquestionE.The impact of the international context onmarketing communicationsCHAPTER 9: Regulation and EthicsA.Need for Regulation and controlB.Forms of regulations and controlC.Legal regulation and controlD.Self-regulation and controlE.An international comparison of approaches toself regulationF. A final word on ethical considerations CHAPTER 10: Creating shared Meaning in Marketing CommunicationsA.An introduction to the communications loopB.The use of signs in encoding and decodingcommunicationsC.How is meaning createdD.Sender credibilityE.Likeability of a communication:F.Modeling in marketing communications CHAPTER 11: Media – the carriers of the messageA.Media – what is it? Extending the popular viewB.Central role of mediaC.The media and the promotional mixD. A few words about …word of mouth‟E.Media classes and media vehiclesF.The marketing mix as marketing communicationsG.Characteristics of the mediaH.Media growthI.Media effect – the media as relationship builders CHAPTER 12: The New MediaA.What is meant by the …the new media‟B.Cyber marketingC.The use of multimedia in marketingcommunicationsD.The Internet and the Word Wide WebE.Marketing communications on the internet andthe World Wide WebF.Digital and interactive televisionG.CD-ROM / DVDCHAPTER 13: Theories and models of buyer behaviorA.Alternative paradigms of buyer behaviorB.Stages in decision making processC.Pre-purchase and purchaseD.Post-Purchase evaluationsE.Product disposalF.The Role of marketing communications in buyingbehaviorG.Theories of marketing communications CHAPTER 14: Looking at the individualrmation processingB.AttentionC.Interpretations of messagesD.Experience, learning and the role of memoryE.Attitude formation, change and its effects onbehaviorSECTION 3: MANAGING INTEGRATED MARKETING COMMUNICATION PLANNINGCHAPTER 15: Organization implications of IMCA.The organization taskB.Marketing communications are fragmentedanization of whatD.Who should be organized for IMCanizations barriers to integrationsanizing for IMCG.The Role and Importance of the database in IMC CHAPTER 16: Agency OperationsA.The changing situationB.The need for agencies: agency rolesC.Types of agenciesD.The International dimensionE.The agency selection processF.Agency remunerationsG.Managing the client-agency relationship CHAPTER 17: Marketing Communications planning and plansA.Planning for IMCB.The Planning Process; establishes objectives,strategy, and tacticsC.The marketing communications planD.Campaign management CHAPTER 18: Analysis of IMC decision makingA.The role of research in IMCB.The use of research in IMCC.Types of market researchD.Issues in data collectionE.Market monitoringF.Media measurementG.Test MarketingH.Perceptual MappingCHAPTER 19: Evaluating the Marketing communications campaignA.Why evaluate the marketing communicationscampaignB.Evaluation issues for the marketingcommunications campaignC.Effectiveness efficiency and economyD.Evaluations before, during and after thecampaignE.Evaluation of specific campaign elementsF.Evaluating the marketing communicationsplanning processCHAPTER 20: Segmentation and target marketsA.The decline of mass marketingB.Market segmentationsC.Types of segmentationsmercially available segmentationclassificationsing segmentation for marketingcommunicationsCHAPTER 21: Setting Objectives – determining strategy and tacticsA.The relationship between objectives, strategy,and tactics:B.Level of objectives and strategiesC.Setting ObjectivesD.Determining strategyE.Strategic and tactical use of the marketingcommunications mixCHAPTER 22: Setting BudgetsA.Budgets, the resource and the constraintB.Setting the budgetC.Marketing communications expenditure andsales effectsD.Budgeting in practiceanizational characteristicsSECTION 4: THE INTEGRATED MARKETING COMMUNICATION MIXCHAPTER 23: AdvertisingA.What is advertising?B.Benefits and Role of advertisingC.Does advertising work – three conceptsD.Advertising – a strong force or weak forceE.Salience and USPF.Cognitive – affective - cognitive responsesG.General theory of advertising vs. situationspecific theory of advertisingH.Types of advertisementsI.Producing advertisements that work CHAPTER 24: Public RelationsA.What is Public RelationsB.Defining Public RelationsC.Public Relations & MarketingD.Marketing Public Relations (MPR)E.Scope of Marketing Public RelationsF.Marketing Public relations audiencesG.Implementing Marketing public relationsH.Advantages and limitations of marketing publicrelationsI.Measuring and effectiveness of marketing publicrelationsCHAPTER 25: SponsorshipA.Reasons for growth of sponsorshipB.What is sponsorshipC.Forms and levels of sponsorshipD.The benefits and roles of sponsorshipE.The strategic nature of sponsorshipF.Integrating sponsorship into the marketing mixG.Too much sponsorship?H.Sponsorship developmentsI.Ethical issuesCHAPTER 26: Sales promotion, merchandising and point of saleA.Growth and importance of sales promotionsB.Reasons for growthC.Defining sales promotion, merchandising, andpoint of salesD.Strategic and tactical use of sales promotionsE.Sales Promotions ObjectivesF.Sales Promotions activitiesG.Evaluation sales promotions – prior to the start ofsales promotionCHAPTER 27: Personal selling and sales managementA.Importance of personal selling within IMCB.The changing role of personal selling and salesmanagementC.Sales force structureD.Selling and negotiationsE.Key account managementF.Agent and distributor sales managementG.Selling by phoneH.Sales force motivations –the negative role ofcommissionsI.Sales StrategyJ.Marketing communications and increasing points of customer contactCHAPTER 28: Direct marketing communicationsA.What is direct marketing communicationsB.Offers and incentives in direct marketingcommunicationsC.Media in direct marketing communicationsD.Creative approaches to direct marketingcommunicationsE.Testing and measurement in direct marketingcommunicationsCHAPTER 29: PackagingA.The visual identity of the productB.The components of a packageC.Utilizing packaging as a competitive advantageD.Packaging designCHAPTER 30: Exhibitions and trade showsA.Exhibitions in the marketing communications mixB.Reasons for exhibitingC.Visitor‟s views of exhibitionsD.Planning and evaluating exhibitions SECTION 5: IMPLEMENTATION ASPECTS OF INTEGRATED MARKETING COMMUNICATION CHAPTER 31: Creative ImplementationsA.Creativity and IMCB.Creative guidelinesC.The role of creative briefs and briefingD.Developing ideas – the creative processE.Creative strategies – appeals and executionsF.Creative tacticsG.Assessing creative ideasCHAPTER 32: Media Implementationsing marketing communications mediaB.The media implementations cycleCHAPTER 33: Product ImplementationA.An introduction to broadcast and printproductionsB.Print planning and schedulingC.The reproduction processD.Artwork and film assemblyE.Proofing systems and techniquesF.Printing ProcessG.Printing specificationsH.FinishingSECTION 1: AN INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONSCHAPTER 1: What is Marketing CommunicationA.What is marketing communications: all the promotional elements of the marketing mix which involve the communications between an organizationand its target audiences on all matters that affect marketing performance.B.The Wheel of IMC (refer to the book for the graph)1. A simple classification of the marketing communication process is: Public Relations, Advertising, Sales Promotions, and Personal Selling.However they may overlap.2.The center of the Wheel of IMC represents the use of information for planning, decisions making, and control purposes.3.Customer Contact Management: involve the personal communication between organization and its audiences. ex.: personal selling4.Image and Brand Management:involves the “non-personal” communication between organizations and its audiences. Ex: advertisingand public relationsC. Target Audiences1.Target market refers to describe customers and consumers who will buy the product∙It can be end users or buyers (selling to other businesses)2.Target audiences are the target market and also the people who will influence the target market in their purchasing decision. These areknown as Decisions making unit (DMU)3.Each target audience will be treated differently4.Once the target audience is selected, decisions will be made to which commutation tools will be used.E.The Marketing Communication Process:1.The Communication Process – the basis for the book∙Sender: originator of the message∙Message: the actual information∙Media: are the vehicles or channels used to communicate the message∙Receiver: is the person who receives the message.2.The Marketing Communications Process: two ex tra elements∙Marketing Communications contex t: the macro and micro environment which the communications takes place∙Communications Loop: the two way nature of communications and the problems of encoding, decoding, and noise.o One-way Communicationso Two way asymmetric Communicationso Two-way symmetric communications.F.Integrated Marketing Communication:the concept under which a company carefully integrates and co-ordinates its many communicationschannels to deliver a clear, consistent and compelling message about the organizations and its products.G.The IMC Planning Process1.Planning2.Decisions3.ActionsCHAPTER 2: Image & Brand ManagementA.What is Image and Brand Management1.The strategic and tactical tasks involved in the management of positive, …non-personal communications between an organizations and itsaudiences.2.Four Key objectivesa.to understand what the organizations brand compromisesb.to communicate the brand to channel intermediaries, consumers, and other target audiencesc.to manage brands through their life cycled.to enhance equity.B.Branding and Brandsa.Branding: strategy to differentiate products and companies and to build economic value for both the consumer and the brand owner.∙Values generated in the minds of people as a consequence of the sum total of marketing communications effortb.Brand: is the totality of what the consumer takes into consideration before making a purchase decision∙ A set of attributes, that have a meaning, an image and produce associations with the product when a person is considering tha t brand of productsC.Corporate, product and own label brandinga.Branding Strategies∙Corporate umbrella branding∙Family umbrella branding∙Range branding∙Individual brandingb.Three Concepts∙Corporate personality: it‟s who the organization is. Referred to as compan y culture∙Corporate identity: how the corporate personality is projected or communicated∙Corporate image: the impression created by the corporate identityc.Corporate Identity programsd.Branding and Customer Contact Managemente.Own-Label branding∙Product that carry the names of their resellers∙Higher profit margins, develop distinct corporate identity, differentiated product offerings∙Six Main types of own label brandingo Own label using a different nameo Own labels using the resellers own name: ex: SM Bonuso Super own labelso Exclusive own labelso Genericso Surrogate own labelsD.The Components of a Branda.Brand Nameb.Brand Logoc.Brand Identity ManualE.The Benefits of Brandinga.For Consumer∙Identifications: simplifies decision making process∙Risk assessment: a guarantee of consistent quality∙Representation: embodies what the individual stand forb.For Brand Owner∙Price premium: increase profit margins∙Brand Loyalty: reduced threat of price war∙Growth: new product development∙Barriers to Entry: competitors find it harder to take market share∙Legal device: protection from counterfeiting and …me to‟ entries.F.Brand Equity: the strength, the currency and value of the brand - the description, and assessment of the appeal, of a brand to all the targetaudiences who interact with it.a.Measuring Brand Equityb.Brand Description: The first major component:∙Brand Associations: overall associations for a brand∙Perceived Quality:∙Brand Values: the specific meaning of the brando Functional appeal: the communications of the brands specific attributes or benefitso Symbolic Appeal: the brand‟s appeal to consumers desire for self enhancemento Experiential appeal: the brands appeal to consumers sensory pleasurec.Brand Strength: the second major component∙Brand Awareness: Generating awarenesso Prompted awareness: recalls the brand only when suggestedo Unprompted awareness: top of mind.d.Brand Heritage: the corporate experience and reputations that a brand has acquired∙Brand Loyalty: the customers willingness to repeat purchasee.Brand Future: It reflects a br and‟s ability to survive future changes.G.Managing the brandsa.First, an understanding of the distinct capabilities that distinguish the brand from competition is necessary to ensure effec tivepositioningb.Second, to ensure that these brand values which have been identified as important and motivating to the target audiences arecommunicated effectively and efficiently.c.Third, to be able to manage the brand values over a period of time so that clear vision of the brands direction.CHAPTER 3: Customer Contact ManagementA.What is Customer Contact Management∙Customer contact management the coordination and management of activities involving personal communication between an organization and its customers and prospects. This personal communication may be in person, by mail, telephone, fax, e-mail, internetand other approaches such as video conferencing.∙Customer contact management in business to business marketing communicationB.Database Marketing is the use of accurate customer and prospect customer information, competitor information, market information and internalcompany information stored on a computer database to focus marketing activities towards markets.Three Components of database marketingputer aided sales support (CASS): direct access to the database via PCs or notebook computers whether office basedb.Direct Response marketing (DRM): involves the use of the database for campaigns using addressable communications (such asdirect mail, mail order, and telemarketing) to its targeted customers.c.Customer information and service (CIS): allows the customers to contact the organization quickly and easily.C.Electronic Marketing and TelemarketingD.Strategic Implications of customer contact management∙Integrations: how best to organize for marketing in terms of structure, systems, and budgets∙Reducing cost of sales and commission:∙Coverage and Limitations: serving existing and new customers∙Customer retention / relationship marketing: more information for the customer, new market entrants providing wider choice, and development of new channels means that the customer has more control.∙Extended communications options: allowing customers more choice over the means of contact and improving customer service, while reducing costsCHAPTER 4: What is Integrated Marketing CommunicationsA.What is Integrated Marketing Communications is a process which involves the management and organization of all agents in the analysis,planning implementations and control of all marketing communications contacts, media, messages and promotional tools focused at selected target audiences in such a way as to derive the greatest economy, efficiency, effectiveness, enhancement, and coherence of marketing communications effort in achieving predetermined product and corporate marketing communications objectives∙All elements are integrated into a whole so they work in synergy to improve the effectiveness of total marketing communications effort.∙Each promotional element has its place.∙There can be different messages but has to be consistent.B.Definitions and key features of integrated marketing communications1.Clearly identified marketing communications objectives2.Planned approach3.Range of target audience4.Management of all forms of contact5.Effective management and integration of all promotional activities6.Incorporate all product/brand and corporate marketing communication efforts.7.Range of promotional tools8.Range of messages9.Range of Media.C.Benefits of integrated marketing communications1.Creative Integrity2.Consistent Messages3.Unbiased marketing communications4.Better use of media5.Greater marketing precision6.Operational efficiency7.Cost savings8.High-caliber consistent service9.Easier working relations10.Greater agency accountabilityD.The 4E‟s and 4C‟s of integrated marketing co mmunications1.4E‟sa.Economical – least cost in the use of financial and other resourcesb.Efficient – doing things rightc.Effective – doing right thingsd.Enhancing - improve2.4C‟sa.Coherence – logically connectedb.Consistency – not self-contradictoryc.Continuity – connected and consistency over timeplementary Communications – producing a balanced wholeCHAPTER 5: The Development of Integrated Marketing CommunicationA.Factors encouraging IMCck of growth in advertising expenditures2.Shrinking employee base3.New Promotional agencies setting up in competition with traditional advertising agencies4.Growth in media independents5.Clients moving to management consultants for strategic advice and planning6.Perceived competitive advantage and financial benefits of offering integrated services7.Growth in international communications8.Locus of retail power9.Recognitions of the need of a strategic view of marketing communications10.Technological advances especially database technology11.IMC to be perceived to provide ex tra benefits.B.Barriers against IMC1.Mind set2.Taxonomy and language3.Structure of organizations4.Elitism5.Magnitude of task6.Adequacy of budgets7.Manager ability8.Agency remuneration systems9.Dimensions of integrationsCHAPTER 6: Measuring Integrated Marketing CommunicationsA.Levels of IMC1.Skirmishes - Tactical2.Battles or campaigns – Strategic and tactical3.War – StrategicB.Continuum of IMC∙ A concept that emphasizes that integration of marketing communication occurs to different degrees, and that greater benefits accrue from greater integration∙The greater the degree of integration achieved, the greater the synergy and the greater the positive results.C.Dimension of IMC1.Promotional mix integration – integration of the elements of the promotion mix2.Promotional mix with marketing mix integrations – integration of the elements of the promotional mix with those of the marketing mix3.Creative integration – integrations of the creative theme, concepts, and messages across the myriad marketing communications activities.4.Intra-organizations – integrations of al the relevant internal organizations departments individuals and activist within an organizations5.Inter-organizational integrations –integrations with and external organizations involved in marketing communications on behalf of theorganizationsrmation and database systems – the value of information for integrated marketing communications7.Integration of communication targeted towards internal and ex ternal audiences – a variety of audiences, publics, and stakeholders8.Integrations of c orporate and …unitized‟ communications – integrations of corporate and unitized communications9.Geographical integration – integration across national and international boundaries.D.Marketing communication …quality of integration‟ assessment profile.∙Measuring IMC is very difficult or even impossible∙The quality of integration of assessment profile comes close.∙It combines the …continuum of integrations and the dimensions of integration‟SECTION 2: THE INTEGRATED MARKETING COMMUNICATION PROCESSCHAPTER 7: The changing marketing communications environmentA.The Macro and Micro Environment:∙adapt constantly to the environmental changes – organizations need to adopt to the ever changing environment∙the environment provides the contact in which all marketing communications takes place∙it is this environment which has shaped the marketing communications industry and its operationsB.Analysis of the macro environment – PRESTCOM∙Overview of selected macro environmental changes affecting marketing communications∙Computer Technology∙Communications technology∙Fragmentations of media∙Social change∙Increased understanding and emphasis on market segmentations and targeting∙Changing role and expectation of marketing∙Industry structures∙Growth of service sector∙Manufacturing systems technology∙Changing national and international economies∙International competitions and markets∙Marketing communications industry structures, organization management, pay ment systems, client/agency relationships∙Marketing communications production technology∙Marketing communications industry regulationsC.Players in the marketing communications industry∙The target audience: all recipients of the marketing communicationsmessage∙The marketing communicator: sender of the message∙The agency: the intermediaries who help to create and produce marketingcommunication message∙The media owner: the organization that provides the medium which carries the message.D.The marketing communications microenvironment: every item of promotion is sensed - seen, heard,tasted, or smelt – in a contex t. Something else will always be happening at the same timeCHAPTER 8: The International context of marketing communicationsA.The Importance of international marketing: the market is unrestricted by national boundaries.∙domestic market saturation∙limits placed on domestic growth∙identification of growth niche opportunities in the international marketplace∙recognition of higher profits in the international marketplace is distribution across the international marketplace∙opportunities of buying power consolidation within the organizationB.The international dimension of the marketing communications environment1.Political; and regulatory environment: different countries have different ethical ideas and legislations on what type of pro ducts may beadvertised2.Economic Environment: the structure of financial institutions and the methods of payment available can have an impact not only onbusiness transactions, but also on the degree of standardization of the marketing communication3.Social Environment4.Culture5.Sub-Culture:6.Country of origin influences, ethnocentrism and xenophilia7.Technological and competitive environmentanizational environment9.Market EnvironmentC.Standardization versus adaptations of marketing communications1.Standardization: the use of similar or identical marketing communication across countries2.Adaptations: Marketing communications messages and media that are changed from country to country to better suit the particularrequirements of individual markets.3.Advantages of standardized marketing communicationsa.Economies of scale in production and distributionsb.Lower costs as a result of reduction in planning and controlc.Abilities to exploit good ideas on a worldwide basis and introduce products quickly into various world mar ketsd. A consistent international brand and/or company imagee.Simplification of coordination and control of marketing communications programs4.Disadvantages of standardized marketing communicationsa.Few products lend themselves to global marketing communicationb.Differences in culture, m arket, economic, etc…c.Increasing cultural diversityd.Potential of alienating consumers5.When standardization is appropriate.a.Brand that can be adapted for a visual appeal, avoiding the problems of trying to translate words into dozens of languagesb.Brands that are promoted with image campaigns that play to universal appeals such as sex or wealthc.High tech products and new products coming to the world for the first time, not steeped in the cultural heritage of the countryd.Products with nationalistic flavor of the county has a reputation in the fielde.Products that appeal to a market segment withuniversally similar tastes, interests, needs and activitiesD.Strategic responses to the standardization question1. A global strategy2. A global niche strategy3. A multinational strategy4. A customization strategy。