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  • 1. Chapter 17 Designing and Managing Integrated Marketing Yang Zhao Apr. 5.2011 http://zhaointote.blogspot.com/ TOP 10 Learning Concepts
  • 2. Outline:
    • Marketing Communication Mix
    • Sequence of Communication process
    • 3 Stages of communicate with customers
    • Nonpersonal Communication Channels
    • Developing Effective Communication
    http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed .
  • 3. Outline:
    • Communication Design
    • Global Adaptation
    • Personal selling
    • Sales Promotion
    • Select Communication Channels
    http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed .
  • 4. Outline:
    • Marketing Communication Mix
    • Sequence of Communication process
    • 3 Stages of communicate with customers
    • Nonpersonal Communication Channels
    • Developing Effective Communication
    http://zhaointote.blogspot.com/ Concept 1: From Philip Kotler’s, Marketing Management, 13 th ed .
  • 5. Eight major models of Communication
    • Advertising
    • Sales promotion
    • Events & experience
    • Public relationship & publicity
    • Direct marketing
    • Interactive marketing
    • Word-of-mouth marketing
    • Personal selling
    http://zhaointote.blogspot.com/ Concept 1: From Philip Kotler’s, Marketing Management, 13 th ed .
  • 6. Eight major models of Communication (4 Mass Communication) http://zhaointote.blogspot.com/ Advertising Sales promotion Events and experiences Public relationship & Publicity Concept 1: From Philip Kotler’s, Marketing Management, 13 th ed .
  • 7. Eight major models of Communication (4 personal Communication) Concept 1: Direct marketing Word of mouth Interactive Marketing Personal Selling From Philip Kotler’s, Marketing Management, 13 th ed .
  • 8. Outline:
    • Marketing Communication Mix
    • Sequence of Communication process
    • 3 Stages of communicate with customers
    • Nonpersonal Communication Channels
    • Developing Effective Communication
    http://zhaointote.blogspot.com/ Concept 2: From Philip Kotler’s, Marketing Management, 13 th ed .
  • 9. Sequence of Communication process Concept 2: http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed .
  • 10. Sequence of Communication process Sender Encoding Message Media Decoding Receiver Noise Response Feedback http://zhaointote.blogspot.com/ Concept 2: From Philip Kotler’s, Marketing Management, 13 th ed .
  • 11. Sequence of Communication process Concept 2: http://zhaointote.blogspot.com/ Sender Encoding From Philip Kotler’s, Marketing Management, 13 th ed .
  • 12. Sequence of Communication process Concept 2: http://zhaointote.blogspot.com/ Sender Encoding Message/ Media From Philip Kotler’s, Marketing Management, 13 th ed .
  • 13. Sequence of Communication process Concept 2: http://zhaointote.blogspot.com/ Sender Encoding Decoding Message/ Media From Philip Kotler’s, Marketing Management, 13 th ed .
  • 14. Sequence of Communication process Concept 2: http://zhaointote.blogspot.com/ Sender Receiver Encoding Decoding Message/ Media From Philip Kotler’s, Marketing Management, 13 th ed .
  • 15. Sequence of Communication process Concept 2: http://zhaointote.blogspot.com/ Sender Receiver Encoding Decoding Message/ Media Noise From Philip Kotler’s, Marketing Management, 13 th ed .
  • 16. Sequence of Communication process Concept 2: http://zhaointote.blogspot.com/ Sender Receiver Encoding Decoding Message/ Media Noise Response From Philip Kotler’s, Marketing Management, 13 th ed .
  • 17. Sequence of Communication process Concept 2: http://zhaointote.blogspot.com/ Sender Receiver Encoding Decoding Message/ Media Noise Response Feedback From Philip Kotler’s, Marketing Management, 13 th ed .
  • 18. Sequence of Communication process Concept 2: http://zhaointote.blogspot.com/ Sender Receiver Encoding Decoding Message/ Media Noise Response Feedback From Philip Kotler’s, Marketing Management, 13 th ed .
  • 19. Outline:
    • Marketing Communication Mix
    • Sequence of Communication process
    • 3 Stages of communicate with customers
    • Nonpersonal Communication Channels
    • Developing Effective Communication
    http://zhaointote.blogspot.com/ Concept 3: From Philip Kotler’s, Marketing Management, 13 th ed .
  • 20. 3 stages of communicate with customers Concept 3: http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed .
  • 21. 3 stages of communicate with customers--- stage 1 Cognitibe http://zhaointote.blogspot.com/ Concept 3: From Philip Kotler’s, Marketing Management, 13 th ed .
    • Cognitive
    Awareness
    • Affective
    • Behavior
    Knowledge
  • 22. 3 stages of communicate with customers--- stage 2 Affective http://zhaointote.blogspot.com/ Concept 3: From Philip Kotler’s, Marketing Management, 13 th ed .
    • Cognitive
    Awareness
    • Affective
    • Behavior
    Knowledge Linking Purchase Preference Conviction
  • 23. 3 stages of communicate with customers--- stage 3 Behavior http://zhaointote.blogspot.com/ Concept 3: From Philip Kotler’s, Marketing Management, 13 th ed .
    • Cognitive
    Awareness
    • Affective
    • Behavior
    Knowledge Linking Purchase Preference Conviction
  • 24. Outline:
    • Marketing Communication Mix
    • Sequence of Communication process
    • 3 Stages of communicate with customers
    • Nonpersonal Communication Channels
    • Developing Effective Communication
    http://zhaointote.blogspot.com/ Concept 4: From Philip Kotler’s, Marketing Management, 13 th ed .
  • 25. Nonpersonal Communication Channels
    • Media
    • Sales Promotions
    • Events and Experiences
    • Public relations
    Concept 4: http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed .
  • 26. Nonpersonal Communication Channels
    • Media
    • Sales Promotions
    • Events and Experiences
    • Public relations
    Concept 4: http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed .
  • 27. Nonpersonal Communication Channels
    • Media
    • Sales Promotions
    • Events and Experiences
    • Public relations
    Concept 4: http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed .
  • 28. Nonpersonal Communication Channels
    • Media
    • Sales Promotions
    • Events and Experiences
    • Public relations
    Concept 4: http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed .
  • 29. Nonpersonal Communication Channels
    • Media
    • Sales Promotions
    • Events and Experiences
    • Public relations
    Concept 4: http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed .
  • 30. Outline:
    • Marketing Communication Mix
    • Sequence of Communication process
    • 3 Stages of communicate with customers
    • Nonpersonal Communication Channels
    • Developing Effective Communication
    http://zhaointote.blogspot.com/ Concept 5: From Philip Kotler’s, Marketing Management, 13 th ed .
  • 31. Developing Effective Communication Concept 5: http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Identify target audience Determine objective Design communication Select channels Establish budget Decide on media mix Measure result Manage IMC
  • 32. Developing Effective Communication http://zhaointote.blogspot.com/ Concept 5: From Philip Kotler’s, Marketing Management, 13 th ed .
    • Who needs to hear our message
    • Who has influence over our target
    • Why must be moved to action so our goals will met
    • Who has the greatest impact on the outcome of our campaign efforts
    Identify target audience
  • 33. 4 steps to determine goal http://zhaointote.blogspot.com/ Concept 5: From Philip Kotler’s, Marketing Management, 13 th ed .
    • Category Clients’ needs.
    • - Self-awareness and break the long-term goal into short-term increments.
    • - Attitude towards goal.
    • - Schedule the measurement process
    Determine objective
  • 34. strategic roles of a variety of communications http://zhaointote.blogspot.com/ Concept 5: From Philip Kotler’s, Marketing Management, 13 th ed . Design communication Select channels Establish budget
  • 35. Manage IMC http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept 5: Decide on media mix Measure result Manage IMC
  • 36. Out line
    • Communication Design
    • Global Adaptation
    • Personal selling
    • Sales Promotion
    • Coordinating Media
    http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept 6:
  • 37. Creative strategy: http://zhaointote.blogspot.com/ Concept 6: Flash sale: From Philip Kotler’s, Marketing Management, 13 th ed .
  • 38. Celebrity spread strategy http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept6: Celebrity Communicators Brand
  • 39. Out line
    • Communication Design
    • Global Adaptation
    • Personal selling
    • Sales Promotion
    • Select Communication Channels
    http://zhaointote.blogspot.com/ Concept 7: From Philip Kotler’s, Marketing Management, 13 th ed .
  • 40. Drug use is illegal http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept7: Drug use is a violation issued by the world notice
  • 41. McDonald don't sale rice in China http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept7: Branch Market McDonald’s in China no rice sell.
  • 42. Companies are using the same ads in markets to build global brand image. http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept7:
  • 43. Out line
    • Communication Design
    • Global Adaptation
    • Persona selling
    • Sales Promotion
    • Coordinating Media
    http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept8:
  • 44. Personal selling
    • Increased stock position.
    • Enthusiasm building
    • Missionary Selling
    • Key Account Management
    http://zhaointote.blogspot.com/ Concept8: From Philip Kotler’s, Marketing Management, 13 th ed .
  • 45. Out line
    • Communication Design
    • Global Adaptation
    • Personal selling
    • Sales Promotion
    • Select Communication Channels
    http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept9:
  • 46. Way used to make buyer quickly.
    • Flash sale
    • -Coupons
    • -Contests
    • -Premiums
    http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept9:
  • 47. Motivated the customers to buy more product
    • Flash sale
    • - Coupons
    • -Contests
    • -Premiums
    http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept9:
  • 48. Regularly have the activities to sales promotion
    • Flash sale
    • -Coupons
    • -Contests
    • -Premiums
    http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept9:
  • 49. Buyer happy, the seller benenifit, everybody happy
    • Flash sale
    • -Coupons
    • -Contests
    • -Premiums
    http://zhaointote.blogspot.com/ Concept9: From Philip Kotler’s, Marketing Management, 13 th ed .
  • 50. Out line
    • Communication Design
    • Global Adaptation
    • Personal selling
    • Sales Promotion
    • Select Communication Channels
    http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept10:
  • 51. Select Communication Channels
    • Personal channels
    • Nonpersonal channels
    • Integration channels
    http://zhaointote.blogspot.com/ Concept10: From Philip Kotler’s, Marketing Management, 13 th ed .
  • 52.
    • Personal channels
    • Nonpersonal channels
    • Integration channels
    http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Select Communication Channels Concept10:
  • 53. Select Communication Channels
    • Personal channels
    • Nonpersonal channels
    • Integration channels
    http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept10:
  • 54. Summary
    • Marketing Communication Mix
    • Sequence of Communication process
    • 3 Stages of communicate with customers
    • Nonpersonal Communication Channels
    • Developing Effective Communication
    http://zhaointote.blogspot.com/
  • 55. Summary
    • Communication Design
    • Global Adaptation
    • Personal selling
    • Sales Promotion
    • Select Communication Channels
    http://zhaointote.blogspot.com/