미국마케팅협회 공인마케팅자격증 AMA PCM - 15. 통합적 마케팅 커뮤니케이션
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The document discusses integrated marketing communications (IMC). IMC is defined as coordinating all promotional activities, like advertising, personal selling, sales promotion, public relations, and direct marketing, to provide a consistent message to all audiences. The goal is to maximize the informational and persuasive impact through coordination of these marketing efforts. IMC involves designing marketing communication programs that coordinate all promotional activities to provide consistency.
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미국마케팅협회 공인마케팅자격증 AMA PCM - 15. 통합적 마케팅 커뮤니케이션
- 1. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 TOPIC 15. INTEGRATED MARKETING COMMUNICATIONS
- 2. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 COMMUNICATION
- 3. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 설득하기 알리기 상기시키기 Promotion
- 4. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 IMC Coordination of promotion and other marketing efforts for maximum informational and persuasive impact 최대화된 정 보적 및 설득적 임팩트를 위해 프로모션 및 기타 마케팅 노력을 조율 하는 것
- 5. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 IMC The concept of designing marketing communications programs that coordinate all promotional activities (advertising, personal selling, sales promotion, public relations, and direct marketing) to provide a consistent message across all audiences. 모든 청중에 걸쳐 일관된 메시지 를 전달하기 위해 모든 프로모션성 활동을 조율하는 마케팅 커뮤니케 이션 프로그램을 디자인하는 개념
- 6. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 IMC = Communication = Promotion • Inform • Persuade • Remind
- 7. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 Communication Process
- 8. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 Message The information sent by a source forms the message. 발신자 가 보내는 정보가 메시지를 구성한다. [기출문장]
- 9. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 Communication Channel The medium of transmission that carries the coded message from the source to the receiver 인코딩된 메시지가 발신자로부터 수신자에게 전달되는 전송 매체
- 10. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 Encoding (=Coding) Converting meaning into a series of signs or symbols 의미를 기호로 전환하는 것
- 11. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 Decoding • Converting signs or symbols into concepts and ideas 기 호를 개념이나 아이디어로 전환하는 것 • Experience has shown that each receiver decodes IMC messages in his or her own way. [기출문장]
- 12. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 Noise Anything that reduces a communication's clarity and accuracy 커뮤니케이션의 명료성과 정확성을 감소시키는 요인 [기 출문장]
- 13. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 Response (X) A response is the impact the message had on the receiver's knowledge, attitudes, or behaviors.
- 14. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 Feedback The receiver’s response to a decoded message 디코딩된 메 시지에 대한 수신사의 반응 [용어집] In the feedback loop, the sender’s(!) interpretation of the response, which indicates whether a message was decoded and understood as intended during the communication process.
- 15. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 COMMUNICATION TOOLS
- 16. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 Promotion Mix (Communication Tools) • Advertising • Public relations • Sales promotion • Personal Selling • Direct marketing
- 17. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 COMMUNICATION BUDGET
- 18. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 Set the budget • Percentage of Sales (Percent-of-sales) • Competitive Parity (Competition-matching) • All You Can Afford • Objective and Task
- 19. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증 Promotion-to-sales Ratio • Promotion-to-sales ratio = Total promotion expenditures/Total sales