Bài giảng Marketing Management: Chương 19 - Integrated Marketing Communications bao gồm những nội dung về hỗn hợp truyền thông tiếp thị, quá trình truyền thông, truyền thông hiệu quả cùng một số nội dung khác.
Chapter 19 Integrated Marketing Communications 19 -1 NMD Truyền thông tiếp thị kết hợp Integrated marketing communications is a way of looking at the whole marketing process from the viewpoint of the customer 19 -2 NMD Nội dung chương In this chapter, we focus on three major questions: How does communication work? What are the major steps in developing an integrated marketing communications program? Who should be responsible for marketing communication planning? 19 -3 NMD Hỗn hợp truyền thông tiếp thị Marketing Communications Mix 19 -4 Quảng cáo Advertising Khuyến bán hànhg Sales Promotion Quan hệ công chúng Public Relations and Publicity Bán hàng cá nhân Personal Selling Tiếp thị trực tiếp tương tác Direct and Interactive Marketing NMD Quá trình truyền thơng Table 19.1: Common Communication Platforms Advertising Sales Promotion Public Relations Personal Selling Direct Marketing Print and broadcast ads Contests, games, sweepstakes, lotteries Press kits Sales presentation Catalogs Packagingouter Premiums and gifts Speeches Sales meetings Mailings Packaging inserts Sampling Seminars Incentive programs Telemarketing Fairs and trade shows Annual reports Samples Motion 19 pictures -5 NMD Electronic shopping Figure 19.1: Elements in the Communication Process 19 -6 NMD Q trình truyền thơng Người nhận thơng tin khơng nhận thơng điệp dự định vì: - Chú ý có chọn lựa - Sự sai lệch chủ quan 19 -7 NMD Q trình truyền thơng Ảnh hưởng nguồn phát thông tin lớn, tác động người nhận lớn – Tác động truyền thông lớn hai nguồn phất nguồn nhận chia sẻ chung quan điểm, niềm tin – 19 -8 NMD Quá trình truyền thông – Truyền thông hiệu nguồn phát thơng tin xem có hiểu biết hơn, vị trí cao hơn, khách quan hơn, đặc biệt có quyền lực 19 -9 NMD Figure 19.2: Steps in Developing Effective Communication 19 10 NMD Truyền thông hiệu – Nonpersonal Communication Channels 19 21 Develop word-of-mouth referral channels to build business Establish an electronic forum Use viral marketing Media Atmospheres Events Social-structure view of interpersonal communication – Liaison – Bridge NMD Truyền thông hiệu Establish the Total Marketing Communications budget – – – Affordable Method Percentage-of-Sales Method Competitive-Parity Method 19 22 NMD – Truyền thông hiệu Objective-and-Task Method 19 23 Establish the market-share goal Determine the percentage of the market that should be reached by advertising Determine the percentage of aware prospects that should be persuaded to try the brand Determine the number of advertising impressions per percent trial rate Determine the number of gross rating points that would have to be purchased Determine the necessary advertising budget on the basis of the average cost of buying a gross rating point NMD Sử dụng hỗn hợp truyền thông tiếp thị The Promotional tools – Advertising General Qualities: – Public presentation – Pervasiveness – Amplified expressiveness – Impersonality 19 24 NMD Sử dụng hỗn hợp truyền thông tiếp thị – Sales Promotion Benefits: – Communication – Incentive – Invitation 19 25 NMD Sử dụng hỗn hợp truyền thông tiếp thị – Public Relations and Publicity Distinctive qualities: – High credibility – Ability to catch buyers off guard – Dramatization 19 26 NMD Sử dụng hỗn hợp truyền thông tiếp thị – Personal Selling Distinctive qualities: – Personal confrontation – Cultivation – Response 19 27 NMD Sử dụng hỗn hợp truyền thông tiếp thị – Direct Marketing Distinctive qualities: – Nonpublic – Customized – Up-to-date – Interactive 19 28 NMD Các yếu tố ảnh hưởng đến việc sử dụng hỗn hợp truyền thông tiếp thị – Type of Product Market Advertising’s role in business markets: – Advertising 19 29 can provide an introduction to the company and its products – If the product embodies new features, advertising can explain them – Reminder advertising is more economical than sales calls NMD Sử dụng hỗn hợp truyền thông tiếp thị – – – Advertisements offering brochures and carrying the company’s phone number are an effective way to generate leads for sales representatives Sales representatives can use tear sheets of the company’s ads to legitimize their company and products Advertising can remind customers of how to use the product and reassure them about their purchase 19 30 NMD Sử dụng hỗn hợp truyền thông tiếp thị 19 31 Corporate advertising that can build up the company’s reputation will help the sales representatives Sales representatives from well-known firms have an edge, but a highly effective presentation from a lesser known company’s rep can overcome that edge Company reputation helps most when the product is complex NMD Sử dụng hỗn hợp truyền thông tiếp thị The average industrial company sets its marketing budget at percent of sales Industrial companies spent a higher-than-average amount on advertising if their products had higher quality, uniqueness, or purchase frequency, or if there was customer growth Industrial companies set a higher-than-average marketing budget when their customers were more 19 dispersed or the customer growth rate was higher 32 NMD Sử dụng hỗn hợp truyền thông tiếp thị – Effectively trained consumer sales force can make four important contributions: – Increased stock position Enthusiasm building Missionary selling Key account management Buyer-Readiness Stage 19 33 NMD Figure 19.6: Cost-Effectiveness of Different Promotional Tools 19 34 NMD Trong khó đánh giá hiệu phương pháp truyền thông truyền thống, Internet cho phép đo lượng hiệu nhanh Làm để đo lường hiệu quảng cáo người truy cập 19 (visitors) 35 NMD ... integrated marketing communications program? Who should be responsible for marketing communication planning? 19 -3 NMD Hỗn hợp truyền thông tiếp thị Marketing Communications Mix 19 -4 ... Figure 19. 3: Familiarity-Favorability Analysis 19 12 NMD So sánh hiệu hình thức quảng cáo để giới thiệu sản phẩm - Quảng cáo báo chí - Quảng cáo TV - Quảng cáo Internet - Quảng cáo với tờ rơi 19. ..Truyền thông tiếp thị kết hợp Integrated marketing communications is a way of looking at the whole marketing process from the viewpoint of the customer 19 -2 NMD Nội dung chương In this chapter, we