16-6 Il.Integrated Marketing Communications 国际商学院市场营销学系
II. Integrated Marketing Communications II. Integrated Marketing II. Integrated Marketing Communications Communications 16 － 6 16 － 6
Il-1 Definition of IMC 16-7 ...a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines-for example,general advertising, direct response,sales promotion,and public relations-and combine these disciplines to provide clarity,consistency,and maximum communications'impact. --AAAA 制计爱价蜀易大学 国际商学院市场营销学系
…a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines—for example, general advertising, direct response, sales promotion, and public relations—and combine these disciplines to provide clarity, consistency, and maximum communications’ impact. -- AAAA 16－7 16－7 II-1 Definition of IMC 1 Definition of IMC
16-8 Il-2 Functions Focus of IMC IMC helps an organization focus on the best mix of promotional disciplines for their needs >A way of planning using a holistic approach Being used successfully in both the consumer and B-to-B markets >Focus on the process of marketing,not the parts 制卧价策易大学 国际商学院市场营销学系
¾ IMC helps an organization focus on the best mix of promotional disciplines for their needs ¾ A way of planning using a holistic approach ¾ Being used successfully in both the consumer and B-to-B markets ¾ Focus on the process of marketing, not the parts 16－8 16－8 II-2 Functions & Focus of IMC 2 Functions & Focus of IMC
Il-3 How IMC Works 16-9 >Move from inside-out to outside-in planning and implementation >View your activities as an inter-related system of marketing and communication >Expect different responses from different audiences >Create synergy among communication techniques >Develop a marketing information system to track results and give feedback on programs(i.e. marketing database) 制计爱价蜀易大学 国际商学院市场营销学系
¾Move from inside-out to outside-in planning and implementation ¾View your activities as an inter-related system of marketing and communication ¾Expect different responses from different audiences ¾Create synergy among communication techniques ¾Develop a marketing information system to track results and give feedback on programs (i.e. marketing database) 16－9 16－9 II-3 How IMC Works 3 How IMC Works
ll-4 Development Stages of IMC 16-10 1.Awareness of the need for integration 2.Image integration 3.Functional integration 4.Coordinated integration 5.Consumer-based integration 6.Stakeholder-based integration 7.Relationship management integration -M.Joseph Sirgy 制卧经价蜀易大考 国际商学院市场营销学系
II-4 Development Stages of IMC 1. Awareness of the need for integration 2. Image integration 3. Functional integration 4. Coordinated integration 5. Consumer-based integration 6. Stakeholder-based integration 7. Relationship management integration -- M. Joseph Sirgy 16 －10 16 －10