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1、1 Integrated Marketing Communications Strategy(I)2 Promotion mix(marketing communications mix)The specific blend of advertising,sales promotion,public relations,personal selling,and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationshi
2、ps 3 Advertising Any paid form of nonpersonal presentation and promotion of ideas,goods,or services by an identified sponsor,including broadcast,print,Internet,outdoor,and other forms,etc.4 Sales promotion Short-term incentives to encourage the purchase or sale of a product or service,including disc
3、ounts,coupons,displays,and demonstrations,etc.5 Public relations Building good relations with the companys various publics by obtaining favorable publicity,building up a good corporate image,and handling or heading off unfavorable rumors,stories,and events,including press releases,sponsorships,speci
4、al events,and Web pages,etc.6 Personal selling Personal presentation by the firms sales force for the purpose of making sales and building customer relationships,including sales presentations,trade shows,and incentive programs,etc.7 Direct-marketing tools Direct connections with carefully targeted i
5、ndividual consumers to both obtain an immediate response and cultivate lasting customer relationships,including catalogs,telephone marketing,kiosks,the Internet,mobile marketing,and more 8 Integrated Marketing Communications(1/2)Today,more companies are adopting the concept of integrated marketing c
6、ommunications(IMC)Carefully integrating and coordinating the companys many communications channels to deliver a clear,consistent,and compelling message about the organization and its products.IMC leads to a total marketing communications strategy aimed at building strong customer relationships.9 Int
7、egrated Marketing Communications(2/2)IMC ties together all of the companys messages and images.Its television and print ads have the same message,look,and feel as its e-mail and personal selling communications.Its PR materials project the same image as its Web site or social network presence.The rol
8、es of different media must be carefully coordinated under the overall marketing communications plan.10 Media Elements in the Communication Process(1/5)Sender Encoding Message Decoding Receiver Noise Feedback Response Senders field of experience Receivers field of experience.11 Elements in the Commun
9、ication Process(2/5)9 elements 2 major parties:the sender and the receiver 2 major communication tools:the message and the media 4 major communication functions:encoding,decoding,response,and feedback The last element is noise in the system.12 Elements in the Communication Process(3/5)Sender:The par
10、ty sending the message to another party.Encoding:The process of putting thought into symbolic form.Message:The set of symbols that the sender transmitsthe companys actual ad.Media:The communication channels through which the message moves from the sender to the receiver.Decoding:The process by which
11、 the receiver assigns meaning to the symbols encoded by the sender.13 Elements in the Communication Process(4/5)Receiver:The party receiving the message sent by another party.Response:The reactions of the receiver after being exposed to the message.Feedback:The part of the receivers response communi
12、cated back to the sender.Noise:The unplanned static or distortion during the communication process,which results in the receiver getting a different message than the one the sender sent.The more the senders field of experience overlaps with that of the receiver,the more effective the message is like
13、ly to be.14 Elements in the Communication Process(5/5)This model points out several key factors in good communication.Senders must know what audiences they wish to reach and what responses they want.be good at encoding messages that take into account how the target audience decodes them.send messages through media that reach target audiences,and develop feedback channels so that they can assess an audiences response to the message.