Transcript 詳全文

第 9 章
整合式行銷溝通
Integrated Marketing
Communications, IMC
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學習目標
了解IMC的概念與促銷策略的關係
2. 說明IMC與溝通過程的關係
3. 列出促銷的主要目標
4. 解釋促銷組合的意義及行銷組合的關係
5. 說明決定促銷組合的主要因素
6. 比較推&拉促銷策略
促銷策略
7. 說明訂定促銷預算的方法
Promotional
1.
Strategy
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9.1 大綱

促銷promotion:
經由告知,說服,進而影響消費者決策的作用及過
程
行銷者

資訊科技
消費者
行銷溝通由行銷者至消費者的資訊傳遞
目標建立及維繫買賣雙方關係
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IMC 只有行銷部門在做?
整體目
標
整體行銷目標
行銷部門
促銷目標 & 促銷策略
促銷計畫(工具,活動)
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9.2 整合式行銷溝通
★★★

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IMC:
整合所有促銷活動(如:媒體廣告,直接信函,人員
銷售,銷售促進,公共關係),塑造一致的,以顧客為
重心的促銷活動
成功的行銷:

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必須發展顧客導向的行銷活動
了解顧客的需要是什麼
不是只有產品的介紹
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IMC的技術

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行銷者必須運用互動式媒體的力量
蒐集顧客的反應
進而建立完整的DATABASE
利用市場區隔,設計特定訊息,進行有效的溝通
1/3 以下有具體
整合式行銷計畫
15%企業利用
DATABASE
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IMC的範例

Example of an Ad
Enhancing
GM’s Integrated
Marketing
Communications
Program
“GM Rides”
www.gm.com
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9.2.1 團隊合作的重要性


IMC須要一個整體性策略,包括行銷活動,而不
是只有促銷活動
公司內部合作&外部協力廠商的互動,包括:



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所有行銷部門人員
通路成員
業務代表
售貨員
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微軟 -- IMC

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公共關係的新聞稿
名人推薦
促銷活動
廣告
零售點的爭取
．．．
ＷＩＮ ９５
２億美元
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9.2.2 資料庫行銷在IMC的重要性


With the growth of the Internet, marketers
have been given the power to gather
information faster and to organize it easier
than ever before
資訊蒐集的範圍


不是只有消費者的資訊
消費者零售商大盤商企業內部
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9.3 溝通過程
圖9.2
發動者
(行銷者)
製成符號
媒體通路
接受者
(顧客)
干擾
回饋
解碼
(了解C的經驗,
喜好)
反應
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有效溝通的三項任務
★★★
★★
獲得接收者的注意
 達成訊息接收與發動者間的相互瞭解
 可以激起訊息接收的需要並提供滿足需要的
手段和方法
AIDA模式:
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ATTENTION
INTEREST
DESIRE
ACTION
引起注意
產生興趣
激起慾望
採取購買行動
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AIDA Concept
TUMS
A Print
Message
Following the
AIDA Concept
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回饋

回饋的機制:
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改變消費者的態度
直接刺激採取購買行動
有可能拒絕購買特定商品市場研究
參考 表9.1
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9.4 促銷的目的
9.4.1 提供消費者資訊
9.4.2 增加需求
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一般性需求 primary demand
選擇性需求 selective demand
9.4.3 創造商品的特色
9.4.4 提升商品的價值
9.4.5 穩定商品銷售的波動

產品
差異化
如:夏季時銷售冰咖啡
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Daewoo Lanos Television Ad Differentiating
Its Product from Those of the Competition
“Skateboarder”
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9.5 促銷組合

Promotional mix:
結合各種不同促銷手段,以達成促銷的目的
例如:
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人員銷售
廣告($X)
促銷($Y ≈ 2 倍 $X)
直銷
公共關係
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9.5.1 人員銷售
Personal Selling

凡是與購買者直接面對面的銷售方式稱為人
員銷售,但透過電腦或電話所進行的銷售亦歸
納於此類
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9.5.2 非人員銷售
Nonpersonal Selling

買賣雙方不透過面對面方式所進行的促銷活
動,包括:
1.
2.
3.
4.
5.
6.
廣告 Advertising
促銷 Sales promotion
貿易促進 Trade promotion
直銷 Direct marketing
公共關係 Public relations
公共報導 Publicity
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(1) Advertising

Advertising: paid, nonpersonal
communication through various media by a
business firm, not-for-profit organization, or
individual identified in the message with the
hope of informing or persuading members of
a particular audience
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(2) Sales promotion

marketing activities other than personal
selling, advertising, and publicity that
stimulates consumer purchasing and
dealer effectiveness (includes displays,
trade shows, coupons, premiums, contests,
product demonstrations, and various
nonrecurrent selling efforts)
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A Free Premium with
the Purchase of an Item
TV Ad Using a Popular
Sales Promotion
Technique:
Calvin Klein(卡文克萊)
“Free Jacket”
http://www.bgo.com.tw/contact/allbrand.asp
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(3) Trade promotion

Sales promotions aimed at marketing
intermediaries rather than ultimate
consumers
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(4) Direct marketing

direct communications other than personal
sales contact between buyer and seller,
designed to generate sales, information
requests, or store visits
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(5) Public relations & (6) Publicity
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Firm’s communications and relationships
with its various publics
Stimulation of demand for good, service,
place, idea, person, or organization by
unpaid placement of commercially
significant news or favorable media
presentations
參考 表9.2 各種促銷方法的比較
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9.6 Sponsorships
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Sponsorship: provision of funds for a
sporting or cultural event in exchange for a
direct association with the events; in ecommerce, a long-term linkage between a
Web site and a marketer
Sponsor IBM is
prominently
featured on the
Sydney
2000 Olympic
WebSite
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9.7 Direct Marketing

直銷目的:
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提高商品的能見度
讓目標市場中的可能消費者採取行動,如:
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下單訂購
打免費電話查詢
利用E-MAIL查詢
直接到零售店選購
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9.7.1 Direct Marketing
Communications Channels
圖 9.6 (已更新)
Marketers often combine two or more media in one direct marketing program
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9.7.2 Direct Mail
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Marketers combine information from internal and
external databases, surveys, personalize
coupons, and rebates that require responses to
provide information about consumer lifestyles,
buying habits, and wants
As the information improves, direct-mail has
become a viable channel for identifying a firm’s
best prospects
Direct mail is a critical tool in creating effective
direct marketing campaigns
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9.7.3 Telemarketing

Promotional presentation
involving the use of the
telephone for outbound
contacts by salespeople or
inbound contacts initiated by
customers who want to
obtain information and place
orders
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Offering Toll-Free Telephone Numbers to
Catalog Shoppers
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9.7.4 Direct Marketing Via
a Broadcast Channels
※ Broadcast direct marketing includes:
 直效廣告 Direct response ads:
Brief (30 to 90 and second) on television or radio
 電視購物頻道 Home shopping channels:
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Quality Value Channel (QVC)
Home Shopping Network (HSN)
廣告化節目 Infomercial:
promotional presentation for a single product
running 30 minutes or longer in a format that
resembles a regular television program
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9.8 發展最佳的促銷組合

Factors that influence the effectiveness of
a promotional to mix:
1.
2.
3.
4.
5.

市場的品質 Nature of the market
商品的本質 Nature of the product
商品生命週期之階段
Stage in the product life-cycle
商品的價格 Price
促銷的預算 Funds available for promotion
參考 表9.3
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9.9 推與拉的促銷策略
★★★
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Pulling strategy: promotional effort by a seller to
stimulate demand among final users, who will then
exert pressure on the distribution channel to carry
the good or service, pulling it though the marketing
channel
Pushing strategy: promotional effort by a seller to
members of the marketing channel intended to
stimulate personal selling of the good or service,
thereby pushing it through the marketing channel
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9.10 制定促銷預算


工業性商品: 人員銷售 > 廣告預算
消費性商品: 人員銷售 < 廣告預算
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邊際分析 marginal analysis
★★★
表9.4
預算支出的制定方法:
銷售百分比法 Percentage-of-sales method
Promotional budget is set as a specified percentage of either past or
forecasted sales.
固定單位銷售額法 Fixed-sum-per-unit method
Promotional budget is set as a predetermined dollar amount for each unit
sold or produced.
競爭對比法 Meeting competition method
Promotional budget is set to match competitor’s promotional outlays on either
an absolute or relative basis.
目標任務法 Task-objective method
Once marketers determine their specific, promotional objectives, the amount
(and type) of promotional spending needed to achieve them is determined.
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MEASURING THE EFFECTIVENESS OF
PROMOTION

Two basic measurement tools:
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Direct sales results measures the effectiveness
of promotion by revealing the specific impact on
sales revenues for each dollar of promotional
spending
Indirect evaluation concentrates on quantifiable
indicators of effectiveness like:


Recall - how much members of the target market
remember about specific products or advertisements
Readership – size and composition of a message’s
audience
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Measuring Online Promotions

Early attempts at measuring online promotional
efforts involved:
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Counting hits, user requests for a file
Counting visits, pages downloaded or read in one
session
Two major techniques for setting online advertising
rates:
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Cost per impression (CPM), technique that related the
cost of an ad to every thousand people who read it
Cost per click (CPC)
Cost per action (CPA)
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