tailieunhanh - Tài liệu truyền thông - Chap01 - Tổng quan về thị tích hợp Truyền thông

1. Đánh giá cao việc thực hành và truyền thông tiếp thị nhận ra các công cụ Marcom được sử dụng bởi các học viên. 2. Mô tả triết lý và thực hành tiếp thị tích hợp truyền thông (IMC). 3. Hiểu năm tính năng chính của IMC. | Overview of Integrated Marketing Communications Appreciate the practice of marketing communications and recognize the marcom tools used by practitioners. Describe the philosophy and practice of integrated marketing communications (IMC). Understand the five key features of IMC. Recognize the activities involved in developing an integrated communications program. Identify obstacles to implementing an IMC program. Understand and appreciate the components contained in an integrative model of the marcom decision-making process. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 1– 1– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Introduction to Marketing Communications (Marcom) Business-to-Consumer (B2C) Business-to-Business (B2B) Integrated Marcom B2C&B Integrated Marketing Communication (IMC) Programs 1– © 2010 South-Western, a part of Cengage Learning. All . | Overview of Integrated Marketing Communications Appreciate the practice of marketing communications and recognize the marcom tools used by practitioners. Describe the philosophy and practice of integrated marketing communications (IMC). Understand the five key features of IMC. Recognize the activities involved in developing an integrated communications program. Identify obstacles to implementing an IMC program. Understand and appreciate the components contained in an integrative model of the marcom decision-making process. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 1– 1– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Introduction to Marketing Communications (Marcom) Business-to-Consumer (B2C) Business-to-Business (B2B) Integrated Marcom B2C&B Integrated Marketing Communication (IMC) Programs 1– © 2010 South-Western, a part of Cengage Learning. All rights reserved. The Tools of Marketing Communications Table Source: Adapted from Figure in Kevin Lane Keller, “Mastering the Marketing Communications Mix: Micro and Macro Perspectives on Integrated Marketing Communication Programs,” Journal of Marketing Management 17 (August, 2001), 823–851. 1. Media Advertising • TV • Radio • Magazines • Newspapers 2. Direct Response and Interactive Advertising • Direct mail • Telephone solicitation • Online advertising 3. Place Advertising • Billboards and bulletins • Posters • Transit ads • Cinema ads 4. Store Signage and Point-of-Purchase Advertising • External store signs • In-store shelf signs • Shopping cart ads • In-store radio and TV 5. Trade- and Consumer-Oriented Promotions • Trade deals and buying allowances • Display and advertising allowances • Trade shows • Cooperative advertising • Samples • Coupons • Premiums • Refunds/rebates • Contests/sweepstakes • Promotional games • Bonus packs • Price-off deals 6. Event Marketing and .