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Chapter 19 Chapter 19 Integrated Marketing CommunicationsIntegrated Marketing Communications
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Integrated marketing communications is a way of looking at the whole marketing process from the viewpoint of the customer.
Truyền thông tiếp thị kết hợp
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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?
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Hỗn hợp truyền thông tiếp thị Marketing Communications Mix
Quảng cáo
Advertising Khuyến mãi bán hànhg
Sales Promotion Quan hệ công chúng
Public Relations and Publicity Bán hàng cá nhân
Personal Selling
Tiếp thị trực tiếp và tương tác
Direct and Interactive Marketing
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Table 19.1: Common Communication Platforms
AdvertisingAdvertising Sales Sales PromotionPromotion
Public Public RelationsRelations
Personal Personal SellingSelling
Direct Direct MarketingMarketing
Print and Print and broadcast adsbroadcast ads
Contests, Contests, games, games, sweepstakes, sweepstakes, lotterieslotteries
Press kitsPress kits Sales Sales presentationpresentation
CatalogsCatalogs
Packaging-Packaging-outerouter
Premiums and Premiums and giftsgifts
SpeechesSpeeches Sales Sales meetingsmeetings
MailingsMailings
Packaging Packaging insertsinserts
SamplingSampling SeminarsSeminars Incentive Incentive programsprograms
TelemarketingTelemarketing
Motion Motion picturespictures
Fairs and Fairs and trade showstrade shows
Annual reportsAnnual reports SamplesSamples Electronic Electronic shoppingshopping
Quá trình truyền thông
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Figure 19.1: Elements in the Communication Process
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Quá trình truyền thông
Người nhận thông tin có thể không nhận được thông điệp như dự định vì:
- Chú ý có chọn lựa
- Sự sai lệch chủ quan
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– Ảnh hưởng của nguồn phát thông tin càng lớn, tác động của nó đối với người nhận càng lớn
– Tác động truyền thông lớn nhất khi cả hai nguồn phất và nguồn nhận chia sẻ chung về các quan điểm, niềm tin
Quá trình truyền thông
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– Truyền thông càng hiệu quả hơn nếu nguồn phát thông tin được xem là có hiểu biết hơn, vị trí cao hơn, khách quan hơn, đặc biệt là có quyền lực hơn
Quá trình truyền thông
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Figure 19.2: Steps in Developing Effective Communication
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Truyền thông hiệu quả
Xác định đối tượng nhận thông tin– Phân tích các hình ảnh bên ngoài
Mức độ quen thuộc Familiarity scale
Mức độ ưa chuộng Favorability scale
Chưa bao giờ Chưa bao giờ
nghe đếnnghe đến
Mới nghe Mới nghe 1-2 lần1-2 lần
Biết Biết
chút ítchút ít
Biết Biết
khá nhiềukhá nhiều
Biết Biết
rất rõrất rõ
Không thích Không thích chút nàochút nào
Không thích Không thích lắmlắm
Trung lậpTrung lập Thích Thích chút chútchút chút
Rất thíchRất thích
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Figure 19.3: Familiarity-Favorability Analysis
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So sánh hiệu quả của các hình thức quảng So sánh hiệu quả của các hình thức quảng cáo để giới thiệu sản phẩm hiện nay.cáo để giới thiệu sản phẩm hiện nay.
- Quảng cáo trên báo chí- Quảng cáo trên báo chí
- Quảng cáo trên TVQuảng cáo trên TV
- Quảng cáo trên InternetQuảng cáo trên Internet
- Quảng cáo với tờ rơiQuảng cáo với tờ rơi
- Quảng cáo trên các quà tặng Quảng cáo trên các quà tặng
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Quyết định các mục tiêu của Truyền thông– Nhận thức Cognitive– Tác động Affective– Hành vi Behavioral– Phản ứng Response-hierarchy models
Truyền thông hiệu quả
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Figure 19.5: Response Hierarchy Models
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– Hierarchy-of effects model Awareness Knowledge Liking Preference Conviction Purchase
Truyền thông hiệu quả
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Design the Message– AIDA model
Gain attention Hold interest Arouse desire Elicit action
– Message Content Rational appeals Emotional appeals Moral appeals
Truyền thông hiệu quả
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– Message Structure– Message Format– Message Source
Factors underlying source credibility– Expertise– Trustworthiness– Principle of congruity
Truyền thông hiệu quả
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Select the Communication Channels– Personal Communication Channels
Advocate channels Expert channels Social channels
Truyền thông hiệu quả
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– Steps to stimulate personal influence channels to work on the companies’ behalf
Devote extra effort to influential individuals and companies Create opinion leaders by providing the product at attractive
terms to certain people Work through community influentials such as local disk
jockeys, class presidents, and presidents of women’s organizations
Use influential or believable people in testimonial advertising Develop advertising with high “conversation value”
Truyền thông hiệu quả
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Develop word-of-mouth referral channels to build business
Establish an electronic forum Use viral marketing
– Nonpersonal Communication Channels Media Atmospheres Events Social-structure view of interpersonal communication
– Liaison– Bridge
Truyền thông hiệu quả
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Establish the Total Marketing Communications budget– Affordable Method– Percentage-of-Sales Method– Competitive-Parity Method
Truyền thông hiệu quả
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– Objective-and-Task Method 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 1 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
Truyền thông hiệu quả
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Sử dụng các hỗn hợp truyền thông tiếp thị
The Promotional tools– Advertising
General Qualities:– Public presentation– Pervasiveness– Amplified expressiveness– Impersonality
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Sử dụng các hỗn hợp truyền thông tiếp thị
– Sales PromotionBenefits:
– Communication– Incentive– Invitation
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– Public Relations and PublicityDistinctive qualities:
– High credibility– Ability to catch buyers off guard– Dramatization
Sử dụng các hỗn hợp truyền thông tiếp thị
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– Personal SellingDistinctive qualities:
– Personal confrontation– Cultivation– Response
Sử dụng các hỗn hợp truyền thông tiếp thị
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– Direct MarketingDistinctive qualities:
– Nonpublic– Customized– Up-to-date– Interactive
Sử dụng các hỗn hợp truyền thông tiếp thị
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– Type of Product MarketAdvertising’s role in business markets:
– Advertising 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
Các yếu tố ảnh hưởng đến việc sử dụng hỗn hợp truyền thông tiếp thị
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– 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.
Sử dụng các hỗn hợp truyền thông tiếp thị
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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
Sử dụng các hỗn hợp truyền thông tiếp thị
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The average industrial company sets its marketing budget at 7 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 dispersed or the customer growth rate was higher
Sử dụng các hỗn hợp truyền thông tiếp thị
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– Effectively trained consumer sales force can make four important contributions:
Increased stock position Enthusiasm building Missionary selling Key account management
– Buyer-Readiness Stage
Sử dụng các hỗn hợp truyền thông tiếp thị
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Figure 19.6: Cost-Effectiveness of Different Promotional Tools
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Trong khi rất khó đánh giá hiệu quả của Trong khi rất khó đánh giá hiệu quả của các phương pháp truyền thông truyền các phương pháp truyền thông truyền thống, Internet cho phép chúng ta đo thống, Internet cho phép chúng ta đo lượng hiệu quả nhanh hơn. Làm thế lượng hiệu quả nhanh hơn. Làm thế nào để chúng ta đo lường hiệu quả của nào để chúng ta đo lường hiệu quả của quảng cáo đối với người truy cập quảng cáo đối với người truy cập (visitors)(visitors)