Promotion mix advertising sales promotion public relations direct
大綱 推廣組合 (Promotion mix) 廣告 (advertising) 促銷 (sales promotion) 公共關係 (public relations) 直接行銷 (direct marketing) 人員銷售 (personal selling) 整合行銷溝通 (Integrated marketing communications) 事件與經驗 (events and experiences) 2 溝通過程 (communication process) 擬定推廣策略 目標觀眾 溝通目標 設計訊息 選擇媒體 訊息來源 蒐集回饋 公開場合 (publicity) 編制推廣組合預算 口碑行銷 (word-and-mouth marketing) 影響推廣組合因素 互動行銷 (interactive marketing ) 社會責任與企業道德議題
整合行銷溝通 - 1 Advertising Print and broadcast ads Packaging inserts Motion pictures Brochures and booklets Posters and leaflets Billboards Point-of-Purchase displays Videotapes, DVDs 3 Sales Promotion Contests, games, sweepstakes Premiums (gifts) Samples Trade shows, exhibits Coupons Rebates Frequency programs
整合行銷溝通 - 2 Public Relations and Publicity Events / Experiences Press kits Sports Speeches Entertainment Seminars Festivals Annual reports Art Charitable donations Factory tours Publications Company museums Community relations Street activities Lobbying Identity media 4
整合行銷溝通 - 3 Direct and Interactive Marketing Personal Selling Catalogs Sales presentations Mailings Fairs and trade shows Telemarketing 5 Electronic shopping Word-and-mouth marketing TV shopping Online communities and forums E-mail Blogs Websites (search ads, display ads) Social networks Mobile Buzz marketing / viral marketing
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擬定推廣策略 - 1 • 目標觀眾 What will be said, How it will be said, When it will be said, Where it will be said, Who will say it • • 溝通目標 消費者準備階段 (buyerreadiness stages) Awareness Knowledge Liking Preference Conviction Purchase 8
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社會責任與企業道德議題 Communicate openly and honestly with consumers and resellers Avoid deceptive or false advertising Avoid bait-and-switch advertising Conform to all regulations 17 • Follow rules of “fair competition” • Do not offer bribes • Do not attempt to obtain competitors’ trade secrets • Do not disparage competitors or their products
版權聲明 頁碼 1 -26 25 作品 版權圖示 來源 / 作者 轉載自Microsoft Office 2010多媒體藝廊, 依據Microsoft服務合約及著作權法第 46、52、65條合理使用。 6 Principles of Marketing, 13 th edition, p. 432, 作者:Kolter, P. and G. Armstrong. 出版社:Pearson Education Inc. 依據著作權法第 46、52、65條合理使用。 12 Flickr / Zymetrical Novelties http: //www. flickr. com/photos/zymetrical/2945307718/, 本作品以創用CC「姓名標示」2. 0版授權釋出。瀏覽日期: 2013/05/22。 12 Flickr / Ian Muttoo http: //www. flickr. com/photos/imuttoo/6199405546/ 本作品以創用CC「姓名標示-非商業性-相同方式分享」2. 0版授權釋出。 瀏覽日期: 2013/05/22。 15 Better Business, 2 nd edition, p. 442, 出版社:Pearson Education Inc. 作者:Solomon, M. A. Poatsy, and K. Martin, 依據著作權法第 46、52、65條合理使用。
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