Ch15imcCauseofmiscommunicationEncodingDistortionDecoding傳播過程要素發(fā)出者編碼信息媒體解碼接收者噪聲反應(yīng)反饋CommunicationtoolsPersonalNon-personalNon-personalcommunicationAdvertisingDirectmarketingPackagingPublicityPRSalespromotion(tradeshows,productplacement)communicationDevelopcommunicationsstrategyTarget?Objectives?Tools?Budget?Time?IdentifyingcommunicationsstrategyDirectlyrelatedcommunicationstarget--pushstrategy--pullstrategyNotDirectlyrelatedcommunicationstarget--investors--others(jobwanted)Fig15.2p230DecidingoncommunicationsobjectivesTab15.2p231SelectingcommunicationstoolsTab15.3p232IntegratingcommunicationseffortsIntegratecommunicationsforalltargetsinasinglemarketsegmentIduct,price,distributionandserviceIntegratecommunicationsforalltargetsinseveralmarketsegmentsIntegratecommunicationsforalltargets—marketsegment,market,business,andcorporateAdvertisingElementsofanadvstrategytab15.4p233AdvobjectivesOutputobjectives--sales,shares,brandloyaltyIntermediateobjectives--awareness,knowledge,liking,trial,emotionalcommitmentHierarchyofeffectsadvmodels15.3p234Messaging:contentFollowpositionFocusonvaluepropositionFocusoncorebenefitReflectuniqueclaims,differentialadvantageExecutionRationalEmotionalRationalDemonstrationshowComparativewithcompetitorsOne-sidedandtwo-sidedpositive/negativeRefutationalrefutecompetitorclaimPrimacyorrecency--beginning:gainattention/minimizeobjection--end:reinforcefavourableimpressionEmotionalHumor-basedFear-basedCelebrityendorsementStorytellingMediaselectionMediaobjectivesMediatypeSpecificmediaTimingMediascheduleMediaassessmentReachFrequencyReachandfrequencyGPR-grossratingpoint(總收視點）AO-advobjectivesMO-mediaobjectivesMulti-mediaDuplicatedreach重復(fù)到達率Unduplicatedreach非重復(fù)到達率Impact(creativeness)AdvanddisadvofselectedmediaclassesTab.15.5p239TimingConcentrationoneContinuousregular,periodicFlightingrepeatedhigh—low/noPulsingcontinuous+flightingProgrammeevaluationTestingindividualadvertisementandspendinglevels--Recognition,aidedrecall,unaidedrecallEvaluatingtheentireadvertisingprogramme--trackingstudiesDirectmarketing—reasonforgrowTechnologyDemographics&lifestyleProductqualityProfessionalismDeliverysystemInternetmobileDirectmarketing—advantagesFlexibilityAction-orientedcustomerresponseBettermeasurementPredictabilityBettercustomerknowledgeAbilitytotailortheofferAbilitytoidentifyprospectsPRPublicity-subsetofPRPublicrelation

practiceofmanagingtheflowof

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public.astrategiccommunicationprocessthatbuildsmutuallybeneficialrelationshipsbetweenorganizationsandtheirpublicsCorporatereputation,crisismanagement,governmentrelations,internalrelations,pressrelations,productpublicity,shareholderrelationsSalespromotionConsumerpromotionTradepromotionRetailpromotionTheinternetOnlineadvertisingWebsitesOnlineadvertisingPaidsearchSearchengineoptimizationDisplayadvertisementClassifiedsEmailMobilemarketingSMSMMSBlogs通過博客網(wǎng)站或博客論壇接觸博客作者和瀏覽者，利用博客作者個人的知識、興趣和生活體驗等傳播商品信息的營銷活動。公司、企業(yè)或者個人利用博客這種網(wǎng)絡(luò)交互性平臺，發(fā)布并更新企業(yè)、公司或個人的相關(guān)概況及信息，并且密切關(guān)注并及時回復(fù)平臺上客戶對于企業(yè)或個人的相關(guān)疑問以及咨詢，并通過較強的博客平臺幫助企業(yè)或公司零成本獲得搜索引擎的較前排位，以達到宣傳目的的營銷手段。Blogreducescost（1）博客內(nèi)容增加搜索引擎可見性，從而為網(wǎng)站帶來訪問量（2）以更低的成本對讀者行為進行研究（3）建立權(quán)威網(wǎng)站品牌效應(yīng)的最快、費用最少的途徑（4）個人博客可以部分替代廣告投入，減少直接廣告費用（5）節(jié)省保持用戶的費用（6）博客減小了被競爭者超越的潛在損失AdvantangesofBlogmarketing1、細分程度高，廣告定向準(zhǔn)確博客擁有其個性化的分類屬性，因而每個博客都有其不同的受眾群體，其讀者也往往是一群特定的人，細分的程度遠遠超過了其他形式的媒體。2、互動傳播性強，信任程度高，口碑效應(yīng)好博客既是廣播式的傳播渠道又是受眾群體，能夠很好地把媒體傳播和人際傳播結(jié)合起來，通過博客與博客之間的網(wǎng)狀聯(lián)系擴散開去，放大傳播效應(yīng)。3、影響力大，引導(dǎo)網(wǎng)絡(luò)輿論潮流博客作為高端人群所形成的評論意見影響面和影響力度越來越大，博客漸漸成為了網(wǎng)民們的"意見領(lǐng)袖"引導(dǎo)著網(wǎng)民輿論潮流，他們所發(fā)表的評價和意見會在極短時間內(nèi)在互聯(lián)網(wǎng)上迅速傳播到開來，對企業(yè)品牌造成巨大影響。4、大大降低傳播成本口碑營銷的成本由于主要僅集中于教育和刺激小部分傳播樣本人群上，即教育、開發(fā)口碑意見領(lǐng)袖，因此成本比面對大眾人群的其他廣告形式要低得多，且結(jié)果也往往能事半功倍。Featuresofblogmarketing1.博客目標(biāo)更為精確，能夠針對目標(biāo)客戶進行精準(zhǔn)的博客營銷；2.博客營銷與傳統(tǒng)營銷方式相比營銷成本較低，通過網(wǎng)絡(luò)媒介可以節(jié)省更多的人力、物力、才力資源；3博客廣告具有交互性，