Integrated Marketing Communications
Corporate Communication
- Mission ahìnhause marketing:
Mission marketing which is using the coyếu
ny’s mission as a sellinh strategy in order to difference and add value to the brand.
Cause marketing company or a brand support forđơngoal cause through donations
of a percentage of sales.
- Employee and financial relation:
Employee relation is an area of public relations that focuses on establishing and
maintaining communication systems with employee.
Financial relation is an area of public relations that creates communication directed
to – and often developed in collaborations with – investors, analyst, stocbrokers, Commented [MOU1]: Người môi giới chứng khoán
and financial media.
Sales promotion
- Sales promotion, is a MC function that offers a tangible added value designed to Commented [MOU2]: Hữu hình
motivate and accelerate a response:
Consumer promotions target end users – PULL strategy
Trade promotions target members of the distribution channel – PUSH strategy
Lạm dụng nhiều gây ra sói mòn thương hiệu
- Premiums is an item offered free or at a bargain price to reward some type of behavior
such as buying, sampling, or testing:
Consumables are products that have. One-time use, such as movie tickets
- Specialties are items given free to customers and other stakeholders to help keep a
brand’s name top-of-mind.
- Price reductions: a featured price, enlarged package, free goods
- Rebates: cash refunds, a type of price reduction
- Sampling offering prospects the opportunity to try a product before making a buying
decision
- Sweepstakes, contests, and games.
Trade promotion
- Trade promotion challenges: (1) persuading retailers to authorities a brand, which
means to agree to carry a brand: (2) persuading retailers to display the product in a
positive manner and aggressively promote it to customers.
- Trade promotion tools:
Off-invoice allowances: reduction in the wholesale price, with no restrictions, for a Commented [MOU3]: Trợ cấp
limited period
Volume discounts
Performance allowances: price reductions given to retailers to exchange for the
retailer
Display allowances: off-shell display allowances, a price reduction for locating an
additional quantity of a brand in a high-traffic areas, such as the end of an aisle Commented [MOU4]: Cánh, gian bên
1
Integrated Marketing Communications
Dealer loaders: high value premium given to a retailer in exchange for the purchase
of a special product assortment or a specified dollar volume. Commented [MOU5]: Sự phân loại
Personal selling
- Person-to-person interactive communication used to ultimately persuade:
Support by information technologies
Two-way communication, the essence of personal selling. Commented [MOU6]: Bản chất, cốt yếu
- Acquiring new customers:
Sales lead: a person or organization identified as being a prospect Commented [MOU7]: Khách hàng tiềm năng (sau qualified
database)
Cold call: a sale call to a prospect who is not known by the sales rep and has not Từ phổ biến trong marketing digital
expressed ant particular interest in the company or the brand Có nhiều cấp độ của lead
- Retaining current customer
lead
- Solution approach, Solution selling: helping customers solve problems or take advantage
of opportunities.
- Partnering approach: need assessment, asking a lot of questions about how a business
operates.
Direct marketing
- An interactive, database-driver MC process that uses a range of media to motivate a
response from customer and prospects
Interactive dimension
Personal dimension
Khả năng lọc, phân tích lớn
Tối ưu hoá các hệ thống dữ liệu
- Direct marketing objectives hệ thống affiliate Commented [MOU8]: Tìm hiểu hệ thống
Producing leads
Lead qualification
Strengthening brand relationships
- Direct marketing strategies:
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Integrated Marketing Communications
Front-end strategies include the marketing communication and media mix used to
explain and deliver in offer
Back-end strategies include operational decisions about how responses to offers will
be received and processed inventory control, shipping of orders, invoicing, handing of Commented [MOU9]: Hóa đơn
return and other customer-service functions.
CHAPTER 3: BRAND AND STAKEHOLDERS RELATIONSHIPS
1. What Brand Means:
- Definitions
A perception resulting from experiences with an information about a Commented [MOU10]: Sự nhận thức
company or a line of product.
A mixture of tangible and intangible attributes, symbolized in a
trademark, which, if properly managed, creates influence and generates
value.
- Nature brand:
A brand is basically a perception, not a logo on the side of package. A
brand exists only in people’s heads and hearts.
In the marketplace, perceptions are collective result of everything
customer of other stakeholder sees, hears, reads, or experiences about
a company and its brands.
A perception can be influenced through positive (and negative)
communication experiences, but not controlled
A brand differentiates a product from its competitors and makes a
promise to its customers
- Branding, the process of creating a brand image that engages the hearts
and minds of customers, is what separates similar products from each
other
Logo, which are distinctive graphic designs used to communicate a
product, company, or organization identity, suggest a personality for the
brand
Intangible attributes of brand are more important in brand building
because it is hard to copy and more likely than tangible attributes to
involve consumers emotionally
