Bài giảng Marketing Management: Chương 19 - Integrated Marketing Communications

Chapter 19<br /> Integrated Marketing Communications<br /> <br /> 19<br /> -1<br /> NMD.<br /> <br /> Truyền thông tiếp thị kết hợp<br /> Integrated marketing communications is<br /> a way of looking at the whole marketing<br /> process from the viewpoint of the<br /> customer.<br /> <br /> 19<br /> -2<br /> NMD.<br /> <br /> Nội dung chương<br /> In this chapter, we focus on three major questions:<br /> How does communication work?<br /> What are the major steps in developing an<br /> integrated marketing communications program?<br /> Who should be responsible for marketing<br /> communication planning?<br /> <br /> 19<br /> -3<br /> NMD.<br /> <br /> Hỗn hợp truyền thông tiếp thị<br /> Marketing Communications Mix<br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br /> 19<br /> -4<br /> <br /> Quảng cáo<br /> Advertising<br /> Khuyến mãi bán hànhg<br /> Sales Promotion<br /> Quan hệ công chúng<br /> Public Relations and Publicity<br /> Bán hàng cá nhân<br /> Personal Selling<br /> Tiếp thị trực tiếp và tương tác<br /> Direct and Interactive Marketing<br /> NMD.<br /> <br /> Quá trình truyền thông<br /> Table 19.1: Common Communication Platforms<br /> Advertising<br /> <br /> Sales<br /> Promotion<br /> <br /> Public<br /> Relations<br /> <br /> Personal<br /> Selling<br /> <br /> Direct<br /> Marketing<br /> <br /> Print and<br /> broadcast ads<br /> <br /> Contests,<br /> games,<br /> sweepstakes,<br /> lotteries<br /> <br /> Press kits<br /> <br /> Sales<br /> presentation<br /> <br /> Catalogs<br /> <br /> Packagingouter<br /> <br /> Premiums and<br /> gifts<br /> <br /> Speeches<br /> <br /> Sales<br /> meetings<br /> <br /> Mailings<br /> <br /> Packaging<br /> inserts<br /> <br /> Sampling<br /> <br /> Seminars<br /> <br /> Incentive<br /> programs<br /> <br /> Telemarketing<br /> <br /> Fairs and<br /> trade shows<br /> <br /> Annual reports Samples<br /> <br /> Motion<br /> 19<br /> pictures<br /> -5<br /> <br /> NMD.<br /> <br /> Electronic<br /> shopping<br /> <br />