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Consumer behavior 消費者行為 Describes how individuals or groups select, purchase, use, or dispose of products – as well as describing the needs that motivate these behaviors Perception/State of Mind 心理的影響 Affects how people perceive information as well as determines the particular pattern of consumer behavior Personality 動機 Attitudes and Values 態度與價值觀 Attitudes impact motivations Influence how consumers evaluate products, institutions, retail stores, and advertising Personality 人格 Psychographic Influences 消費者心態的影響 Lifestyle and psychological characteristics that have a bearing on how people make decisions Psychographics 消費心理學 Looks at the ways people allocate time, energy, and money The VALS system Lifestyle profiles that collectively reflect a whole culture Trends The Consumer Decision Process 消費者決策過程 Need recognition The consumer recognizes the need for a product Advertising should activate or stimulate this need Information search Can be casual or formal Advertising helps the search process by providing information and making it easy to find, as well as remember Evaluation of alternatives Consumers compare various products and reduce the list of options Advertising helps sort out products on the basis of tangible and intangible features Purchase decision Often a two-part decision Select the brand Select the outlet from which to purchase In-store promotions affect these choices Postpurchase evaluation The customer reconsiders and justifies the purchase Determines whether the customer will keep the product, return it, or refuse to buy the product again Segmenting 區分… Dividing the market into groups of people who have similar characteristics in certain key product-related areas Targeting 定位… Identifying the group that might be the most profitable audience Market aggregation strategy 市場聚集策略 When planners purposefully use one marketing strategy that will appeal to as many audiences as possible Market segmentation 市場細分 Assumes that the best way to sell is to recognize differences within the broad market (分歧)and adjust strategies (調整策略)and messages accordingly Targeting the right audience The target is described using the variables that separate this prospective consumer group from others who are not in the market Profiling the target audience Describing the target audience as if they are people you know Used in developing media and message decisions Key Concepts in Marketing 在營銷的關鍵概念 The marketing concept 市場營銷觀念 Marketing should focus first on identifying the needs and wants of the customer To compete effectively, marketers must focus on the customers’ problems and try … to solve them Branding 品牌 The process of creating a distinctive and special meaning for a product Brand equity is reputation, meaning, and value that the brand name or symbol has acquired over time Added value 附加價值 A marketing or advertising activity makes a product more valuable, useful, and/or appealing The Marketing Process 營銷過程 1. Conduct research/develop a situation analysis 發展情況分析 2. Set objectives for the marketing effort 在營銷工作設定目標 3. Assess consumer needs and wants 評估消費者的需求和希望 4. Differentiate and position the product 區分和定位產品 5. Develop the marketing mix strategy 制定營銷組合策略 6. Evaluate the effectiveness of the strategy 評估策略的有效性 Product 產品 Place 地點 Price 價格 Promotion 推廣 Full-Service Agencies 全面服務機構 – Account management 帳戶管理 – Creative services 創意服務 – Media planning and buying 媒體策劃 – Account planning 客戶規劃 Creative Development 創造性發展 Account Management 帳戶管理 Full-Service Agencies 全面服務機構 Media Planning 媒體計畫 Account Planning 客戶規劃 Integrated marketing 整合營銷 All areas/the marketing mix work closely together to present the brand in a coherent, consistent way Relationship marketing 關係營銷 Considering all the firm’s stakeholders Differentiate between objectives 區分目標, strategies 策略, and tactics in strategic planning 策略規劃 Outline the key features in an IMC plan The process of determining objectives, deciding on strategies, and implementing the tactics Objectives 目標 – What you want to accomplish 你要完成什麼 Strategies 策略 – How to accomplish the objectives 如何實現目標 Tactics – Make the plan come to life Typical Plan Outline 典型計劃大綱 Situation analysis 形勢分析 Key strategic decisions 關鍵策略決策 Media strategy 媒體策略 Message strategy 信息策略 Evaluation of effectiveness 評價的有效性 Situation analysis 形勢分析 – Researching and reviewing the current state of the business that is relevant to the brand and gathering all relevant information SWOT analysis – Strengths 優勢 – Weaknesses 弱勢 – Opportunities 機會 – Threats 威脅 Objectives and strategies – Planners develop specific objectives to be accomplished during a specific time period – The main categories of effects can be used to identify the most common advertising and IMC strategies what to expect from a campaign Measurable objectives – Specific effect that can be measured – A time frame – A baseline – The goal – Percentage change Segmenting and targeting 分割和定位 – Market segment: a group of consumers having similar characteristics – The segments the planner selects becomes the target audience Positioning Strategy 定位策略 – Determining what place a product should occupy in a given market – To establish a location in the consumer’s mind based on what the product offers and how that compares with the competition Product features 產品特點 – Feature analysis 特徵分析 Competitive advantage 競爭優勢 – Importance/performance 重要性 Differentiation 分別 – Branding 品牌 Locating the brand position 定位品牌 Budgeting 預算 – Determines how many targets and multiple campaign plans a company or brand can support and the length of time the campaign can run Account planning 客戶規劃 – The research-and-analysis process used to gain knowledge and understanding of the consumer Account Planning Elements 客戶規劃要素 1. Consumer insight 消費者洞察 2. Message strategy 信息策略 3. Media strategy 媒體策略 Consumer Insight 消費者洞察 Intersects with the interests of the customer and the brand features Insight mining – Realistic response objective? – Causes of nonresponse? – Barriers to desired response? – Motivation to respond? – Role of each element in the communication mix The Big Idea 大創意 – Implements the advertising strategy so that the message is both attention getting and memorable The Creative Leap – Jumping from the strategy statement to an original idea that conveys the strategy in an interesting way Right-brain thinking 右腦思維 – Intuitive, nonverbal, and emotion-based thinking The Creative Person 創意人 – In advertising, creativity is both a job description and a goal Creative strategy – What the advertisement says – message strategy Creative execution – How it is said 1. 感知 Perception: create attention, awareness, interest, recognition, and recall 2. 認知 Cognitive: deliver information and understanding 3. 情感 Affective: touch emotions and create feelings 4. 說服 Persuasion: change attitudes, create conviction and preference 5. 轉型 Transformation: establish brand identity and associations 6. 行為 Behavior: stimulate some form of action Two basic approaches to translating message objectives into strategy Hard- and Soft-Sell strategies – Hard Sell: touches the mind and creates a response based on logic – Soft Sell: uses emotional appeals or images to create a response Most advertising messages use a combination of two basic literary techniques to reach Lectures and Dramas the head or the heart of the consumer – Lecture: a serious instruction given verbally – Drama: relies on the viewer to make inferences Transform Product 轉換產品 Branding 品牌 Image advertising is used to create a representation in the customer’s mind Associations 機會 Strategy Decisions 戰略決策 The problem 問題 The objectives 目標 The target market 目標市場 Positioning strategy 定位策略 Type of creative strategy 新戰略 Selling premise 銷售前提 Execution suggestions 執行建議 Global campaigns – Require ad work that addresses advertising objectives and reflects the positioning strategy – Usually desirable to adapt the creative execution to the local market Explain the basic style used for copy writing Describe the various elements of a print ad Explain the message characteristics and tools of radio advertising Discuss the major elements of television commercials Discuss how Web advertising is written Four types of ads in which words are crucial 1. If the message is complicated 2. If the ad is for a high-involvement product 3. Information that needs definition and explanation 4. If a message tries to convey abstract qualities Copywriter 5. person who shapes and sculpts the words in ads The Headline Key element in print advertising Conveys the main message Works with the visual to get attention and communicate creative concept A good headline will attract those who are prospects The headline must work in combination with the visual to stop and grab the reader’s attention The headline must identify the product and brand, and start the sale The headline should lead readers into the body copy – Direct-action headlines – Indirect-action headlines Captions – Have the second-highest readership and serve an information function Subheads – Sectional headlines used to break up a large block of copy Taglines – Short, catchy, memorable phrases used at the end of an ad to complete the creative idea Slogans – Repeated from ad to ad as part of a campaign or long-term brand identity effort – Can also be used as taglines Must be simple enough for consumers to grasp, but intriguing enough to prevent them from switching the station Ability of the listener to remember facts is difficult Theater of the mind – The story is visualized in the listener’s imagination Copywriters must plan – Length of the commercial – Shots in each scene – Key visual – Where and how to shoot the commercial Scenes – Segments of action that occur in a single location Key frames – The visual that sticks in one’s mind Web ads 網路廣告 – Create awareness and interest in a product and build a brand image – Focus on maintaining interest what PR is and how it differs from advertising most common types of PR programs Analyze the key decisions in PR planning Explain the most common types of PR tools Discuss the importance of measuring the results of PR efforts Media use 媒體使用 ◎Public relations people seek to persuade media gatekeepers to carry stories about their companies ◎This aspect of PR is called publicity Control 控制 ◎In the case of news stories, public relations people are at the mercy of the media gatekeeper ◎Advertising runs exactly as the client who paid for it has approved Credibility 信譽 ◎The public tends to trust the media more than they do advertisers ◎Implied third-party endorsement Media relations 與媒體的關係 Employee relations 員工關係 Financial relations 財政關係 Public affairs 公共事務 Research and SWOT analysis Targeting Objectives and strategies The Big Idea PR’s Role in IMC Advertising 廣告 House ads 內部廣告 Public service announcements 公共服務公告 Corporate advertising 企業廣告 Publicity News releases Pitch letters Press conferences Media tours External communication 對外交流 Internal communication 內部溝通 Web challenges 網路挑戰 Move to Sales Promotion Consumer behavior Pricing Market share Parity products Power of the retailer Price deals 價格優惠 Coupons 優惠卷 Refunds and rebates Sampling 抽樣 Contests and sweepstakes Premiums Specialties Awareness Trial Maintain or increase market share Brand reminder 品牌提醒 需求 Demand: Push-and-Pull strategies – Bonuses – Dealer loaders – Buying allowances – Advertising allowances – Cooperative advertising – Display allowance Attention 注意 Motivation 動機 Information 信息 Sponsorships and event marketing 贊助和活動營銷 Other promotional support Interactive and Internet promotions Loyalty programs Partnership programs Promotion objectives 促銷目標 The issue of brand building 品牌建設問題 Promotion integration 整合推廣 Promotion effectiveness 促銷活動的有效性 ◎While the marketing mix refers to promotions, today we refer to IMC ◎It is broader than promotions and includes advertising, promotions, publicity, personal selling and direct marketing ◎IMC refers to a co-coordinated communications program that is customer-focused and internally consistent Customer focus 以客戶為中心 ◎Using communication channels that your target segment refers to ◎Consistency refers to all aspects of your IMC strategy (channel, message) being consistent with one another The type of IMC strategy selected usually depends on ◎type of product market ◎channel objectives ◎buyer readiness stage ◎PLC ◎focus ◎cost Any IMC campaign can have different objectives. Some common objectives are ◎Generate awareness ◎Communicate differentiation ◎Persuasion ◎Reminder