1.KENT INSTITUTE OF BUSINESS AND TECHNOLOGYMarketing ManagementPhn 8: Truyn Thng

2. AGENDA The Communications Process Developing Effective Communications Deciding on the Marketing Communications Mix Managing and Coordinating Integrated MarketingCommunications 3. ELEMENTS IN THE COMMUNICATIONPROCESS MessageSENDERRECEIVEREncoding Decoding Media Noise FeedbackResponse 4. MESSAGE PROBLEMSSelective Attention Selective Distortion Selective Retention 5. COMMUNICATION MODEL 6. THE NEW CONSUMER BEHAVIORAL MODEL A I SASAttention Interest SearchAction ShareAwarenessEmotionActionstage stage stage 7. GOOGLE, GLOBALIZATION AND YOU! 8. MI TRNG TRUYN THNG Trc yBy giSupplierCustomerInternetCustomersSupplier c thoii thoi Mt chiu, i chng Tip cn trc tip Cng nhcLinh hot Khch hng ri rc khng lin ktKhch hng c th trao i vi nhau Phn khc chung chungPhn khc chi tit (ngch) Kh qun l thng tin khch hng Qun l c thng tin khch hng Tham kho NAPA CONSULTING GROUP 9. THE MARKETING COMMUNICATIONS MIX Any Paid Form of NonpersonalAny Paid Form of Nonpersonal Advertising Advertising Presentation by an IdentifiedPresentation by an Identified Sponsor.Sponsor.Sales Promotion Short-term Incentives toEncourage Trial or Purchase. Protect and/or PromotePublic Relations Companys Image/Brand/Products.Personal SellingPersonal SellingPersonal Presentations. Direct Communications Direct MarketingWith Individuals to Obtain an Immediate Response. 10. STEPS IN PLANNING A CAMPAIGN 11. XC NH TARGET AUDIENCE Who is target audience and why? Can target audience be expanded, clarified, measured? Demographic / Psychographic / Behavioral Define Demographics of target audience: Gender & Income Age & Marital Status Education & Profession Children Define consumer insights and content Interests of target audience: Sports Business News Auto Lover Music Lover 12. ADVERTISING OBJECTIVES Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of TimeInformative Advertising Informative AdvertisingPersuasive AdvertisingPersuasive AdvertisingBuild Primary DemandBuild Primary DemandBuild Selective DemandBuild Selective DemandComparison AdvertisingComparison Advertising Reminder Advertising Reminder AdvertisingCompares One Brand toCompares One Brand to Keeps Consumers ThinkingKeeps Consumers ThinkingAnother AnotherAbout a Product About a Product 13. XC NH NGN SCH1. Phng php theo kh nng2. Phng php % doanh thu3. Phng php tng ng vi i th cnh tranh4. Phng php mc tiu nhim v 14. MC CHI TIU NGN SCH 15. HIU QU HOT NG 16. NI DUNG THNG IP QUNGCO Quyt nh ni dung thng ip lin quan n vic la chn ch , tng Cc loi ch L tnh Tnh cm o c Cc nhn t cn xem xt khi la chn thng ip qung co: Son tho thng ip nh gi thng ip v la chn Thc hin thng ip Xem xt li tnh trch nhim x hi ca thng ip 17. 4 BC THIT K THNG IP 18. 4 BC THIT K THNG IP 19. V D PRINT/POSTER 20. V D 21. V D 22. V D 23. V D 24. V D 25. V D 26. V D 27. CCH VIT NI DUNG QUNG CO Tiu c gi tr tng ng 50-70% gi tr mu qung co Nguyn tc vit tiu : S Tli (Offer Value/Meaning) Tin tc Kch thch s hiu k (teasing/shock them) Trnhs tiu cc (Engage/Humour/Excite) 28. NI DUNG QUNG CO NGI VITNAM THCH 29. CREATIVE ELEMENTS Discussion questionWhat appeal is being usedin this advertisement? Isthis ad effective in deliveringthe selling message? 30. IS SEX = ADVERTISING? 31. QUNG CO CHA NG STHT 5.9 l / 100km 8.1 l /100km 32. TOP ADVERTISERS: CANADA ( 2001 ) GeneralMotors$118.5MM Govt. Canada $103.2MM Procter & Gamble $100.4MM BCE$92.3MM Rogers $85.8MM GM Dealers $83.0MM2009 Chrysler $82.6MM Sears$75.2MM Hudsons Bay $72.2MM Chrysler Dealers $71.9MM 33. LA CHN KNH TRUYN THNG Knh truyn thng c nhn Tnh hiu qu xut pht t tnh c nhn ha v phn hi Tn ti mt s phng php kch thch cc knh truyn thng c nhn Knh truyn thng phi c nhn S nh hng n t tin trnh truyn thnghai giai on 34. PHNG PHP TRUYN THNG CNHN 1. Dnh nhng n lc vt bc cho nhng cnhn c tm tc ng hoc cho cng ty 2. To ra ngi lnh o kin 3. Lm vic thng qua nhng thnh vin cngng c tm nh hng 4. S dng nhng ngi c tm nh hng trongcc qung co chng thc 5. Pht trin qung co vi gi tr giao tip cao 6. S dng marketing vi rt (lan truyn) 7. Pht trin cc knh truyn ming 8. Xy dng forum (din n) in t 35. 2-WAY COMMUNICATION 36. KNH TRUYN THNG PHI CNHN 37. V DV D MARKETING COMMUNICA 38. U KHUYT IM CC KNH 39. U KHUYT IM CC KNH 40. OUTDOOR (OUT OF HOME) 41. QUNG CO MOBILE DY SHOP From: LOVITE From: THE BOBo d yth Oct, The Dep, nang dong & thu nhap From 1-30 , Mac syou to 87 cao la dieu ban dang ap u? DeShop invite offers.r attractive dat duoc uoc mo do, hay tham Thi Buoi fo get a free du trien lam Lovite Paris - Present this SMS to23 3683 duoc to chuc ngay 2/4 tai KSsample. P hone 08 38 Starcity. L/h 156 Phan Xich Long, PN-35171418 nhan thu moi 42. QUNG CO MOBILE 43. QUNG CO BANNER 44. QUNG CO TRN B MY TM KIM 45. QUNG CO TRUYN THNG X HI(comScore) Social Media & Services/March/2012 46. TIU BLOG - TWITTER Web & SMS Syndication Social Status @ bellydancer I follow you and I dont think your thoughts areinteresting at all!@ supergirl Heyfollow mebecause mythoughts are @ Supergirlinteresting too?Follow my TweetDo you reallyand listen to mythink yourinteresting dailythoughts arethoughts! interesting? InstantCommunity & WOM 47. FACEBOOK BLOG ZINGME - YUME 48. CHIA S HNH NH/VIDEO 49. TR CHI DI NG 50. PHNG TIN TRUYN THNG(MEDIA) Pht trin chin lc phng tin truyn thng(PTTT): Quyt nh ph, tn sut v tc ng La chn phng tin truyn thng v phng tinchuyn ti Xc nh k hoch cho PTTT Xc nh v tr a l ca cc PTTT 51. THI LNG TRUYN THNG (MEDIATIMING)1. Continuity: lin tc trong tng chu k thi gian2. Concentration: tp trung mnh trong 1 chu k3. Flighting: cch qung u n chu k4. Pulsing: gn sng, chu k mnh n chu k yu 52. NGUYN TC RECENCY PLANNING Vic duy tr qung co u n / lin tc s gip doanhs bn hng tng n nh hn l qung co theo tngt. Tn sut qung co tng quan vi doanh s Khi nhiu ngi tiu dng nhn thy qung co 1 ln th mcdoanh s bn hng l A Khi s ln nhn thy qung co tng ln (trong 1 khong thigian ngn), ngha l chi ph qung co tng theo chiu thunnhng doanh s bn hng th tng hn ch khng tngxng vi mc u t (VD mc u t tng 200% th Salesindex ch tng 115% v khi ngn sch tng 300% th Salesindex cng ch l 125%). 53. CONSUMER PROMOTIONSConsumer-Promotion Consumer-PromotionObjectives Tools Entice Consumers toEntice Consumers to Try a New Product Samples SamplesAdvertisingAdvertisingTry a New Product Specialties Lure Customers Away SpecialtiesLure Customers AwayCoupons CouponsFrom Competitors Products Ti tr giiPatronageFrom Competitors Productsthng RewardsGet Consumers to Load UpGet Consumers to Load Up Cash Refunds Cash Refundson a Mature Product on a Mature Product Cuc thi Cuc thi Hold & Reward LoyalHold & Reward LoyalPrice Packs Customers Price Packs Rt thmCustomersRt thmConsumer Relationship Consumer Relationship Building PremiumsPremiumsGamesGames Building Point-of-Purchase Point-of-Purchase DisplaysDisplays 54. BUSINESS-TO-BUSINESSPROMOTION Business-Promotion Objectives Business-PromotionGenerate Business Leads ToolsGenerate Business LeadsConventionsConventionsStimulate PurchasesStimulate PurchasesTrade ShowsTrade ShowsReward CustomersReward Customers Motivate Salespeople Sales ContestsSales Contests Motivate Salespeople 55. MAJOR PUBLIC RELATION TOOLSWeb SiteWeb SitePublic PublicNews NewsServiceService Activities ActivitiesSpeechesSpeechesCorporateCorporate IdentityIdentityMaterials Materials Special SpecialAudiovisualAudiovisualEventsEvents Materials Materials WrittenWritten Materials Materials 56. INTEGRATED MARKETINGCOMMUNICATION To s thng nht mnh m hn trong cc thng ip v s tc ng ln doanh thu ln hn. Ci thin kh nng ca doanh nghip trong vic hng n ng khch hng vo ng thi im vi ng thng ipCommunication channel 57. 5-M TRONG QUNG CO 58. MEASURING ROI Understandtheoutcome they hopeto achieve beforethey begin Short-term or long-term Should be explicitlydefined andmeasured 59. TUN T O LNG 60. MEASURING ADVERTISINGTRADITIONAL METHODSNhn bit FrequencyNh Thi Reach Hnh viGross rating points 61. MEASURING MARCOMRESULTSTRADITIONAL METHODS Advertising Reach; Frequency; GRP;Attitude Web-tracking software, Onlineonline couponing or referrals Positive, negative mentions PR Consumer promotions Mc thc hin khuyn mi Direct Marketing Behaviour 62. O LNG TARGET AUDIENCE 63. MEASURING ADVERTISING: ONLINE (Cost Per Thousand Impresssion)(Cost Per Click)(Cost Per Engagement)(Cost Per Acquisition) 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 64. BI TP t qung co c tng chiph: 10.000 USD. Kt qughi nhn c 4.000.000 ltqung co c hin th v10.000 clicks vo website.Tng kt t qung co, c100 khch hng mua hngvi s tin thu c l23.000 USD Hy tnh CPM, CPC, CPAv ROI? 65. BI TP Bo Tui Tr ngy c print circulation =450.000, gi 1 trang qung co mu l 60trVND Bo Doanh Nhn Si Gn Cui Tun cprint circulation = 40.000, gi 1 trang qungco mu l 26tr VND Hy tnh CPM (chi ph cho vic reach 1000ngi) v so snh hiu qu nu i tngmc tiu ca chin dch l doanh nhn 66. KT THC PHN 8 CM N