Transcript Kotler Keller 17 - >

17
Designing and Managing
Integrated Marketing
Communications
Disajnimi dhe Menaxhimi I
Kumunikimit te integruat te
Marketingut
Marketing Management, 13th ed
Objectivat
• Te njohesh mjetet e komunikimit të
marketingut miks-it
• Te kuptuarit e procesit
dhe avantazhet e komunikimit
të marketingut të integruar.
• Të mësojmë hapat në zhvillimin
e komunikimit efektiv të marketingut.
• Metodat për përcaktimin
e buxheteve promovuese dhe faktorët që ndi
kojnë në hartimin e ”përzierjes” promovimit.
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Cka jane (kanalet) komunikimet e
Marketingut?
(Kanalet)Komunikimet e
Marketingut janë mjetet me të
cilat firmat bejne përpjekje për të
informuar, bindur, perkujtojne konsumat
orët, drejtpërdrejt ose tërthorazi, në
lidhje me produktet dhe brandat që
ata shesin.
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MIX-I I Kuminikimit te Marketingut
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Advertising
Sales promotion
Events and experiences
Public relations and publicity
• Reklamat
Promovimi i shitjes
Ngjarje dhe përjetim
et
Marrëdhëniet me
publikun dhe publicit
eti
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•
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Direct marketing
Interactive marketing
Word-of-mouth marketing
Personal selling
• Marketingu
i drejtpërdrejtë
• Marketingu
Interaktiv
• Fjala-e-gojës
• Shitja personale
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Figure 17.1 IMC krijon Branda
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Table 17.1 Communication Platforms
Platformat e komunikimit
Advertising
Sales Promotion
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Contests, games, sweepstakes; Premiums; Sampling
Trade shows, exhibits; Coupons; Rebates;
Entertainment; Continuity programs
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Gara, lojra, lotari
Mostërat
Panairat, ekspozitat
Kuponat
Lirimet (rabat)
Programet
ne Vazhdimësia
•
Print and broadcast ads; Packaging inserts; Motion
pictures; Brochures and booklets; Posters; Billboards
POP displays; Logos; Videotapes
• Reklamat e Shtypura
dhe elektronike
• Reklama Paketimi
• Filmat
• Broshurat dhe katalogjet
• Postera
• Billboarda
• POP(s) Prezentime
• Logot
• Videokaseta
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Table 17.1 Communication Platforms
Platformat e komunikimit
Public Relations
Events/
Experiences
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Sports; Entertainment; Festivals; Arts; Causes
Factory tours; Company museums;Street activities
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Ngjarjet Sportive
Argëtimet
Festivalet
Art/Kulture
Iniciativat bamirese
Turne ne Fabrika
Muzetë e kompanive
Aktivitetet e qytetit ( ne
rruge)
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Press kits; Speeches; Seminars; Annual reports
Charitable donations; Publications; Community
relations; Lobbying; Identity media
Company magazine
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•
•
•
•
•
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Press kits
Fjalime
Seminare
Raportet vjetore
Donacionet bëmirëse
Publikime
Marrëdhëniet
me Komunitetin
• Lobimi
Revista te kompanise
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Table 17.1 Communication Platforms
Platformat e komunikimit
Personal Selling
Direct Marketing
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Sales presentations; Sales meetings
Incentive programs; Samples; Fairs and trade
shows
• Prezantime per Shitje
Takime per Shtije
• Programet Incentive
(motivuse)
• Mostrat
• Panairet dhe ekspozitat
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Catalogs; Mailings; Telemarketing; Electronic
shopping; TV shopping; Fax mail; E-mail
Voice mail; Blogs; Websites
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Katalogjet
Mailing-at ( letrat)
Telemarketingu
Shopping elektronike
TV shopping
Fax mail
E-mail
Voice mail
Blogs
Websit-at
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Marketingu I Drejteperdrejt
• Tregu masiv vs shënjestër të ngushtë ose 1-to-1
• Shpërndarja direkte (pa ndërmjetësuesit) individëve të synuar për përgjigje të
menjëhershme, të matshme
• marketingut të drejtpërdrejtë, si një "shtojcë"
Lexus përdor reklamat e mediave masive dhe rrjeti tregtar,
por tani shton CD,emailing, faqet www
• Marketingu i drejtpërdrejtë, si e vetmja qasje
Dell?, Easyjet, Ryanair, Amazon, Cisco, IBM, eBay
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Word-of-Mouth Marketing
• Person-to-person
• Chat rooms
• Blogs
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Figure17.2 Elements in the
Communications Process
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Figure 17.3
Response Hierarchy Models
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Figure 17.4 Steps in Developing Effective
Communications- Hapat ne Zhvillimin e
komunikimit effektive
Identify target audience
–
Identifiko Audiencen qe do ta targeton
Determine objectives-
Percakto Objektivat
Design communications –
Disajno Komunikimin
Select channels –
Selekto Kanalet
Establish budget – Krijo Bugjetin
Decide on media mix –
Percakto Mixi Medial
Measure results/ manage IMC-
Mati rezultaet menaxho IMC
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DEVELOPING AN
ADVERTISING CAMPAIGN
Design
Creative
Strategy
Select
Target
Market
Determine
Advertising
Objectives
Evaluate
Advertising
Effectiveness
Determine
Advertising
Budget
Select &
Schedule
Media
OBJECTIVES OF CONSUMER PROMOTIONS
Encourage
Stimulate
Repurchase
Trial
Complementary
Increase
Products
Consumption
Support
Flexible Pricing
Neutralize
Impulse
Competitors
Purchasing
Designing the CommunicationsDisajimi I Komunikimit
• Message strategy –
Strategjia e Mesazhit
• Creative strategy –
Strategjia e Kreativitetit
• Message source –
Burimi I Mesazhit
• Global adaptation –
Adoptimi Global
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Creative Strategy –
Strategjia e Kreativitetit
• Apeli Informative dhe transformuese
• Apeli pozitive dhe negative
Frikë
Faj
Turp
Humor
Dashuri
Krenari
Joy- Kenaqesi
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Message Source – Burimi I
Mesazhit
Celebrity Characteristics
Karakteristikat e “te
famsheve”
• Expertise- ekspertiza
• TrustworthinessBesushmeri
• Likeabilitypelqeshmeri
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Establish the BudgetKrijo Bugjetin
Affordable- te perballueshem
Percentage-of-Sales - % nga Shitja
Competitive Parity – Barazi Konkurruese
Objective-and-Task
– Objektiva - Detyra
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Objective-and-Task Method
• Krijo qëllimin e pjeses se tregut
• Përcaktuar përqindjen që duhet të arrihet
• Të përcaktohet përqindja e personave të cilet
jane te vetëdijshëm te cilet duhen të binden që
provojnë markën
• Përcaktoje numrin ”e përshtypjeve reklamave” për
normë 1%
• Përcaktojë numrin e pikëve vlerësim bruto që do
të duhet të blerë (GRP)
• Përcakto buxhetin e nevojshëm te reklamimt mbi
bazën e kostos mesatare e blerjes së një GRP17-20
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Characteristics of
the Marketing Communications Mix
Karakteristikat e Marketing Mix-it te
komunikimit
Public Relations
and Publicity
Events and
Experiences
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• Relevant
• Involving
• Implicit
•
High credibility
Ability to catch buyers off
guard
Dramatization
• Besueshmëri të lartë
Aftësia
për të kapur blerësit
” pa mburoje”
• Dramatizim
• Relevante
• Përfshirese
• E nënkuptuar
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Characteristics of
the Marketing Communications Mix
Direct Marketing
Personal Selling
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Customized; Up-to-date;
Interactive
“Kostomizume”
“Me te rejat”
“Interaktive”
Word-of-Mouth
Marketing
Personal interaction
Cultivation
Response
• Ndërveprim Personal
• Kultivim I
mardhanjeve
• “Përgjigjes”
- Kredibil
• Personal – Personal
• Timely
Kohor
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Pearson-Education,
Inc. Publishing as Prentice Hall
•
Credible
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CONSUMER SALES PROMOTION
TECHNIQUES
Price Deals
Advertising
Specialties
Coupons
Rebates
Sampling
CrossPromotions
Premiums
Contests, Games,
Sweepstakes
OBJECTIVES OF TRADE PROMOTIONS
Avoid Price
Avoid Price
Reductions
Reductions
Gain/Maintain
Gain/Maintain
Distribution
Distribution
Defend Against
Defend Against
Competitors
Competitors
Influence
Influence
Reseller Promotion
Reseller Promotion
Increase Reseller
Increase Reseller
Inventory
Inventory
Influence
Influence
Price Discount
Price Discount
LIMITATIONS OF SALES PROMOTION
Cannot Reverse Declining Sales
Trend
Cannot Overcome Inferior
Product
May Encourage Competitive
Retaliation
May Hurt Profit
Direct Marketing
• Techniques used to get consumers to
make a purchase from their home,
office or other nonretail setting
• Direct mail, catalogs, mail order,
telemarketing, electronic retailing
TECHNIQUES OF DIRECT MARKETING
Electronic
Media
Direct Mail
Telemarketing
Print
Media
Direct Selling
Broadcast
Media