designing and managing integrated marketing communications marketing management, 13 th ed 17...
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Designing and Managing Integrated Marketing
Communications
Marketing Management, 13th ed
17
Disajnimi dhe Menaxhimi I Kumunikimit te integruat te
Marketingut
15 - 2
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 ndikojnë në hartimin e ”përzierjes” promovimit.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-3
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.
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-4
MIX-I I Kuminikimit te Marketingut• Advertising• Sales promotion• Events and experiences• Public relations and publicity
• ReklamatPromovimi i shitjesNgjarje dhe përjetimetMarrëdhëniet me publikun dhe publiciteti
• Direct marketing
• Interactive marketing
• Word-of-mouth marketing
• Personal selling
• Marketingu i drejtpërdrejtë
• Marketingu Interaktiv
• Fjala-e-gojës • Shitja personale
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-5
Figure 17.1 IMC krijon Branda
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Table 17.1 Communication Platforms
Platformat e komunikimit Advertising• 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
Sales Promotion• Contests, games, sweepstakes; Premiums; Sampling• Trade shows, exhibits; Coupons; Rebates; Entertainment;
Continuity programs
• Gara, lojra, lotari• Mostërat• Panairat, ekspozitat• Kuponat• Lirimet (rabat)• Programet
ne Vazhdimësia
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-7
Table 17.1 Communication Platforms
Platformat e komunikimit Events/
Experiences• Sports; Entertainment; Festivals; Arts; Causes• Factory tours; Company museums;Street activities
• Ngjarjet Sportive• Argëtimet• Festivalet• Art/Kulture• Iniciativat bamirese• Turne ne Fabrika• Muzetë e kompanive• Aktivitetet e qytetit ( ne
rruge)
Public Relations• Press kits; Speeches; Seminars; Annual reports• Charitable donations; Publications; Community relations;
Lobbying; Identity media• Company magazine
• Press kits• Fjalime• Seminare• Raportet vjetore• Donacionet bëmirëse• Publikime• Marrëdhëniet
me Komunitetin• Lobimi
Revista te kompanise
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-8
Table 17.1 Communication Platforms
Platformat e komunikimit Personal Selling• Sales presentations; Sales meetings• Incentive programs; Samples; Fairs and trade
shows
• Prezantime per ShitjeTakime per Shtije
• Programet Incentive (motivuse)
• Mostrat• Panairet dhe ekspozitat
Direct Marketing• Catalogs; Mailings; Telemarketing; Electronic
shopping; TV shopping; Fax mail; E-mail• Voice mail; Blogs; Websites
• Katalogjet• Mailing-at ( letrat)• Telemarketingu• Shopping elektronike• TV shopping• Fax mail• E-mail• Voice mail• Blogs• Websit-at
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 qasjeDell?, Easyjet, Ryanair, Amazon, Cisco, IBM, eBay
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-9
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-10
Word-of-Mouth Marketing
• Person-to-person • Chat rooms• Blogs
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-11
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 ObjektivatDesign communications –
Disajno Komunikimin
Select channels – Selekto Kanalet
Establish budget – Krijo Bugjetin
Decide on media mix – Percakto Mixi MedialMeasure results/ manage IMC-
Mati rezultaet menaxho IMC
DEVELOPING AN ADVERTISING CAMPAIGN
EvaluateAdvertisingEffective-
ness
Select &Schedule
Media
DetermineAdvertising
Budget
DetermineAdvertisingObjectives
SelectTargetMarket
DesignCreativeStrategy
StimulateTrial
StimulateTrial
SupportFlexible Pricing
SupportFlexible Pricing
IncreaseConsumption
IncreaseConsumption
NeutralizeCompetitorsNeutralize
Competitors
ComplementaryProducts
ComplementaryProducts
EncourageRepurchaseEncourage
Repurchase
ImpulsePurchasing
ImpulsePurchasing
OBJECTIVES OF CONSUMER PROMOTIONS
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-16
Designing the Communications- Disajimi I Komunikimit
• Message strategy – Strategjia e Mesazhit
• Creative strategy – Strategjia e Kreativitetit
• Message source – Burimi I Mesazhit
• Global adaptation – Adoptimi Global
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-17
Creative Strategy –
Strategjia e Kreativitetit
• Apeli Informative dhe transformuese
• Apeli pozitive dhe negativeFrikëFajTurpHumorDashuriKrenariJoy- Kenaqesi
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-18
Message Source – Burimi I Mesazhit
Celebrity Characteristics
Karakteristikat e “te famsheve”• Expertise- ekspertiza• Trustworthiness-
Besushmeri• Likeability-
pelqeshmeri
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-19
Establish the Budget- Krijo Bugjetin
Affordable- te perballueshem
Percentage-of-Sales - % nga Shitja
Competitive Parity – Barazi Konkurruese
Objective-and-Task – Objektiva - Detyra
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-20
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 GRP
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-21
Characteristics of the Marketing Communications Mix
Karakteristikat e Marketing Mix-it te komunikimit
Public Relations and Publicity
• High credibility
• Ability to catch buyers off guard
• Dramatization
• Besueshmëri të lartëAftësia për të kapur blerësit ” pa mburoje”
• Dramatizim
Events and Experiences
• Relevant• Involving• Implicit
• Relevante• Përfshirese• E nënkuptuar
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-22
Characteristics of the Marketing Communications Mix
Direct Marketing• Customized; Up-to-date;
Interactive
“Kostomizume”“Me te rejat”
“Interaktive”
Personal Selling• Personal interaction
• Cultivation
• Response
• Ndërveprim Personal
• Kultivim I mardhanjeve
• “Përgjigjes”Word-of-Mouth
Marketing
• Credible - Kredibil• Personal – Personal• Timely - Kohor
CONSUMER SALES PROMOTION TECHNIQUES
Price Deals
AdvertisingSpecialties Coupons
Sampling Rebates
Contests, Games,Sweepstakes
Premiums Cross-Promotions
OBJECTIVES OF TRADE PROMOTIONS
Increase ResellerInventory
InfluencePrice Discount
Defend AgainstCompetitors
Avoid PriceReductions
InfluenceReseller Promotion
Gain/MaintainDistribution
Increase ResellerInventory
InfluencePrice Discount
Defend AgainstCompetitors
Avoid PriceReductions
InfluenceReseller Promotion
Gain/MaintainDistribution
LIMITATIONS OF SALES PROMOTION
Cannot Reverse Declining Sales Trend
Cannot Reverse Declining Sales Trend
Cannot Overcome Inferior Product
Cannot Overcome Inferior Product
May Encourage Competitive Retaliation
May Encourage Competitive Retaliation
May Hurt ProfitMay 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