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Chapter 1 Integrated Marketing Communications
C hapter O bjectives:

1. How does communication take place? 2. What is an integrated marketing communications program? 3. Are there any new trends affecting marketing communications? 4. How does an integrated marketing communications program create value? 5. What are the components of an integrated marketing communications program? 6. What does the term GIMC mean?
C hapter O verview:

Ø Highly competitive global marketplace Ø Wide variety of media available Ø Clear communications needed Ø Customers bombarded with (ÃรÐะ´ดÁม…àเ¢ขŒŒÒาãใÊส‹‹, ¾พØุ‹‹§งàเ¢ขŒŒÒาËหÒา) communications Ø Integrated (¼ผÊสÁม¼ผÊสÒา¹น) advertising & communications
IM C : Integrated M arketing C om m unications

(¡กÒาÃรÊส×ืè่ÍอÊสÒาÃร¡กÒาÃรµตÅลÒา´ดáแºบºบºบÙูÃร³ณÒา¡กÒาÃร)

Ø Consumer Inside/Audience: âโ¦ฆÉษ³ณÒาãใËหŒŒ “äไ´ดŒŒãใ¨จ” “âโ´ด¹นãใ¨จ” áแÅลÐะ “àเ¢ขŒŒÒา¶ถÖึ§ง” ¼ผÙูŒŒºบÃรÔิâโÀภ¤ค § ·ทíํÒาÍอÂย‹‹Òา§งäไÃรãใËหŒŒâโ¦ฆÉษ³ณÒาÍอÍอ¡กÁมÒาáแÅลŒŒÇวàเÇวÔิÃร¡กÊสØุ´ด àเªช‹‹¹น ÃรÕี¨จÍอÂย«ซªช‹‹ÇวÂยãใËหŒŒ¤คØุ³ณàเ»ปšš¹น¼ผÙูŒŒËห­ÞญÔิ§ง·ทÕีè่©ฉÅลÒา´ด äไÁมµตŒŒÍอ§งäไ»ปàเÊสÕีÂยàเ§งÔิ¹น ‹‹ ¿ฟØุ††Áมàเ¿ฟ„„ÍอÂยãใ¹น¡กÒาÃร·ทíํÒาÊส»ปÒาãใËหŒŒ¼ผÁมÊสÇวÂย áแ¤ค‹‹ãใªชŒŒÃรÕี¨จÍอÂย«ซ¡ก¾พÍอ (áแ¤ค‹‹¹นÕีé้áแÁม‹‹ÊสÒาÁมÕี¡กç็àเÅลÔิ¿ฟÊสØุ´ดæๆ áแÅลŒŒÇว)… ç็ § issue/point (nice problem): µตŒŒÍอ§งÊสÍอ´ด¤คÅลŒŒÍอ§ง¡กÑัºบ Marketing Plan § ¡กÒาÃรÅล§ง·ทØุ¹นãใ¹นáแµต‹‹ÅลÐะÊสÒาÂยÍอÒาªชÕี¾พ¨จÐะáแµต¡กµต‹‹Òา§ง¡กÑั¹นäไ»ป¢ขÖึé้¹นÍอÂยÙู‹‹¡กÑัºบ Market shares ¢ขÍอ§งÊสÒา¢ขÒา¹นÑัé้¹นæๆ àเªช‹‹¹น Apple VS Dell áแºบÃร¹น´ดäไËห¹น¤คÇวÃรâโ¦ฆÉษ³ณÒาÁมÒา¡ก¡กÇว‹‹Òา¡กÑั¹น ¤คíํÒาµตÍอºบ¤ค×ืÍอ Apple àเ¾พÃรÒาÐะ Apple ¢ขÒาÂยáแºบºบ Mass… Ø Social Media/Network: Communication tools § ex. Tweeter, FaceBook, Google, MSN, Skype, BB, What’s app, Game online… § The Best Social Media in Thailand: Starbucks + DTAC… Ø TGIF: Thanks God is Friday -- àเ´ดŽŽÇว¡กç็äไ´ดŒŒäไ»ป»ปÒาÃรµตÕีé้ÍอÕี¡กáแÅลŒŒÇว (Social animal) § Tweeter + Google + Internet/iPhone + FB
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110620 Twitter:

Ø ÁมÕี¼ผÙูŒŒãใªชŒŒ¹นÑัºบÅลŒŒÒา¹นæๆ ¤ค¹น Ø Fad?: ÁมÑั¹นàเ»ปšš¹นàเ¾พÕีÂย§ง¡กÃรÐะáแÊสÃรÖึ»ป††ÒาÇว? Ø Can the company generate/make profit?: Íอ§ง¤ค¡กÃรÊสÒาÁมÒาÃร¶ถ·ทíํÒา¡กíํÒาäไÃร¨จÒา¡ก Twitter äไ´ดŒŒËหÃร×ืÍอäไÁม‹‹? Ø Goal (àเ»ป‡‡ÒาËหÁมÒาÂย): ÊสÃรŒŒÒา§ง»ปÃรÐะÊสºบ¡กÒาÃร³ณãใËหŒŒáแ¡ก‹‹¼ผÙูŒŒºบÃรÔิâโÀภ¤ค Ø Small business: ãใªชŒŒâโ´ดÂย¸ธØุÃร¡กÔิ¨จ¢ข¹นÒา´ดÂย‹‹ÍอÁม Ø Future?: áแÅลŒŒÇวÍอ¹นÒา¤คµต¢ขÍอ§งÁมÑั¹น¨จÐะàเ»ปšš¹นÂยÑั§งäไ§งµต‹‹Íอäไ»ป?
C om m unication Process:

= Noise (ÍอØุ»ปÊสÃรÃร¤ค¢ขÍอ§ง¡กÒาÃรÊส×ืè่ÍอÊสÒาÃร) Ø Examples of Communication Noise: § ¤คØุÂยâโ·ทÃรÈศÑั¾พ·ท¢ข³ณÐะªชÁมâโ¦ฆÉษ³ณÒา·ทÒา§ง·ทÕีÇวÕี § ¿ฟ˜˜§งÇวÔิ·ทÂยØุ¢ข³ณÐะ¢ขÑัºบÃร¶ถ § »ป¯ฏÔิàเÊส¸ธ¢ขŒŒÍอ¤คÇวÒาÁมáแÅลÐะµตÃรÒาÊสÔิ¹น¤คŒŒÒา·ทÕีè่¹นÑั¡ก¡กÒาÃรµตÅลÒา´ดµตŒŒÍอ§ง¡กÒาÃร¨จÐะÊส×ืè่Íอ àเ¾พÃรÒาÐะÁมÑัÇวáแµต‹‹Êส¹นãใ¨จËหØุ‹‹¹นàเ«ซç็¡ก«ซÕีè่¢ขÍอ§ง¹นÒา§งáแºบºบãใ¹น ¹นÔิµตÂยÊสÒาÃร (magazine ads.) ¨จ¹นàเ¾พÅลÔิ¹น § Íอ‹‹Òา¹นºบ·ท¤คÇวÒาÁมµต‹‹Òา§งæๆ ãใ¹นËห¹นŒŒÒา¹นÊส¾พ.áแºบºบÅลÇว¡กæๆ (scanning) § ¾พÙู´ด¤คØุÂย¡กÑัºบ¼ผÙูŒŒâโ´ดÂยÊสÒาÃร¢ข³ณÐะ¢ขÑัºบÃร¶ถ¼ผ‹‹Òา¹น»ป‡‡ÒาÂยºบÔิÅลºบÍอÃร´ดâโ¦ฆÉษ³ณÒา § àเÅล×ืè่Íอ¹น¼ผ‹‹Òา¹นâโ¦ฆÉษ³ณÒา·ทÒา§งàเ¹นç็µตâโ´ดÂยäไÁม‹‹Êส¹นãใ¨จÁมÑั¹นàเÅลÂย § ¶ถÙู¡กÃรºบ¡กÇว¹นâโ´ดÂยâโ¦ฆÉษ³ณÒาºบ¹น social media site § follow àเ©ฉ¾พÒาÐะºบØุ¤ค¤คÅล·ทÕีè่Êส¹นãใ¨จ ¶ถŒŒÒาäไÁม‹‹Êส¹นãใ¨จ (not relevant) ¡กç็¨จÐะäไÁม‹‹ follow § äไÁม‹‹¾พÍอãใ¨จ¢ขŒŒÍอ¤คÇวÒาÁมàเ¡กÕีè่ÂยÇว¡กÑัºบ¸ธØุÃร¡กÔิ¨จ·ทŒŒÍอ§ง¶ถÔิè่¹นãใ¹นãใºบ»ปÅลÔิÇว

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110620 C hick-fil-A & Social M edia:

¢ขÒาÂยäไ¡ก‹‹·ทÍอ´ด¼ผ‹‹Òา¹นÊส×ืè่Íอ social media

Ø ¡กÒาÃร¼ผÊสÁม¼ผÊสÒา¹นÃรÐะËหÇว‹‹Òา§งÊส×ืè่Íอ online ¡กÑัºบ offline àเ¢ขŒŒÒา´ดŒŒÇวÂย¡กÑั¹น Ø Facebook: Official FB page ·ทÕีè่ÁมÊสÁมÒาªชÔิ¡กÃร‹‹ÇวÁม 500 ¤ค¹น (500 profile mentions) Õี Ø ÊสÃรŒŒÒา§งáแ¿ฟ¹นàเ¾พ¨จ Ø ãใËหŒŒáแ¿ฟ¹น¤คÅลÑัºบÁมÕีÊส‹‹Çว¹นÃร‹‹ÇวÁม ÍอÒา·ทÔิ ¡กÒาÃรáแªชÃร»ปÃรÐะÊสºบ¡กÒาÃร³ณ¼ผ‹‹Òา¹นºบÅลç็Íอ¤ค… Ø ¨จÑั´ด¡กÔิ¨จ¡กÃรÃรÁม¾พÔิàเÈศÉษ ÍอÒา·ทÔิ áแ¨จ¡ก¤คÙู»ปÍอ§ง… Ø ¨จÑั´ดâโ»ปÃรâโÁมªชÑัè่¹น¼ผ‹‹Òา¹น·ทÒา§ง Twitter Ø Offline ads.: “Eat Mor Chikin”
Integrated M arketing C om m unications:

Ø Coordination & Integration: ¡กÅลÂยØุ·ท¸ธ¡กÒาÃร»ปÃรÐะÊสÒา¹น¤คÇวÒาÁม¾พÂยÒาÂยÒาÁม·ทÒา§ง¡กÒาÃรµตÅลÒา´ด¢ขÍอ§งÍอ§ง¤ค¡กÃร (coordination) ãใ¹น¡กÒาÃรµตÔิ´ดµต‹‹ÍอÊส×ืè่ÍอÊสÒาÃร âโ´ดÂยãใªชŒŒàเ¤คÃร×ืè่Íอ§งÁม×ืÍอ (mkt. communication tools) ÇวÔิ¸ธÕี¡กÒาÃร (avenue) áแÅลÐะáแËหÅล‹‹§ง¢ขŒŒÍอÁมÙูÅลÀภÒาÂย ãใ¹นÍอ§ง¤ค¡กÃรÍอÂย‹‹Òา§งàเËหÁมÒาÐะÊสÁมáแÅลÐะÊสÍอ´ด¤คÅลŒŒÍอ§งàเ»ปšš¹นÍอÑั¹นËห¹นÖึè่§งÍอÑั¹นàเ´ดÕีÂยÇว¡กÑั¹น (integration) àเ¾พ×ืè่ÍอãใËหŒŒ¢ข‹‹ÒาÇวÊสÒาÃร ÊสÃรŒŒÒา§งÀภÒา¾พ¾พ¨จ¹น áแÅลÐะ¨จÙู§งãใ¨จÅลÙู¡ก¤คŒŒÒาàเ»ป‡‡ÒาËหÁมÒาÂย Ø ãใªชŒŒ¡กÒาÃรÊส×ืè่ÍอÊสÒาÃรËหÅลÒาÂยÃรÙู»ปáแºบºบ¡กÑัºบ¡กÅลØุ‹‹Áมàเ»ป‡‡ÒาËหÁมÒาÂยÍอÂย‹‹Òา§งµต‹‹Íอàเ¹น×ืè่Íอ§ง Ø Seamless (äไÁม‹‹ÁมÕีÃรÍอÂยµต‹‹Íอ) program Ø Êส‹‹§ง¼ผÅล¡กÃรÐะ·ทºบâโ´ดÂยµตÃร§งµต‹‹Íอ¼ผÙูŒŒºบÃรÔิâโÀภ¤คáแÅลÐะ end-users ´ดŒŒÇวÂย¤ค‹‹ÒาãใªชŒŒ¨จ‹‹ÒาÂย·ทÕีè่¹นŒŒÍอÂย·ทÕีè่ÊสØุ´ด Ø ÃรÇวÁม¶ถÖึ§ง B2B, ªช‹‹Íอ§ง·ทÒา§ง¡กÒาÃรµตÔิ´ดµต‹‹ÍอÊส×ืè่ÍอÊสÒาÃร (channel), ¼ผÙูŒŒºบÃรÔิâโÀภ¤ค, external communications áแÅลÐะ internal communications
Steps of a M arketing Plan:

1. Current situational analysis 2. SWOT analysis 3. Marketing objectives 4. Target market 5. Marketing strategies 6. Marketing tactics 7. Implementation (apply) 8. Evaluation of performance
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110620 The C om ponents of Prom otion:

Ø Advertising Agency: v Traditioning ads.: offline ü Creative ÍอÒา·ทÔิ Billboard, Telemarketing, Direct mailings, TV, Magazine, Brochures, News, Yellow pages, PR… v Full service agency: online ü Traditioning Ads. + 4P’s (marketing strategies) o Treat agency as an alliance/partner + ½ฝ††ÒาÂย Strategic planner o Product + Price + Place + Promotion: - Database mkt.: àเªช‹‹¹น database ¢ขÍอ§ง Lotus, Big C, e-bay… - Direct response mkt.: audience participation - Sponsorship mkt.: àเªช‹‹¹น Nike Êส¹นÑัºบÊส¹นØุ¹น¾พÇว¡ก¡กÕีÌฬÒา, Coca-cola Êส¹นÑัºบÊส¹นØุ¹น soccer & music… - E-active mkt. (online): search engine, banner… - Alternative mkt.: Out-of-home media àเªช‹‹¹น internet, teen, relaxing in cafe’…

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110620 Em erging Trends M arketing C ommunications:

Ø Emphasis on Accountability (¤ค.ÃรÑัºบ¼ผÔิ´ดªชÍอºบ, µตÃรÇว¨จÊสÍอºบäไ´ดŒŒ) and Measurable (ÊสÒาÁมÒาÃร¶ถÇวÑั´ดäไ´ดŒŒ) results: § Economic pressures: àเ§ง×ืè่Íอ¹นäไ¢ข/¤คÇวÒาÁม¡ก´ด´ดÑั¹น·ทÒา§งàเÈศÃรÉษ°ฐ¡กÔิ¨จ § µตŒŒÍอ§ง¡กÒาÃร¼ผÅลÅลÑั¾พ¸ธ¨จÒา¡ก¡กÒาÃรÅล§ง·ทØุ¹น·ทÒา§ง¡กÒาÃรµตÅลÒา´ด (marketing budgets) § ¤คÇวÒาÁม¾พÂยÒาÂยÒาÁม¶ถÙู¡ก¹นíํÒาäไ»ปãใªชŒŒâโ´ดÂย CEOs, CFOs (finance) áแÅลÐะ CMOs (mkt.) § ºบÃรÔิÉษÑั·ทâโ¦ฆÉษ³ณÒา (advertising agencies) ¶ถÙู¡ก¤คÒา´ดËหÇวÑั§งãใ¹น¡กÒาÃรÊส‹‹§งµต‹‹Íอ¼ผÅลÅลÑั¾พ¸ธ § ÍอØุºบÑัµตÔิãใËหÁม‹‹¢ขÍอ§ง social media ·ทíํÒาãใËหŒŒ¡กÒาÃรµตÔิ´ดµต‹‹ÍอÊส×ืè่ÍอÊสÒาÃรàเ»ปÅลÕีè่Âย¹นäไ»ป § ÍอØุºบÑัµตÔิãใËหÁม‹‹¢ขÍอ§งÇวÔิ¸ธÕี¡กÒาÃรáแÅลÐะÊส×ืè่Íอ·ทÒา§งàเÅล×ืÍอ¡ก (alternative methods & media) § ¤คÇวÒาÁมàเªช×ืè่ÍอÁมÑัè่¹นµต‹‹Íอâโ¦ฆÉษ³ณÒา·ทÒา§ง·ทÕีÇวÕีáแºบºบ mass↓ Ø Changes in tasks performed by key individuals: § Account executive (AE/sales): represents ads. agency and interface with clients § Brand / product manager (¼ผ¨จ¡ก.½ฝ††ÒาÂย¢ขÒาÂย/´ดŒŒÒา¹น¼ผÅลÔิµตÀภÑั³ณ±ฑ): oversees (/supervise) specific brands or line of products § Creative: design ads. & promotional materials § Account planners: voice of the consumer within the agency § ¤คÇวÒาÁมÊสíํÒาàเÃรç็¨จ¨จÐะàเ¡กÔิ´ด¢ขÖึé้¹นäไ´ดŒŒ àเÁม×ืè่Íอäไ´ดŒŒÃรÑัºบ¤คÇวÒาÁมÃร‹‹ÇวÁมÁม×ืÍอ¨จÒา¡ก·ทØุ¡ก½ฝ††ÒาÂย Ø Explosion in the use of Alternative Media (Emergence of alternative media): § Emergence of: ÍอØุºบÑัµตÔิãใËหÁม‹‹¢ขÍอ§ง (come out / become know / appear) - ¡กÒาÃรµตÔิ´ดµต‹‹ÍอÊส×ืè่ÍอÊสÒาÃรÃรÐะËหÇว‹‹Òา§ง¡กÑั¹นãใ¹นàเÇวç็ºบäไ«ซµต ºบÅลç็Íอ¤ค áแÅลÐะ Social network - Smartphone § Alternative media: Íอ§ง¤ค¡กÃรãใªชŒŒ¨จ‹‹ÒาÂยàเ§งÔิ¹นàเ¾พ×ืè่ÍอÊส×ืè่ÍอáแºบºบãใËหÁม‹‹ËหÃร×ืÍอÊส×ืè่Íอ·ทÒา§งàเÅล×ืÍอ¡ก (alternative media) ÁมÒา¡ก¢ขÖึé้¹น (àเ´ดÔิÁมãใªชŒŒ¨จ‹‹ÒาÂยàเ¾พ×ืè่Íอ traditional media) § Younger consumers: ¼ผÙูŒŒºบÃรÔิâโÀภ¤คÃรØุ‹‹¹นËหÅลÑั§งæๆ - ÁมÕีáแ¹นÇวâโ¹นŒŒÁมãใ¹น¡กÒาÃร´ดÙู·ทÕีÇวÕีÅล´ด¹นŒŒÍอÂยÅล§ง - Technology-based interactions: ËหÑั¹นÁมÒาãใÊส‹‹ãใ¨จãใ¹นàเ·ท¤คâโ¹นâโÅลÂยÕี¾พ×ืé้¹น°ฐÒา¹นÁมÒา¡ก¢ขÖึé้¹น § Challenge: ¤คÇวÒาÁม·ทŒŒÒา·ทÒาÂย - ËหÒาÇวÔิ¸ธÕีàเ¢ขŒŒÒา¶ถÖึ§ง¼ผÙูŒŒºบÃรÔิâโÀภ¤ค

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110620 Reasons for Integrating C om m unications:

Ø Advances in Information Technology: § Instant communications: ¡กÒาÃรµตÔิ´ดµต‹‹ÍอÊส×ืè่ÍอÊสÒาÃรáแºบºบ·ทÑั¹น·ท‹‹Çว§ง·ทÕี § Unlimited information: ¼ผÙูŒŒºบÃรÔิâโÀภ¤คÊสÒาÁมÒาÃร¶ถàเ¢ขŒŒÒา¶ถÖึ§ง¢ขŒŒÍอÁมÙูÅล¢ข‹‹ÒาÇวÊสÒาÃรäไ´ดŒŒÍอÂย‹‹Òา§งäไÁม‹‹¨จíํÒา¡กÑั´ด § ¡กÒาÃรµตÔิ´ดµต‹‹ÍอÊส×ืè่ÍอÊสÒาÃร¢ขÍอ§ง¼ผÙูŒŒºบÃรÔิâโÀภ¤ค↑ Ø Changes in Channel Power: § Retailers: - Control channel: ¤คÇวºบ¤คØุÁมªช‹‹Íอ§ง·ทÒา§ง¡กÒาÃรÊส×ืè่ÍอÊสÒาÃร - Control shelf space & Determine products and brands on shelves: ¤คÇวºบ¤คØุÁม ¡กÒาÃร¨จÑั´ดÇวÒา§งÊสÔิ¹น¤คŒŒÒาºบ¹น shelf - Have purchase data: àเ¡กç็ºบ¢ขŒŒÍอÁมÙูÅล¡กÒาÃร«ซ×ืé้ÍอÊสÔิ¹น¤คŒŒÒา ex. database ¢ขÍอ§ง Lotus, Big C… § Consumers: - Internet ÁมÕี¤คÇวÒาÁมÊสíํÒา¤คÑั­Þญµต‹‹Íอ¼ผÙูŒŒºบÃรÔิâโÀภ¤คÁมÒา¡ก¢ขÖึé้¹น - ¼ผÙูŒŒºบÃรÔิâโÀภ¤คÊสÒาÁมÒาÃร¶ถ«ซ×ืé้ÍอËหÒาÊสÔิ¹น¤คŒŒÒาäไ´ดŒŒ¨จÒา¡กËหÅลÒา¡กËหÅลÒาÂยªช‹‹Íอ§ง·ทÒา§ง § Online Retail Spending:

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Ø Increasing in Global Competition: § IT + ¡กÒาÃรµตÔิ´ดµต‹‹ÍอÊส×ืè่ÍอÊสÒาÃร ·ทíํÒาãใËหŒŒµตÅลÒา´ดÊสÔิ¹น¤คŒŒÒา (marketplace) àเ¡กÔิ´ด¡กÒาÃรàเ»ปÅลÕีè่Âย¹นáแ»ปÅล§ง § ÊสÒาÁมÒาÃร¶ถËหÒา«ซ×ืé้ÍอÊสÔิ¹น¤คŒŒÒาäไ´ดŒŒ¨จÒา¡กËหÅลÒาÂยæๆ ·ทÕีè่ § Low price + High quality: ¼ผÙูŒŒºบÃรÔิâโÀภ¤คµตŒŒÍอ§ง¡กÒาÃรÊสÔิ¹น¤คŒŒÒา´ดÕี ÃรÒา¤คÒา¶ถÙู¡ก § ¼ผÙูŒŒ¼ผÅลÔิµตáแÅลÐะ¼ผÙูŒŒ¤คŒŒÒา»ปÅลÕี¡ก (retailer) µตŒŒÍอ§ง·ทíํÒา§งÒา¹นÃร‹‹ÇวÁม¡กÑั¹น § Market Share of Top Global Mobile Phone Brands:
Others 16.08% Sony Ericsson 5.41% Motorola 5.84% LG 11.69% Samsung 20.51% Nokia 40.47%

Ø Increasing in Brand Parity: § Equivalent: áแµต‹‹ÅลÐะáแºบÃร¹น´ดäไÁม‹‹äไ´ดŒŒáแµต¡กµต‹‹Òา§ง¡กÑั¹นÁมÒา¡ก¹นÑั¡ก § ¼ผÙูŒŒºบÃรÔิâโÀภ¤ค¨จÐะàเÅล×ืÍอ¡กáแºบÃร¹น´ด·ทÕีè่âโ´ด¹นãใ¨จÊสØุ´ด § âโ´ดÂยäไÁม‹‹¤คíํÒา¹นÖึ§ง¶ถÖึ§ง¤คØุ³ณÀภÒา¾พáแÅลÐะ¤คØุ³ณÅลÑั¡กÉษ³ณÐะ § áแµต‹‹¨จÐะÇวÑั´ด¡กÑั¹น·ทÕีè่ “ÃรÒา¤คÒา” § Decline in brand loyalty: àเªช‹‹¹น áแªชÁม¾พÙูáแµต‹‹ÅลÐะÂยÕีè่ËหŒŒÍอ¡กç็àเËหÁม×ืÍอ¹นæๆ ¡กÑั¹น¹นÑัè่¹นáแËหÅลÐะ ¨จÐะµต‹‹Òา§ง¡กÑั¹น¡กç็·ทÃรÒา¤คÒา + Õีè่ ¡กÒาÃรàเ¢ขŒŒÒา¶ถÖึ§ง¼ผÙูŒŒºบÃรÔิâโÀภ¤ค → Brand Loyalty↓… Ø Emphasis on Customer Engagement: § ¹นÑั¡ก¡กÒาÃรµตÅลÒา´ดµตŒŒÍอ§ง¾พÂยÒาÁมàเ¢ขŒŒÒา¶ถÖึ§ง¼ผÙูŒŒºบÃรÔิâโÀภ¤ค (engaged customer) § ¡กÒาÃรáแ·ท¹น·ทÕีè่/¡กÒาÃร¹นÑัè่§งÍอÂยÙู‹‹ãใ¹นãใ¨จ¼ผÙูŒŒºบÃรÔิâโÀภ¤ค (contact point) àเ»ปšš¹นÊสÔิè่§ง·ทÕีè่äไÁม‹‹¤คÇวÃรÁมÍอ§ง¢ขŒŒÒาÁม àเªช‹‹¹น ·ทíํÒาäไÁม¤ค¹น¶ถÖึ§งªชÍอºบ ¡กÔิ¹น¡กÒาáแ¿ฟ¢ขÍอ§ง Starbucks ¡กç็àเ¾พÃรÒาÐะàเÇวÅลÒา¶ถ×ืÍอáแ¡กŒŒÇว Starbucks ÁมÑั¹นàเ·ท‹‹ËหÍอ‹‹Ðะ´ดÔิ… § Digital media ãใ¹น»ป˜˜¨จ¨จØุºบÑั¹นäไ´ดŒŒ¡กÅลÒาÂยàเ»ปšš¹นÊส‹‹Çว¹นËห¹นÖึè่§ง¢ขÍอ§ง IMC § 2-way Communication: ¡กÒาÃรÊส×ืè่ÍอÊสÒาÃร 2 ·ทÔิÈศ·ทÒา§ง § Strive to develop emotional commitment: ¾พÂยÒาÁมàเ¢ขŒŒÒา¶ถÖึ§งÍอÒาÃรÁม³ณ¢ขÍอ§ง¼ผÙูŒŒºบÃรÔิâโÀภ¤คãใËหŒŒÁมÒา¡ก¢ขÖึé้¹น
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Ø Increasing in Micro-marketing (µตÃร§ง¢ขŒŒÒาÁม¡กÑัºบ Mass Mkt.): § Micro-marketing = ãใ¹น¤คÇวÒาÁมàเËหÁม×ืÍอ¹นÂยÑั§งÁมÕี¤คÇวÒาÁมµต‹‹Òา§ง àเªช‹‹¹น Lotus ãใ¹นáแµต‹‹ÅลÐะ¾พ×ืé้¹น·ทÕีè่¡กç็¨จÐะ¢ขÒาÂยÊสÔิ¹น¤คŒŒÒาäไÁม‹‹ àเËหÁม×ืÍอ¹น¡กÑั¹น àเªช‹‹¹น Place A ÍอÒา¨จÁมÕีÊสÑั´ดÊส‹‹Çว¹น¢ขÍอ§งÊส´ดÁมÒา¡ก¡กÇว‹‹Òา Place B… § ¡กÒาÃรàเÅล×ืÍอ¡กãใªชŒŒÊส×ืè่Íอ·ทÕีè่àเËหÁมÒาÐะÊสÁม § Åล´ด¡กÒาÃรãใªชŒŒÊส×ืè่Íอâโ¦ฆÉษ³ณÒาáแºบºบ Mass media advertising § ¼ผÅล¡กÃรÐะ·ทºบ¢ขÍอ§ง VCR (Video Cassette Recording, VDO recorder) áแÅลÐะ TiVo (digital video recorder developed and marketed by TiVo, Inc.) § áแÅลŒŒÇวàเ»ปÅลÕีè่Âย¹นÁมÒาãใªชŒŒ Micro-marketing áแ·ท¹น § âโ¿ฟ¡กÑัÊสäไ»ป·ทÕีáแµต‹‹ÅลÐะºบØุ¤ค¤คÅลáแÅลÐะ¡กÅลØุ‹‹ÁมÂย‹‹ÍอÂยæๆ (Micro-segment) ´ดÕี¡กÇว‹‹Òา è่ § Agencies now assist with IMC efforts: »ป˜˜¨จ¨จØุºบÑั¹น¾พÇว¡ก agency ¨จÐะªช‹‹ÇวÂยãใ¹นàเÃร×ืè่Íอ§ง IMC
O verview of IM C Text (IMC Framework):

= evaluation

= branding + customer behavior + planning

= promotion + direct mkt.

= media = ads.

International Im plications:

¹นÑัÂยÂยÐะÃรÐะËหÇว‹‹Òา§ง»ปÃรÐะàเ·ทÈศ

Ø Goal: ãใËห¤คÇวÒาÁมÃร‹‹ÇวÁมÁม×ืÍอ/¼ผÊสÒา¹น¤คÇวÒาÁม¾พÂยÒาÂยÒาÁม·ทÒา§ง´ดŒŒÒา¹น¡กÒาÃรµตÅลÒา´ด (marketing efforts) ŒŒ Ø Greater challenge: ¤ค.·ทŒŒÒา·ทÒาÂย·ทÕีè่ÂยÔิè่§งãใËห­Þญ‹‹·ท‹‹ÒาÁม¡กÅลÒา§ง¤ค.ËหÅลÒา¡กËหÅลÒาÂย·ทÒา§งàเªช×ืé้ÍอªชÒาµตÔิ & ¤ค.áแµต¡กµต‹‹Òา§ง·ทÒา§งÇวÑั²ฒ¹น¸ธÃรÃรÁม Ø Standardization VS Adaptation Ø “Think globally, but act locally”
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