Designing and Managing Integrated Marketing Communications Marketing Management, 13 th ed 17 Disajnimi dhe Menaxhimi I Kumunikimit te integruat te Marketingut

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.

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 Reklamat Promovimi i shitjes Ngjarje dhe përjetim et Marrëdhëniet me publikun dhe publicit eti 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

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-6 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 Shitje Takime per Shtije Programet Incentive (motivuse) Mostrat Panairet dhe ekspozitat Direct Marketing Catalogs; Mailings; Telemarketing; Electronic shopping; TV shopping; Fax mail; Voice mail; Blogs; Websites Katalogjet Mailing-at ( letrat) Telemarketingu Shopping elektronike TV shopping Fax 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, ing, faqet www Marketingu i drejtpërdrejtë, si e vetmja qasje Dell?, 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 Word-of-Mouth Marketing Person-to-person Chat rooms Blogs

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Figure17.2 Elements in the Communications Process

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Figure 17.3 Response Hierarchy Models

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 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

DEVELOPING AN ADVERTISING CAMPAIGN Evaluate Advertising Effective- ness Select & Schedule Media Determine Advertising Budget Determine Advertising Objectives Select Target Market Design Creative Strategy

Stimulate Trial Stimulate Trial Support Flexible Pricing Support Flexible Pricing Increase Consumption Increase Consumption Neutralize Competitors Neutralize Competitors Complementary Products Complementary Products Encourage Repurchase Encourage Repurchase Impulse Purchasing Impulse Purchasing OBJECTIVES OF CONSUMER PROMOTIONS

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 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 Creative Strategy – Strategjia e Kreativitetit Apeli Informative dhe transformuese Apeli pozitive dhe negative Frikë Faj Turp Humor Dashuri Krenari Joy- Kenaqesi

Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 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 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 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 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 lartë Aftësia 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 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 Advertising Specialties Coupons Sampling Rebates Contests, Games, Sweepstakes Premiums Cross- Promotions

OBJECTIVES OF TRADE PROMOTIONS Increase Reseller Inventory Influence Price Discount Defend Against Competitors Avoid Price Reductions Influence Reseller Promotion Gain/Maintain Distribution Increase Reseller Inventory Influence Price Discount Defend Against Competitors Avoid Price Reductions Influence Reseller Promotion Gain/Maintain Distribution

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 Electronic Media Direct Selling Print Media Print Media Broadcast Media Broadcast Media Direct Mail Telemarketing