整合营销传播战略与执行外文翻译.docx

整合营销传播战略与执行外文翻译.docx

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整合营销传播战略与执行外文翻译

外文翻译

原文

Title:

PRODUCTPLACEMENTININTEGRATEDMARKETINGCOMMUNICATIONSSTRATEGY

MaterialSource:

LAPPEENRANTAUNERSITYOFTECHNOLOGY

Author:

Lappeenranta

Inordertosufficientlyunderstandthenatureofproductplacementonemustalsounderstandthemarketingcommunicationsenvironmentproductplacementispartof.Themarketingcommunicationsmix（alsocommonlyreferredtoaspromotionmix）（Kotler1997,604）hasevolvedalongwithanyotherfieldofbusinesscurriculum,andlikeanyotherfieldithasalsochangeditsnaturefromitsorigins.（Percy1997,1）Thechangeinthemarketingcommunicationpracticeshasextendedtothepointwhereithasbeenclaimedthat”marketinginthe1990siscommunicationandcommunicationismarketing;thetwoareinseparable”（Schultzetal.1994,45;SchultzinShimp1997,4）.Themarketingcommunicationsmixconsistsof,butisnotlimitedto,thefivemajormodesofcommunication:

advertising,salespromotion,publicrelationsandpublicity,personalselling,anddirectmarketing.Theelementsofthemarketingcommunicationsmixinteractwitheachotherwithgreatdiversitywhilealsoaffectingitssurroundingframework.MarketingcommunicationsisconsideredasoneofthefourPsofthemarketingmix（othersbeingproduct,pricing,andplace/distribution）.Publicrelationshasoftenbeenregardedasamarketingcommunicationsmixelementbymarketingprofessionals,aviewthathasnotalwaysbeensharedinthePRcommunity.Oneviewoftherelationshipsbetweenmarketing,marketingcommunications,publicrelations,andadvertisingasarepresentativeofamarketingcommunicationsmixelementisillustratedinFigure5,providedbyJamesG.Hutton.Inthepast,traditionalmassmediaadvertisingwasthedominatingfeatureInmostcompanies’promotionalmix,thefactthatcausedmarketerstorelyheavilyontheiradvertisingagenciesintheirmarketingcommunications.TherelianceonmassmediaadvertisinghasbeenattributedtothepastSuccessofmassproductionofgoods.Assimilarproductswereproducedinmassquantitiesandpracticallyeverythingthatwasproducedwasalsosold,marketerscameeasilytoconclusionthatconsumerswereahomogenicgroupthatwouldbebestreachedwithmassmediaadvertising.（Schultz1996e,139-140;Solomon&English1994,57）Atthesametimeothermarketingcommunicationscomponentssuchassalespromotionanddirectmarketingwereconsideredmerelyasauxiliaryservicesthatwereimplementedbyanoutsideoperatoronadhocbasis.Similarly,corporation’spublicimageandpublicityaffairshadbeenoutsourcedtoapublicrelationsagencyandwerenotviewedasintegralcomponentsinthemarketingcommunicationsprocess.（Belch&Belch1998,9;English&Solomon1996,183）Inaddition,manymarketingorganisationskepttheirmarketingcommunicationsfunctionsstrictlyseparatewithdifferentbudgets,differentobjectives,differentviewsonmarketsandsoon.Thecorporateandproductimagecreatedbythistypeoforganisationwashardlyaconsistentoneandmostoftenfailedtocommunicateeffectivelywiththedesiredtargetaudiences.Thisroadstartedtocometoitsendduringthe1980sasmanycompaniesrealisedtheneedforamorestrategicandcohesiveapproachintheircommunications.IMCemergedintoanenvironmentwheremarketingcommunicationpracticeswereradicallychanging.Thesechangesincludede.g.1）reducedfaithinmassmediaadvertising（mediaclutter,risingcosts,andnegativeconsumerreaction）,2）fragmentationanddemassificationoftargetaudiences,3）increasedsophistication,perceptiveness,andinterestofconsumers,4）increasedrelianceonhighlytargetedcommunicationmethods,5）greaterdemandsimposedonmarketingcommunicationssuppliers,6）shiftinabalanceofpowerfrommanufacturerstoretailers,7）technologicaladvancements,8）globalisationofmarkets,and,9）increasedeffortstoassesscommunications’returnoninvestment.（Shimp1997,15;Hackley&Kitchen1998,1;Kitchen1996,7;Erdogan&Kitchen1998,369;TedlowinCornelissen2000,8;Schultz&Kitchen1997,13,18;Eagle&Kitchen2000,675;Stewart1996,147;Hutton1996,155;EnglishSolomon1996,189;Pickton&Broderick2001,383）Thesechangeshavedictatedmarketingcommunicatorstolookformoreinnovativeandmorefeasible,efficient,andeffectivemechanismsofcommunicationtoreach,persuade,informandremindconsumersandprospectivecustomersoftheirproductsandservices.（Kitchen1996,7;Eagle&Kitchen2000,683;O’Leary2000,34;Stewart1996,147）integrationisatermthathassufferedinflationasithasbeenusedinnumerousconnections.Inordertomaketheterm”integratedmarketingcommunications”morepracticaltouseitcanbebrokenintopiecesforcloserexamination.To‘integrate’comesfromtheLatinverbintegrareandmeans”tomakewholeorcompletebyaddingorbringingtogetherparts”.IMCcanthereforebeinterpretedas”bringingtogethervarioustechniquesforadvertisingandpromotingtheproductorservicetothebuyer”.（Rossiter&Percy1998,323）Theobjectiveofintegratedmarketingcommunicationsistodifferentiateandelevateabrandorserviceaboveitscompetitorstoachievebrandequity.（McLaughlin1997,27）OnaconceptlevelIMChasbeendefinedinchapter1.4.FromthosedefinitionstheonegivenbytheAmericanAssociationofAdvertisingAgencies（"the4As"）hasbeenadoptedforthisthesis:

"IMCisaconceptofmarketingcommunicationsplanningthatrecognisestheaddedvalueofacomprehensiveplanthatevaluatesthestrategicrolesofavarietyofcommunicationdisciplines—e.g.generaladvertising,directresponse,salespromotion,andpublicrelations—andcombinesthesedisciplinestoprovideclarity,consistency,andmaximumcommunicationimpact."（AmericanAssociationofAdvertisingAgenciesinPercy1997,3;Belch&Belch1995,7;Belch&Belch1998,9;Sirgy1998,4）RossiterandPercyhavedescribedtheessenceofIMCwiththefollowingthreeterms:

Byintegratedmarketingcommunications...wemeanthe1）selectivecombinationofappropriatetypesofadvertisingandpromotion[RossiterandPercyusetheterm‘advertisingandpromotion’todescribewhatisgenerallycalledmarketingcommunicationsinthisthesis],2）meetingacommonsetofcommunicationobjectivesforthebrandand,moreparticularly,tosupportasingular”macropositioning”forthebrand,and3）integrationovertimewithregardtocustomers.”（Rossiter&Percy1998,6-7）Whencommunicatingwiththeirtargetgroups（customers,clientsandotherstakeholders）allbusinessenterprisessharethesamepurposesforcommunication:

1）Informingprospectivecustomersabouttheirproducts,services,andotherrelatedissues;2）Persuadingpeopletochooseparticularproductsandbrands,shopincertainsalesoutlets,attendcertainevents,andotherwiseinfluencetheirbehaviour;3）Inducingactionfromcustomerssohattheirbehaviourisdirectedtowardthemarketer’sofferingandisundertakenimmediatelyratherthandelayed.（Shimp1997,10）Astheseobjectivesarepursueditisimportanttorecallthenotionofmarketingcommunicationsthatallmarketingmixelements（notjustthecommunicationsmixelements）containinformationand,therefore,communicatewithconsumers.（Ibid.,10-11;DeLozierinSpottsetal.1998,216;Pickton&Broderick2001,207-208）Thisiswhymarketingcommunicationscanbeeitherintentional（e.g.advertising,promotionalcampaigns,personalsellingetc.）orunintentional,whene.g.productfeature,packaging,orpricesymbolisesandcommunicatessomethingtoconsumersthatthemarketingcommunicatormaynothaveintended.（Shimp1997,10-11;Kitchen1994,20;Belch&Belch1995,7-8;Stewart1996,148）Inadditiontotheseproduct-relatedcommunicationstherearealsomanyotherunintentionalaspectsofcommunicationsthatmayhaveasignificanteffectonconsumers’perceptionoftheproductorthecompany.Thesemayincludethingslikepoorlymaintaineddeliveryvehicles,unfriendlyservice,wronglyaddressedmail,longcustomerresponsetimes,poorcrisismanagement,andsoon.（Meredith2000,43;Englis&Solomon371996,183）Theunintentionalcommunicationvariablesraiseagaintheneedforintegratedmarketingcommunicationsplanning.

1）Affectbehaviour:

“Anintegratedmarketingcommunicationsprogramultimatelymustbejudgedintermsofwhetheritinfluencesbehaviour,butitwouldbesimplisticandunrealistictoexpectanactiontoresultfromeverycommunicationeffort.Priortopurchasinganewbrandconsumersgenerallymustbemadeawareofthebrandanditsbenefitsandinfluencedtohaveafavourableattitudetowardit.Communicationeffortsdirectedataccomplishingtheseintermediate,orpre-behavioural,goalsarefullyjustified...”2）Useallformsofcontacts:

IMCusesallformsofcommunicationsandallsourcesofbrandandcompanycontactsaspotentialmessagedeliverychannels...ContactswouldincludeTVcommercials,magazineads,messagesontheInternet,postersonpublicvehicles,andavirtuallyendlesslistofotherpossibilities.”3）Startwiththecustomerorprospect:

AnotherimportantaspectofIMCisthatitsprocessstartswiththecustomerorprospectandthenworksbacktothebrandcommunicatorindeterminingthemostappropriateandeffectivemethodsthroughwhichpersuasivecommunicationsprogramsshouldbedeveloped.”4）Achievesynergy:

InherentinthedefinitionofIMCistheneedforsynergy.Allofthecommunicationelements（ads,point-of-purchasematerial,salespromotion,eventsetc.）mustspeakwithasinglevoice.Coordinationisabsolutelycriticaltoachievingastrongandunifiedbrandimageandmovingconsumerstoaction.Thefailuretocloselycoordinateallcommunicationelementscanres