ObjectivesObjectivesUPSisa$31billioncorporategiantUPSwantedtorepositionitselfasasupplychainsolutionsproviderDevelopednewthemebasedoncustomerinputMarketingCommunicationsMixThespecificmixofadvertising,personalselling,salespromotion,andpublicrelationsacompanyusestopursueitsadvertisingandmarketingobjectives.TheMarketingCommunicationsEnvironmentisChanging:Massmarketshavefragmented,causingmarketerstoshiftawayfrommassmarketingMediafragmentationisincreasingaswellImprovementsininformationtechnologyarefacilitatingsegmentationTheNeedforIntegratedMarketingCommunicationsConflictingmessagesfromdifferentsourcesorpromotionalapproachescanconfusecompanyorbrandimagesTheproblemisparticularlyprevalentwhenfunctionalspecialistshandleindividualformsofmarketingcommunicationsindependentlyTheNeedforIntegratedMarketingCommunicationsTheWebalonecannotbeusedtobuildbrands;brandawarenesspotentialislimitedBestbetistowedtraditionalbrandingeffortswiththeinteractivityandservicecapabilitiesofonlinecommunicationsWebeffortscanenhancerelationshipsIntegratedMarketingCommunications整合营销沟通IntegratedMarketingCommunications整合营销沟通TheCommunicationProcess沟通过程TheCommunicationProcess沟通过程ElementsinthecommunicationProcess沟通过程的要素DevelopingEffectivecommunication发展有效沟通DevelopingEffectivecommunication发展有效沟通Buyer-ReadinessStagesStep3:DesigningaMessageAIDAframeworkguidesmessagedesignMessagecontentcontainsappealsorthemesdesignedtoproducedesiredresultsRationalappealsEmotionalappealsLove,pride,joy,humor,fear,guilt,shameMoralappealsStep3:DesigningaMessageMessageStructure:Keydecisionsarerequiredwithrespecttothreemessagestructureissues:WhetherornottodrawaconclusionOne-sidedvs.two-sidedargumentOrderofargumentpresentationMessageFormat:Design,layout,copy,color,shape,movement,words,sounds,voice,bodylanguage,dress,etc.Step4:ChoosingMediaPersonalcommunicationchannelsIncludesface-to-face,phone,mail,andInternetchatcommunicationsWord-of-mouthinfluenceisoftencriticalBuzzmarketingcultivatesopinionleadersNon