中欧网络广告案例分析

ExecutiveEducationProgrammes中欧高层经理培训部我院保留对课程信息(包括价格、日期、地点、师资、课程安排和其他细节等)进行调整的权力.
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文件更新日期2010月12月5日|UpdatedonDecember5,20101整合营销传播日期/语言/地点:2011年10月19日—21日,英语授课配汉语交替翻译,上海课程费用:人民币25,800元更多信息请访问:http://exed.
ceibs.
edu根据设计的初衷,整合营销传播是行之有效的.
但在太多误解和曲解的长期侵蚀下,这个概念始终无法充分发挥潜力和作用.
真正的整合营销传播项目整合了一切对客户行为产生影响的因素,它还包含了将品牌或产品与客户相联系的营销传播,它是令整个流程启动起来并使之在正常轨道上运行的关键要素.
它是多维度、互动性的,并且得到持续的评估.
本课程是由整合营销传播概念的发明者之一精心设计的,将使此领域的管理人员不仅对其概念有深刻的了解,而且能够有效地执行整合营销传播项目.
目标本课程将帮助广告和其它营销及营销传播领域的管理人员了解当今世界上各种对营销和广告产生影响的力量;明确自己的角色在这一新的营销环境中的变化;为自己所处的职能领域发展新的方法,从而不断地为公司战略目标的实现和生产率的提高作出贡献.
对象广告及其他营销传播职能部门的经理;市场营销经理、产品经理及其他负责监督此类职能部门或与之合作的管理人员;负责制定广告预算和设定相关职能领域责任制衡量指标的财务经理;广告公司高级客户经理;直邮、促销和公关等其它相关职能代理机构的高级客户服务经理.
受益通过本课程,学员将能:开发更准确地满足客户需求的产品使产品包装传达同等准确的信息更好地制定反映客户对产品相对价值(与其他可以满足其相同需求的方式比较)感知的价格设计便于客户购买的分销计划了解渠道管理、销售管理、融资、客户关系管理(CRM)、全面质量管理(TQM)、六西格玛体系,以及其他任何改变客户思维和行为方式所需的因素课程内容整合营销传播定义整合营销传播转变权利从营销人员向客户转移成本思维模式向投资思维模式转变"以客户为导向"的真实意义制定媒体战略制定创意战略营销公关ExecutiveEducationProgrammes中欧高层经理培训部我院保留对课程信息(包括价格、日期、地点、师资、课程安排和其他细节等)进行调整的权力.
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文件更新日期2010月12月5日|UpdatedonDecember5,20102促销运用客户导向的营销传播规划流程内向营销课程安排第一天上午整合营销传播概念整合营销传播工作定义对整合营销传播原则的重新阐述推动整合营销传播转变的因素经济技术社会权力从营销人员向客户转移从成本思维模式向投资思维模式转变"以客户为导向"的真实含义商业态度的演变评估客户及潜在客户客户细分、目标锁定和定位如何制定价值主张下午新环境下的营销传播转变衡量对象如何以及为何发生变化工具:行为时间工具表案例分析第二天上午制定媒体战略客户导向的媒体规划个人媒体网络分析个人媒体网络练习效率导向的媒体规划麦格劳-希尔的销售七步曲制定创意战略通用电气的"焦点创意法"准备创意报告下午营销公关思考促销思考贸易促销消费者促销案例分析第三天上午运用客户导向的营销传播规划流程劳特鹏的4C与科特勒的4P衡量与责任实现投资收益率ExecutiveEducationProgrammes中欧高层经理培训部我院保留对课程信息(包括价格、日期、地点、师资、课程安排和其他细节等)进行调整的权力.
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文件更新日期2010月12月5日|UpdatedonDecember5,20103下午案例分析内向营销策略制定阻碍整合营销传播成功实施的因素结论课程主任RobertF.
Lauterborn中欧国际工商学院客座教授北卡罗来纳大学教堂山分校詹姆斯·L·爵士教席广告学教授教学/研究领域:在商界征战三十年后,Lauterborn教授"退隐"学术界,担任北卡罗来纳大学教堂山分校詹姆斯·L·爵士教席广告学教授.
该教席由爵士基金会捐资一百万设立,目的是促进广告教学.
在过去的十多年里,他曾到19个国家进行过演讲以及组织研讨会,主题涉及整合营销传播理论、创建内部品牌、改进创造绩效、市场营销与营销传播力以及诸多其他主题.
1999年,鉴于他对商业营销的发展以及进步作出的终身贡献,商业营销协会授予其"小G·D·克莱恩奖"(该奖项以《广告时代》杂志创刊人的名字命名),并正式将其列入商业营销名人堂.
学术成就:Lauterborn教授曾与人合著畅销书《整合营销传播》.
该书已被译成五种语言(汉语、日语、韩语、西班牙语及葡萄牙语).
此后他再次与人合著另一本畅销书《新整合营销》.
在美国学术界、图书经销商以及客户服务提供商中开展的一项调查显示,《整合营销传播》一书在所有影响广告研究的众多著作中始终保持第14位的排名,而在1986年以来撰写的该领域书籍中更是名列榜首.
企业经验:在加入学术界之前,Lauterborn教授曾任美国国际纸业公司全球营销传播及公司广告总监.
他还曾为通用电气公司工作过16年,从事营销以及公司传播管理.
他还是摩根安盛咨询公司(一家总部设在纽约的营销传播管理咨询公司)的总裁,也是Aprimo公司的营销顾问委员会委员.
他在行业中向来十分活跃.
他曾任美国国家广告客户协会副主席以及商业营销协会主席.
他也曾在多家行业组织中担任董事,如广告研究基金会,还担任过商业广告研究理事会主席.
他还为多家不同行业的公司担任顾问,其中包括IBM、美国电话电报公司、惠普、陶氏化学、埃克森美孚、德州仪器、前进能源、凯悦以及通用汽车金融服务公司,同时他也为世界各地的广告、公共关系以及促销机构提供咨询.
ExecutiveEducationProgrammes中欧高层经理培训部我院保留对课程信息(包括价格、日期、地点、师资、课程安排和其他细节等)进行调整的权力.
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文件更新日期2010月12月5日|UpdatedonDecember5,20104日期/语言/地点2011年10月19日-21日/英语授课配汉语交替翻译/上海(上海市浦东红枫路699号中欧国际工商学院).
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文件更新日期2010月12月5日|UpdatedonDecember5,20105IntegratedMarketingCommunicationDate/Language/Venue:October19-21,2011,EnglishwithsequentialChineseinterpretation,ShanghaiFee:RMB25,800Formoreinformation,pleasevisithttp://exed.
ceibs.
eduIntegratedMarketingCommunication(IMC)asitwasdesigned,works.
Butmanymisconceptionsandmisinterpretationshaveseepedinovertimethatkeeptheconceptfrommakingitsfullpotentialcontribution.
AtrueIMCprogrammeintegrateseverythingthatimpactscustomerbehaviour,anditinvolvesmultidimensional,interactive,continuouslymeasuredcommunicationthatconnectsthebrandorproductandthecustomer,becausethat'swhatmakesthewholeprocessliftoffandstayinorbit.
ThiscourseisdesignedbyoneoftheoriginalinventorsoftheIMCconcepttohelppractitionersnotonlytothoroughlyunderstandthetheorybutalsotoeffectivelyimplementIMCprogrammes.
ObjectiveThisprogrammewillhelpadvertisingandothermarketingandmarketingcommunicationmanagersunderstandtheforcesimpactingmarketingandadvertisingtodayworldwide,helpthemtounderstandtheirchangedrolesinthisnewmarketingenvironment,andhelpthemtodevelopnewapproachestothefunctionwhichwillallowthemtocontributeconsistentlytotheachievementofcompanystrategicobjectivesandimprovedproductivity.
WhoShouldAttendAdvertisingandothermarketingcommunicationsfunctionalmanagers,marketingmanagers,productmanagers,andothermanagersresponsibleforsupervisingorworkingwiththefunction,financialmanagersresponsibleforsettingupadvertisingbudgetsandaccountabilitymeasures,advertisingagencyaccountexecutives,clientserviceexecutivesofotherfunctionalagenciessuchasdirectmail,promotionandpublicrelations.
ProgrammeBenefitsAftercompletingtheprogramme,participantswillbebetterableto:DevelopproductsthatmeetcustomerneedsmorepreciselyDesignpackagethatcommunicateswithequalprecisionSetpricethatreflectsthevaluethecustomerperceivesintheproductcomparedtootherwaysheorshecouldsatisfytheneedorwantDesignadistributionschemethatmakesitconvenientforthecustomertobuyUnderstandchannelmanagement,salesmanagement,financing,CRM,TQM,SixSigmaandwhateverelseneedstobehappeningtochangehowthecustomerthinksandbehavesProgrammeCoverageDefinitionofIMCShifttoIMCPowershiftfrommarketerstocustomersMovingfromacostmentalitytoaninvestmentmentalityExecutiveEducationProgrammes中欧高层经理培训部我院保留对课程信息(包括价格、日期、地点、师资、课程安排和其他细节等)进行调整的权力.
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文件更新日期2010月12月5日|UpdatedonDecember5,20106Whatbeing"Customer-driven"reallymeansDevelopingmediastrategyDevelopingcreativestrategyIMCmarketingPRIMCpromotionalthinkingTheIMCCustomizedMarketingCommunicationPlanningProcessInwardmarketingstrategydevelopmentProgrammeScheduleDay1morningOverviewIntegratedmarketingcommunicationdefinedIntegratedmarketingcommunicationsexplainedForcesDrivingtheShifttoIMCEconomicTechnologicalSocietalPowerShiftfromMarketerstoCustomersMovingfromACostMentalitytoAnInvestmentMentality:WhatBeing"Customer-driven"ReallyMeansTheevolutionofbusinessattitudesEvaluatingcustomersandprospectsSegmentation,targetingandpositioningHowtodevelopvaluepropositionsafternoonHowMarketingCommunicationEvolvedinThisNewContextHowandwhywhatismeasuredchangedUsingtheBehavioralTimeLineCasestudyDay2morningIMCMediaThinkingCustomer-drivenmediaplanningPersonalMediaNetworkPMNexerciseEfficiency-drivenmediaplanningMcGraw-Hill'sSevenStepstoaSaleIMCCreativeThinkingGE'sFOCUSCreativeApproachPreparingtheCreativeBriefafternoonIMCMarketingPRThinkingIMCPromotionalThinkingTradepromotionConsumerpromotionCasestudyExecutiveEducationProgrammes中欧高层经理培训部我院保留对课程信息(包括价格、日期、地点、师资、课程安排和其他细节等)进行调整的权力.
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文件更新日期2010月12月5日|UpdatedonDecember5,20107Day3morningTheIMCCustomizedMarketingCommunicationPlanningProcessLauterborn's4CsversusKotler's4PsMeasurementandaccountabilityGettingtoROIafternoonCaseStudyInwardMarketingStrategyDevelopmentBarrierstoSuccessfulIMCImplementationConclusionProgrammeDirectorRobertF.
LauterbornVisitingProfessor,CEIBSJamesL.
KnightChairProfessorofAdvertising,TheUniversityofNorthCarolinaatChapelHillTEACHING/RESEARCHINTERESTS:Aftera30-yearcareerinbusiness,ProfessorLauterbornwas"seducedintoacademia"astheJamesL.
KnightChairProfessorofAdvertisingattheUniversityofNorthCarolinaatChapelHill,apositionmadepossiblebyamillion-dollargrantfromtheKnightFoundationtoimprovetheteachingofadvertising.
Overthepastdozenyears,hehasmadespeechesand/orrunworkshopsandseminarsin19countriesonIMC,InternalBranding,ImprovingCreativePerformance,MarketingandMarketingCommunicationsProductivityandseveralothertopics.
In1999,theBusinessMarketingAssociationpresentedhimwiththeG.
D.
Crain,Jr.
Award(namedafterthefounderofAdvertisingAge)for"lifetimecontributionstothedevelopmentandimprovementofbusinessmarketing,"andinductedhimintotheBusinessMarketingHallofFame.
ACADEMICACHIEVEMENTS:ProfessorLauterbornisaco-authorofthebest-sellingbookIntegratedMarketingCommunication:PullingItTogetherandMakingItWork(NTC,1993),whichhasbeentranslatedintofivelanguages(Chinese,Japanese,Korean,SpanishandPortuguese),andasecondbooktitledTheNewMarketingParadigm.
InasurveyamongAmericanacademicsandagencyandclient-sidepractitioners,theIMCbookwasranked14thall-timeamongbooksinfluencingthestudyofadvertising,andnumberoneamongbookswrittensince1986.
CORPORATEEXPERIENCE:Priortojoiningacademia,ProfessorLauterbornwasDirectorofMarketingCommunication&CorporateAdvertisingforInternationalPaperworldwide.
Healsospent16yearswithGeneralElectricinmarketingandcorporatecommunicationsmanagement.
HeisalsoaprincipalinMorganAndersonConsulting,amarketingcommunicationsmanagementconsultingfirmheadquarteredinNewYork,andamarketingadvisoryboardmemberforAprimo.
Alwaysactiveintheindustry,heisaformerViceChairmanoftheAssociationofNationalAdvertisersandChairmanoftheExecutiveEducationProgrammes中欧高层经理培训部我院保留对课程信息(包括价格、日期、地点、师资、课程安排和其他细节等)进行调整的权力.
CEIBSreservestherighttoamendinformationonthisprogrammeincludingprice,date,location,faculty,dailyscheduleandotherdetails.
文件更新日期2010月12月5日|UpdatedonDecember5,20108BusinessMarketingAssociation.
Hehasalsobeenontheboardsofseveralotherindustryorganisations,suchastheAdvertisingResearchFoundation,andchairedtheBusinessAdvertisingResearchCouncil.
Healsoconsultsforcompaniesinabroadrangeofindustries,someofwhichincludeIBM,AT&T,HP,Dow,ExxonMobil,TexasInstruments,ProgressEnergy,HyattandGMAC,andforadvertising,publicrelationsandpromotionagenciesworldwide.
Date/Language/VenueOctober19-21,2011/EnglishwithsequentialChineseInterpretation/Shanghai(CEIBSShanghaicampus,699HongfengRoad,Pudong,Shanghai).
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