第章管理广告

1、Copyright 2003 Prentice-Hall, Inc.20-1Copyright 2003 Prentice-Hall, Inc.20-2图图10.1: 广告的广告的5M第一节第一节 开发和管理广告程序开发和管理广告程序Copyright 2003 Prentice-Hall, Inc.20-3Copyright 2003 Prentice-Hall, Inc.20-4Copyright 2003 Prentice-Hall, Inc.20-5Copyright 2003 Prentice-Hall, Inc.20-6Copyright 2003 Prentice-Hall, I

2、nc.20-7Copyright 2003 Prentice-Hall, Inc.20-8Copyright 2003 Prentice-Hall, Inc.20-9Copyright 2003 Prentice-Hall, Inc.20-10Copyright 2003 Prentice-Hall, Inc.20-11Copyright 2003 Prentice-Hall, Inc.20-12Copyright 2003 Prentice-Hall, Inc.20-13Copyright 2003 Prentice-Hall, Inc.20-14Copyright 2003 Prentic

3、e-Hall, Inc.20-15Copyright 2003 Prentice-Hall, Inc.20-16第二节第二节 媒体决策和绩效衡量媒体决策和绩效衡量Copyright 2003 Prentice-Hall, Inc.20-17图图20.2: 使用、知晓度和展露功能之间的关系使用、知晓度和展露功能之间的关系Copyright 2003 Prentice-Hall, Inc.20-18Copyright 2003 Prentice-Hall, Inc.20-19Copyright 2003 Prentice-Hall, Inc.20-20Copyright 2003 Prentice

4、-Hall, Inc.20-21Copyright 2003 Prentice-Hall, Inc.20-22Copyright 2003 Prentice-Hall, Inc.20-23Copyright 2003 Prentice-Hall, Inc.20-24图图6.2: 测量广告测量广告销售效果的程式销售效果的程式Copyright 2003 Prentice-Hall, Inc.20-25Copyright 2003 Prentice-Hall, Inc.20-26第三节第三节 销售促进销售促进Copyright 2003 Prentice-Hall, Inc.20-27Copyri

5、ght 2003 Prentice-Hall, Inc.20-28Copyright 2003 Prentice-Hall, Inc.20-29Copyright 2003 Prentice-Hall, Inc.20-30Copyright 2003 Prentice-Hall, Inc.20-31Copyright 2003 Prentice-Hall, Inc.20-32Copyright 2003 Prentice-Hall, Inc.20-33Copyright 2003 Prentice-Hall, Inc.20-34Copyright 2003 Prentice-Hall, Inc.20-35Copyright 2003 Prentice-Hall, Inc.20-36Copyright 2003 Prentice-Hall, Inc.20-37Copyright 2003 Prentice-Hall, Inc.20-38Copyright 2003 Prentice-Hall,