广告公关管理市场营销经典课件

1、2000 Prentice Hall2000 Prentice Hall2000 Prentice Hall广告广告Advertising人员推销人员推销Personal SellingAny Paid Form of Nonpersonal Presentation by an Identified Sponsor.销售促进销售促进Sales PromotionShort-term Incentives to Encourage Trial or Purchase.公共关系公共关系Public Relations直接营销直接营销Direct MarketingDirect Communica

2、tions With Individuals to Obtain an Immediate Response.Protect and/or Promote Companys Image/products.Personal Presentations.2000 Prentice Hall2000 Prentice Hall2000 Prentice Hall2000 Prentice Hall建立广告目标建立广告目标Objectives Setting决策广告预算决策广告预算Budget Decisions选择广告信息选择广告信息Message Decisions媒体决策媒体决策Media De

3、cisions绩效衡量绩效衡量Campaign Evaluation2000 Prentice HallMissionSalesgoalsAdver-tisingobjectivesMoneyFactors toconsider:Stage in PLCMarket shareand con-sumer baseCompetitionand clutterAdvertisingfrequencyProductsubstituta-bilityMessageMessage generationMessage evaluationand selectionMessage executionSoci

4、al-responsibilityreviewMediaReach, frequency,impactMajor media typesSpecific mediavehiclesMedia timingGeographicalmedia allocationMeasure-mentCommuni-cationimpactSalesimpact2000 Prentice Hall通知性广告通知性广告Informative AdvertisingBuild Primary Demand说服性广告说服性广告Persuasive AdvertisingBuild Selective Demand比较

5、性广告比较性广告Comparison AdvertisingCompares One Brand to Another提醒性广告提醒性广告Reminder AdvertisingKeeps Consumers ThinkingAbout a Product.2000 Prentice HallStage in the Product Life CycleMarket Share &Consumer BaseCompetition &ClutterAdvertisingFrequencyProductSubstitutability2000 Prentice HallNewspa

6、persAdvantages: Flexibility, timeliness; good local market coverage;broad acceptance, high believabilityLimitations:Short life; poor reproduction quality; smallpass-along audienceTelevisionAdvantages: Combines sight, sound, motion; high attention; high reach; appealing to sensesLimitations:High abso

7、lute costs; high clutter; fleeting exposure;less audience selectivityDirect MailAdvantages:Audience selectivity; flexibility, no ad compe-tition within same medium; allows personalizationLimitations:Relative high cost; “junk mail” image2000 Prentice HallRadioAdvantages: Mass use; high geographic and

8、 demographic selectivity; low costLimitations:Audio only; fleeting exposure; lower attention; nonstandardized rates; fragmented audiences MagazinesAdvantages:High geographic and demographic selectivity;credibility and prestige; high-quality reproduction;long life; good pass-along readershipLimitatio

9、ns:Long ad purchase lead time; waste circulation; no guarantee of positionOutdoorAdvantages:Flexibility; high repeat exposure; low cost; low message competitionLimitations:Little audience selectivity; creative limitations2000 Prentice HallMonthNumber ofmessagesper month集中集中Concentrated(1)(2)(3)水平水平L

10、evel上升上升Rising 下降下降Falling 交替交替Alternating(4)连续连续Continuous(8)(7)(6)(5)(9)间断间断Intermittent(10)(11)(12)(9)2000 Prentice Hall020406080100(Attention) How well does the ad catch the readers attention? _20(Read-through) How well does the ad lead the reader to read further? _20(Cognitive) How clear is the

11、 central message or benefit? _20(Affective) How effective is the particular appeal? _20(Behavior) How well does the ad suggest follow-through action? _202000 Prentice HallTypicalMessageExecutionStylesTestimonialEvidenceSlice of LifeScientificEvidenceLifestyleTechnicalExpertiseFantasyMusicalPersonali

12、tySymbolMood orImageTurning the “Big Idea” Into an Actual Ad to Capture the Target Markets Attention and Interest.2000 Prentice Hall评价广告效果评价广告效果Advertising Program Evaluation传播效果传播效果Communication EffectsIs the Ad Communicating Well?销售效果销售效果Sales EffectsIs the Ad Increasing Sales?2000 Prentice Hall20

13、00 Prentice Hall2000 Prentice Hall2000 Prentice Hall2000 Prentice HallLong-Term Promotional Allocation01020304050601986889092941996Year%t of total - 3 yr.MATrade PromoMedia AdvCons. Promo2000 Prentice HallMANUFACTURERRETAILERCONSUMERPushPushPull2000 Prentice Hall消费者促销目标消费者促销目标Consumer-Promotion Obje

14、ctives消费者促销工具消费者促销工具Consumer-Promotion ToolsPoint-of-PurchaseDisplaysPremiumsPrice PacksCash RefundsCouponsSamplesPatronage RewardsGamesSweepstakesContestsAdvertisingSpecialtiesPatronage RewardsEntice Consumers to Try a New ProductLure Customers AwayFrom Competitors ProductsGet Consumers to “Load Up

15、on a Mature ProductHold & Reward Loyal CustomersConsumer Relationship Building2000 Prentice Hall交易促销目标交易促销目标Trade-Promotion Objectives交易促销工具交易促销工具Trade-Promotion ToolsSpecialty AdvertisingItemsContestsFree GoodsBuy-BackGuaranteesAllowancesPrice-OffsPatronage RewardsPush MoneyDiscountsPremiumsDis

16、playsPersuade Retailers or Wholesalers to Carry a BrandGive a Brand Shelf SpacePromote a Brand in AdvertisingPush a Brand to Consumers2000 Prentice HallBusiness-Promotion ObjectivesBusiness-Promotion ToolsGenerate Business LeadsStimulate PurchasesReward CustomersMotivate SalespeopleConventionsTrade ShowsSales Contests2000 Prentice Hall2000 Prentice Hall200