行销管理专业课程第十三章课件

1、chapterAdvertising and Public Relations13Prepared byDeborah BakerTexas Christian University1chapterLearning Objectives131.Discuss the effect of advertising on market share and consumers.2. Identify the major types of advertising.3. Discuss the creative decisions in developing an advertising campaign

2、.2Chapter 13 Version 3echapterLearning Objectives (continued)134. Describe media evaluation and selection techniques.5.Discuss the role of public relations in the promotional mix.3Chapter 13 Version 3eLearning Objective 1Discuss the effect of advertising on market share and consumers.4Chapter 13 Ver

3、sion 3eAdvertisingU.S. advertising spending exceeds $215 billion per yearIndustry employs only 272,000 Ad budgets of some firms exceed over $2 billion per year 15Chapter 13 Version 3eAdvertising and Market ShareNew brands spend proportionately more for advertising than old ones.A certain level of ex

4、posure is needed to affect purchase habits. Beyond a certain level, diminishing returns set in.16Chapter 13 Version 3eAdvertising and the ConsumerAverage U.S. citizen is exposed to hundreds of ads each day.Advertising may change a consumers attitude toward a product.Advertising can affect consumer r

5、anking of brand attributes.17Chapter 13 Version 3eLearning Objective 2Identify the major types of advertising.8Chapter 13 Version 3eMajor Types of AdvertisingInstitutionalAdvertising Designed to enhance a companys image rather than promote a particular product.ProductAdvertisingDesigned to tout the

6、benefits of a specific good or service.29Chapter 13 Version 3eMajor Types of Advertising2Enhance corporations identifyPioneeringCompetitiveComparativeProductAdvertisingInstitutionalAdvertisingAdvocacy advertising10Chapter 13 Version 3eProduct AdvertisingPioneeringStimulates primary demand for new pr

7、oduct or categoryCompetitiveInfluence demand for brand in the growth phase of the PLC. Often uses emotional appeal.ComparativeCompares two or more competing brands product attributes. Used if growth is sluggish, or if competition is strong.211Chapter 13 Version 3eLearning Objective Discuss the creat

8、ive decisions in developing an advertising campaign312Chapter 13 Version 3eAdvertising CampaignA series of related advertisements focusing on a common theme, slogan, and set of advertising appeals.313Chapter 13 Version 3eSteps in Creating an Advertising CampaignDetermine the advertising objectives.M

9、ake creative decisions.Make media decisions.Evaluate the campaign.314Chapter 13 Version 3eSetting Objectives:The DAGMAR Approach3Define Target AudienceDefine DesiredPercentage ChangeDefine the Time Frame for Change Goal ofAdvertising Objectives15Chapter 13 Version 3eCreative Decisions3Componentsof C

10、reative DecisionsDevelop and EvaluateAdvertising AppealsExecute the MessageEvaluate theCampaigns EffectivenessIdentify Product Benefits16Chapter 13 Version 3eIdentify Product Benefits3“Sell the Sizzle, not the Steak” Sell products benefits, not its attributesA benefit should answer “Whats in it for

11、me?”Ask “So?” to determine if it is a benefit17Chapter 13 Version 3eAdvertising Appeal3Reason for a person to buy a product.18Chapter 13 Version 3eCommon Advertising Appeals3Profit HealthLove or romanceFearAdmirationConvenienceFun and pleasureVanity and egotism Environmental ConsciousnessProduct sav

12、es, makes, or protects money Appeals to body-conscious or health seekersUsed in selling cosmetics and perfumesSocial embarrassment, old age, losing health Reason for use of celebrity spokespeopleUsed for fast foods and microwave foodsKey to advertising vacations, beer, parksUsed for expensive or con

13、spicuous items Centers around environmental protection19Chapter 13 Version 3eUnique Selling Proposition3Desirable, exclusive, and believable advertising appeal selected as the theme for a campaign.20Chapter 13 Version 3eExecuting the MessageMood or ImageMusicalDemon-strationScientificReal/AnimatedPr

14、oductSymbolsFantasyLifestyleSlice-of-LifeHumorousCommonExecutionalStylesSpokes-person/Testimonial321Chapter 13 Version 3eLearning Objective Describe media evaluation and selection techniques.422Chapter 13 Version 3eMedia TypesNewspapersMagazinesRadioTelevisionOutdoorInternetAlternative MediaMajor Ty

15、pes ofAdvertisingMedia423Chapter 13 Version 3eAdvertising Spending for 1999 424Chapter 13 Version 3eNewspapers4AdvantagesYear-round readershipGeographic selectivityImmediacyHigh individual market coverageShort lead timeDisadvantagesLimited demographic selectivityLittle colorMay be expensiveLow pass-

16、along rateClutterMass market medium 25Chapter 13 Version 3eCooperative AdvertisingAn arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturers brand.426Chapter 13 Version 3eMagazines4Good reproductionDemographic selectivityRegional/local selectivityLong

17、advertising lifeHigh pass-along rate AdvantagesHigher cost per contactLong-term advertiser commitmentsSlow audience build-upLimited demonstration capabilitiesLack of urgencyLong lead time Disadvantages27Chapter 13 Version 3eRadio4AdvantagesSelectivity and audience segmentationImmediate and portableG

18、eographic flexibilityEntertainment carryoverShort-term ad commitmentsDisadvantagesNo visual treatmentShort advertising lifeHigh frequency to generate retentionCommercial clutterBackground distractions28Chapter 13 Version 3eTelevision4AdvantagesWide diverse audienceLow cost per thousandCreative and d

19、emonstrativeImmediacy of messagesEntertainment carryoverDemographic selectivity with cableDisadvantagesShort life of messageExpensive with high campaign costLittle demographic selectivity with networkLong-term advertiser commitmentsLong lead timesClutter29Chapter 13 Version 3eOutdoor Media4Advantage

20、sHigh exposure frequencyModerate costFlexibilityGeographic selectivity Broad, diverse marketDisadvantagesShort messageLack of demographic selectivityHigh “noise” level 30Chapter 13 Version 3eInternet and World Wide Web4Fast growingAbility to reach narrow target audienceShort lead timeModerate cost A

21、dvantagesDifficult to measure ad effectiveness and ROIAd exposure relies on “click through”Not all consumers have access to internet Disadvantages31Chapter 13 Version 3eAlternative MediaAds in Movies and VideosInteractive KiosksComputer Screen SaversVideo Shopping CartsFax MachinesExamples ofAlterna

22、tive Media432Chapter 13 Version 3eMedia Selection ConsiderationsCost per ContactFactorsInfluencingMedia Mix DecisionsReachFrequencyAudience Selectivity433Chapter 13 Version 3eMedia Selection ConsiderationsCost perContactReachFrequencyAudienceSelectivityThe cost of reaching one member of the target m

23、arket.The number of target consumers exposed to a commercial at least once during a time period.The number of times an individual is exposed to a message during a time period.The ability of an advertising medium to reach a precisely defined market.434Chapter 13 Version 3eMedia SchedulingTypes of Med

24、ia SchedulesContinuous Media ScheduleFlighted Media SchedulePulsing Media ScheduleSeasonal Media Schedule435Chapter 13 Version 3eMedia SchedulingContinuousMedia ScheduleFlighted Media SchedulePulsingMedia ScheduleSeasonalMedia ScheduleAdvertising is run steadily throughout the period.Advertising is run heavily every other month or every two weeks.Advertising combines continuous scheduling with flighting.Advertising is run only when the product is likely to be used.436Cha