广告促销及公共关系

1、Advertising, Sales Promotion, and Public Relations广告、促销及公共关系1第一页，共二十九页。Objectives目标Understand the roles of advertising, sales promotion, and public relations in the promotion mix.Know the major decisions involved in developing an advertising program.确定广告、促销和公共关系在整个营销组合中的作用描述为使一个广告活动获得发展的首要决策2第二页，共二十

2、九页。Objectives目标Learn how sales promotion campaigns are developed and implemented.Learn how companies use public relations to communicate with their publics.解释促销活动是如何得到发展并完成的。解释公司怎样利用公共关系与公众沟通。3第三页，共二十九页。Case Study案例研究A few years ago, only 13% of U.S. recognized AFLACOld ads: “warm and fuzzy” similar

3、 to other insurance adsGoal: break through advertising clutterAFLAC几年前，只有13%的美国人知道 AFLAC原广告词: “warm and fuzzy” 和其它保险广告相似。目标: 消除广告混乱4第四页，共二十九页。Case Study案例研究1999: AFLAC developed the “duck” campaign to enhance brand awarenessIncredibly successful: name recognition is now 91%; sales growth of 30% each

4、 year campaign has runAFLAC1999: AFLAC 启动 “duck” 计划，加强品牌知名度令人难以置信的成功: 当前品牌知名度为 91%; 销售自计划实施起每年增涨 30%5第五页，共二十九页。Definition定义AdvertisingAny paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.广告由特定的资助者出资，以非人员的方式对创意、产品或服务进行推广。6第六页，共二十九页。Advertising广

5、告Signage in ancient times offers evidence of early advertising.Modern ad spending tops $231 billion in U.S. annually, $500 billion worldwide.Business firms, not-for-profit, social agencies, and professionals all advertise.古代的标志物表明早期广告的存在。现代广告每年在美国境在花费2310亿美元，全球花费5000亿美元。公司、非盈利组织、社会团体和自由职业者都进行广告。7第七页

6、，共二十九页。Setting objectives确定广告目标可根据主要目的对广告目标进行分类:告知推出新产品劝说在竞争日趋激烈时愈来愈重要比较性广告提醒在产品成熟阶段很重要Advertising objectives can be classified by primary purpose:InformIntroducing new productsPersuadeBecomes more important as competition increasesComparative advertisingRemindMost important for mature products8第八页，

7、共二十九页。Setting the budget编制广告预算第15章已经讨论过广告预算的方法。在编制广告预算时应考虑到某些特定因素:产品生命周期的阶段市场份额竞争水平广告市场混乱程度品牌差异化程序Methods of budget setting were listed in chapter 15Several factors should be considered when setting the ad budget:Stage in the PLCMarket shareLevel of competitionAd clutterDegree of brand differentiati

8、on9第九页，共二十九页。Developing the advertising strategy设计广告策略创意挑战媒体分工细化媒体费用暴涨广告愈加混乱广告创意创意策略创意概念广告吸引点创决执行众多执行方式格调、式样、用语、标题、格式Creative challengesMedia fragmentationSoaring media costsAdvertising clutterCreating ad messagesMessage strategyCreative conceptAdvertising appealMessage executionMany execution style

9、sTone, format, illustration, headline, copy10第十页，共二十九页。Creative Execution Styles创意执行方式Slice of LifeLifestyleFantasyMood or Image MusicalPersonality Symbol Technical ExpertiseScientific Evidence生活片段生活方式幻境情调或形象音乐人物象征专业技术科学证据Testimonial Evidence or Endorsement 证明或票据11第十一页，共二十九页。Developing the advertisi

10、ng strategy设计广告策略选择广告媒体确定广告涉及的范围、出现频率和效果选择主要媒体类型:目标消费者的媒体习惯, 产品性质, 信息类型, 成本 选择特定的媒体载体决定媒体时段Select advertising mediaDecide on level of reach, frequency and impactChoose among the major media types by considering:Consumer media habits, nature of the product, types of messages, and costs Select specifi

11、c media vehiclesDecide on media timing12第十二页，共二十九页。Major Media Types主要媒体类型NewspapersTelevisionDirect MailRadioMagazinesOutdoor Internet报纸电视直接邮购广播杂志户外广告互联网13第十三页，共二十九页。Evaluating advertising campaigns广告评估衡量沟通效果效果测试消费者回访产品认知产品了解产品偏好衡量广告销售效果过去与当前销售比较实验Measuring communications effectsCopy testingConsume

12、r recallProduct awarenessProduct knowledgeProduct preferenceMeasuring sales effectPast vs. current sales comparisonExperimentation14第十四页，共二十九页。Small vs. large companiesNature of advertising agencies Advantages of advertising agencies Departments Compensation Changes in agency servicesAdvertisingOrga

13、nizing the Advertising Function广告组织小公司VS大公司广告代理机构的性质 广告代理机构的优势 机构 报酬 代理服务的变化15第十五页，共二十九页。Advertising to International Markets国际广告决策Standardizing worldwide advertising Advantages include lower advertising costs, greater global advertising coordination, and consistent global image Drawbacks include ig

14、noring differences in culture, demographics, and economic conditions.Most marketers think globally but act locally广告标准化优点包括低成本，高协调和更一致的全球公司或产品形象。缺点包括忽视文化、地理和经济情况的差异。多数营销者都全球性考虑但地区性活动。16第十六页，共二十九页。Definition定义Sales PromotionSales Promotions are short-term incentives to encourage the purchase or sale

15、of a product or service.促销促销指短期的激励活动，目的是鼓励购买，或宣传一件产品、提供一种服务。17第十七页，共二十九页。Sales Promotion促销Can be targeted at final buyers, retailers and wholesalers, business customers, and members of the sales force.The use of sales promotions has been growing rapidly.目标可以是最终顾客、零售商和批发商、产业顾客以及销售队伍的成员。促销增长很快。18第十八页，

16、共二十九页。Sales Promotion促销Objectives - Consumer Promotions:Increase short-term salesGenerate product trialObjectives - Trade Promotions:Obtaining distribution and shelf spaceEncouraging retailers to advertise the brandObjectives - Sales Force Promotions:Signing up new accounts顾客促销增加短期售额增加产品份额产业促销获取分销渠道

17、与货架空间鼓励零售商宣传该品牌销售队伍签下新客户19第十九页，共二十九页。Consumer Promotion Tools消费推广手段SamplesCash Refunds (Rebates)Price packs (cents-off deals)Advertising SpecialtiesPremiumsPatronage RewardsPoint-of-Purchase CommunicationsContests, Games, and Sweepstakes样品现金返还特价品广告特制品实物奖品惠顾回报购买点促销比赛、抽奖和游戏20第二十页，共二十九页。Discounts ( als

18、o called price-off, off-list, and off-invoice)Allowances Advertising allowances Display allowancesFree goodsPush moneySpecialty advertising itemsTrade Promotion Tools交易推广手段折扣津贴 广告津贴 陈列津贴免费产品推动金特殊广告制品21第二十一页，共二十九页。Includes many of the same tools used in consumer and trade promotionsTwo additional too

19、ls: Conventions and trade shows Sales contestsSales Promotion Business Promotion Tools 产业推广手段包括许多与交易推广和消费推广相同的手段两种附加手段: 产业会议和贸易展览 销售竞赛22第二十二页，共二十九页。Size of the incentiveConditions for participationPromotion and distribution of the actual sales promotion programLength of the promotional programEvalua

20、tion Surveys and experiments can be usedKey Decisions When Developing the Sales Promotion Program制定促销计划的决策激励规模参与条件如何推广并实施促销活动促销时间的长短评价 可以使用调查与实验23第二十三页，共二十九页。Definition定义Public RelationsBuilding good relations with the companys various publics by obtaining favorable publicity, building up a good cor

21、porate image, and handling or heading off unfavorable rumors, stories, and events.公共关系:通过赢得有利宣传与有关公众建立良好关系，树立良好的公司形象，不处不理的谣言、传闻和事件。24第二十四页，共二十九页。Public Relations Functions公共关系职能Press RelationsProduct PublicityPublic AffairsLobbyingInvestor RelationsDevelopment新闻关系产品宣传公共事务游说投资关系开拓渠道25第二十五页，共二十九页。Advantages: Strong impact on public awareness at lower cost than advertising Greater credibility than advertisingPublicity is often underused Good public relations can be a powerful brand-building toolRole and Impact of Public Relations公共关系的地位与影响优点: 以低于