广告公关管理市场营销经典课件

1、广告公关管理市场营销经典课件本章学习目的 Objectives 开发和管理广告计划确定广告媒体和评价广告效果销售促进Public RelationsSales PromotionDeciding on Media & Measuring EffectivenessDeveloping & Managing an Advertising Program广告Advertising人员推销Personal SellingAny Paid Form of Nonpersonal Presentation by an Identified Sponsor.销售促进Sales PromotionShort

2、-term Incentives to Encourage Trial or Purchase.公共关系Public Relations直接营销Direct MarketingDirect Communications With Individuals to Obtain an Immediate Response.Protect and/or Promote Companys Image/products.Personal Presentations.营销传播组合The Marketing Communications Mix广告： 有明确的主办人发起，以付款的方式进行的创意、商品和服务的非

3、人员展示和促销活动。 以促销进销售为目的，付出一定的费用，通过特定的媒体传播商品或服务等有关经济信息的大众传播活动。 根据广告内容和目的广告分为：商品广告、企业广告（商誉广告）、公益广告。广告的工具印刷广告Print ads 工商名录Directories 电台广告Broadcast广告复制品Reprints of ads外包装广告Packaging-outers 广告牌Billboards包装中插入物Packaging inserts陈列广告牌Display sign电影画面Motion pictures 销售点陈列Point-of-purchase displays宣传小册子Brochur

4、es and leaflets视听材料Audiovisual material招贴和传单Posters and booklets标记和标识语Symbols and logos录像带Videotapes主要广告方案决策Major Decisions in Advertising建立广告目标Objectives Setting决策广告预算Budget Decisions选择广告信息Message Decisions媒体决策Media Decisions绩效衡量Campaign Evaluation The Five Ms of AdvertisingMissionSalesgoalsAdver-t

5、isingobjectivesMoneyFactors toconsider:Stage in PLCMarket shareand con-sumer baseCompetitionand clutterAdvertisingfrequencyProductsubstituta-bilityMessageMessage generationMessage evaluationand selectionMessage executionSocial-responsibilityreviewMediaReach, frequency,impactMajor media typesSpecific

6、 mediavehiclesMedia timingGeographicalmedia allocationMeasure-mentCommuni-cationimpactSalesimpact通知性广告Informative AdvertisingBuild Primary Demand说服性广告Persuasive AdvertisingBuild Selective Demand比较性广告Comparison AdvertisingCompares One Brand to Another提醒性广告Reminder AdvertisingKeeps Consumers ThinkingA

7、bout a Product.广告目标 Advertising Objectives Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time广告预算要素Advertising Budget FactorsStage in the Product Life CycleMarket Share &Consumer BaseCompetition &ClutterAdvertisingFrequencyProductSubstitutabilit

8、yProfiles of Major Media TypesNewspapersAdvantages: 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; appe

9、aling to sensesLimitations:High absolute 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” imageRadioAdvantages: Mass use; h

10、igh geographic and 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 r

11、eadershipLimitations:Long ad purchase lead time; waste circulation; no guarantee of positionOutdoorAdvantages:Flexibility; high repeat exposure; low cost; low message competitionLimitations:Little audience selectivity; creative limitationsProfiles of Major Media TypesClassification ofAdvertising Tim

12、ing PatternsMonthNumber ofmessagesper month集中Concentrated(1)(2)(3)水平Level上升Rising下降Falling交替Alternating(4)连续Continuous(8)(7)(6)(5)(9)间断Intermittent(10)(11)(12)(9)Simplified Rating Sheet for AdsPooradMediocreadAverageadGoodadGreatad020406080100_Total(Attention) How well does the ad catch the readers

13、attention? _20(Read-through) How well does the ad lead the reader to read further? _20(Cognitive) How clear is the central message or benefit? _20(Affective) How effective is the particular appeal? _20(Behavior) How well does the ad suggest follow-through action? _20Advertising StrategyMessage Execu

14、tionTypicalMessageExecutionStylesTestimonialEvidenceSlice of LifeScientificEvidenceLifestyleTechnicalExpertiseFantasyMusicalPersonalitySymbolMood orImageTurning the “Big Idea” Into an Actual Ad to Capture the Target Markets Attention and Interest.评价广告效果Advertising Evaluation评价广告效果Advertising Program

15、 Evaluation传播效果Communication EffectsIs the Ad Communicating Well?销售效果Sales EffectsIs the Ad Increasing Sales?销售促进（营业推广） 短期性的刺激工具，用以刺激消费者和贸易商较迅速或较多地购买某一特定产品。 企业运用各种短期诱因鼓励消费者和中间商购买、经销或代理企业产品或服务的促销活动。 销售促进工具竞赛、游戏 Contests, games兑奖、彩票 Sweepstakes, lotteries赠品 Premiums and gifts样品 Sampling 展销会 Fairs and

16、trade shows示范表演 Demonstration赠卷 Coupons回扣 Rebates低息融资 Low-interest financing招待会 Entertainment折让交易 Trade-in allowances交易印花 Continuity programs商品搭配 Tie-insWhy the increase in Sales Promotion?Growing retailer powerDeclining brand loyaltyIncreased promotional sensitivityBrand proliferationFragmentation

17、of consumer marketShort-term focusIncreased managerial accountabilityCompetitionClutterLong-Term Promotional Allocation01020304050601986889092941996Year%t of total - 3 yr.MATrade PromoMedia AdvCons. PromoCox Direct 19th Annual Survey of Promotional PracticesChannels of Sales PromotionsMANUFACTURERRE

18、TAILERTradePromotionsCONSUMERConsumerPromotionsPushPushPullRetailPromotions 消费者促销 Consumer Promotion消费者促销目标Consumer-Promotion Objectives消费者促销工具Consumer-Promotion ToolsPoint-of-PurchaseDisplaysPremiumsPrice PacksCash RefundsCouponsSamplesPatronage RewardsGamesSweepstakesContestsAdvertisingSpecialties

19、Patronage RewardsEntice Consumers to Try a New ProductLure Customers AwayFrom Competitors ProductsGet Consumers to “Load Upon a Mature ProductHold & Reward Loyal CustomersConsumer Relationship Building交易促销目标Trade-Promotion Objectives交易促销工具Trade-Promotion ToolsSpecialty AdvertisingItemsContestsFree G

20、oodsBuy-BackGuaranteesAllowancesPrice-OffsPatronage RewardsPush MoneyDiscountsPremiumsDisplaysPersuade Retailers or Wholesalers to Carry a BrandGive a Brand Shelf SpacePromote a Brand in AdvertisingPush a Brand to Consumers交易促销Trade PromotionsBusiness-Promotion ObjectivesBusiness-Promotion ToolsGenerate Business LeadsStimulate PurchasesReward CustomersMotivate SalespeopleConventionsTrade ShowsSales ContestsBusiness-to-Business Promotion公共关系 设计用来推广或保护一个公司形象或它的个别产品的各种计划。 企业在从事市场营销活动中正确处理企业与社会公众的关系，以便树立企业的良好形象，从而促进产品销售的一种活动。公共关系工具报刊宣传 Press ki