现代营销学课件：Chapter 14 ADVERTISING,SALES PROMOTION,AND PUBLIC RELATIONS

1、Chapter 14ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONSContentsAdvertisingSales PromotionPublic RelationsAdvertising(1)Advertising: Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identifies sponsor.Objectives settingCommunication objectivesSales objec

2、tivesBudget decisionsAffordable approach Percent of sales Competitive parityObjective and taskMessage decisionsMessage strategyMessage executionMedia decisionsReach, frequency, impactMajor media typesSpecific media vehicles Media timingCampaign evaluationCommunication impactSales impactFigure 14-1 M

3、ajor decisions in advertisingAdvertising(2)RandCompanyTotal U.S. advertising (million)Total U.S. sales (million)Advertising as a percent of sales1Procter & Gamble$2,690$16,21316.62Philip Morris$2,413$40,8785.93General Motors$1,929$122,3871.64Ford$1,186$75,6611.35Sears$1,134$54,5596AT&T$1,103$67,7691

4、.67PepsiCo$1,097$20,2465.48Chrysler$972$45,6552.19Walt Disney$935$7,69812.210 Johnson & Johnson$934$7,81211.9Source: Reprinted with permission from “100 Leadding National Advertisings,” Advertising Age, September 27, 1995.Table 14-1 Top ten national advertisingSetting objectivesSetting the advertisi

5、ng budgetAdvertising strategyAdvertising evaluationOrganizing for advertisingInternational advertising decisionsAdvertising(3)Major Decisions in Advertising(1) -Setting Objectives(1)Advertising objective: A specific communication task to be accomplished with a specific target audience during a speci

6、fic period of time.Information advertising: Advertising used to inform consumers about a new product or feature and to build primary demand.Persuasive advertising: Advertising used to build selective demand for a brand by persuading consumers that it offers the best quality for their money.Compariso

7、n advertising: Advertising that compares one brand directly or indirectly with one or more other brands.Reminder advertising: Advertising used to keep consumers thinking about a product.Major Decisions in Advertising(2) -Setting Objectives(2)Table 14-2 Possible advertising objectivesInformation adve

8、rtisingTelling the market about a new productSuggesting new uses for a productInforming the market of a price changeExplaining how the product worksDescribing available servicesCorrecting false impressionsReducing consumers fearsBuilding a company imagePersuasive advertisingBuilding brand preference

9、Encouraging switching to your brandChanging customers perception of product attributesPersuading customer to purchase nowPersuading customer to receive a sales callReminder advertisingReminding consumer that the product may be needed in the near futureReminding consumer where to buy itKeeping it in

10、customers mind during off-seasonsMaintaining its top-of-mind awarenessCreating the advertising message -The changing message environment -Message strategy -Message executionSelecting advertising media -Choosing among major media types -Deciding on media timingMajor Decisions in Advertising(3) -Adver

11、tising strategy(1)Major Decisions in Advertising(4) -Advertising strategy(2)Table 14-3 Profiles of major media typesMediumAdvantages Limitations Newspapers Flexibility; timeliness; good local;market coverage; broad acceptability; high believabilityShort life; poor reproduction quality; small pass-al

12、ong audienceTelevisionGood mass market coverage; low cost per exposure; combines sight, sound, and motion; appealing to the sensesHigh absolute costs; high clutter; fleeting exposure; less audience selectivityDirect mailHigh audience selectivity; flexibility; no ad competition within the same medium

13、; allows personalizationRelatively high cost per exposure; “junk mail” imageRadioGood local acceptance, high geographic and demographic selectivity; low costAudio only, fleeting exposure; low attention (“the half-heard” medium); fragmented audiencesMagazinesHigh geographic and demographic selectivit

14、y; credibility and prestige; high-quality reproduction; long life and good pass-along readership Long ad purchase lead time; high cost; no guarantee of positionOutdoorFlexibility; high repeat exposure; low cost; low message competition; good position selectivityLittle audience selectivity; creative

15、limitationsAdvertising agency: A marketing service organization that assists other companies in the planning, creation, and implementation of their advertising programs.Major Decisions in Advertising(5) -Organizing for advertising Sales PromotionRapid Growth of Sales PromotionSetting Sales-Promotion

16、 ObjectivesSelecting Sales-Promotion ToolsDeveloping the Sales-Promotion ProgramSales promotion: Short-term incentives to encourage purchase or sales of a product or service.Consumer-promotion tools -samples -coupons -cash refund offers(or rebates) -price packs -premiums -advertising specialties -pa

17、tronage rewards -contests, sweepstakes, and games -point-of-purchase (POP) promotionTrade-promotion tools -discount -allowanceBusiness-promotion tools -conventions and trade shows -sales contestsSales Promotion- Selecting Sales-Promotion ToolsConsumer-promotion tools(1)Samples: Offers to consumers o

18、f a trial amount of a product.Coupons: Certificates that give buyers a saving when they purchase a specified product.Cash refund offers (rebates): Offers to refund part of the purchase price of a product to consumers who send a proof of purchase to the manufacturer.Price packs (cents-off deals): Red

19、uced prices that are marked by the producer directly on the label or package.Premiums: Goods offered either free or at low cost as an incentive to buy a product.Advertising specialties: Useful articles imprinted with an advertisers name that are given as gifts to consumers.Patronage rewards: Cash or

20、 other awards for the regular use of a certain companys products or services.Point-of-purchase (POP) promotion: Displays and demonstrations that take place at the point of purchase or sale.Contests, sweepstakes, games: Promotional events that give consumers the chance to win something-such as cash, trips, or goods-by luck or through extra effort.Consumer-promotion tools(2)Trade-