市场营销学双语课件8广告媒体选择

什么是广告?Anyformofnonpersonalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsor.U.S.advertisersspendinexcessof$175billioneachyear.Advertisingisusedby:Businessfirms,Nonprofitorganizations,Professionals,SocialAgencies.第一页，共十五页。广告决策的主要因素ObjectivesSettingBudgetDecisionsMessageDecisionsCampaignEvaluationMediaDecisions第二页，共十五页。InformativeAdvertisingBuildPrimaryDemand设定广告目标PersuasiveAdvertisingBuildSelectiveDemandComparisonAdvertisingComparesOneBrandtoAnotherAdvertisingObjectivesSpecificCommunicationTaskAccomplishedwithaSpecificTargetAudienceDuringaSpecificPeriodofTimeReminderAdvertisingKeepsConsumersThinkingAboutaProduct.第三页，共十五页。广告PlanaMessageStrategyGeneralMessagetoBeCommunicatedtoCustomers广告战略DevelopaMessageFocusonCustomerBenefitsCreativeConcept“BigIdea”VisualizationorPhraseCombinationofBothAdvertisingAppealsMeaningfulBelievableDistinctive第四页，共十五页。广告战略扩展TypicalMessageExecutionStylesTestimonialEvidenceSliceofLifeScientificEvidenceLifestyleTechnicalExpertiseFantasyMusicalPersonalitySymbolMoodorImageTurningthe“BigIdea”IntoanActualAdtoCapturetheTargetMarket’sAttentionandInterest.第五页，共十五页。广告媒体选择Step1.DecideonReach,Frequency,andImpactStep2.ChoosingAmongMajorMediaTypesMediaHabitsofTargetConsumersNatureoftheProductTypeofMessageCostStep3.SelectingSpecificMediaVehiclesSpecificMediaWithinaGivenType,i.e.Magazines.MustBalanceMediaCostAgainstMediaFactors:AudienceQuality&Attention,EditorialQualityStep4.DecidingonMediaTimingSchedulingofAdvertisingOvertheCourseofaYearPatternofAds:ContinuityorPulsing第六页，共十五页。广告效果评估CommunicationEffectsIstheAdCommunicatingWell?AdvertisingProgramEvaluationSalesEffectsIstheAdIncreasingSales?第七页，共十五页。什么是销售促进?Masscommunicationtechniquethatoffersshort-termincentivestoencouragepurchaseorsalesofaproductorservice.Rapidgrowthintheindustryhasbeenachievedbecause:Productmanagersarefacingmorepressuretoincreasetheircurrentsales,Companiesfacemorecompetition,Advertisingefficiencyhasdeclined,Consumershavebecomemoredealoriented.

第八页，共十五页。Point-of-PurchaseDisplays消费者销售促进工具PremiumsPricePacksCashRefundsCouponsSamplesShort-TermIncentivestoEncouragePurchase orSalesofaProductorService.Consumer-PromotionObjectivesConsumer-PromotionToolsPatronageRewardsGamesSweepstakesContestsAdvertisingSpecialtiesPatronageRewardsEnticeConsumerstoTryaNewProductLureCustomersAwayFromCompetitors’ProductsGetConsumersto“LoadUp’onaMatureProductHold&RewardLoyalCustomersConsumerRelationshipBuilding

第九页，共十五页。SpecialtyAdvertisingItems商贸市场销售促进工具ContestsFreeGoodsBuy-BackGuaranteesAllowancesPrice-Offs

Short-TermIncentivesThatareDirectedtoRetailersandWholesalers.Trade-PromotionObjectivesTrade-Promotion ToolsPatronageRewardsPushMoneyDiscountsPremiumsDisplaysPersuadeRetailersorWholesalerstoCarryaBrandGiveaBrandShelfSpacePromoteaBrandinAdvertisingPushaBrandtoConsumers

第十页，共十五页。产业市场销售促进工具

Short-TermIncentivesThatareDirectedtoIndustrialCustomers.Business-PromotionObjectivesBusiness-PromotionToolsGenerateBusinessLeadsStimulatePurchasesRewardCustomersMotivateSalespeople

ConventionsTradeShowsSalesContests第十一页，共十五页。DecideontheSizeoftheIncentiveSetConditionsforParticipationEvaluatetheProgramDetermineHowtoPromoteandDistributethePromotionProgramDeterminetheLengthoftheProgram制定销售促进程序第十二页，共十五页。什么是公共关系?Buildinggoodrelationswiththecompany’svariouspublicsbyobtainingfavorablepublicity,buildingupagood“corporateimage”andhandlingorheadingoffunfavorablerumors,storiesandevents.Majorfunctionsare:

PressRelationsorPressAgentryProductPublicityPublicAffairsLobbyingInvestorRelationsDevelopment第十三页，共十五页。SpecialEventsWrittenMaterialsCorporateIdentityMaterialsSpeechesNewsAudiovisualMaterials公共关系的主要工具PublicServiceActivitiesWebSite第十四页，共十五页。内容总结什么是广告。AboutaProduct.。VisualizationorPhrase。SliceofLife。Typeo