媒体广告及公关战略培训英文版

Advertisingand

PublicRelationsCopyright©HoughtonMifflinCompany.Allrightsreserved.PowerPointPresentationbyCharlieCook18PartFour

PromotionDecisionsChapterLearningObjectivesTodescribethenatureandtypesofadvertisingToexplorethemajorstepsindevelopinganadvertisingcampaignToidentifywhoisresponsiblefordevelopingadvertisingcampaignsToexaminethetoolsusedinpublicrelationsToanalyzehowpublicrelationsisusedandevaluated2ChapterOutlineTheNatureandTypesofAdvertisingDevelopinganAdvertisingCampaignWhoDevelopstheAdvertisingCampaignPublicRelations3TheNatureandTypesofAdvertisingAdvertisingPaidnonpersonalcommunicationaboutanorganizationanditsproductstransmittedtoatargetaudiencethroughmassmediaPromotesgoods,services,ideas,images,issues,people,andanythingelsethatadvertiserswanttopublicizeorfoster4TheNatureandTypesofAdvertising5DevelopinganAdvertisingCampaignAdvertisingCampaignThecreationandexecutionofaseriesofadvertisementstocommunicatewithaparticulartargetaudience6GeneralStepsinDevelopingand

ImplementinganAdvertisingCampaignFIGURE18.17DevelopinganAdvertisingCampaign(cont’d)IdentifyingandAnalyzingtheTargetAudienceTargetaudienceisthegroupofpeopleatwhom

advertisementsareaimedLocationandgeographicdistributionDistributionofdemographicfactorsLifestyleinformationConsumerattitudes8DevelopinganAdvertisingCampaign(cont’d)DefiningtheAdvertisingObjectivesWhatdoesthefirmhopetoaccomplishwiththecampaign?Objectivesshouldbeclear,precise,andmeasurable.Increasedsales(unitsordollars)and/orincreasedproductorbrandawareness9DevelopinganAdvertisingCampaign(cont’d)CreatingtheAdvertisingPlatformBasicissuesorsellingpointstobeincludedintheadvertisingcampaignIssuesintheselectionanduseoftheproductthatareimportanttocustomersDeterminingtheAdvertisingAppropriationAdvertisingbudgetforaspecifiedperiodGeographicsizeofthemarketanddistributionofbuyerswithinthemarketareimportantfactorsindeterminingthesizeofthebudget10DevelopinganAdvertisingCampaign(cont’d)DeterminingtheAdvertisingAppropriation(cont’d)1112DevelopinganAdvertisingCampaign(cont’d)DevelopingtheMediaPlanSpecifiesmediavehicles(e.g.,magazines,radio,andtelevisionstations,andnewspapers)andthescheduleforrunningtheadvertisementsPlanobjectivesfocusonachievingthereachandfrequencythatthebudgetwillallow.Reach:thepercentageofconsumersinatargetmarketexposedtoanadvertisementinaspecifiedperiodFrequency:thenumberoftimestargetedconsumersareexposedtoanadvertisementinaspecifiedperiod13DevelopinganAdvertisingCampaign(cont’d)DevelopingtheMediaPlan(cont’d)CostcomparisonindicatorAmeansofcomparingthecostofvehiclesinaspecificmediuminrelationtothenumberofpeoplereachedTheindicatorisstatedasthecostforexposingonethousandpeople(CPM)toanadvertisementinamedium.MediaschedulingtypesContinuousFlightingPulsing1415DevelopinganAdvertisingCampaign(cont’d)CreatingtheAdvertisingMessageProductFeatures,Uses,andBenefitsCharacteristicsoftheTargetAudienceAdvertisingCampaignObjectivesandPlatformChoiceofMediaFormandContentofAdvertisingMessage16GeographicDivisionsforTimeRegionalIssuesFIGURE18.2Source:Timemagazine.1718192021DevelopinganAdvertisingCampaign(cont’d)CreatingtheAdvertisingMessage(cont’d)Copy:theverbalportionofadvertisementsIncludesheadlines,subheadlines,bodycopy,

andsignatureCopyguidelinesIdentifyaspecificdesireorproblemRecommendtheproductasthe

bestwaytosatisfythedesire

orsolvetheproblemStateproductbenefitsSubstantiateadvertisingclaimsAskthebuyertotakeaction22DevelopinganAdvertisingCampaign(cont’d)CreatingtheAdvertisingMessage(cont’d)StoryboardAmockupcombiningcopyandvisualmaterialtoshowthesequenceofmajorscenesinacommercialPlugged

“Hum”Unplugged

“Buzz”Leap

“Yeah”Upset

“Oops”23DevelopinganAdvertisingCampaign(cont’d)CreatingtheAdvertisingMessage(cont’d)ArtworkAnad’sillustrationandlayoutIllustrationsPhotos,drawings,graphs,charts,

andtablesusedtosparkaudienceinterestLayoutThephysicalarrangementofan

ad’sillustrationandcopy24DevelopinganAdvertisingCampaign(cont’d)ExecutingtheCampaignPlanningandcoordinationImplementationDetailedschedulingofcampaignphasesEvaluationandcorrectiveactionasnecessarytomakethe

campaignmoreeffective25DevelopinganAdvertisingCampaign(cont’d)EvaluatingAdvertisingEffectiveness26WhoDevelopstheAdvertisingCampaign?

IndividualsFirm’sAdvertisingDepartmentAdvertisingAgency27WhoDevelopstheAdvertisingCampaign?(cont’d)

IndividualsPersonswithinthefirmAdvertisingdepartmentsinlargerfirmsCopywriters,artists,mediabuyers,andtechnicalproductioncoordinatorsAdvertisingAgencyCopywriting,artwork,technicalproduction,andformulationofthemediaplanMediaexperts,researchers,andlegaladvisers28PublicRelationsPublicRelationsCommunicationseffortsusedtocreateandmaintainfavorablerelationsbetweenanorganizationanditsstakeholdersFocusesonenhancingtheimageofthetotalorganizationPublicRelationsToolsWrittenmaterialsBrochures •Newsletters •CompanymagazinesNewsreleases •AnnualreportsCorporateidentitymaterials •SpeechesSponsoredevents29PublicRelations(cont’d)Publicity:anewsstorytypeofcommunicationtransmittedthroughamassmediumatnochargeNewsreleaseAshortpieceofcopypublicizinganeventoraproductFeaturearticleAmanuscriptofupto3,000wordspreparedforaspecificpublicationCaptionedphotographAphotowithabriefdescriptionofitscontentsPressconferenceAmeetingusedtoannouncemajornewsevents3031PublicRelations(cont’d)Publicity(cont’d)AdvantagesCredibility •NewsvalueSignificantword-of-mouthcommunicationsAperceptionofbeingendorsedbythemediaLimitationsMustbeacceptedbynewsmediaMustbetimely,interesting,accurate,andinthepublicinterestInabilitytocontrolcontentortimeofreleasetopublic32PublicRelations(cont’d)EvaluatingPublicRelationsEffectivenessEnvironmentalmonitoringIdentifieschangesinpublicopinionaffectingtheorganizationPublicrelationsauditAssessesanorganization’simageamongthepublicorevaluatestheeffectofaspecificpublicrelationsprogramCommunicationsauditAnalyzesthecontentoforganizationalmessagesSocialauditMeasurestheextenttowhichstakeholdersviewtheorganizationasbeingsociallyresponsible33PublicRelations(cont’d)DealingwithUnfavorablePublicRelationsPreventionofnegativeincidentsandeventsSafetyprograms,inspections,andeffectivequalitycontrolproceduresPreparednessfornegativeincidentsandeventsPredeterminedpoliciesandproceduresthatexpeditenewscoverageBeingforthrightwiththepressandthepublic34Afterreviewingthischapteryoushould:Beawareofthenatureandtypesofadvertising.Knowthemajorstepsinvolvedindevelopinganadvertisingcampaign.Knowwhoisresponsiblefordevelopingadvertisingcampaigns.Understandpublicrelations.Knowhowpublicrelationsisusedandevaluated.35Chapter18

SupplementalSlidesCopyright©HoughtonMifflinCompany.Allrightsreserved.18–36KeyTermsandConceptsThefollowingslides(alistingoftermsandconcepts)areintendedforuseattheinstructor’sdiscretion.Torearrangetheslideorderoralterthecontentofthepresentationselect“SlideSorter”underViewonthemainmenu.leftclickonanindividualslidetoselectit;holdanddragtheslidetoanewpositionintheslideshow.Todeleteanindividualslide,clickontheslidetoselect,andpresstheDeletekey.Select“Normal”underViewonthemainmenutoreturntonormalview.37ImportantTermsAdvertisingPaidnonpersonalcommunicationaboutanorganizationanditsproductstransmittedtoatargetaudiencethroughmassmediaAdvertisingCampaignThecreationandexecutionofaseriesofadvertisementstocommunicatewithaparticulartargetaudienceTargetAudienceThegroupofpeopleatwhomadvertisementsareaimed38ImportantTermsAdvertisingPlatformBasicissuesorsellingpointstobeincludedintheadvertisingcampaignAdvertisingAppropriationAdvertisingbudgetforaspecifiedperiodMediaPlanSpecifiesmediavehicles(e.g.,magazines,radio,andtelevisionstations,andnewspapers)andthescheduleforrunningtheadvertisementsCostcomparisonindicatorAmeansofcomparingthecostofvehiclesinaspecificmediuminrelationtothenumberofpeoplereached39ImportantTermsCopyTheverbalportionofadvertisementsStoryboardAmockupcombiningcopyandvisualmaterialtoshowthesequenceofmajorscenesinacommercialArtworkAnad’sillustrationandlayoutIllustrationsPhotos,drawings,graphs,charts,andtablesusedtosparkaudienceinterest40ImportantTermsLayoutThephysicalarrangementofanad’sillustrationandcopyPublicRelationsCommunicationseffortsusedtocreateandmaintainfavorablerelationsbetweenanorganizationanditsstakeholdersPublicityAnewsstorytypeofcommunicationtransmittedthroughamassmediumatnochargeNewsreleaseAshortpieceofcopypublicizinganeventoraproduct41ImportantTermsNewsReleaseAshortpieceofcopypublicizinganeventoraproductFeatureArticleAmanuscriptofupto3,000wordspreparedforaspecificpublicationCaptionedPhotographAphotowithabriefdescriptionofitscontentsPressConferenceAmeetingusedtoannouncemajornewsevents42ImportantTermsEnvironmentalMonitoringIdentifieschangesinpublicopinionaffectingtheorganizationPublicRelationsAuditAssessesanorganization’simageamongthepublicorevaluatestheeffectofaspecificpublicrelationsprogramCommunicationsAuditAnalyzesthecontentoforganizationalmessagesSocialAuditMeasurestheextenttowhichstakeholdersviewtheorganizationasbeingsociallyresponsible43TransparencyFigure18F

PercentofIndividualsWillingtoReceiveAdvertisementsonTheirCellPhones

Source:“LoseMyNumber,”AmericanDemographics,June2001,p.31.Adaptedwithpermission.44TransparencyFigure18H

IllustrationTechniquesforAdvertisements

ProductaloneEmphasisonspecialfeaturesProductinsettingProductinuseProductbeingtestedResultofproduct’suseDramatizingheadlineDramatizingsituationComparisonContrastDiagrams,charts,andgraphsPhantomeffectsSymbolicTestimonials45TransparencyFigure18I

MajorTypes

ofPublicity-Based

PublicRelations

Methods

46如何在媒介购买中完美的

实现媒介计划？没有愚蠢的问题！愚蠢的是有问题而不问！Loremipsumdolorsitamet如何在媒介购买中完美的实现媒介计划？(一)什么是媒介购买(二)怎样定义“完美的媒介计划”、媒介计划是什么、怎样评估它的目标？(三)怎样完美地实现媒介计划？(一)什么是媒介购买？与媒介就价格、服务及其他合作事宜进行谈判

与媒介沟通、联系

购买及执行一切有关行政工作(如订单、付钱等)与媒介计划、客户部及客户沟通，反馈讯息及提供媒介机会制作媒介排期媒介购买的演变及发展与媒介谈判与媒介沟通、联系购买以前媒介购买的演变及发展向客户沟通提供讯息及机会制作排期与媒介谈判与媒介沟通、联系购买现在以前媒介购买的演变及发展独立媒介公司：-与客户直接联系-提供专业咨询及顾客服务-独立的营运体系自负盈亏现在/将来向客户沟通提供讯息及机会制作排期与媒介谈判与媒介沟通、联系购买现在以前被动只与媒介及内部沟通主动、直接多方面接触、竞争从被动变成主动媒介购买负责制作排期的好处？对客户-媒介购买获得最多，最直接及最快的市场讯息-可作出最灵活的应变对广告公司-减少沟通时间及内部流程-加强客户与媒介购买的联系，提高效益及竞争能力(二)实现媒介计划的目标目标必须是：-客观的(Objective)-可量度的(Measurable),可比较的(Comparable)媒介计划的目标-(1)效果(Effectiveness)-(2)成本效益(Efficiency)-(3)准确(Accuracy)(1)效果(Effectiveness)一个媒介计划是否有效果可以用以下客观的量度标准去评估：有效到达率及频率(EffectiveReach&Frequency)品牌知名度(BrandAwareness)媒体比重占有率(ShareofVoice)市场占有率(ShareofMarket)普及率(Penetration)其他调研方法(Otherresearchmeasures)(2)具成本效益(Efficiency)一个媒介计划是否具成本效益，可以用以下客观的量度标准去评估：千人成本(CPM)总接触人次(GrossImpression)覆盖率(Coverage)(3)准确(Accuracy)在执行时，是否准确达到原本要求，可透过以下方法去评估：监察报告(Monitoring)漏刊、播错刊、播事后评估(PostAnalysis)*以实际广告效果与计划比较：收视率、收听率有效到达率及频率发行量平均暴露频次从事后评估(PostAnalysis)累积经验及教训例子(一)：还珠格格第一辑收视率在各地相当高，但当中的广告段的收视率则很低：对于购买第二辑的策略：1尽量避免片中广告2购买电视剧前广告，如预算许可，考虑节目前较好的位置从事后评估(PostAnalysis)累积经验及教训例子(二)：当北京的“个人收视仪”收视报告(PeopleMeter)诞生,中央台的黄金时段收视率并没有象以往“日记”式收视报告的那样高对于以后的策略：1可能考虑增强各地区的投放量2减少在中央台黄金时段投放，考虑其他时段

(三)怎样完美地实现媒介计划？(1)效果具创意的、崭新的媒介点子(Creative)对市场、品牌及媒介了解(InformativeandKnowledgeable)具创意的媒介点子-创新的媒介点子：利用新媒体：如：飞艇在空中巡走在网上以一元拍卖汽车在公车/地铁把手作广告利用旧媒体：如：同一时间在不同电视频道播放相同的广告(HorizontalBlockBuy)具创意的媒介点子-震撼的媒介点子通过增加播放量增加冲击力(Impact):-在杂志上的连续广告(ConsecutiveBuy)-垄断媒体-作地铁车身广告创意效果PART01对市场、品牌及媒介的了解市场、品牌：-有效利用市场及品牌数据：地区销售分布：(品牌发展指数BDI)地区预算是否合理？地区是否应在具潜力的市场多投预算？地区是否应在媒介成本较低的市场多投预算？对市场、品牌及媒介的了解媒介：-不同电视台的互相覆盖：省台和市台的运用及分配-不同报纸对於不同层次或地区互相覆盖：例子：北京晚报、北京日报与北京青年报预算：50万左右目标：有效频率/到达率：3+/40%目标受众：男性25岁以上各大市场电视(30”)千人成本比较 城市千人成本(RMB)1北京1782海口1653合肥 1364西安1005福州916石家庄897沈阳718重庆609南京5610长沙5611厦门5512广州4613武汉4114天津19目标受众：女性20-45岁收视率数据：央视索福瑞2月1日-4月30日北京，广州个人收视仪(尼尔森)省台与市台收视点之比较浙江省目标受众群：女性20-45岁收视率来源：央视-索福瑞媒介收视报告(99年4月30日至7月31日)报纸不同配合目标收众：女性18-35岁资料来源：TGI(目标群众指数)日期：98年12月-99年11月(三)怎样完美地实现媒介计划(2)成本效益-制作媒介排期的技术及能力

-谈判能力制作媒介排期的技术及能力同等预算，但由于制作媒介排期的技术不一样，可以有很大的差别例子一：北京的电视投放目标受众：女性20-45岁比较方式：比较当频率为3+时的有效到达率购买策略：选择一：北京及北京有线的电视剧、综艺节目两个电视的投放量较平均选择二：北京有线台与选择一类似但投放量略为倚重选择三：除黄金时段外，还利用北京有线台的白天广告套餐预算：所有排期均控制在60万以内

表现比较---北京收视报告来源：尼尔森北京收视报告(99年5月10日至7月31日)例子二：天津的电视投放目标受众：女性20-45岁比较方式：女性20-45岁购买策略：选择一：天津一套及二套晚间电视剧，投放策略重天津一套选择二：天津一套及二套晚间电视剧，投放策略重天津二套选择三：除黄金时段外，利用天津一套中午电视剧预算：43万左右表现比较---天津收视报告来源：尼尔森北京收视报告(99年5月10日至7月31日)谈判能力及技巧在大学里，漂亮女生替男生在饭堂排队打饭的例子谈判能力总体的媒介表现及效果谈判行为模式关注彼此关系高中低低中高容忍建立友好关系合作有创意的解决问题以使双方都赢后退能拿多少拿多少战胜不惜一切取得胜利妥协缩小差异，折中关注谈判结果与媒介谈判的特性一媒介位置具极强的时间性-媒介需要在特定的时间内，尽量把位置卖掉，否则位置会浪费-月饼销售的例子

与媒介谈判的特性一媒介位置具极强的时间性-媒介需要在特定的时间内，尽量把位置卖掉，否则位置会浪费-月饼销售的例子

有利於：投放量大 投放量平均可以容易掉配投放量/计划与媒介谈判的特性趋向市场化及短视心态-媒体数量增加，指标每年提高，经济状况不太理想媒介趋向市场化对谈判及新建议更趋开放与媒介谈判的特性趋向市场化及短视心态-媒体数量增加，指标每年提高，经济状况不太理想媒介趋向市场化对谈判及新建议更趋开放-媒介广告部领导的任期缩短在短时间内完成任务

与媒介谈判的特性趋向市场化及短视心态-媒体数量增加，指标每年提高，经济状况不太理想媒介趋向市场化对谈判及新建议更趋开放可谈判的余地大大提高除业量外，到款量可成为谈判的筹码-媒介广告部领导的任期缩短在短时间内完成任务

谈判业务量公司的影响力收入/盈利个人关系谈判技术对谈判者的了解他的困难，优势业务心理战术我们天天在谈判每一个人都是谈判者，而且时时刻刻在谈判-与老板谈判增加工资幅度-与太太谈判周末的安排-VIACOM(维亚)与CBS(哥伦比亚广播公司)谈判合并的安排-江泽民与克林顿谈判中国入关的条件我们天天在谈判每一个