科特勒《营销管理》14版PPT-18章

18

管理群众传播:

广告、促销、

事件和体验、公共关系1Copyright©2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-2本章重点问题提出广告方案涉及哪些步骤？怎样制定销售决策？有效的品牌建立活动和体验的准那么是什么？公司怎样最好地开发公共关系和宣传潜力？OldSpice’s的广告筹划Copyright©2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-3Copyright©2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-4图18.1广告的5M提出一项广告方案Copyright©2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-5建立目标广告预算的决策开发广告活动广告媒介的决策建立评价方案Copyright©2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-6广告目标说明说服提醒强化Copyright©2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-7影响广告预算决策的因素所在的产品生命周期市场份额和消费者根底竞争与干扰广告频率产品替代性Copyright©2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-8开发广告活动广告的过滤作用Copyright©2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-9Copyright©2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-10电视广告优势消费者触及面广泛每次播出平均费用较低有效展示产品属性可以描绘用法形象和品牌特性劣势过于简洁短暂过于混乱生产本钱高投放本钱高消费者容易无视Copyright©2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-11印刷品广告优势详细的产品信息有效对用户进行形象化描述灵活性易于分隔劣势一种被动的媒体过于混乱不能展示产品用途印刷品广告构成Copyright©2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-12Copyright©2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-13印刷品广告的评定标准一眼看去，信息清楚吗？标题醒目吗？插图与标题匹配吗？正文的首行能否支持或者解释标题和插图？广告容易读懂吗？产品能被容易地认出吗？品牌或者赞助者能被清楚地认出吗？Copyright©2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-14媒体选择中的重要变量到达程度频率影响力曝光总数图18.2试用率、知晓度和展露触及面之间的关系Copyright©2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-15Copyright©2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-16选择主要的媒体类型目标受众的媒体习惯产品特点信息特点本钱GEICO’s杂志媒介的信息策略Copyright©2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-17Copyright©2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-18主要媒体类型报纸电视直邮播送杂志户外广告黄页商务通讯广告册

互联网Copyright©2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-19地点广告Copyright©2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-20图18.3广告时机形式分类Copyright©2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-21媒体安排形式连续性集中性时段性节奏性Copyright©2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-22评价广告销售效果费用份额声音份额关注份额市场份额Copyright©2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-23什么是促销？促销包括各种短期性的鼓励工具，用以鼓励消费者和贸易商较迅速或较大量地购置某一特定产品或效劳。面向消费者的促销策略样品优惠券现金返还降价赠品奖品光临奖励免费试用一体化促销Copyright©2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-24面向贸易商的促销策略价格折扣折让免费商品销售竞赛装饰贸易展览会纪念品广告Copyright©2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-25Copyright©2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-26进行促销活动确立目标选择工具开发工程事前测试执行和控制评估结果Copyright©2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-27事件和体验Copyright©2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-28为什么要发起事件？定位一个特别的目标市场或者一种生活方式增加品牌知名度建立或者加强消费者对关键品牌印象的感知提高企业印象创造体验并唤起感觉表示对社区或社会问题的承诺执行关键客户或者奖励关键雇员增加推销及促销时机Copyright©2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-29企业如何发起事件选择事件时机设计赞助方案衡量活动效果Copyright©2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-30公共关系职能与新闻界的关系产品宣传公司信息传播游说咨询Copyright©2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-31公共关系有助于完成以下任务协助新产品上市协助成熟期产品再定位建立对某一种产品的兴趣影响特定的目标群体保护已出现公共问题的产品建立有利于表现产品特点的公司形象Copyright©2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-32营销公共中的主要工具公开出版物事件赞助新闻演讲公益效劳活动形象识别媒体Copyright©2023PearsonEducation,Inc.

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