推销活动和公共关系

ObjectivesDeveloping&ManaginganAdvertisingProgramDecidingonMedia&MeasuringEffectivenessSalesPromotionPublicRelationsMajorDecisionsinAdvertisingObjectivesSettingBudgetDecisionsMessageDecisionsMediaDecisionsCampaignEvaluationInformativeAdvertisingBuildPrimaryDemandPersuasiveAdvertisingBuildSelectiveDemandComparisonAdvertisingComparesOneBrandtoAnotherReminderAdvertisingKeepsConsumersThinkingAboutaProduct.AdvertisingObjectivesSpecificCommunicationTaskAccomplishedwithaSpecificTargetAudienceDuringaSpecificPeriodofTimeTheFiveMsofAdvertisingMissionSalesgoalsAdver-tisingobjectivesMoneyFactorstoconsider:StageinPLCMarketshareandcon-sumerbaseCompetitionandclutterAdvertisingfrequencyProductsubstituta-bilityMessageMessagegenerationMessageevaluationandselectionMessageexecutionSocial-responsibilityreviewMediaReach,frequency,impactMajormediatypesSpecificmediavehiclesMediatimingGeographicalmediaallocationMeasure-mentCommuni-cationimpactSalesimpactAdvertisingBudgetFactorsStageintheProductLifeCycleMarketShare&ConsumerBaseCompetition&ClutterAdvertisingFrequencyProductSubstitutabilityProfilesofMajorMediaTypesNewspapersAdvantages:Flexibility,timeliness;goodlocalmarketcoverage;broadacceptance,highbelievabilityLimitations:Shortlife;poorreproductionquality;smallpass-alongaudienceTelevisionAdvantages:Combinessight,sound,motion;highattention;highreach;appealingtosensesLimitations:Highabsolutecosts;highclutter;fleetingexposure;lessaudienceselectivityDirectMailAdvantages:Audienceselectivity;flexibility,noadcompe-titionwithinsamemedium;allowspersonalizationLimitations:Relativehighcost;“junkmail”imageRadioAdvantages:Massuse;highgeographicanddemographicselectivity;lowcostLimitations:Audioonly;fleetingexposure;lowerattention;nonstandardizedrates;fragmentedaudiencesMagazinesAdvantages:Highgeographicanddemographicselectivity;credibilityandprestige;high-qualityreproduction;longlife;goodpass-alongreadershipLimitations:Longadpurchaseleadtime;wastecirculation;noguaranteeofpositionOutdoorAdvantages:Flexibility;highrepeatexposure;lowcost;lowmessagecompetitionLimitations:Littleaudienceselectivity;creativelimitationsProfilesofMajorMediaTypesClassificationofAdvertisingTimingPatternsMonthNumberofmessagespermonthConcen-trated(1)(2)(3)LevelRisingFallingAlternating(4)Continuous(8)(7)(6)(5)(9)Inter-mittent(10)(11)(12)(9)SimplifiedRatingSheetforAdsPooradMediocreadAverageadGoodadGreatad020406080100__Total(Attention)Howwelldoestheadcatchthereader’sattention?__20(Read-through)Howwelldoestheadleadthereadertoreadfurther?__20(Cognitive)Howclearisthecentralmessageorbenefit?__20(Affective)Howeffectiveistheparticularappeal?__20(Behavior)Howwelldoestheadsuggestfollow-throughaction?__20AdvertisingStrategyMessageExecutionTypicalMessageExecutionStylesTestimonialEvidenceSliceofLifeScientificEvidenceLifestyleTechnicalExpertiseFantasyMusicalPersonalitySymbolMoodorImageTurningthe“BigIdea”IntoanActualAdtoCapturetheTargetMarket’sAttentionandInterest.AdvertisingProgramEvaluationCommunicationEffectsIstheAdCommunicatingWell?AdvertisingEvaluationSalesEffectsIstheAdIncreasingSales?WhytheincreaseinSalesPromotion?GrowingretailerpowerDecliningbrandloyaltyIncreasedpromotionalsensitivityBrandproliferationFragmentationofconsumermarketShort-termfocusIncreasedmanagerialaccountabilityCompetitionClutterLong-TermPromotionalAllocation01020304050601986889092941996Year%toftotal-3yr.MATradePromoMediaAdvCons.PromoCoxDirect19thAnnualSurveyofPromotionalPracticesChannelsofSalesPromotionsMANUFACTURERRETAILERTradePromotionsCONSUMERConsumerPromotionsPushPushPullRetailPromotionsConsumerPromotionConsumer-PromotionObjectivesConsumer-PromotionToolsPoint-of-PurchaseDisplaysPremiumsPricePacksCashRefundsCouponsSamplesPatronageRewardsGamesSweepstakesContestsAdvertisingSpecialtiesPatronageRewardsEnticeConsumerstoTryaNewProductLureCustomersAwayFromCompetitors’ProductsGetConsumersto“LoadUp’onaMatureProductHold&RewardLoyalCustomersConsumerRelationshipBuilding“DealProneness,”Liechtenstein,Burton,&Netemeyer,JournalofRetailing,Summer1997Examinationof“dealproneness”amongconsumersinasupermarketsettingSurveys&GroceryReceiptsusedEighttypesofdeals:Cent-off,One-free,Gift,Display,Rebate,Contest,Sale,&Coupon“DealProneness,”Liechtenstein,Burton,&NetemeyerClusteranalysisyieldedtwointerpretableresults:49%are“dealprone,”51%not24%High“Dealprone,”50%intermediate,26%dealinsensitive“Deal-proneness”ageneralizedconstruct-(crossestypeofpromotion)Younger&LesseducatedmorelikelytobedealproneTrade-PromotionObjectivesTrade-PromotionToolsSpecialtyAdvertisingItemsContestsFreeGoodsBuy-BackGuaranteesAllowancesPrice-OffsPatronageRewardsPushMoneyDiscountsPremiumsDisplaysPersuadeRetailersorWholesalerstoCarryaBrandGiveaBrandShelfSpacePromoteaBrandinAdvertisingPushaBrandtoConsumersTradePromotionsBusiness-PromotionObjectivesBusiness-PromotionToolsGenerateBusinessLeadsStimulatePurchasesRewardCustomersMotivateSalespeopleConventionsTradeShowsSalesContestsBusiness-to-BusinessPromotionSpecialEventsWrittenMaterialsCorporateIdentityM