什么是广告

商务策划学院200215-1什么是广告?•Anyformofnonpersonalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsor.•U.S.advertisersspendinexcessof$175billioneachyear.•Advertisingisusedby:–Businessfirms,–Nonprofitorganizations,–Professionals,–SocialAgencies.商务策划学院200215-2广告决策的主要因素ObjectivesSettingBudgetDecisionsMessageDecisionsCampaignEvaluationMediaDecisions商务策划学院200215-3InformativeAdvertisingBuildPrimaryDemand设定广告目标PersuasiveAdvertisingBuildSelectiveDemandComparisonAdvertisingComparesOneBrandtoAnotherAdvertisingObjectives•SpecificCommunicationTask•AccomplishedwithaSpecificTargetAudience•DuringaSpecificPeriodofTimeReminderAdvertisingKeepsConsumersThinkingAboutaProduct.商务策划学院200215-4广告PlanaMessageStrategyGeneralMessagetoBeCommunicatedtoCustomers广告战略DevelopaMessageFocusonCustomerBenefitsCreativeConcept“BigIdea”VisualizationorPhraseCombinationofBothAdvertisingAppealsMeaningfulBelievableDistinctive商务策划学院200215-5广告战略扩展TypicalMessageExecutionStylesTestimonialEvidenceSliceofLifeScientificEvidenceLifestyleTechnicalExpertiseFantasyMusicalPersonalitySymbolMoodorImageTurningthe“BigIdea”IntoanActualAdtoCapturetheTargetMarket’sAttentionandInterest.商务策划学院200215-6广告媒体选择Step1.DecideonReach,Frequency,andImpactStep2.ChoosingAmongMajorMediaTypesMediaHabitsofTargetConsumersNatureoftheProductTypeofMessageCostStep3.SelectingSpecificMediaVehiclesSpecificMediaWithinaGivenType,i.e.Magazines.MustBalanceMediaCostAgainstMediaFactors:AudienceQuality&Attention,EditorialQualityStep4.DecidingonMediaTimingSchedulingofAdvertisingOvertheCourseofaYearPatternofAds:ContinuityorPulsing商务策划学院200215-7广告效果评估CommunicationEffectsIstheAdCommunicatingWell?AdvertisingProgramEvaluationSalesEffectsIstheAdIncreasingSales?商务策划学院200215-8什么是销售促进?•Masscommunicationtechniquethatoffersshort-termincentivestoencouragepurchaseorsalesofaproductorservice.•Rapidgrowthintheindustryhasbeenachievedbecause:–Productmanagersarefacingmorepressuretoincreasetheircurrentsales,–Companiesfacemorecompetition,–Advertisingefficiencyhasdeclined,–Consumershavebecomemoredealoriented.商务策划学院200215-9Point-of-PurchaseDisplays消费者销售促进工具PremiumsPricePacksCashRefundsCouponsSamplesShort-TermIncentivestoEncouragePurchaseorSalesofaProductorService.Consumer-PromotionObjectivesConsumer-PromotionToolsPatronageRewardsGamesSweepstakesContestsAdvertisingSpecialtiesPatronageRewardsEnticeConsumerstoTryaNewProductLureCustomersAwayFromCompetitors’ProductsGetConsumersto“LoadUp’onaMatureProductHold&RewardLoyalCustomersConsumerRelationshipBuilding商务策划学院200215-10SpecialtyAdvertisingItems商贸市场销售促进工具ContestsFreeGoodsBuy-BackGuaranteesAllowancesPrice-OffsShort-TermIncentivesThatareDirectedtoRetailersandWholesalers.Trade-PromotionObjectivesTrade-PromotionToolsPatronageRewardsPushMoneyDiscountsPremiumsDisplaysPersuadeRetailersorWholesalerstoCarryaBrandGiveaBrandShelfSpacePromoteaBrandinAdvertisingPushaBrandtoConsumers商务策划学院200215-11产业市场销售促进工具Short-TermIncentivesThatareDirectedtoIndustrialCustomers.Business-PromotionObjectivesBusiness-PromotionToolsGenerateBusinessLeadsStimulatePurchasesRewardCustomersMotivateSalespeopleConventionsTradeShowsSalesContests商务策划学院200215-12DecideontheSizeoftheIncentiveSetConditionsforParticipationEvaluatetheProgramDetermineHowtoPromoteandDistributethePromotionProgramDeterminetheLengthoftheProgram制定销售促进程序商务策划学院200215-13什么是公共关系?•Buildinggoodrelationswiththecompany’svariouspublicsbyobtainingfavorablepublicity,buildingupagood“corporateimage”andhandlingorheadingoffunfavorablerumors,storiesandevents.•Majorfunctionsare:–PressRelationsorPressAgentry–ProductPublicity–PublicAffairs–Lobbying–InvestorRelations–Development商务策划学院200215-14SpecialEventsWrittenMaterialsCorporateIdentityMaterialsSpeechesNewsAudiovisualMaterials公共关系的主要工具PublicServiceActivitiesWebSite