第十五章广告公关管理市场营销经典课件

©2000PrenticeHall本章学习目的Objectives开发和管理广告计划确定广告媒体和评价广告效果销售促进公共关系PublicRelationsSalesPromotionDecidingonMedia&MeasuringEffectivenessDeveloping&ManaginganAdvertisingProgram©2000PrenticeHall广告：有明确的主办人发起，以付款的方式进行的创意、商品和服务的非人员展示和促销活动。以促销进销售为目的，付出一定的费用，通过特定的媒体传播商品或服务等有关经济信息的大众传播活动。根据广告内容和目的广告分为：商品广告、企业广告（商誉广告）、公益广告。©2000PrenticeHall广告的工具印刷广告Printads工商名录Directories电台广告Broadcast广告复制品Reprintsofads外包装广告Packaging-outers广告牌Billboards包装中插入物Packaginginserts陈列广告牌Displaysign©2000PrenticeHall电影画面Motionpictures销售点陈列Point-of-purchasedisplays宣传小册子Brochuresandleaflets视听材料Audiovisualmaterial招贴和传单Postersandbooklets标记和标识语Symbolsandlogos录像带Videotapes©2000PrenticeHall主要广告方案决策MajorDecisionsinAdvertising建立广告目标ObjectivesSetting决策广告预算BudgetDecisions选择广告信息MessageDecisions媒体决策MediaDecisions绩效衡量CampaignEvaluation©2000PrenticeHallTheFiveMsofAdvertisingMissionSalesgoalsAdver-tisingobjectivesMoneyFactorstoconsider:StageinPLCMarketshareandcon-sumerbaseCompetitionandclutterAdvertisingfrequencyProductsubstituta-bilityMessageMessagegenerationMessageevaluationandselectionMessageexecutionSocial-responsibilityreviewMediaReach,frequency,impactMajormediatypesSpecificmediavehiclesMediatimingGeographicalmediaallocationMeasure-mentCommuni-cationimpactSalesimpact©2000PrenticeHall通知性广告InformativeAdvertisingBuildPrimaryDemand说服性广告PersuasiveAdvertisingBuildSelectiveDemand比较性广告ComparisonAdvertisingComparesOneBrandtoAnother提醒性广告ReminderAdvertisingKeepsConsumersThinkingAboutaProduct.广告目标AdvertisingObjectivesSpecificCommunicationTaskAccomplishedwithaSpecificTargetAudienceDuringaSpecificPeriodofTime©2000PrenticeHall广告预算要素AdvertisingBudgetFactorsStageintheProductLifeCycleMarketShare&ConsumerBaseCompetition&ClutterAdvertisingFrequencyProductSubstitutability©2000PrenticeHallProfilesofMajorMediaTypesNewspapersAdvantages: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”image©2000PrenticeHallRadioAdvantages:Massuse;highgeographicanddemographicselectivity;lowcostLimitations:Audioonly;fleetingexposure;lowerattention;nonstandardizedrates;fragmentedaudiencesMagazinesAdvantages:Highgeographicanddemographicselectivity;credibilityandprestige;high-qualityreproduction;longlife;goodpass-alongreadershipLimitations:Longadpurchaseleadtime;wastecirculation;noguaranteeofpositionOutdoorAdvantages:Flexibility;highrepeatexposure;lowcost;lowmessagecompetitionLimitations:Littleaudienceselectivity;creativelimitationsProfilesofMajorMediaTypes©2000PrenticeHallClassificationofAdvertisingTimingPatternsMonthNumberofmessagespermonth集中Concentrated(1)(2)(3)水平Level上升Rising下降Falling交替Alternating(4)连续Continuous(8)(7)(6)(5)(9)间断Intermittent(10)(11)(12)(9)©2000PrenticeHallSimplifiedRatingSheetforAdsPooradMediocreadAverageadGoodadGreatad020406080100__Total(Attention)Howwelldoestheadcatchthereader’sattention?__20(Read-through)Howwelldoestheadleadthereadertoreadfurther?__20(Cognitive)Howclearisthecentralmessageorbenefit?__20(Affective)Howeffectiveistheparticularappeal?__20(Behavior)Howwelldoestheadsuggestfollow-throughaction?__20©2000PrenticeHallAdvertisingStrategyMessageExecutionTypicalMessageExecutionStylesTestimonialEvidenceSliceofLifeScientificEvidenceLifestyleTechnicalExpertiseFantasyMusicalPersonalitySymbolMoodorImageTurningthe“BigIdea”IntoanActualAdtoCapturetheTargetMarket’sAttentionandInterest.©2000PrenticeHall评价广告效果AdvertisingEvaluation评价广告效果AdvertisingProgramEvaluation传播效果CommunicationEffectsIstheAdCommunicatingWell?销售效果SalesEffectsIstheAdIncreasingSales?©2000PrenticeHall销售促进（营业推广）短期性的刺激工具，用以刺激消费者和贸易商较迅速或较多地购买某一特定产品。企业运用各种短期诱因鼓励消费者和中间商购买、经销或代理企业产品或服务的促销活动。©2000PrenticeHall销售促进工具竞赛、游戏Contests,games兑奖、彩票Sweepstakes,lotteries赠品Premiumsandgifts样品Sampling展销会Fairsandtradeshows示范表演Demonstration赠卷Coupons©2000PrenticeHall回扣Rebates低息融资Low-interestfinancing招待会Entertainment折让交易Trade-inallowances交易印花Continuityprograms商品搭配Tie-ins©2000PrenticeHallWhytheincreaseinSalesPromotion?GrowingretailerpowerDecliningbrandloyaltyIncreasedpromotionalsensitivityBrandproliferationFragmentationofconsumermarketShort-termfocusIncreasedmanagerialaccountabilityCompetitionClutter©2000PrenticeHallLong-TermPromotionalAllocation01020304050601986889092941996Year%toftotal-3yr.MATradePromoMediaAdvCons.PromoCoxDirect19thAnnualSurveyofPromotionalPractices©2000PrenticeHallChannelsofSalesPromotionsMANUFACTURERRETAILERTradePromotionsCONSUMERConsumerPromotionsPushPushPullRetailPromotions©2000PrenticeHall消费者促销ConsumerPromotion消费者促销目标Consumer-PromotionObjectives消费者促销工具Consumer-PromotionToolsPoint-of-PurchaseDisplaysPremiumsPricePacksCashRefundsCouponsSamplesPatronageRewardsGamesSweepstakesContestsAdvertisingSpecialtiesPa