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Copyright©2007byTheMcGraw-HillCompanies,Inc.AllRightsReserved.Slide16-116-1©TheMcGraw-HillCompanies,Inc.,2008廣告、銷售推廣和公共關係CHAPTERCopyright©2007byTheMcGraw-HillCompanies,Inc.AllRightsReserved.Slide16-216-2©TheMcGraw-HillCompanies,Inc.,2008研讀本章後，你應該能夠：1.闡述產品廣告與機構廣告之類型與其差異性。2.描述研擬、執行與評估一項廣告方案的步驟。Copyright©2007byTheMcGraw-HillCompanies,Inc.AllRightsReserved.Slide16-316-3©TheMcGraw-HillCompanies,Inc.,2008研讀本章後，你應該能夠：3.闡釋各廣告媒體的優缺點。4.探討消費者導向與以中間商導向促銷之優缺點。5.認識公共關係是一種重要的傳播方式。Copyright©2007byTheMcGraw-HillCompanies,Inc.AllRightsReserved.Slide16-416-4©TheMcGraw-HillCompanies,Inc.,2008歡迎來到廣告新世界•廣告Copyright©2007byTheMcGraw-HillCompanies,Inc.AllRightsReserved.Slide16-516-5©TheMcGraw-HillCompanies,Inc.,2008廣告的類型•廣告•產品廣告競爭性開創性比較性提醒性強化Copyright©2007byTheMcGraw-HillCompanies,Inc.AllRightsReserved.Slide16-616-6©TheMcGraw-HillCompanies,Inc.,2008美國線上（AOL）這是什麼類型的廣告，其目的為何？Copyright©2007byTheMcGraw-HillCompanies,Inc.AllRightsReserved.Slide16-716-7©TheMcGraw-HillCompanies,Inc.,2008蘋果iPodVideo這是什麼類型的廣告，其目的為何？Copyright©2007byTheMcGraw-HillCompanies,Inc.AllRightsReserved.Slide16-816-8©TheMcGraw-HillCompanies,Inc.,2008英特爾（Intel）Centrino這是什麼類型的廣告，其目的為何？Copyright©2007byTheMcGraw-HillCompanies,Inc.AllRightsReserved.Slide16-916-9©TheMcGraw-HillCompanies,Inc.,2008Tums這是什麼類型的廣告，其目的為何？Copyright©2007byTheMcGraw-HillCompanies,Inc.AllRightsReserved.Slide16-1016-10©TheMcGraw-HillCompanies,Inc.,20081-800-Flowers這是什麼類型的廣告，其目的為何？Copyright©2007byTheMcGraw-HillCompanies,Inc.AllRightsReserved.Slide16-1116-11©TheMcGraw-HillCompanies,Inc.,2008歌帝梵（Godiva）巧克力這是什麼類型的廣告，其目的為何？Copyright©2007byTheMcGraw-HillCompanies,Inc.AllRightsReserved.Slide16-1216-12©TheMcGraw-HillCompanies,Inc.,2008Dial肥皂這是什麼類型的廣告，其目的為何？Copyright©2007byTheMcGraw-HillCompanies,Inc.AllRightsReserved.Slide16-1316-13©TheMcGraw-HillCompanies,Inc.,2008廣告的類型•機構廣告開創性機構廣告議題性廣告競爭性機構廣告提醒性機構廣告Copyright©2007byTheMcGraw-HillCompanies,Inc.AllRightsReserved.Slide16-1416-14©TheMcGraw-HillCompanies,Inc.,2008Lorillard煙草公司這是什麼類型的廣告，其目的為何？Copyright©2007byTheMcGraw-HillCompanies,Inc.AllRightsReserved.Slide16-1516-15©TheMcGraw-HillCompanies,Inc.,2008拜耳（Bayer）這是什麼類型的廣告，其目的為何？Copyright©2007byTheMcGraw-HillCompanies,Inc.AllRightsReserved.Slide16-1616-16©TheMcGraw-HillCompanies,Inc.,2008「喝牛乳了嗎？」(GotMilk?)這是什麼類型的廣告，其目的為何？Copyright©2007byTheMcGraw-HillCompanies,Inc.AllRightsReserved.Slide16-1716-17©TheMcGraw-HillCompanies,Inc.,2008鑽石是永恆的（ADiamondisForever）這是什麼類型的廣告，其目的為何？Copyright©2007byTheMcGraw-HillCompanies,Inc.AllRightsReserved.Slide16-1816-18©TheMcGraw-HillCompanies,Inc.,2008擬定廣告方案•確認目標視聽眾•設定廣告預算•詳述廣告目標Copyright©2007byTheMcGraw-HillCompanies,Inc.AllRightsReserved.Slide16-1916-19©TheMcGraw-HillCompanies,Inc.,2008百事可樂（Pepsi）為什麼要在超級盃比賽期間做廣告？Copyright©2007byTheMcGraw-HillCompanies,Inc.AllRightsReserved.Slide16-2016-20©TheMcGraw-HillCompanies,Inc.,2008擬定廣告方案•廣告設計訊息訴求•恐懼訴求•性訴求•幽默訴求創造實際的訊息Copyright©2007byTheMcGraw-HillCompanies,Inc.AllRightsReserved.Slide16-2116-21©TheMcGraw-HillCompanies,Inc.,2008美國戒毒協會的「夥伴」廣告這個廣告的訴求和目的是什麼？Copyright©2007byTheMcGraw-HillCompanies,Inc.AllRightsReserved.Slide16-2216-22©TheMcGraw-HillCompanies,Inc.,2008連結至網站漢堡王（BurgerKing）這個廣告的訴求和目的是什麼？Copyright©2007byTheMcGraw-HillCompanies,Inc.AllRightsReserved.Slide16-2316-23©TheMcGraw-HillCompanies,Inc.,2008擬定廣告方案•選擇正確的媒體廣告媒體接觸數收視（聽）率頻率總收視點（GRPs）每千人成本（CPM）Copyright©2007byTheMcGraw-HillCompanies,Inc.AllRightsReserved.Slide16-2416-24©TheMcGraw-HillCompanies,Inc.,2008圖16-1美國在各種媒體的廣告支出（百萬美元）Copyright©2007byTheMcGraw-HillCompanies,Inc.AllRightsReserved.Slide16-2516-25©TheMcGraw-HillCompanies,Inc.,2008擬定廣告方案•不同的媒體選擇電視•戶外電視（out-of-homeTV）•「插播」廣告•資訊式廣告Copyright©2007byTheMcGraw-HillCompanies,Inc.AllRightsReserved.Slide16-2616-26©TheMcGraw-HillCompanies,Inc.,2008圖16-2各主要廣告媒體的優缺點Copyright©2007byTheMcGraw-HillCompanies,Inc.AllRightsReserved.Slide16-2716-27©TheMcGraw-HillCompanies,Inc.,2008Speed頻道這種媒體的優缺點是什麼？Copyright©2007byTheMcGraw-HillCompanies,Inc.AllRightsReserved.Slide16-2816-28©TheMcGraw-HillCompanies,Inc.,2008擬定廣告方案•不同的媒體選擇廣播電台雜誌報紙電話簿Copyright©2007byTheMcGraw-HillCompanies,Inc.AllRightsReserved.Slide16-2916-29©TheMcGraw-HillCompanies,Inc.,2008《少年時人》（TeenPeople）雜誌這種媒體的優缺點是什麼？Copyright©2007byTheMcGraw-HillCompanies,Inc.AllRightsReserved.Slide16-3016-30©TheMcGraw-HillCompanies,Inc.,2008《華爾街日報》（TheWallStreetJournal）這種媒體的優缺點是什麼？Copyright©2007byTheMcGraw-HillCompanies,Inc.AllRightsReserved.Slide16-3116-31©TheMcGraw-HillCompanies,Inc.,2008電話簿這種媒體的優缺點是什麼？Copyright©2007byTheMcGraw-HillCompanies,Inc.AllRightsReserved.Slide16-3216-32©TheMcGraw-HillCompanies,Inc.,2008擬定廣告方案•不同的媒體選擇網際網路•華麗的媒體（richmedia）戶外廣告•廣告看板•車廂廣告•以置放點為主的媒體其他媒體Copyright©2007byTheMcGraw-HillCompanies,Inc.AllRightsReserved.Slide16-3316-33©TheMcGraw-HillCompanies,Inc.,2008戶外廣告：看板這種媒體的優缺點是什麼？Copyright©2007byTheMcGraw-HillCompanies,Inc.AllRightsReserved.Slide16-3416-34©TheMcGraw-HillCompanies,Inc.,2008以置放點為主的媒體這種媒體的優缺點是什麼？Copyright©2007byTheMcGraw-HillCompanies,Inc.AllRightsReserved.Slide16-3516-35©TheMcGraw-HillCompanies,Inc.,2008擬定廣告方案•廣告排程購買者周轉率採購頻率遺忘率Copyright©2007byTheMcGr