广告公关管理市场营销经典课件

路漫漫其悠远路漫漫其悠远2024/6/16广告公关管理市场营销广告公关管理市场营销经典课件经典课件路漫漫其悠远路漫漫其悠远本章学习目的本章学习目的 Objectives 开发和管理广告计划开发和管理广告计划确定广告媒体和评价广告效果确定广告媒体和评价广告效果销售促进销售促进公共关系公共关系Public RelationsPublic RelationsSales PromotionSales PromotionDeciding on Media&Measuring EffectivenessDeciding on Media&Measuring EffectivenessDeveloping&Managing an Advertising ProgramDeveloping&Managing an Advertising Program路漫漫其悠远路漫漫其悠远广告：广告：有明确的主办人发起，以付款的方式进行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。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，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。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、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。企业广告（商誉广告）、公益广告。路漫漫其悠远路漫漫其悠远广告的工具广告的工具印刷广告Print ads 工商名录Directories 电台广告Broadcast广告复制品Reprints of ads外包装广告Packaging-outers 广告牌Billboards包装中插入物Packaging inserts陈列广告牌Display sign路漫漫其悠远路漫漫其悠远电影画面Motion pictures 销售点陈列Point-of-purchase displays宣传小册子Brochures and leaflets视听材料Audiovisual material招贴和传单Posters and booklets标记和标识语Symbols and logos录像带Videotapes路漫漫其悠远路漫漫其悠远主要广告方案决策主要广告方案决策Major Decisions in AdvertisingMajor Decisions in Advertising建立广告目标建立广告目标Objectives Setting决策广告预算决策广告预算Budget Decisions选择广告信息选择广告信息Message Decisions媒体决策媒体决策Media Decisions绩效衡量绩效衡量Campaign Evaluation路漫漫其悠远路漫漫其悠远 The Five Ms of AdvertisingMissionSalesgoalsAdver-tisingobjectivesMoneyFactors toconsider:Stage in PLCMarket shareand con-sumer baseCompetitionand clutterAdvertisingfrequencyProductsubstituta-bilityMessageMessage generationMessage evaluationand selectionMessage executionSocial-responsibilityreviewMediaReach,frequency,impactMajor media typesSpecific mediavehiclesMedia timingGeographicalmedia allocationMeasure-mentCommuni-cationimpactSalesimpact路漫漫其悠远路漫漫其悠远通知性广告通知性广告Informative AdvertisingBuild Primary Demand说服性广告说服性广告Persuasive AdvertisingBuild Selective Demand比较性广告比较性广告Comparison AdvertisingCompares One Brand to Another提醒性广提醒性广告告Reminder AdvertisingKeeps Consumers ThinkingAbout a Product.广告目标广告目标 Advertising Objectives Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time路漫漫其悠远路漫漫其悠远广告预算要素Advertising Budget Factors路漫漫其悠远路漫漫其悠远Profiles of Major Media TypesNewspapersAdvantages:Flexibility,timeliness;good local market coverage;broad acceptance,high believabilityLimitations:Short life;poor reproduction quality;smallpass-along audienceTelevisionAdvantages:Combines sight,sound,motion;high attention;high reach;appealing to sensesLimitations:High absolute costs;high clutter;fleeting exposure;less audience selectivityDirect MailAdvantages:Audience selectivity;flexibility,no ad compe-tition within same medium;allows personalizationLimitations:Relative high cost;“junk mail”image路漫漫其悠远路漫漫其悠远RadioAdvantages:Mass use;high geographic and demographic selectivity;low costLimitations:Audio only;fleeting exposure;lower attention;nonstandardized rates;fragmented audiences MagazinesAdvantages:High geographic and demographic selectivity;credibility and prestige;high-quality reproduction;long life;good pass-along readershipLimitations:Long ad purchase lead time;waste circulation;no guarantee of positionOutdoorAdvantages:Flexibility;high repeat exposure;low cost;low message competitionLimitations:Little audience selectivity;creative limitationsProfiles of Major Media Types路漫漫其悠远路漫漫其悠远Classification ofAdvertising Timing PatternsMonthNumber ofmessagesper month集中集中Concentrated(1)(2)(3)水平水平Level上升上升Rising 下降下降Falling 交替交替Alternating(4)连续连续Continuous(8)(7)(6)(5)(9)间断间断Intermittent(10)(11)(12)(9)路漫漫其悠远路漫漫其悠远Simplified Rating Sheet for AdsPoorPooradadMediocreMediocreadadAverageAverageadadGoodGoodadadGreatGreatadad020406080100_Total_Total(Attention)How well does the ad catch the readers attention?_20(Read-through)How well does the ad lead the reader to read further?_20(Cognitive)How clear is the central message or benefit?_20(Affective)How effective is the particular appeal?_20(Behavior)How well does the ad suggest follow-through action?_20路漫漫其悠远路漫漫其悠远Advertising StrategyAdvertising StrategyMessage ExecutionMessage ExecutionTypicalMessageExecutionStylesTestimonialEvidenceSlice of LifeScientificEvidenceLifestyleTechnicalExpertiseFantasyMusicalPersonalitySymbolMood orImageTurning the“Big Idea”Into an Actual Ad to Capture the Target Markets Attention and Interest.路漫漫其悠远路漫漫其悠远评价广告效果评价广告效果Advertising Evaluation评价广告效果评价广告效果Advertising Program Evaluation传播效果传播效果Communication EffectsIs the Ad Communicating Well?销售效果销售效果Sales EffectsIs the Ad Increasing Sales?路漫漫其悠远路漫漫其悠远销售促进（营业推广）销售促进（营业推广）短期性的刺激工具，用以刺激消费短期性的刺激工具，用以刺激消费者和贸易商较迅速或较多地购买某一特者和贸易商较迅速或较多地购买某一特定产品。定产品。企业运用各种短期诱因鼓励消费者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和中间商购买、经销或代理企业产品或服务的促销活动。服务的促销活动。路漫漫其悠远路漫漫其悠远销售促进工具销售促进工具竞赛、游戏 Contests,games兑奖、彩票 Sweepstakes,lotteries赠品 Premiums and gifts样品 Sampling 展销会 Fairs and trade shows示范表演 Demonstration赠卷 Coupons路漫漫其悠远路漫漫其悠远回扣 Rebates低息融资 Low-interest financing招待会 Entertainment折让交易 Trade-in allowances交易印花 Continuity programs商品搭配 Tie-ins路漫漫其悠远路漫漫其悠远Why the increase in Sales Promotion?Growing retailer powerDeclining brand loyaltyIncreased promotional sensitivityBrand proliferationFragmentation of consumer marketShort-term focusIncreased managerial accountabilityCompetitionClutter路漫漫其悠远路漫漫其悠远Long-Term Promotional Allocation01020304050601986889092941996Year%t of total-3 yr.MATrade PromoMedia AdvCons.PromoCox Direct 19th Annual Survey of Promotional PracticesCox Direct 19th Annual Survey of Promotional Practices路漫漫其悠远路漫漫其悠远Channels of Sales PromotionsTradeTradePromotionsPromotionsConsumerConsumerPromotionsPromotionsPushPushPullRetailRetailPromotionsPromotions路漫漫其悠远路漫漫其悠远 消费者促销消费者促销消费者促销消费者促销 Consumer PromotionConsumer Promotion消费者促销目标消费者促销目标Consumer-Promotion Objectives消费者促销工具消费者促销工具Consumer-Promotion ToolsPoint-of-PurchaseDisplaysPremiumsPrice PacksCash RefundsCouponsSamplesPatronage RewardsGamesSweepstakesContestsAdvertisingSpecialtiesPatronage RewardsEntice Consumers to Try a New ProductLure Customers AwayFrom Competitors ProductsGet Consumers to“Load Upon a Mature ProductHold&Reward Loyal CustomersConsumer Relationship Building路漫漫其悠远路漫漫其悠远交易促销目标交易促销目标Trade-Promotion Objectives交易促销工具交易促销工具Trade-Promotion ToolsSpecialty AdvertisingItemsContestsFree GoodsBuy-BackGuaranteesAllowancesPrice-OffsPatronage RewardsPush MoneyDiscountsPremiumsDisplaysPersuade Retailers or Wholesalers to Carry a BrandGive a Brand Shelf SpacePromote a Brand in AdvertisingPush a Brand to Consumers交易促销交易促销Trade Promotions路漫漫其悠远路漫漫其悠远Business-Promotion ObjectivesBusiness-Promotion ToolsGenerate Business LeadsStimulate PurchasesReward CustomersMotivate SalespeopleConventionsTrade ShowsSales ContestsBusiness-to-Business Promotion路漫漫其悠远路漫漫其悠远公共关系 设计用来推广或保护一个公司形象或它的个别产品的各种计划。企业在从事市场营销活动中正确处理企业与社会公众的关系，以便树立企业的良好形象，从而促进产品销售的一种活动。路漫漫其悠远路漫漫其悠远公共关系工具公共关系工具报刊宣传 Press kits演讲 Speeches 研讨会 Seminars年度报告 Annual report慈善捐款 Chartable donation捐赠 Sponsorships出版物 Publications关系 Community relations路漫漫其悠远路漫漫其悠远游说 Lobbying 确认媒体 Identity media公司杂志 Company magazine事件 Events路漫漫其悠远路漫漫其悠远Major Public Relations ToolsMajor Public Relations ToolsSpecialEventsWritten MaterialsCorporate Identity MaterialsSpeechesNewsAudiovisualMaterialsPublic ServiceActivitiesWeb Site路漫漫其悠远路漫漫其悠远人员推销人员推销Personal Selling 于一个或多个与其购买者面对面接触以进行介绍、回答问题并取得订单。企业用推销人员直接向顾客推销商品和劳务的一种促销活动。路漫漫其悠远路漫漫其悠远人员推销的工具人员推销的工具推销展示演说 Sales Presentations 销售会议 Sales meetings奖励节目 Incentive programs样品 Samples交易会与展销会 Fairs and trade shows路漫漫其悠远路漫漫其悠远直接营销Direct Marketing 使用有机、电话、电子信箱或因特网直接沟通，征求特定顾客和预期顾客的回复。路漫漫其悠远路漫漫其悠远直接营销工具目录营销 Catalogs邮购销售 Mailings电话营销 Electronic shopping 电子购买 TV shopping传真邮购 Fax mail电子信箱 E-mail音控邮购 Voice mail