广告公关管理市场营销经典课件

Click to edit Master title style,Click to edit Master text styles,Second Level,Third Level,Fourth Level,Fifth Level,*,2000,Prentice Hall,Chapter 15,Managing Advertising,Sales Promotion,and Public Relations,促销策略,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,Public Relations,Sales Promotion,Deciding on Media & Measuring Effectiveness,Developing & Managing an Advertising Program,广告,Advertising,人员推销,Personal Selling,Any Paid Form of Nonpersonal Presentation by an Identified Sponsor.,销售促进,Sales Promotion,Short-term Incentives to Encourage Trial or Purchase.,公共关系,Public Relations,直接营销,Direct Marketing,Direct Communications With Individuals to Obtain an Immediate Response.,Protect and/or Promote Companys Image/products.,Personal Presentations.,营销传播组合,The Marketing Communications Mix,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。,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,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,主要广告方案决策,Major Decisions in Advertising,建立广告目标,Objectives Setting,决策广告预算,Budget Decisions,选择广告信息,Message Decisions,媒体决策,Media Decisions,绩效衡量,Campaign Evaluation,The Five Ms of Advertising,Mission,Sales,goals,Adver-,tising,objectives,Money,Factors to,consider:,Stage in PLC,Market share,and con-,sumer base,Competition,and clutter,Advertising,frequency,Product,substituta-,bility,Message,Message generation,Message evaluation,and selection,Message execution,Social-responsibility,review,Media,Reach, frequency,impact,Major media types,Specific media,vehicles,Media timing,Geographical,media allocation,Measure-,ment,Communi-,cation,impact,Sales,impact,通知性广告,Informative Advertising,Build,Primary,Demand,说服性广告,Persuasive Advertising,Build,Selective,Demand,比较性广告,Comparison Advertising,Compares One Brand to Another,提醒性广告,Reminder Advertising,Keeps Consumers Thinking,About a Product.,广告目标,Advertising Objectives,Specific Communication,Task,Accomplished with a Specific,Target,Audience,During a Specific Period of,Time,广告预算要素,Advertising Budget Factors,Stage in the,Product Life Cycle,Market Share &,Consumer Base,Competition &,Clutter,Advertising,Frequency,Product,Substitutability,Profiles of Major Media Types,Newspapers,Advantages:,Flexibility, timeliness; good local market coverage;,broad acceptance, high believability,Limitations:,Short life; poor reproduction quality; small,pass-along audience,Television,Advantages:,Combines sight, sound, motion; high attention;,high reach; appealing to senses,Limitations:,High absolute costs; high clutter; fleeting exposure;,less audience selectivity,Direct Mail,Advantages:,Audience selectivity; flexibility, no ad compe-,tition within same medium; allows personalization,Limitations:,Relative high cost; “junk mail” image,Radio,Advantages:,Mass use; high geographic and demographic,selectivity; low cost,Limitations:,Audio only; fleeting exposure; lower attention;,nonstandardized rates; fragmented audiences,Magazines,Advantages:,High geographic and demographic selectivity;,credibility and prestige; high-quality reproduction;,long life; good pass-along readership,Limitations:,Long ad purchase lead time; waste circulation;,no guarantee of position,Outdoor,Advantages:,Flexibility; high repeat exposure; low cost;,low message competition,Limitations:,Little audience selectivity; creative limitations,Profiles of Major Media Types,Classification ofAdvertising Timing Patterns,Month,Number of,messages,per month,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),Simplified Rating Sheet for Ads,Poor,ad,Mediocre,ad,Average,ad,Good,ad,Great,ad,0,20,40,60,80,100,_,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,Advertising StrategyMessage Execution,Typical,Message,Execution,Styles,Testimonial,Evidence,Slice of Life,Scientific,Evidence,Lifestyle,Technical,Expertise,Fantasy,Musical,Personality,Symbol,Mood or,Image,Turning the “Big Idea” Into an Actual Ad to Capture the Target Markets Attention and Interest.,评价广告效果,Advertising Evaluation,评价广告效果,Advertising Program Evaluation,传播效果,Communication Effects,Is the Ad Communicating Well?,销售效果,Sales Effects,Is the Ad Increasing Sales?,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。,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,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,Why the increase in Sales Promotion?,Growing retailer power,Declining brand loyalty,Increased promotional sensitivity,Brand proliferation,Fragmentation of consumer market,Short-term focus,Increased managerial accountability,Competition,Clutter,Long-Term Promotional Allocation,0,10,20,30,40,50,60,1986,88,90,92,94,1996,Year,%,t of total - 3 yr.MA,Trade Promo,Media Adv,Cons. Promo,Cox Direct 19th Annual Survey of Promotional Practices,Channels of Sales Promotions,MANUFACTURER,RETAILER,Trade,Promotions,CONSUMER,Consumer,Promotions,Push,Push,Pull,Retail,Promotions,消费者促销,Consumer Promotion,消费者促销目标,Consumer-Promotion Objectives,消费者促销工具,Consumer-Promotion Tools,Point-of-Purchase,Displays,Premiums,Price Packs,Cash Refunds,Coupons,Samples,Patronage Rewards,Games,Sweepstakes,Contests,Advertising,Specialties,Patronage Rewards,Entice Consumers to,Try a New Product,Lure Customers Away,From Competitors Products,Get Consumers to “Load Up,on a Mature Product,Hold & Reward Loyal,Customers,Consumer Relationship,Building,交易促销目标,Trade-Promotion Objectives,交易促销工具,Trade-Promotion Tools,Specialty,Advertising,Items,Contests,Free Goods,Buy-Back,Guarantees,Allowances,Price-Offs,Patronage Rewards,Push Money,Discounts,Premiums,Displays,Persuade Retailers or,Wholesalers to Carry a Brand,Give a Brand Shelf Space,Promote a Brand in,Advertising,Push a Brand to Consumers,交易促销,Trade Promotions,Business-Promotion Objectives,Business-Promotion Tools,Generate Business Leads,Stimulate Purchases,Reward Customers,Motivate Salespeople,Conventions,Trade Shows,Sales Contests,Business-to-Business Promotion,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。,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,游说,Lobbying,确认媒体,Identity media,公司杂志,Company magazine,事件,Events,Major Public Relations Tools,Special,Events,Written,Materials,Corporate,Identity,Materials,Speeches,News,Audiovisual,Materials,Public,Service,Activities,Web Site,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。,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,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。,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,