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Title,15-,1,什么是广告,?,Any form of nonpersonal presentation and promotion of ideas,goods,or services by an identified sponsor.,U.S.advertisers spend in excess of$175 billion each year.,Advertising is used by:,Business firms,Nonprofit organizations,Professionals,Social Agencies.,广告决策的主要因素,Objectives Setting,Budget Decisions,Message Decisions,Campaign Evaluation,Media Decisions,Informative Advertising,Build,Primary,Demand,设定广告目标,Persuasive Advertising,Build,Selective,Demand,Comparison Advertising,Compares One Brand to Another,Advertising Objectives,Specific Communication,Task,Accomplished with a Specific,Target,Audience,During a Specific Period of,Time,Reminder Advertising,Keeps Consumers Thinking,About a Product.,广告,Plan a Message Strategy,General Message to Be Communicated to Customers,广告战略,Develop a Message,Focus on,Customer Benefits,Creative Concept,“Big Idea”,Visualization or Phrase,Combination of Both,Advertising Appeals,Meaningful,Believable,Distinctive,广告战略扩展,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.,广告媒体选择,Step 1.Decide on Reach,Frequency,and Impact,Step 2.Choosing Among Major Media Types,Media Habits of Target Consumers,Nature of the Product,Type of Message,Cost,Step 3.Selecting Specific Media Vehicles,Specific Media Within a Given Type,i.e.Magazines.,Must Balance Media Cost Against Media Factors:,Audience Quality&Attention,Editorial Quality,Step 4.Deciding on Media Timing,Scheduling of Advertising Over the Course of a Year,Pattern of Ads:Continuity or Pulsing,广告效果评估,Communication Effects,Is the Ad Communicating Well?,Advertising Program Evaluation,Sales Effects,Is the Ad Increasing Sales?,什么是销售促进,?,Mass communication technique that offers short-term incentives to encourage purchase or sales of a product or service.,Rapid growth in the industry has been achieved because:,Product managers are facing more pressure to increase their current sales,Companies face more competition,Advertising efficiency has declined,Consumers have become more deal oriented.,Point-of-Purchase,Displays,消费者销售促进工具,Premiums,Price Packs,Cash Refunds,Coupons,Samples,Short-Term Incentives to Encourage Purchase or Sales of a Product or Service.,Consumer-Promotion Objectives,Consumer-Promotion Tools,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,Specialty,Advertising,Items,商贸市场销售促进工具,Contests,Free Goods,Buy-Back,Guarantees,Allowances,Price-Offs,Short-Term Incentives That are Directed to Retailers and Wholesalers.,Trade-Promotion Objectives,Trade-Promotion Tools,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,产业市场销售促进工具,Short-Term Incentives That are Directed to Industrial Customers.,Business-Promotion Objectives,Business-Promotion Tools,Generate Business Leads,Stimulate Purchases,Reward Customers,Motivate Salespeople,Conventions,Trade Shows,Sales Contests,Decide on the Size of the Incentive,Set Conditions for Participation,Evaluate the Program,Determine How to Promote and,Distribute the Promotion Program,Determine the Length of the Program,制定销售促进程序,什么是公共关系,?,Building good relations with the companys various publics by obtaining favorable publicity,building up a good“corporate image”and handling or heading off unfavorable rumors,stories and events.,Major functions are:,Press Relations or Press Agentry,Product Publicity,Public Affairs,Lobbying,Investor Relations,Development,Special,Events,Written,Materials,Corporate,Identity,Materials,Speeches,News,Audiovisual,Materials,公共关系的主要工具,Public,Service,Activities,Web Site,9,、静夜四无邻，荒居旧业贫。,10月-24,10月-24,Thursday,October 3,2024,10,、雨中黄叶树，灯下白头人。,20:40:06,20:40:06,20:40,10/3/2024 8:40:06 PM,11,、以我独沈久，愧君相见频。,10月-24,20:40:06,20:40,Oct-24,03-Oct-24,12,、故人江海别，几度隔山川。,20:40:06,20:40:06,20:40,Thursday,October 3,2024,13,、乍见翻疑梦，相悲各问年。,10月-24,10月-24,20:40:06,20:40:06,October 3,2024,14,、他乡生白发，旧国见青山。,03 十月 2024,8:40:06 下午,20:40:06,10月-24,15,、比不了得就不比，得不到的就不要。,。,十月 24,8:40 下午,10月-24,20:40,October 3,2024,16,、行动出成果，工作出财富。,2024/10/3 20:40:06,20:40:06,03 October 2024,17,、做前，能够环视四周；做时，你只能或者最好沿着以脚为起点的射线向前。,8:40:06 下午,8:40 下午,20:40:06,10月-24,9,、没有失败，只有暂时停止成功！。,10月-24,10月-24,Thursday,October 3,2024,10,、很多事情努力了未必有结果，但是不努力却什么改变也没有。,20:40:06,20:40:06,20:40,10/3/2024 8:40:06 PM,11,、成功就是日复一日那一点点小小努力的积累。,10月-24,20:40:06,20:40,Oct-24,03-Oct-24,12,、世间成事，不求其绝对圆满，留一份不足，可得无限完美。,20:40:06,20:40:06,20:40,Thursday,October 3,2024,13,、不知香积寺，数里入云峰。,10月-24,10月-24,20:40:06,20:40:06,October 3,2024,14,、意志坚强的人能把世界放在手中像泥块一样任意揉捏。,03 十月 2024,8:40:06 下午,20:40:06,10月-24,1
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