广告促销与公关系

,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,16-,*,Advertising,Sales Promotion,and Public Relations,广告、促销及公共关系,0,Objectives,目标,Understand the roles of advertising,sales promotion,and public relations in the promotion mix.,Know the major decisions involved in developing an advertising program.,确定广告、促销和公共关系在整个营销组合中的作用,描述为使一个广告活动获得发展的首要决策,1,Objectives,目标,Learn how sales promotion campaigns are developed and implemented.,Learn how companies use public relations to communicate with their publics.,解释促销活动是如何得到发展并完成的。,解释公司怎样利用公共关系与公众沟通。,2,Case Study,案例研究,A few years ago,only 13%of U.S.recognized AFLAC,Old ads:“warm and fuzzy”similar to other insurance ads,Goal:break through advertising clutter,AFLAC,几年前，只有,13%,的美国人知道,AFLAC,原广告词,:“warm and fuzzy”,和其它保险广告相似。,目标,:,消除广告混乱,3,Case Study,案例研究,1999:,AFLAC developed the“duck”campaign to enhance brand awareness,Incredibly successful:name recognition is now 91%;sales growth of 30%each year campaign has run,AFLAC,1999:,AFLAC,启动“,duck”,计划，加强品牌知名度,令人难以置信的成功,:,当前品牌知名度为,91%;,销售自计划实施起每年增涨,30%,4,Definition,定义,Advertising,Any paid form of nonpersonal presentation and promotion of ideas,goods,or services by an identified sponsor.,广告,由特定的资助者出资，以非人员的方式对创意、产品或服务进行推广。,5,Advertising,广告,Signage in ancient times offers evidence of early advertising.,Modern ad spending tops$231 billion in U.S.annually,$500 billion worldwide.,Business firms,not-for-profit,social agencies,and professionals all advertise.,古代的标志物表明早期广告的存在。,现代广告每年在美国境在花费,2310,亿美元，全球花费,5000,亿美元。,公司、非盈利组织、社会团体和自由职业者都进行广告。,6,Setting objectives,确定广告目标,可根据主要目的对广告目标进行分类,:,告知,推出新产品,劝说,在竞争日趋激烈时愈来愈重要,比较性广告,提醒,在产品成熟阶段很重要,Advertising objectives can be classified by primary purpose:,Inform,Introducing new products,Persuade,Becomes more important as competition increases,Comparative advertising,Remind,Most important for mature products,7,Setting the budget,编制广告预算,第,15,章已经讨论过广告预算的方法。,在编制广告预算时应考虑到某些特定因素,:,产品生命周期的阶段,市场份额,竞争水平,广告市场混乱程度,品牌差异化程序,Methods of budget setting were listed in chapter 15,Several factors should be considered when setting the ad budget:,Stage in the PLC,Market share,Level of competition,Ad clutter,Degree of brand differentiation,8,Developing the advertising strategy,设计广告策略,创意挑战,媒体分工细化,媒体费用暴涨,广告愈加混乱,广告创意,创意策略,创意概念,广告吸引点,创决执行,众多执行方式,格调、式样、用语、标题、格式,Creative challenges,Media fragmentation,Soaring media costs,Advertising clutter,Creating ad messages,Message strategy,Creative concept,Advertising appeal,Message execution,Many execution styles,Tone,format,illustration,headline,copy,9,Creative Execution Styles,创意执行方,式,式,Sliceof Life,Lifestyle,Fantasy,Moodor Image,Musical,Personality Symbol,TechnicalExpertise,ScientificEvidence,生活片段,生活方式,幻境,情调或形象,音乐,人物象征,专业技术,科学证据,Testimonial Evidenceor Endorsement,证明或票据,10,Developingtheadvertising strategy,设计广告策,略,略,选择广告媒,体,体,确定广告涉,及,及的范围、,出,出现频率和,效,效果,选择主要媒,体,体类型,:,目标消费者,的,的媒体习惯,产品性质,信息类型,成本,选择特定的,媒,媒体载体,决定媒体时,段,段,Select advertising media,Decide onlevelof reach,frequencyandimpact,Chooseamongthemajormediatypesbyconsidering:,Consumermediahabits,natureoftheproduct,typesofmessages,andcosts,Selectspecificmediavehicles,Decideonmediatiming,11,MajorMediaTypes,主要,媒,媒体,类,类型,Newspapers,Television,DirectMail,Radio,Magazines,Outdoor,Internet,报纸,电视,直接邮,购,购,广播,杂志,户外广,告,告,互联网,12,Evaluating advertising campaigns,广告评,估,估,衡量沟,通,通效果,效果测,试,试,消费者,回,回访,产品认,知,知,产品了,解,解,产品偏,好,好,衡量广,告,告销售,效,效果,过去与,当,当前销,售,售比较,实验,Measuringcommunicationseffects,Copy testing,Consumerrecall,Product awareness,Product knowledge,Product preference,Measuringsaleseffect,Past vs.currentsalescomparison,Experimentation,13,Smallvs.largecompanies,Natureofadvertisingagencies,Advantages of advertising agencies,Departments,Compensation,Changes in agencyservices,AdvertisingOrganizingthe Advertising Function,广告组,织,织,小公司,VS,大公司,广告代,理,理机构,的,的性质,广告代,理,理机构,的,的优势,机构,报酬,代理服,务,务的变,化,化,14,AdvertisingtoInternational Markets,国际广,告,告决策,Standardizing worldwideadvertising,Advantages includeloweradvertisingcosts,greaterglobaladvertisingcoordination,andconsistentglobalimage,Drawbacksincludeignoringdifferencesinculture,demographics,andeconomicconditions.,Mostmarketers thinkglobally but act locally,广告标准,化,化,优点包括,低,低成本，,高,高协调和,更,更一致的,全,全球公司,或,或产品形,象,象。,缺点包括,忽,忽视文化,、,、地理和,经,经济情况,的,的差异。,多数营销,者,者都全球,性,性考虑但,地,地区性活,动,动。,15,Definition,定义,Sales Promotion,Sales Promotionsareshort-termincentives to encouragethepurchaseorsaleofa product orservice.,促销,促销指短,期,期的激励,活,活动，目,的,的是鼓励,购,购买，或,宣,宣传一件,产,产品、提,供,供一种服,务,务。,16,Sales Promotion,促销,Canbe targetedat finalbuyers,retailers and wholesalers,businesscustomers,andmembersof the salesforce.,Theuseof salespromotionshasbeengrowingrapidly.,目标可以,是,是最终顾,客,客、零售,商,商和批发,商,商、产业,顾,顾客以及,销,销售队伍,的,的成员。,促销增长,很,很快。,17,Sales Promotion,促销,Objectives-Consumer Promotions:,Increaseshort-termsales,Generateproducttrial,Objectives-TradePromotions:,Obtaining distribution and shelfspace,Encouragingretailers toadvertise the brand,Objectives-SalesForce Promotions:,Signingup new accounts,顾客促销,增加短期,售,售额,增加产