[精选]aac_市场营销学双语课件8（PPT 14）--广告媒体选择5157.pptx
15-1什么是广告什么是广告?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.15-2广告决策的主要因素广告决策的主要因素Objectives SettingBudget DecisionsMessage DecisionsCampaign EvaluationMedia Decisions15-3Informative AdvertisingBuild Primary Demand设定广告目标设定广告目标Persuasive AdvertisingBuild Selective DemandComparison AdvertisingCompares One Brand to AnotherAdvertising Objectives Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of TimeReminder AdvertisingKeeps Consumers ThinkingAbout a Product.15-4广告广告Plan a Message StrategyGeneral Message to Be Communicated to Customers广告战略广告战略Develop a Message Focus on Customer BenefitsCreative Concept“Big Idea”Visualization or PhraseCombination of BothAdvertising AppealsMeaningfulBelievableDistinctive15-5广告战略扩展广告战略扩展TypicalMessageExecutionStylesTestimonialEvidenceSlice of LifeScientificEvidenceLifestyleTechnicalExpertiseFantasyMusicalPersonalitySymbolMood orImageTurning the“Big Idea”Into an Actual Ad to Capture the Target Markets Attention and Interest.15-6广告媒体选择广告媒体选择Step 1.Decide on Reach,Frequency,and Impact Step 2.Choosing Among Major Media TypesMedia Habits of Target ConsumersNature of the ProductType of MessageCostStep 3.Selecting Specific Media VehiclesSpecific Media Within a Given Type,i.e.Magazines.Must Balance Media Cost Against Media Factors:Audience Quality&Attention,Editorial QualityStep 4.Deciding on Media TimingScheduling of Advertising Over the Course of a YearPattern of Ads:Continuity or Pulsing15-7广告效果评估广告效果评估Communication EffectsIs the Ad Communicating Well?Advertising Program EvaluationSales EffectsIs the Ad Increasing Sales?15-8什么是销售促进什么是销售促进?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.15-9Point-of-PurchaseDisplays消费者销售促进工具消费者销售促进工具PremiumsPrice PacksCash RefundsCouponsSamplesShort-Term Incentives to Encourage Purchase or Sales of a Product or Service.Consumer-Promotion ObjectivesConsumer-Promotion ToolsPatronage Patronage RewardsRewardsGamesSweepstakesContestsAdvertisingSpecialtiesPatronage RewardsEntice Consumers to Try a New ProductLure Customers AwayFrom Competitors ProductsGet Consumers to“Load Upon a Mature ProductHold&Reward Loyal CustomersConsumer Relationship Building 15-10Specialty AdvertisingItems商贸市场销售促进工具商贸市场销售促进工具ContestsFree GoodsBuy-BackGuaranteesAllowancesPrice-OffsShort-Term Incentives That are Directed to Retailers and Wholesalers.Trade-Promotion ObjectivesTrade-Promotion ToolsPatronage Patronage RewardsRewardsPush MoneyDiscountsPremiumsDisplaysPersuade Retailers or Wholesalers to Carry a BrandGive a Brand Shelf SpacePromote a Brand in AdvertisingPush a Brand to Consumers 15-11产业市场销售促进工具产业市场销售促进工具Short-Term Incentives That are Directed to Industrial Customers.Business-Promotion ObjectivesBusiness-Promotion ToolsGenerate Business LeadsStimulate PurchasesReward CustomersMotivate Salespeople ConventionsTrade ShowsSales Contests15-12Decide on the Size of the IncentiveSet Conditions for ParticipationEvaluate the ProgramDetermine How to Promote andDistribute the Promotion Program Determine the Length of the Program制定销售促进程序制定销售促进程序 15-13什么是公共关系什么是公共关系?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 RelationsDevelopment15-14SpecialEventsWritten MaterialsCorporate Identity MaterialsSpeechesNewsAudiovisualMaterials公共关系的主要工具公共关系的主要工具Public ServiceActivitiesWeb Site15-159、静夜四无、静夜四无邻，荒居旧，荒居旧业贫。3月月-233月月-23Friday,March 31,202310、雨中黄叶、雨中黄叶树，灯下白，灯下白头人。人。03:42:5703:42:5703:423/31/2023 3:42:57 AM11、以我独沈久，愧君相、以我独沈久，愧君相见频。3月月-2303:42:5703:42Mar-2331-Mar-2312、故人江海、故人江海别，几度隔山川。，几度隔山川。03:42:5703:42:5703:42Friday,March 31,202313、乍、乍见翻疑梦，相悲各翻疑梦，相悲各问年。年。3月月-233月月-2303:42:5703:42:57March 31,202314、他、他乡生白生白发，旧国，旧国见青山。青山。31 三月三月 20233:42:57 上午上午03:42:573月月-2315、比不了得就不比，得不到的就不要。、比不了得就不比，得不到的就不要。三月三月 233:42 上午上午3月月-2303:42March 31,202316、行、行动出成果，工作出出成果，工作出财富。富。2023/3/31 3:42:5703:42:5731 March 202317、做前，能、做前，能够环视四周；做四周；做时，你只能或者最好沿着以脚，你只能或者最好沿着以脚为起点的射起点的射线向前。向前。3:42:57 上午上午3:42 上午上午03:42:573月月-239、没有失、没有失败，只有，只有暂时停止成功！。停止成功！。3月月-233月月-23Friday,March 31,202310、很多事情努力了未必有、很多事情努力了未必有结果，但是不努力却什么改果，但是不努力却什么改变也没有。也没有。03:42:5703:42:5703:423/31/2023 3:42:57 AM11、成功就是日复一日那一点点小小努力的、成功就是日复一日那一点点小小努力的积累。累。3月月-2303:42:5703:42Mar-2331-Mar-2312、世、世间成事，不求其成事，不求其绝对圆满，留一份不足，可得无限完美。，留一份不足，可得无限完美。03:42:5703:42:5703:42Friday,March 31,202313、不知香、不知香积寺，数里入云峰。寺，数里入云峰。3月月-233月月-2303:42:5703:42:57March 31,202314、意志、意志坚强的人能把世界放在手中像泥的人能把世界放在手中像泥块一一样任意揉捏。任意揉捏。31 三月三月 20233:42:57 上午上午03:42:573月月-2315、楚塞三湘接，、楚塞三湘接，荆门九派通。九派通。三月三月 233:42 上午上午3月月-2303:42March 31,202316、少年十五二十、少年十五二十时，步行，步行夺得胡得胡马骑。2023/3/31 3:42:5703:42:5731 March 202317、空山新雨后，天气晚来秋。、空山新雨后，天气晚来秋。3:42:57 上午上午3:42 上午上午03:42:573月月-239、杨柳散和柳散和风，青山澹吾，青山澹吾虑。3月月-233月月-23Friday,March 31,202310、阅读一切好一切好书如同和如同和过去最杰出的人去最杰出的人谈话。03:42:5703:42:5703:423/31/2023 3:42:57 AM11、越是没有本、越是没有本领的就越加自命不凡。的就越加自命不凡。3月月-2303:42:5703:42Mar-2331-Mar-2312、越是无能的人，越喜、越是无能的人，越喜欢挑剔挑剔别人的人的错儿。儿。03:42:5703:42:5703:42Friday,March 31,202313、知人者智，自知者明。、知人者智，自知者明。胜人者有力，自人者有力，自胜者者强。3月月-233月月-2303:42:5703:42:57March 31,202314、意志、意志坚强的人能把世界放在手中像泥的人能把世界放在手中像泥块一一样任意揉捏。任意揉捏。31 三月三月 20233:42:57 上午上午03:42:573月月-2315、最具挑、最具挑战性的挑性的挑战莫莫过于提升自我。于提升自我。三月三月 233:42 上午上午3月月-2303:42March 31,202316、业余生活要有意余生活要有意义，不要越，不要越轨。2023/3/31 3:42:5703:42:5731 March 202317、一个人即使已登上、一个人即使已登上顶峰，也仍要自峰，也仍要自强不息。不息。3:42:57 上午上午3:42 上午上午03:42:573月月-23MOMODA POWERPOINTLorem ipsum dolor sit amet,consectetur adipiscing elit.Fusce id urna blandit,eleifend nulla ac,fringilla purus.Nulla iaculis tempor felis ut cursus.感感 谢谢 您您 的的 下下 载载 观观 看看专家告诉
