英文版广告学原理与实务课件2演示教学.ppt

《英文版广告学原理与实务课件2演示教学.ppt》由会员分享，可在线阅读，更多相关《英文版广告学原理与实务课件2演示教学.ppt（24页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、英文版广告学原理与实务课件2Key PointsDefine the role of advertising within marketingExplain how the four key concepts in marketing relate to advertisingIdentify the key players in marketing and how the organization of the industry affects advertisingList and explain the six critical steps in the marketing proces

2、sSummarize the structure of the advertising agency industryAnalyze the changes in the marketing world and what they portend for advertising 2-2What is Marketing?The way a product is designed,tested,produced,branded,packaged,priced,distributed,and promoted2-3Key Concepts in MarketingThe marketing con

3、ceptExchangeBrandingAdded valueMarketing should focus first on identifying the needs and wants of the customerTo compete effectively,marketers must focus on the customers problems and try to develop products to solve them2-4Key Concepts in MarketingThe marketing conceptExchangeBrandingAdded valueThe

4、 act of trading a desired product or service to receive something of value in returnMoney is exchanged for goods2-5Key Concepts in MarketingThe marketing conceptExchangeBrandingAdded valueThe process of creating a distinctive and special meaning for a productBrand equity is reputation,meaning,and va

5、lue that the brand name or symbol has acquired over time2-6Key Concepts in MarketingThe marketing conceptExchangeBrandingAdded valueA marketing or advertising activity makes a product more valuable,useful,or appealing2-7The Key Players and MarketsThe marketerSuppliers and vendorsDistributors and ret

6、ailersThe organization,company,or manufacturer producing the product and offering it for saleThe advertiser or client(from the agencys point of view)2-8The Key Players and MarketsThe marketerSuppliers and vendorsDistributors and retailersOther companies that manufacture the materials and ingredients

7、 used in producing the product2-9The Key Players and MarketsThe marketerSuppliers and vendorsDistributors and retailersVarious companies that are involved in moving a product from its manufacturer to the buyer2-10Types of MarketsMarketWhere the exchange between buyer and seller takes placeA particul

8、ar type of buyerMarket shareThe percentage of the total market in a product category that buys a particular brandConsumerBusiness-to-businessInstitutionalChannel2-11Types of MarketsConsumerBusiness-to-business(Industrial)InstitutionalChannel2-12The Marketing Process1.Conduct research and develop a s

9、ituation analysis2.Set objectives for the marketing effort3.Assess consumer needs and wants4.Differentiate and position the product5.Develop the marketing mix strategy6.Evaluate the effectiveness of the strategy2-13Marketing Mix StrategiesProductPlacePricePromotionThe product is both the object of t

10、he advertising and the reason for marketingProduct categoryA class of similar products2-14Marketing Mix StrategiesProductPlacePricePromotionThe channels used in moving the product from manufacturer to buyer2-15Marketing Mix StrategiesProductPlacePricePromotionBased on the cost of making and marketin

11、g the product and on expected profitCustomaryPsychological2-16Marketing Mix StrategiesProductPlacePricePromotionUse face-to-face contact between marketer and prospective customerUsed to create immediate sales2-17How Agencies WorkFull-Service AgenciesInclude the four major staff functionsAccount mana

12、gementCreative servicesMedia planning and buyingAccount planningAlso have accounting,traffic,production,and HR departmentsSpecialized AgenciesSpecialize in certain functions,audiences,industries or marketsCreative boutiqueMedia-buying services2-18How Agencies WorkAccount ManagementActs as a liaison

13、between the client and the agencyResponsible for interpreting the clients marketing strategyCreative DevelopmentPeople who writePeople who design ideas for ads and commercials People who convert these ideas into commercials2-19How Agencies WorkMedia Planning/BuyingRecommends to the client the most e

14、fficient means of delivering the messageResponsible for buying,planning,and researchAccount PlanningGathers all information on the market and consumers and acts as the voice of the consumerPrepares comprehensive recommendations2-20How Agencies WorkInternal Agency ServicesTraffic departmentPrint prod

15、uction departmentRevenues and ProfitsCommissionFeeRetainer2-21International MarketingAn international brand is available virtually anywhere in the worldThe shift requires new tools for advertisers,including one language,one control mechanism,and one strategic planThe choice of an agency depends on t

16、he decision to standardize messages or localize them to accommodate local cultures2-22The Dynamics of Modern MarketingIntegrated marketingAll areas of the marketing mix work closely together to present the brand in a coherent and consistent wayRelationship marketingMarketing that considers all the firms stakeholdersPermission marketingInviting prospective customers to self-select into a brands target market in order to receive marketing communication2-23此此课课件下件下载载可自行可自行编辑编辑修改，修改，仅仅供参考！供参考！感感谢谢您的支持，我您的支持，我们们努力做得更好！努力做得更好！谢谢谢谢