[精选]aac_市场营销学双语课件8（PPT 14）--广告媒体选择5157.pptx

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1、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

2、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 S

3、pecific 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 PhraseCombi

4、nation 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 At

5、tention 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

6、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

7、 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

8、 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 ObjectivesCo

9、nsumer-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

10、 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 MoneyDiscountsPremiumsDisplaysPersuad

11、e 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 Pu

12、rchasesReward 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

13、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

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