【市场营销英文版】11Mass Communications课件.pptx

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1、Managing Mass CommunicationsMass CommunicationsWhat is Mass Communications in Marketing?Answer:AdvertisingSales PromotionsEvents and ExperiencesPublic RelationsAdvertisingAdvertising is any paid form of non-personal presentation and promotion of ideas,goods,or services by an identified sponsor.It ca

2、n be a cost effective method to send messages.Build brand image and educate consumers are two good reasons for using advertising.Advertising offers consumers a reason to purchase your product.AdvertisingBefore one starts advertising,marketers should choose the target market/consumers first.Failure t

3、o decide this question first in most case will lead to advertising campaign failure,wasting time and money.After a decision is made about this question,then a advertising program should be developed.AdvertisingDeveloping an advertising program is five step process:1.Mission:set your advertising obje

4、ctives2.Money:establish a budget3.Message:choose a the advertising message and creative strategy4.Media:decide on which media to use5.Measure:evaluate communications and sales effectsAdvertisingMission:“advertising type”optionsInformative:create awareness and knowledge of products,especially new one

5、sPersuasive:create liking,preference,conviction,and purchase of a good or serviceReminder:stimulate repeat purchasesReinforcement:convince current purchasers that they made the right choiceAdvertisingMoney:factors to consider when setting a budgetProduct life cycle stageMarket share and consumer bas

6、eCompetition and clutterFrequencyProduct substitutabilityAdvertisingMessage:what to sayA good ad focuses on one or two sales propositions.The chosen proposition(s)should focus on what works best for the target audience.In addition,one should pay attention to how the proposition is expressed.One also

7、 should pay attention to legal and social norms.Advertising Media:Type selectionNewspapersTelevisionRadioMagazinesNewsletters OutdoorsSales LocationDirect MailTelephoneInternetAdvertisingMedia:selection criteriaDecide on Reach,Frequency,and ImpactDecide on the type of media to useDecide on the speci

8、fic media vehicleDecide on media timingDecide on geographic media allocationAdvertisingReach:the number of different people or households exposed to your advertisingFrequency:the number of times within a specified time period exposure occursImpact:qualitative value of an exposureReach is important f

9、or new products.Frequency is important when competition is great.AdvertisingMedia:scheduling optionsContinuity:scheduling exposure continuously throughout a given time periodConcentration:scheduling all of your advertising during a specific periodPulsing:continuous advertising at low exposure,plus h

10、ave periodic waves of high exposure AdvertisingMeasuring Advertising Effectiveness:methodsCommunications effect research:focus group testing of audience reactionsSales effect research:measuring sales changes after advertising,complex due to multiple factors,but easiest to measureSales PromotionsThe

11、purpose of sales promotions is to offer an incentive for consumers to purchase your product.Sales promotions often attract brand switchers who tend to look for value and usually are not brand loyal.Sales PromotionSales Promotion:Program Development Decision stepsEstablish objectivesSelect consumer p

12、romotion toolsSelect trade promotion toolsSelect business promotion and sales force promotion toolsDevelop the programPretesting,implementation,and control the programEvaluate the programSales PromotionConsumer Promotion ToolsSamplesCouponsRebatesPrice packsPremiumsFrequency Programs PrizesPatronage

13、 awardsFree trialsProduct warrantiesTie-in promotionsCross promotionsPOP displays and demonstrationsSales PromotionTrade promotions mainly focus on retailers in order to persuade them carry the product,more of the product,or even promote it themselves.Tools include:Price off discountsAllowances for

14、advertising or other activitiesFree goodsSales PromotionBusiness Promotion and Sales Force Promotion activities seeks to generate business leads,reward customers,and/or motivate sales people.Tools include:Trade shows and conventionsSales contestsSpecialty advertising Sales PromotionEvaluating sales

15、promotion activities mainly is done through the measuring of sales during the promotions period.Real time data now is easier to obtain and evaluate quickly due to check out scanner technology used by retailers.Events and ExperiencesEvents and experiences are fast becoming important promotional tools

16、 for marketers.Events and ExperiencesReasons to sponsor events include:To identify with a particular target market or lifestyleTo increase awareness about the company or product nameTo create or reinforce consumer perceptions of key brand image associationsTo enhance corporate image dimensionsTo cre

17、ate experiences and evoke feelingsTo express commitment to the community or to social issuesTo entertain key clients or reward key employeesTo permit merchandising or promotional activitiesEvents and ExperiencesMajor decisions:Choosing event opportunitiesDesigning sponsorship programsEvent creationM

18、easuring sponsorship activitiesPublic RelationsPublic Relations is important to marketing,because aside from consumers,suppliers,and dealers companies often have to deal with the public at large too.Public Relations functions:Presenting news and information about the companyPromoting understanding a

19、bout the company through internal and external communicationsDealing with government typesAdvising management about issues and imagePublic RelationsPublic Relations can help marketers in various ways:Assisting in the launch of new productsAssisting in the repositioning of a new productBuilding inter

20、est in a product categoryInfluencing specific target groupsDefending products that have encountered public problemsBuilding corporate image in a way that reflects favorably on its productsPublic RelationsPublic Relations toolsPublicationsEventsSponsorshipsNews(i.e.news releases)SpeechesPublic servic

21、e activitiesIdentity media(i.e.logos)Public RelationsMajor Public Relations activity decisions:Establishing the marketing objectivesChoosing the messages and vehiclesImplementing and evaluating the plan1、有时候读书是一种巧妙地避开思考的方法。4月-234月-23Sunday,April 23,20232、阅读一切好书如同和过去最杰出的人谈话。11:16:2011:16:2011:164/23/

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