ManagingAdvertising,SalesPromotionandPublicRelations英文版hkv.pptx

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1、2000 Prentice HallObjectivesObjectivesDeveloping&Managing an Advertising ProgramDeveloping&Managing an Advertising ProgramDeciding on Media&Measuring EffectivenessDeciding on Media&Measuring EffectivenessSales PromotionSales PromotionPublic RelationsPublic Relations2000 Prentice HallInformative Adve

2、rtisingBuild Primary DemandPersuasive AdvertisingBuild Selective DemandComparison AdvertisingCompares One Brand to AnotherReminder AdvertisingKeeps Consumers ThinkingAbout a Product.Advertising ObjectivesAdvertising Objectives Specific Communication Specific Communication Task Task Accomplished with

3、 a Specific Accomplished with a Specific TargetTarget Audience Audience During a Specific Period of During a Specific Period of TimeTime2000 Prentice HallAdvertising Budget FactorsAdvertising Budget Factors2000 Prentice HallProfiles of Major Media TypesNewspapersAdvantages:Flexibility,timeliness;goo

4、d local market coverage;broad acceptance,high believabilityLimitations:Short life;poor reproduction quality;smallpass-along audienceTelevisionAdvantages:Combines sight,sound,motion;high attention;high reach;appealing to sensesLimitations:High absolute costs;high clutter;fleeting exposure;less audien

5、ce selectivityDirect MailAdvantages:Audience selectivity;flexibility,no ad compe-tition within same medium;allows personalizationLimitations:Relative high cost;“junk mail”image2000 Prentice HallRadioAdvantages:Mass use;high geographic and demographic selectivity;low costLimitations:Audio only;fleeti

6、ng exposure;lower attention;nonstandardized rates;fragmented audiences MagazinesAdvantages:High geographic and demographic selectivity;credibility and prestige;high-quality reproduction;long life;good pass-along readershipLimitations:Long ad purchase lead time;waste circulation;no guarantee of posit

7、ionOutdoorAdvantages:Flexibility;high repeat exposure;low cost;low message competitionLimitations:Little audience selectivity;creative limitationsProfiles of Major Media Types2000 Prentice HallAdvertising StrategyAdvertising StrategyMessage ExecutionMessage ExecutionTypicalMessageExecutionStylesTest

8、imonialEvidenceSlice of LifeScientificEvidenceLifestyleTechnicalExpertiseFantasyMusicalPersonalitySymbolMood orImageTurning the“Big Idea”Into an Actual Ad to Capture the Target Markets Attention and Interest.2000 Prentice HallAdvertising EvaluationAdvertising EvaluationAdvertising Program Evaluation

9、Communication EffectsIs the Ad Communicating Well?Sales EffectsIs the Ad Increasing Sales?2000 Prentice HallWhy the increase in Sales Promotion?Why the increase in Sales Promotion?Growing retailer powerGrowing retailer powerDeclining brand loyaltyDeclining brand loyaltyIncreased promotional sensitiv

10、ityIncreased promotional sensitivityBrand proliferationBrand proliferationFragmentation of consumer marketFragmentation of consumer marketShort-term focusShort-term focusIncreased managerial accountabilityIncreased managerial accountabilityCompetitionCompetitionClutterClutter2000 Prentice HallLong-T

11、erm Promotional Allocation01020304050601986889092941996Year%t of total-3 yr.MATrade PromoMedia AdvCons.PromoCox Direct 19th Annual Survey of Promotional PracticesCox Direct 19th Annual Survey of Promotional Practices2000 Prentice HallChannels of Sales PromotionsChannels of Sales PromotionsTradeTrade

12、PromotionsPromotionsConsumerConsumerPromotionsPromotionsPushPushPullRetailRetailPromotionsPromotions2000 Prentice HallConsumer PromotionConsumer PromotionConsumer-Promotion ObjectivesConsumer-Promotion ToolsPoint-of-PurchaseDisplaysPremiumsPrice PacksCash RefundsCouponsSamplesPatronage RewardsGamesS

13、weepstakesContestsAdvertisingSpecialtiesPatronage RewardsEntice Consumers to Try a New ProductLure Customers AwayFrom Competitors ProductsGet Consumers to“Load Upon a Mature ProductHold&Reward Loyal CustomersConsumer Relationship Building2000 Prentice Hall“Deal Proneness,”Deal Proneness,”Deal Pronen

14、ess,”Liechtenstein,Burton,&Liechtenstein,Burton,&Liechtenstein,Burton,&Netemeyer,Netemeyer,Netemeyer,Journal of Journal of Journal of RetailingRetailingRetailing,Summer 1997,Summer 1997,Summer 1997Examination of“deal proneness”Examination of“deal proneness”among consumers in a among consumers in a s

15、upermarket settingsupermarket settingSurveys Surveys&Grocery Receipts Grocery Receipts usedusedEight types of deals:Eight types of deals:Cent-off,One-free,Gift,Cent-off,One-free,Gift,Display,Rebate,Contest,Display,Rebate,Contest,Sale,&CouponSale,&Coupon“Deal Proneness,”Deal Proneness,”Deal Proneness

16、,”Liechtenstein,Liechtenstein,Liechtenstein,Burton,&NetemeyerBurton,&NetemeyerBurton,&NetemeyerCluster analysis yielded two Cluster analysis yielded two interpretable results:interpretable results:49%49%are“deal prone,”are“deal prone,”51%51%not not24%24%High“Deal prone,”High“Deal prone,”50%50%interm

17、ediate,intermediate,26%26%deal insensitive deal insensitive“Deal-proneness”a generalized“Deal-proneness”a generalized construct-(crosses type of construct-(crosses type of promotion)promotion)Younger&Less educated more Younger&Less educated more likely to be deal pronelikely to be deal prone2000 Pre

18、ntice HallTrade-Promotion ObjectivesTrade-Promotion ToolsSpecialty AdvertisingItemsContestsFree GoodsBuy-BackGuaranteesAllowancesPrice-OffsPatronage RewardsPush MoneyDiscountsPremiumsDisplaysPersuade Retailers or Wholesalers to Carry a BrandGive a Brand Shelf SpacePromote a Brand in AdvertisingPush

19、a Brand to ConsumersTrade PromotionsTrade PromotionsTrade Promotions2000 Prentice HallBusiness-Promotion ObjectivesBusiness-Promotion ToolsGenerate Business LeadsStimulate PurchasesReward CustomersMotivate SalespeopleConventionsTrade ShowsSales ContestsBusiness-to-Business PromotionBusiness-to-Busin

20、ess Promotion2000 Prentice HallMajor Public Relations ToolsMajor Public Relations ToolsSpecialEventsWritten MaterialsCorporate Identity MaterialsSpeechesNewsAudiovisualMaterialsPublic ServiceActivitiesWeb Site谢 谢5月-2302:51:5802:5102:515月-235月-2302:5102:5102:51:595月-235月-2302:51:592023/5/17 2:51:59演讲完毕，谢谢观看！