廣告公關(guān)管理市場(chǎng)營(yíng)銷經(jīng)典課件

1、廣告公關(guān)管理市場(chǎng)營(yíng)銷經(jīng)典課件本章學(xué)習(xí)目的 Objectives 開(kāi)發(fā)和管理廣告計(jì)劃確定廣告媒體和評(píng)價(jià)廣告效果銷售促進(jìn)Public RelationsSales PromotionDeciding on Media & Measuring EffectivenessDeveloping & Managing an Advertising Program廣告Advertising人員推銷Personal SellingAny Paid Form of Nonpersonal Presentation by an Identified Sponsor.銷售促進(jìn)Sales PromotionShort

2、-term Incentives to Encourage Trial or Purchase.公共關(guān)系Public Relations直接營(yíng)銷Direct MarketingDirect Communications With Individuals to Obtain an Immediate Response.Protect and/or Promote Companys Image/products.Personal Presentations.營(yíng)銷傳播組合The Marketing Communications Mix廣告： 有明確的主辦人發(fā)起，以付款的方式進(jìn)行的創(chuàng)意、商品和服務(wù)的非

3、人員展示和促銷活動(dòng)。 以促銷進(jìn)銷售為目的，付出一定的費(fèi)用，通過(guò)特定的媒體傳播商品或服務(wù)等有關(guān)經(jīng)濟(jì)信息的大眾傳播活動(dòng)。 根據(jù)廣告內(nèi)容和目的廣告分為：商品廣告、企業(yè)廣告（商譽(yù)廣告）、公益廣告。廣告的工具印刷廣告Print ads 工商名錄Directories 電臺(tái)廣告Broadcast廣告復(fù)制品Reprints of ads外包裝廣告Packaging-outers 廣告牌Billboards包裝中插入物Packaging inserts陳列廣告牌Display sign電影畫(huà)面Motion pictures 銷售點(diǎn)陳列Point-of-purchase displays宣傳小冊(cè)子Brochur

4、es and leaflets視聽(tīng)材料Audiovisual material招貼和傳單Posters and booklets標(biāo)記和標(biāo)識(shí)語(yǔ)Symbols and logos錄像帶Videotapes主要廣告方案決策M(jìn)ajor Decisions in Advertising建立廣告目標(biāo)Objectives Setting決策廣告預(yù)算Budget Decisions選擇廣告信息Message Decisions媒體決策M(jìn)edia Decisions績(jī)效衡量Campaign Evaluation The Five Ms of AdvertisingMissionSalesgoalsAdver-t

5、isingobjectivesMoneyFactors toconsider:Stage in PLCMarket shareand con-sumer baseCompetitionand clutterAdvertisingfrequencyProductsubstituta-bilityMessageMessage generationMessage evaluationand selectionMessage executionSocial-responsibilityreviewMediaReach, frequency,impactMajor media typesSpecific

6、 mediavehiclesMedia timingGeographicalmedia allocationMeasure-mentCommuni-cationimpactSalesimpact通知性廣告Informative AdvertisingBuild Primary Demand說(shuō)服性廣告Persuasive AdvertisingBuild Selective Demand比較性廣告Comparison AdvertisingCompares One Brand to Another提醒性廣告Reminder AdvertisingKeeps Consumers ThinkingA

7、bout a Product.廣告目標(biāo) Advertising Objectives Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time廣告預(yù)算要素Advertising Budget FactorsStage in the Product Life CycleMarket Share &Consumer BaseCompetition &ClutterAdvertisingFrequencyProductSubstitutabilit

8、yProfiles of Major Media TypesNewspapersAdvantages: Flexibility, timeliness; good local market coverage;broad acceptance, high believabilityLimitations:Short life; poor reproduction quality; smallpass-along audienceTelevisionAdvantages: Combines sight, sound, motion; high attention; high reach; appe

9、aling to sensesLimitations:High absolute costs; high clutter; fleeting exposure;less audience selectivityDirect MailAdvantages:Audience selectivity; flexibility, no ad compe-tition within same medium; allows personalizationLimitations:Relative high cost; “junk mail” imageRadioAdvantages: Mass use; h

10、igh geographic and demographic selectivity; low costLimitations:Audio only; fleeting exposure; lower attention; nonstandardized rates; fragmented audiences MagazinesAdvantages:High geographic and demographic selectivity;credibility and prestige; high-quality reproduction;long life; good pass-along r

11、eadershipLimitations:Long ad purchase lead time; waste circulation; no guarantee of positionOutdoorAdvantages:Flexibility; high repeat exposure; low cost; low message competitionLimitations:Little audience selectivity; creative limitationsProfiles of Major Media TypesClassification ofAdvertising Tim

12、ing PatternsMonthNumber ofmessagesper month集中Concentrated(1)(2)(3)水平Level上升Rising下降Falling交替Alternating(4)連續(xù)Continuous(8)(7)(6)(5)(9)間斷Intermittent(10)(11)(12)(9)Simplified Rating Sheet for AdsPooradMediocreadAverageadGoodadGreatad020406080100_Total(Attention) How well does the ad catch the readers

13、attention? _20(Read-through) How well does the ad lead the reader to read further? _20(Cognitive) How clear is the central message or benefit? _20(Affective) How effective is the particular appeal? _20(Behavior) How well does the ad suggest follow-through action? _20Advertising StrategyMessage Execu

14、tionTypicalMessageExecutionStylesTestimonialEvidenceSlice of LifeScientificEvidenceLifestyleTechnicalExpertiseFantasyMusicalPersonalitySymbolMood orImageTurning the “Big Idea” Into an Actual Ad to Capture the Target Markets Attention and Interest.評(píng)價(jià)廣告效果Advertising Evaluation評(píng)價(jià)廣告效果Advertising Program

15、 Evaluation傳播效果Communication EffectsIs the Ad Communicating Well?銷售效果Sales EffectsIs the Ad Increasing Sales?銷售促進(jìn)（營(yíng)業(yè)推廣） 短期性的刺激工具，用以刺激消費(fèi)者和貿(mào)易商較迅速或較多地購(gòu)買某一特定產(chǎn)品。 企業(yè)運(yùn)用各種短期誘因鼓勵(lì)消費(fèi)者和中間商購(gòu)買、經(jīng)銷或代理企業(yè)產(chǎn)品或服務(wù)的促銷活動(dòng)。 銷售促進(jìn)工具競(jìng)賽、游戲 Contests, games兌獎(jiǎng)、彩票 Sweepstakes, lotteries贈(zèng)品 Premiums and gifts樣品 Sampling 展銷會(huì) Fairs and

16、trade shows示范表演 Demonstration贈(zèng)卷 Coupons回扣 Rebates低息融資 Low-interest financing招待會(huì) Entertainment折讓交易 Trade-in allowances交易印花 Continuity programs商品搭配 Tie-insWhy the increase in Sales Promotion?Growing retailer powerDeclining brand loyaltyIncreased promotional sensitivityBrand proliferationFragmentation

17、of consumer marketShort-term focusIncreased managerial accountabilityCompetitionClutterLong-Term Promotional Allocation01020304050601986889092941996Year%t of total - 3 yr.MATrade PromoMedia AdvCons. PromoCox Direct 19th Annual Survey of Promotional PracticesChannels of Sales PromotionsMANUFACTURERRE

18、TAILERTradePromotionsCONSUMERConsumerPromotionsPushPushPullRetailPromotions 消費(fèi)者促銷 Consumer Promotion消費(fèi)者促銷目標(biāo)Consumer-Promotion Objectives消費(fèi)者促銷工具Consumer-Promotion ToolsPoint-of-PurchaseDisplaysPremiumsPrice PacksCash RefundsCouponsSamplesPatronage RewardsGamesSweepstakesContestsAdvertisingSpecialties

19、Patronage RewardsEntice Consumers to Try a New ProductLure Customers AwayFrom Competitors ProductsGet Consumers to “Load Upon a Mature ProductHold & Reward Loyal CustomersConsumer Relationship Building交易促銷目標(biāo)Trade-Promotion Objectives交易促銷工具Trade-Promotion ToolsSpecialty AdvertisingItemsContestsFree G

20、oodsBuy-BackGuaranteesAllowancesPrice-OffsPatronage RewardsPush MoneyDiscountsPremiumsDisplaysPersuade Retailers or Wholesalers to Carry a BrandGive a Brand Shelf SpacePromote a Brand in AdvertisingPush a Brand to Consumers交易促銷Trade PromotionsBusiness-Promotion ObjectivesBusiness-Promotion ToolsGenerate Business LeadsStimulate PurchasesReward CustomersMotivate SalespeopleConventionsTrade ShowsSales ContestsBusiness-to-Business Promotion公共關(guān)系 設(shè)計(jì)用來(lái)推廣或保護(hù)一個(gè)公司形象或它的個(gè)別產(chǎn)品的各種計(jì)劃。 企業(yè)在從事市場(chǎng)營(yíng)銷活動(dòng)中正確處理企業(yè)與社會(huì)公眾的關(guān)系，以便樹(shù)立企業(yè)的良好形象，從而促進(jìn)產(chǎn)品銷售的一種活動(dòng)。公共關(guān)系工具報(bào)刊宣傳 Press ki