市場營銷英文Mass Communicaions

ManagingMassCommunicationsMassCommunicationsWhatisMassCommunicationsinMarketing?Answer:AdvertisingSalesPromotionsEventsandExperiencesPublicRelationsAdvertisingAdvertisingisanypaidformofnon-personalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsor.Itcanbeacosteffectivemethodtosendmessages.Buildbrandimageandeducateconsumersaretwogoodreasonsforusingadvertising.Advertisingoffersconsumersareasontopurchaseyourproduct.AdvertisingBeforeonestartsadvertising,marketersshouldchoosethetargetmarket/consumersfirst.Failuretodecidethisquestionfirstinmostcasewillleadtoadvertisingcampaignfailure,wastingtimeandmoney.Afteradecisionismadeaboutthisquestion,thenaadvertisingprogramshouldbedeveloped.AdvertisingDevelopinganadvertisingprogramisfivestepprocess:Mission:setyouradvertisingobjectivesMoney:establishabudgetMessage:chooseatheadvertisingmessageandcreativestrategyMedia:decideonwhichmediatouseMeasure:evaluatecommunicationsandsaleseffectsAdvertisingMission:“advertisingtype”optionsInformative:createawarenessandknowledgeofproducts,especiallynewonesPersuasive:createliking,preference,conviction,andpurchaseofagoodorserviceReminder:stimulaterepeatpurchasesReinforcement:convincecurrentpurchasersthattheymadetherightchoiceAdvertisingMoney:factorstoconsiderwhensettingabudgetProductlifecyclestageMarketshareandconsumerbaseCompetitionandclutterFrequencyProductsubstitutabilityAdvertisingMessage:whattosayAgoodadfocusesononeortwosalespropositions.Thechosenproposition(s)shouldfocusonwhatworksbestforthetargetaudience.Inaddition,oneshouldpayattentiontohowthepropositionisexpressed.Onealsoshouldpayattentiontolegalandsocialnorms.AdvertisingMedia:TypeselectionNewspapersTelevisionRadioMagazinesNewsletters

OutdoorsSalesLocationDirectMailTelephoneInternetAdvertisingMedia:selectioncriteriaDecideonReach,Frequency,andImpactDecideonthetypeofmediatouseDecideonthespecificmediavehicleDecideonmediatimingDecideongeographicmediaallocationAdvertisingReach:thenumberofdifferentpeopleorhouseholdsexposedtoyouradvertisingFrequency:thenumberoftimeswithinaspecifiedtimeperiodexposureoccursImpact:qualitativevalueofanexposureReachisimportantfornewproducts.Frequencyisimportantwhencompetitionisgreat.AdvertisingMedia:schedulingoptionsContinuity:schedulingexposurecontinuouslythroughoutagiventimeperiodConcentration:schedulingallofyouradvertisingduringaspecificperiodPulsing:continuousadvertisingatlowexposure,plushaveperiodicwavesofhighexposureAdvertisingMeasuringAdvertisingEffectiveness:methodsCommunicationseffectresearch:focusgrouptestingofaudiencereactionsSaleseffectresearch:measuringsaleschangesafteradvertising,complexduetomultiplefactors,buteasiesttomeasureSalesPromotionsThepurposeofsalespromotionsistoofferanincentiveforconsumerstopurchaseyourproduct.Salespromotionsoftenattractbrandswitcherswhotendtolookforvalueandusuallyarenotbrandloyal.SalesPromotionSalesPromotion:ProgramDevelopmentDecisionstepsEstablishobjectivesSelectconsumerpromotiontoolsSelecttradepromotiontoolsSelectbusinesspromotionandsalesforcepromotiontoolsDeveloptheprogramPretesting,implementation,andcontroltheprogramEvaluatetheprogramSalesPromotionConsumerPromotionToolsSamplesCouponsRebatesPricepacksPremiumsFrequencyProgramsPrizesPatronageawardsFreetrialsProductwarrantiesTie-inpromotionsCrosspromotionsPOPdisplaysanddemonstrationsSalesPromotionTradepromotionsmainlyfocusonretailersinordertopersuadethemcarrytheproduct,moreoftheproduct,orevenpromoteitthemselves.Toolsinclude:PriceoffdiscountsAllowancesforadvertisingorotheractivitiesFreegoodsSalesPromotionBusinessPromotionandSalesForcePromotionactivitiesseekstogeneratebusinessleads,rewardcustomers,and/ormotivatesalespeople.Toolsinclude:TradeshowsandconventionsSalescontestsSpecialtyadvertisingSalesPromotionEvaluatingsalespromotionactivitiesmainlyisdonethroughthemeasuringofsalesduringthepromotion’speriod.Realtimedatanowiseasiertoobtainandevaluatequicklyduetocheckoutscannertechnologyusedbyretailers.EventsandExperiencesEventsandexperiencesarefastbecomingimportantpromotionaltoolsformarketers.EventsandExperiencesReasonstosponsoreventsinclude:ToidentifywithaparticulartargetmarketorlifestyleToincreaseawarenessaboutthecompanyorproductnameTocreateorreinforceconsumerperceptionsofkeybrandimageassociationsToenhancecorporateimagedimensionsTocreateexperiencesandevokefeelingsToexpresscommitmenttothecommunityortosocialissuesToentertainkeyclientsorrewardkeyemployeesTopermitmerchandisingorpromotionalactivitiesEventsandExperiencesMajordecisions:ChoosingeventopportunitiesDesigningsponsorshipprogramsEventcreationMeasuringsponsorshipactivitiesPublicRelationsPublicRelationsisimportanttomarketing,becauseasidefromconsumers,suppliers,anddealerscompaniesoftenhavetodealwiththepublicatlargetoo.PublicRelationsfunctions:PresentingnewsandinformationaboutthecompanyPromotingunderstandingaboutthecompanythroughinternalandexternalcommunicationsDealingwithgovernmenttypesAdvisingmanagementaboutissuesandimagePublicRelationsPublicRelationscanhelpmarketersinvariousways:AssistinginthelaunchofnewproductsAssistingintherepositioningofanewproductBuildinginterestinaproductcategoryInfluencingspecifictargetgroupsDefendingproductsthathaveencounteredpublicproblemsBuildingcorporateimageinawaythatreflectsfavorablyonitsproductsPublicRelationsPublicRelationstoolsPublicationsEventsSponsorshipsNews(i.e.newsreleases)SpeechesPublicserviceactivitiesIdentitymedia(i.e.logos)PublicRelationsMajorPublicRelationsactivitydecisions:EstablishingthemarketingobjectivesChoosingthemessagesandvehiclesImplementingandevaluatingtheplan9、靜夜四無無鄰，荒居居舊業(yè)貧。。。1月-231月-23Thursday,January5,202310、雨中黃黃葉樹，，燈下白白頭人。。。02:59:2302:59:2302:591/5/20232:59:23AM11、以我獨沈久久，愧君相見見頻。。1月-2302:59:2302:59Jan-2305-Jan-2312、故故人人江江海海別別，，幾幾度度隔隔山山川川。。。。02:59:2302:59:2402:59Thursday,January5,202313、乍見見翻疑疑夢，，相悲悲各問問年。。。1月-231月-2302:59:2402:59:24January5,202314、他鄉(xiāng)生生白發(fā)，，舊國見見青山。。。05一一月20232:59:24上午午02:59:241月-2315、比不了了得就不不比，得得不到的的就不要要。。。一月232:59上午午1月-2302:59January5,202316、行動動出成成果，，工作作出財財富。。。2023/1/52:59:2402:59:2405January202317、做做前前，，能能夠夠環(huán)環(huán)視視四四周周；；做做時時，，你你只只能能或或者者最最好好沿沿著著以以腳腳為為起起點點的的射射線線向向前前。。。。2:59:24上上午午2:59上上午午02:59:241月月-239、沒有有失敗敗，只只有暫暫時停停止成成功！！。1月-231月-23Thursday,January5,202310、很很多多事事情情努努力力了了未未必必有有結(jié)結(jié)果果，，但但是是不不努努力力卻卻什什么么改改變變也也沒沒有有。。。。02:59:2402:59:2402:591/5/20232:59:24AM11、成功就是是日復(fù)一日日那一點點點小小努力力的積累。。。1月-2302:59:2402:59Jan-2305-Jan-2312、世間成事事，不求其其絕對圓滿滿，留一份份不足，可可得無限完完美。。02:59:2402:59:2402:59Thursday,January5,202313、不不知知香香積積寺寺，，數(shù)數(shù)里里入入云云峰峰。。。。1月月-231月月-2302:59:2402:59:24January5,202314、意志堅強強的人能把把世界放在在手中像泥泥塊一樣任任意揉捏。。05一月月20232:59:24上上午02:59:241月-2315、楚塞三湘接接，荊門九派派通。。。一月232:59上上午1月-2302:59January5,202316、少年十五五二十時，，步行奪得得胡馬騎。。。2023/1/52:59:2402:59:2405January202317、空山新新雨后，，天氣晚晚來秋。。。2:59:24上午午2:5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