廣告及公關戰(zhàn)略培訓英文(一)

Advertisingand

PublicRelationsCopyright?HoughtonMifflinCompany.Allrightsreserved.PowerPointPresentationbyCharlieCook18PartFour

PromotionDecisionsChapterLearningObjectivesTodescribethenatureandtypesofadvertisingToexplorethemajorstepsindevelopinganadvertisingcampaignToidentifywhoisresponsiblefordevelopingadvertisingcampaignsToexaminethetoolsusedinpublicrelationsToanalyzehowpublicrelationsisusedandevaluated2ChapterOutlineTheNatureandTypesofAdvertisingDevelopinganAdvertisingCampaignWhoDevelopstheAdvertisingCampaignPublicRelations3TheNatureandTypesofAdvertisingAdvertisingPaidnonpersonalcommunicationaboutanorganizationanditsproductstransmittedtoatargetaudiencethroughmassmediaPromotesgoods,services,ideas,images,issues,people,andanythingelsethatadvertiserswanttopublicizeorfoster4TheNatureandTypesofAdvertising5DevelopinganAdvertisingCampaignAdvertisingCampaignThecreationandexecutionofaseriesofadvertisementstocommunicatewithaparticulartargetaudience6GeneralStepsinDevelopingand

ImplementinganAdvertisingCampaignFIGURE18.17DevelopinganAdvertisingCampaign(cont’d)IdentifyingandAnalyzingtheTargetAudienceTargetaudienceisthegroupofpeopleatwhom

advertisementsareaimedLocationandgeographicdistributionDistributionofdemographicfactorsLifestyleinformationConsumerattitudes8DevelopinganAdvertisingCampaign(cont’d)DefiningtheAdvertisingObjectivesWhatdoesthefirmhopetoaccomplishwiththecampaign?Objectivesshouldbeclear,precise,andmeasurable.Increasedsales(unitsordollars)and/orincreasedproductorbrandawareness9DevelopinganAdvertisingCampaign(cont’d)CreatingtheAdvertisingPlatformBasicissuesorsellingpointstobeincludedintheadvertisingcampaignIssuesintheselectionanduseoftheproductthatareimportanttocustomersDeterminingtheAdvertisingAppropriationAdvertisingbudgetforaspecifiedperiodGeographicsizeofthemarketanddistributionofbuyerswithinthemarketareimportantfactorsindeterminingthesizeofthebudget10DevelopinganAdvertisingCampaign(cont’’d)DeterminingtheAdvertisingAppropriation(cont’d)1112DevelopinganAdvertisingCampaign(cont’’d)DevelopingtheMediaPlanSpecifiesmediavehicles(e.g.,magazines,radio,andtelevisionstations,andnewspapers)andthescheduleforrunningtheadvertisementsPlanobjectivesfocusonachievingthereachandfrequencythatthebudgetwillallow.Reach:thepercentageofconsumersinatargetmarketexposedtoanadvertisementinaspecifiedperiodFrequency:thenumberoftimestargetedconsumersareexposedtoanadvertisementinaspecifiedperiod13DevelopinganAdvertisingCampaign(cont’’d)DevelopingtheMediaPlan(cont’d)CostcomparisonindicatorAmeansofcomparingthecostofvehiclesinaspecificmediuminrelationtothenumberofpeoplereachedTheindicatorisstatedasthecostforexposingonethousandpeople(CPM)toanadvertisementinamedium.MediaschedulingtypesContinuousFlightingPulsing1415DevelopinganAdvertisingCampaign(cont’’d)CreatingtheAdvertisingMessProductFeatures,Uses,andBenefitsCharacteristicsoftheTargetAudienceAdvertisingCampaignObjectivesandPlatformChoiceofMediaFormandContentofAdvertisingMessage16GeographicDivisionsforTimeRegionalIssuesFIGURE18.2Source:Timemagazine.1718192021DevelopinganAdvertisingCampaign(cont’’d)CreatingtheAdvertisingMessage(cont’d)Copy:theverbalportionofadvertisementsIncludesheadlines,subheadlines,bodycopy,andsignatureCopyguidelinesIdentifyaspecificdesireorproblemRecommendtheproductasthebestwaytosatisfythedesireorsolvetheproblemStateproductbenefitsSubstantiateadvertisingclaimsAskthebuyertotakeaction22DevelopinganAdvertisingCampaign(cont’’d)CreatingtheAdvertisingMessage(cont’d)StoryboardAmockupcombiningcopyandvisualmaterialtoshowthesequenceofmajorscenesinacommercialPlugged

“Hum”Unplugged““Buzz””Leap““Yeah””Upset““Oops”23DevelopinganAdvertisingCampaign(cont’’d)CreatingtheAdvertisingMessage(cont’d)ArtworkAnad’’sillustrationandlayoutIllustrationsPhotos,drawings,graphs,charts,andtablesusedtosparkaudienceinterestLayoutThephysicalarrangementofanad’sillustrationandcopy24DevelopinganAdvertisingCampaign(cont’’d)ExecutingtheCampaignPlanningandcoordinationImplementationDetailedschedulingofcampaignphasesEvaluationandcorrectiveactionasnecessarytomakethe

campaignmoreeffective25DevelopinganAdvertisingCampaign(cont’’d)EvaluatingAdvertisingEffectiveness26WhoDevelopstheAdvertisingCampaign?IndividualsFirm’sAdvertisingDepartmentAdvertisingAgency27WhoDevelopstheAdvertisingCampaign?(cont’d)IndividualsPersonswithinthefirmAdvertisingdepartmentsinlargerfirmsCopywriters,artists,mediabuyers,andtechnicalproductioncoordinatorsAdvertisingAgencyCopywriting,artwork,technicalproduction,andformulationofthemediaplanMediaexperts,researchers,andlegaladvisers28PublicRelationsPublicRelationsCommunicationseffortsusedtocreateandmaintainfavorablerelationsbetweenanorganizationanditsstakeholdersFocusesonenhancingtheimageofthetotalorganizationPublicRelationsToolsWrittenmaterialsBrochures??Newsletters??CompanymagazinesNewsreleases ?AnnualreportsCorporateidentitymaterials??SpeechesSponsoredevents29PublicRelations(cont’d)Publicity:anewsstorytypeofcommunicationtransmittedthroughamassmediumatnochargeNewsreleaseAshortpieceofcopypublicizinganeventoraproductFeaturearticleAmanuscriptofupto3,000wordspreparedforaspecificpublicationCaptionedphotographAphotowithabriefdescriptionofitscontentsPressconferenceAmeetingusedtoannouncemajornewsevents3031PublicRelations(cont’d)Publicity(cont’’d)AdvantagesCredibility ?NewsvalueSignificantword-of-mouthcommunicationsAperceptionofbeingendorsedbythemediaLimitationsMustbeacceptedbynewsmediaMustbetimely,interesting,accurate,andinthepublicinterestInabi32PublicRelations(cont’d)EvaluatingPublicRelationsEffectivenessEnvironmentalmonitoringIdentifieschangesinpublicopinionaffectingtheorganizationPublicrelationsauditAssessesanorganization’simageamongthepublicorevaluatestheeffectofaspecificpublicrelationsprogramCommunicationsauditAnalyzesthecontentoforganizationalmessagesSocialauditMeasurestheextenttowhichstakeholdersviewtheorganizationasbeingsociallyresponsible33PublicRelations(cont’d)DealingwithUnfavorablePublicRelationsPreventionofnegativeincidentsandeventsSafetyprograms,inspections,andeffectivequalitycontrolproceduresPreparednessfornegativeincidentsandeventsPredeterminedpoliciesandproceduresthatexpeditenewscoverageBeingforthrightwiththepressandthepublic34Afterreviewingthischapteryoushould:Beawareofthenatureandtypesofadvertising.Knowthemajorstepsinvolvedindevelopinganadvertisingcampaign.Knowwhoisresponsiblefordevelopingadvertisingcampaigns.Understandpublicrelations.Knowhowpublicrelationsisusedandevaluated.35Chapter18

SupplementalSlidesCopyright?HoughtonMifflinCompany.Allrightsreserved.18–36KeyTermsandConceptsThefollowingslides(alistingoftermsandconcepts)areintendedforuseattheinstructor’sdiscretion.Torearrangetheslideorderoralterthecontentofthepresentationselect“SlideSorter””underViewonthemainmenu.leftclickonanindividualslidetoselectit;holdanddragtheslidetoanewpositionintheslideshow.Todeleteanindividualslide,clickontheslidetoselect,andpresstheDeletekey.Select“Normal”underViewonthemainmenutoreturntonormalview.37ImportantTermsAdvertisingPaidnonpersonalcommunicationaboutanorganizationanditsproductstransmittedtoatargetaudiencethroughmassmediaAdvertisingCampaignThecreationandexecutionofaseriesofadvertisementstocommunicatewithaparticulartargetaudienceTargetAudienceThegroupofpeopleatwhomadvertisementsareaimed38ImportantTermsAdvertisingPlatformBasicissuesorsellingpointstobeincludedintheadvertisingcampaignAdvertisingAppropriationAdvertisingbudgetforaspecifiedperiodMediaPlanSpecifiesmediavehicles(e.g.,magazines,radio,andtelevisionstations,andnewspapers)andthescheduleforrunningtheadvertisementsCostcomparisonindicatorAmeansofcomparingthecostofvehiclesinaspecificmediuminrelationtothenumberofpeoplereached39ImportantTermsCopyTheverbalportionofadvertisementsStoryboardAmockupcombiningcopyandvisualmaterialtoshowthesequenceofmajorscenesinacommercialArtworkAnad’sillustrationandlayoutIllustrationsPhotos,drawings,graphs,charts,andtablesusedtosparkaudienceinterest40ImportantTermsLayoutThephysicalarrangementofanad’sillustrationandcopyPublicRelationsCommunicationseffortsusedtocreateandmaintainfavorablerelationsbetweenanorganizationanditsstakeholdersPublicityAnewsstorytypeofcommunicationtransmittedthroughamassmediumatnochargeNewsreleaseAshortpieceofcopypublicizinganeventoraproduct41ImportantTermsNewsReleaseAshortpieceofcopypublicizinganeventoraproductFeatureArticleAmanuscriptofupto3,000wordspreparedforaspecificpublicationCaptionedPhotographAphotowithabriefdescriptionofitscontentsPressConferenceAmeetingusedtoannouncemajornewsevents42ImportantTermsEnvironmentalMonitoringIdentifieschangesinpublicopinionaffectingtheorganizationPublicRelationsAuditAssessesanorganization’’simageamongthepublicorevaluatestheeffectofaspecificpublicrelationsprogramCommunicationsAuditAnalyzesthecontentoforganizationalmessagesSocialAuditMeasurestheextenttowhichstakeholdersviewtheorganizationasbeingsociallyresponsible43TransparencyFigure18FPercentofIndividualsWillingtoReceiveAdvertisementsonTheirCellPhonesSource:““LoseMyNumber,””AmericanDemographics,June2001,p.31.Adaptedwithpermission.44TransparencyFigure18HIllustrationTechniquesforAdvertisementsProductaloneEmphasisonspecialfeaturesProductinsettingProductinuseProductbeingtestedResultofproduct’suseDramatizingheadlineDramatizingsituationComparisonContrastDiagrams,charts,andgraphsPhantomeffectsSymbolicTestimonials45TransparencyFigure18IMajorTypesofPublicity-BasedPublicRelations

Methods469、靜夜四四無鄰，，荒居舊舊業(yè)貧。。。1月-231月-23Saturday,January7,202310、雨中黃葉樹樹，燈下白頭頭人。。21:56:4521:56:4521:561/7/20239:56:45PM11、以我獨沈沈久，愧君君相見頻。。。1月-2321:56:4521:56Jan-2307-Jan-2312、故故人人江江海海別別，，幾幾度度隔隔山山川川。。。。21:56:4521:56:4521:56Saturday,January7,202313、乍乍見見翻翻疑疑夢夢，，相相悲悲各各問問年年。。。。1月月-231月月-2321:56:4521:56:45January7,202314、他鄉(xiāng)生白發(fā)發(fā)，舊國見青青山。。07一月20239:56:45下午21:56:451月-2315、比不了得就就不比，得不不到的就不要要。。。一月239:56下下午1月-2321:56January7,202316、行動動出成成果，，工作作出財財富。。。2023/1/721:56:4521:56:4507January202317、做前前，能能夠環(huán)環(huán)視四四周；；做時時，你你只能能或者者最好好沿著著以腳腳為起起點的的射線線向前前。。。9:56:45下下午9:56下下午午21:56:451月-239、沒有失敗敗，只有暫暫時停止成成功！。1月-231月-23Saturday,January7,202310、很多事情努努力了未必有有結果，但是是不努力卻什什么改變也沒沒有。。21:56:4521:56:4521:561/7/20239:56:45PM11、成功就是是日復一日日那一點點點小小努力力的積累。。。1月-2321:56:4621:56Jan-2307-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。。21:56:4621:56:4621:56Saturday,January7,202313、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-2321:56:4621:56:46J