市場營銷學雙語課件8廣告媒體選擇

什么是廣告?Anyformofnonpersonalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsor.U.S.advertisersspendinexcessof$175billioneachyear.Advertisingisusedby:Businessfirms,Nonprofitorganizations,Professionals,SocialAgencies.第一頁，共十五頁。廣告決策的主要因素ObjectivesSettingBudgetDecisionsMessageDecisionsCampaignEvaluationMediaDecisions第二頁，共十五頁。InformativeAdvertisingBuildPrimaryDemand設定廣告目標PersuasiveAdvertisingBuildSelectiveDemandComparisonAdvertisingComparesOneBrandtoAnotherAdvertisingObjectivesSpecificCommunicationTaskAccomplishedwithaSpecificTargetAudienceDuringaSpecificPeriodofTimeReminderAdvertisingKeepsConsumersThinkingAboutaProduct.第三頁，共十五頁。廣告PlanaMessageStrategyGeneralMessagetoBeCommunicatedtoCustomers廣告戰(zhàn)略DevelopaMessageFocusonCustomerBenefitsCreativeConcept“BigIdea”VisualizationorPhraseCombinationofBothAdvertisingAppealsMeaningfulBelievableDistinctive第四頁，共十五頁。廣告戰(zhàn)略擴展TypicalMessageExecutionStylesTestimonialEvidenceSliceofLifeScientificEvidenceLifestyleTechnicalExpertiseFantasyMusicalPersonalitySymbolMoodorImageTurningthe“BigIdea”IntoanActualAdtoCapturetheTargetMarket’sAttentionandInterest.第五頁，共十五頁。廣告媒體選擇Step1.DecideonReach,Frequency,andImpactStep2.ChoosingAmongMajorMediaTypesMediaHabitsofTargetConsumersNatureoftheProductTypeofMessageCostStep3.SelectingSpecificMediaVehiclesSpecificMediaWithinaGivenType,i.e.Magazines.MustBalanceMediaCostAgainstMediaFactors:AudienceQuality&Attention,EditorialQualityStep4.DecidingonMediaTimingSchedulingofAdvertisingOvertheCourseofaYearPatternofAds:ContinuityorPulsing第六頁，共十五頁。廣告效果評估CommunicationEffectsIstheAdCommunicatingWell?AdvertisingProgramEvaluationSalesEffectsIstheAdIncreasingSales?第七頁，共十五頁。什么是銷售促進?Masscommunicationtechniquethatoffersshort-termincentivestoencouragepurchaseorsalesofaproductorservice.Rapidgrowthintheindustryhasbeenachievedbecause:Productmanagersarefacingmorepressuretoincreasetheircurrentsales,Companiesfacemorecompetition,Advertisingefficiencyhasdeclined,Consumershavebecomemoredealoriented.

第八頁，共十五頁。Point-of-PurchaseDisplays消費者銷售促進工具PremiumsPricePacksCashRefundsCouponsSamplesShort-TermIncentivestoEncouragePurchase orSalesofaProductorService.Consumer-PromotionObjectivesConsumer-PromotionToolsPatronageRewardsGamesSweepstakesContestsAdvertisingSpecialtiesPatronageRewardsEnticeConsumerstoTryaNewProductLureCustomersAwayFromCompetitors’ProductsGetConsumersto“LoadUp’onaMatureProductHold&RewardLoyalCustomersConsumerRelationshipBuilding

第九頁，共十五頁。SpecialtyAdvertisingItems商貿(mào)市場銷售促進工具ContestsFreeGoodsBuy-BackGuaranteesAllowancesPrice-Offs

Short-TermIncentivesThatareDirectedtoRetailersandWholesalers.Trade-PromotionObjectivesTrade-Promotion ToolsPatronageRewardsPushMoneyDiscountsPremiumsDisplaysPersuadeRetailersorWholesalerstoCarryaBrandGiveaBrandShelfSpacePromoteaBrandinAdvertisingPushaBrandtoConsumers

第十頁，共十五頁。產(chǎn)業(yè)市場銷售促進工具

Short-TermIncentivesThatareDirectedtoIndustrialCustomers.Business-PromotionObjectivesBusiness-PromotionToolsGenerateBusinessLeadsStimulatePurchasesRewardCustomersMotivateSalespeople

ConventionsTradeShowsSalesContests第十一頁，共十五頁。DecideontheSizeoftheIncentiveSetConditionsforParticipationEvaluatetheProgramDetermineHowtoPromoteandDistributethePromotionProgramDeterminetheLengthoftheProgram制定銷售促進程序第十二頁，共十五頁。什么是公共關系?Buildinggoodrelationswiththecompany’svariouspublicsbyobtainingfavorablepublicity,buildingupagood“corporateimage”andhandlingorheadingoffunfavorablerumors,storiesandevents.Majorfunctionsare:

PressRelationsorPressAgentryProductPublicityPublicAffairsLobbyingInvestorRelationsDevelopment第十三頁，共十五頁。SpecialEventsWrittenMaterialsCorporateIdentityMaterialsSpeechesNewsAudiovisualMaterials公共關系的主要工具PublicServiceActivitiesWebSite第十四頁，共十五頁。內(nèi)容總結(jié)什么是廣告。AboutaProduct.。VisualizationorPhrase。SliceofLife。Typeo