第十五章廣告公關(guān)管理市場營銷經(jīng)典課件

Chapter15ManagingAdvertising,SalesPromotionandPublicRelations促銷策略第一頁，共三十四頁。本章學習目的

Objectives

開發(fā)和管理廣告計劃確定廣告媒體和評價廣告效果銷售促進公共關(guān)系PublicRelationsSalesPromotionDecidingonMedia&MeasuringEffectivenessDeveloping&ManaginganAdvertisingProgram第二頁，共三十四頁。廣告Advertising人員推銷PersonalSellingAnyPaidFormofNonpersonalPresentationbyanIdentifiedSponsor.銷售促進SalesPromotionShort-termIncentivestoEncourageTrialorPurchase.公共關(guān)系PublicRelations直接營銷DirectMarketingDirectCommunicationsWithIndividualstoObtainanImmediateResponse.Protectand/orPromoteCompany’sImage/products.PersonalPresentations.營銷傳播組合

TheMarketingCommunicationsMix第三頁，共三十四頁。廣告：

有明確的主辦人發(fā)起，以付款的方式進行的創(chuàng)意、商品和服務(wù)的非人員展示和促銷活動。以促銷進銷售為目的，付出一定的費用，通過特定的媒體傳播商品或服務(wù)等有關(guān)經(jīng)濟信息的大眾傳播活動。根據(jù)廣告內(nèi)容和目的廣告分為：商品廣告、企業(yè)廣告（商譽廣告）、公益廣告。第四頁，共三十四頁。廣告的工具印刷廣告Printads工商名錄Directories電臺廣告Broadcast廣告復制品Reprintsofads外包裝廣告Packaging-outers廣告牌Billboards包裝中插入物Packaginginserts陳列廣告牌Displaysign第五頁，共三十四頁。電影畫面Motionpictures銷售點陳列Point-of-purchasedisplays宣傳小冊子Brochuresandleaflets視聽材料Audiovisualmaterial招貼和傳單Postersandbooklets標記和標識語Symbolsandlogos錄像帶Videotapes第六頁，共三十四頁。主要廣告方案決策

MajorDecisionsinAdvertising建立廣告目標ObjectivesSetting決策廣告預算BudgetDecisions選擇廣告信息MessageDecisions媒體決策MediaDecisions績效衡量CampaignEvaluation第七頁，共三十四頁。

TheFiveMsofAdvertisingMissionSalesgoalsAdver-tisingobjectivesMoneyFactorstoconsider:StageinPLCMarketshareandcon-sumerbaseCompetitionandclutterAdvertisingfrequencyProductsubstituta-bilityMessageMessagegenerationMessageevaluationandselectionMessageexecutionSocial-responsibilityreviewMediaReach,frequency,impactMajormediatypesSpecificmediavehiclesMediatimingGeographicalmediaallocationMeasure-mentCommuni-cationimpactSalesimpact第八頁，共三十四頁。通知性廣告InformativeAdvertisingBuildPrimaryDemand說服性廣告PersuasiveAdvertisingBuildSelectiveDemand比較性廣告ComparisonAdvertisingComparesOneBrandtoAnother提醒性廣告ReminderAdvertisingKeepsConsumersThinkingAboutaProduct.廣告目標

AdvertisingObjectives

SpecificCommunicationTaskAccomplishedwithaSpecificTargetAudienceDuringaSpecificPeriodofTime第九頁，共三十四頁。廣告預算要素

AdvertisingBudgetFactorsStageintheProductLifeCycleMarketShare&ConsumerBaseCompetition&ClutterAdvertisingFrequencyProductSubstitutability第十頁，共三十四頁。ProfilesofMajorMediaTypesNewspapersAdvantages:Flexibility,timeliness;goodlocalmarketcoverage; broadacceptance,highbelievabilityLimitations: Shortlife;poorreproductionquality;small pass-alongaudienceTelevisionAdvantages: Combinessight,sound,motion;highattention;highreach;appealingtosenses

Limitations: Highabsolutecosts;highclutter;fleetingexposure; lessaudienceselectivityDirectMailAdvantages: Audienceselectivity;flexibility,noadcompe- titionwithinsamemedium;allowspersonalizationLimitations: Relativehighcost;“junkmail”image第十一頁，共三十四頁。RadioAdvantages:Massuse;highgeographicanddemographic selectivity;lowcostLimitations: Audioonly;fleetingexposure;lowerattention;nonstandardizedrates;fragmentedaudiencesMagazinesAdvantages: Highgeographicanddemographicselectivity; credibilityandprestige;high-qualityreproduction; longlife;goodpass-alongreadershipLimitations: Longadpurchaseleadtime;wastecirculation;noguaranteeofpositionOutdoorAdvantages: Flexibility;highrepeatexposure;lowcost;lowmessagecompetitionLimitations: Littleaudienceselectivity;creativelimitationsProfilesofMajorMediaTypes第十二頁，共三十四頁。Classificationof

AdvertisingTimingPatternsMonthNumberofmessagespermonth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)第十三頁，共三十四頁。SimplifiedRatingSheetforAdsPooradMediocreadAverageadGoodadGreatad020406080100__Total(Attention)Howwelldoestheadcatchthereader’sattention?__20(Read-through)Howwelldoestheadleadthereadertoreadfurther?__20(Cognitive)Howclearisthecentralmessageorbenefit?__20(Affective)Howeffectiveistheparticularappeal?__20(Behavior)Howwelldoestheadsuggestfollow-throughaction?__20第十四頁，共三十四頁。AdvertisingStrategy

MessageExecutionTypicalMessageExecutionStylesTestimonialEvidenceSliceofLifeScientificEvidenceLifestyleTechnicalExpertiseFantasyMusicalPersonalitySymbolMoodorImageTurningthe“BigIdea”IntoanActualAdtoCapturetheTargetMarket’sAttentionandInterest.第十五頁，共三十四頁。評價廣告效果

AdvertisingEvaluation評價廣告效果AdvertisingProgramEvaluation傳播效果CommunicationEffectsIstheAdCommunicatingWell?銷售效果SalesEffectsIstheAdIncreasingSales?第十六頁，共三十四頁。銷售促進（營業(yè)推廣）短期性的刺激工具，用以刺激消費者和貿(mào)易商較迅速或較多地購買某一特定產(chǎn)品。企業(yè)運用各種短期誘因鼓勵消費者和中間商購買、經(jīng)銷或代理企業(yè)產(chǎn)品或服務(wù)的促銷活動。

第十七頁，共三十四頁。銷售促進工具競賽、游戲Contests,games兌獎、彩票Sweepstakes,lotteries贈品Premiumsandgifts樣品Sampling展銷會Fairsandtradeshows示范表演Demonstration贈卷Coupons第十八頁，共三十四頁?；乜跼ebates低息融資Low-interestfinancing招待會Entertainment折讓交易Trade-inallowances交易印花Continuityprograms商品搭配Tie-ins第十九頁，共三十四頁。WhytheincreaseinSalesPromotion?GrowingretailerpowerDecliningbrandloyaltyIncreasedpromotionalsensitivityBrandproliferationFragmentationofconsumermarketShort-termfocusIncreasedmanagerialaccountabilityCompetitionClutter第二十頁，共三十四頁。Long-TermPromotionalAllocation01020304050601986889092941996Year%toftotal-3yr.MATradePromoMediaAdvCons.PromoCoxDirect19thAnnualSurveyofPromotionalPractices第二十一頁，共三十四頁。ChannelsofSalesPromotionsMANUFACTURERRETAILERTradePromotionsCONSUMERConsumerPromotionsPushPushPullRetailPromotions第二十二頁，共三十四頁。

消費者促銷

ConsumerPromotion消費者促銷目標Consumer-PromotionObjectives消費者促銷工具Consumer-PromotionToolsPoint-of-PurchaseDisplaysPremiumsPricePacksCashRefundsCouponsSamplesPatronageRewardsGamesSweepstakesContestsAdvertisingSpecialtiesPatronageRewardsEnticeConsumerstoTryaNewProductLureCustomersAwayFromCompetitors’ProductsGetConsumersto“LoadUp’onaMatureProductHold&RewardLoyalCustomersConsumerRelationshipBuilding第二十三頁，共三十四頁。交易促銷目標Trade-PromotionObjectives交易促銷工具Trade-Promotion ToolsSpecialtyAdvertisingItemsContestsFreeGoodsBuy-BackGuaranteesAllowancesPrice-OffsPatronageRewardsPushMoneyDiscountsPremiumsDisplaysPersuadeRetailersorWholesalerstoCarryaBrandGiveaBrandShelfSpacePromoteaBrandinAdvertisingPushaBrandtoConsumers交易促銷

TradePromotions第二十四頁，共三十四頁。Business-PromotionObjectivesBusiness-PromotionToolsGenerateBusinessLeadsStimulatePurchasesRewardCustomersMotivateSalespeopleConventionsTradeShowsSalesContestsBusiness-to-BusinessPromotion第二十五頁，共三十四頁。公共關(guān)系設(shè)計用來推廣或保護一個公司形象或它的個別產(chǎn)品的各種計劃。企業(yè)在從事市場營銷活動中正確處理企業(yè)與社會公眾的關(guān)系，以便樹立企業(yè)的良好形象，從而促進產(chǎn)品銷售的一種活動。第二十六頁，共三十四頁。公共關(guān)系工具報刊宣傳Presskits演講Speeches研討會Seminars年度報告Annualreport慈善捐款Chartabledonation捐贈Sponsorships出版物Publications關(guān)系Communityrelations第二十七頁，共三十四頁。游說Lobbying確認媒體Identitymedia公司雜志Companymagazine事件Events第二十八頁，共三十四頁。MajorPublicRelationsToolsSpecialEventsWrittenMaterialsCorporateIdentityMaterialsSpeechesNewsAudiovisualMaterialsPublicServi