科特勒《營銷管理》14版PPT-18章

18

管理群眾傳播:

廣告、促銷、

事件和體驗、公共關(guān)系1Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-2本章重點問題提出廣告方案涉及哪些步驟？怎樣制定銷售決策？有效的品牌建立活動和體驗的準(zhǔn)那么是什么？公司怎樣最好地開發(fā)公共關(guān)系和宣傳潛力？OldSpice’s的廣告籌劃Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-3Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-4圖18.1廣告的5M提出一項廣告方案Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-5建立目標(biāo)廣告預(yù)算的決策開發(fā)廣告活動廣告媒介的決策建立評價方案Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-6廣告目標(biāo)說明說服提醒強(qiáng)化Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-7影響廣告預(yù)算決策的因素所在的產(chǎn)品生命周期市場份額和消費者根底競爭與干擾廣告頻率產(chǎn)品替代性Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-8開發(fā)廣告活動廣告的過濾作用Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-9Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-10電視廣告優(yōu)勢消費者觸及面廣泛每次播出平均費用較低有效展示產(chǎn)品屬性可以描繪用法形象和品牌特性劣勢過于簡潔短暫過于混亂生產(chǎn)本錢高投放本錢高消費者容易無視Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-11印刷品廣告優(yōu)勢詳細(xì)的產(chǎn)品信息有效對用戶進(jìn)行形象化描述靈活性易于分隔劣勢一種被動的媒體過于混亂不能展示產(chǎn)品用途印刷品廣告構(gòu)成Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-12Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-13印刷品廣告的評定標(biāo)準(zhǔn)一眼看去，信息清楚嗎？標(biāo)題醒目嗎？插圖與標(biāo)題匹配嗎？正文的首行能否支持或者解釋標(biāo)題和插圖？廣告容易讀懂嗎？產(chǎn)品能被容易地認(rèn)出嗎？品牌或者贊助者能被清楚地認(rèn)出嗎？Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-14媒體選擇中的重要變量到達(dá)程度頻率影響力曝光總數(shù)圖18.2試用率、知曉度和展露觸及面之間的關(guān)系Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-15Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-16選擇主要的媒體類型目標(biāo)受眾的媒體習(xí)慣產(chǎn)品特點信息特點本錢GEICO’s雜志媒介的信息策略Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-17Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-18主要媒體類型報紙電視直郵播送雜志戶外廣告黃頁商務(wù)通訊廣告冊

互聯(lián)網(wǎng)Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-19地點廣告Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-20圖18.3廣告時機(jī)形式分類Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-21媒體安排形式連續(xù)性集中性時段性節(jié)奏性Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-22評價廣告銷售效果費用份額聲音份額關(guān)注份額市場份額Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-23什么是促銷？促銷包括各種短期性的鼓勵工具，用以鼓勵消費者和貿(mào)易商較迅速或較大量地購置某一特定產(chǎn)品或效勞。面向消費者的促銷策略樣品優(yōu)惠券現(xiàn)金返還降價贈品獎品光臨獎勵免費試用一體化促銷Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-24面向貿(mào)易商的促銷策略價格折扣折讓免費商品銷售競賽裝飾貿(mào)易展覽會紀(jì)念品廣告Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-25Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-26進(jìn)行促銷活動確立目標(biāo)選擇工具開發(fā)工程事前測試執(zhí)行和控制評估結(jié)果Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-27事件和體驗Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-28為什么要發(fā)起事件？定位一個特別的目標(biāo)市場或者一種生活方式增加品牌知名度建立或者加強(qiáng)消費者對關(guān)鍵品牌印象的感知提高企業(yè)印象創(chuàng)造體驗并喚起感覺表示對社區(qū)或社會問題的承諾執(zhí)行關(guān)鍵客戶或者獎勵關(guān)鍵雇員增加推銷及促銷時機(jī)Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-29企業(yè)如何發(fā)起事件選擇事件時機(jī)設(shè)計贊助方案衡量活動效果Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-30公共關(guān)系職能與新聞界的關(guān)系產(chǎn)品宣傳公司信息傳播游說咨詢Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-31公共關(guān)系有助于完成以下任務(wù)協(xié)助新產(chǎn)品上市協(xié)助成熟期產(chǎn)品再定位建立對某一種產(chǎn)品的興趣影響特定的目標(biāo)群體保護(hù)已出現(xiàn)公共問題的產(chǎn)品建立有利于表現(xiàn)產(chǎn)品特點的公司形象Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-32營銷公共中的主要工具公開出版物事件贊助新聞演講公益效勞活動形象識別媒體Copyright?2023PearsonEducation,Inc.

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