什么是廣告第一課

什么是廣告第一課什么是廣告?Anyformofnonpersonalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsor.U.S.advertisersspendinexcessof$175billioneachyear.Advertisingisusedby:Businessfirms,Nonprofitorganizations,Professionals,SocialAgencies.廣告決策的主要因素ObjectivesSettingBudgetDecisionsMessageDecisionsCaignEvaluationMediaDecisionsInformativeAdvertisingBuildPrimaryDemand設定廣告目標PersuasiveAdvertisingBuildSelectiveDemandComparisonAdvertisingComparesOneBrandtoAnotherAdvertisingObjectivesSpecificCommunicationTaskAccomplishedwithaSpecificTargetAudienceDuringaSpecificPeriodofTimeReminderAdvertisingKeepsConsumersThinkingAboutaProduct.廣告PlanaMessageStrategyGeneralMessagetoBeCommunicatedtoCustomers廣告戰(zhàn)略DevelopaMessageFocusonCustomerBenefitsCreativeConcept“BigIdea”VisualizationorPhraseCombinationofBothAdvertisingAppealsMeaningfulBelievableDistinctive廣告戰(zhàn)略擴展TypicalMessageExecutionStylesTestimonialEvidenceSliceofLifeScientificEvidenceLifestyleTechnicalExpertiseFantasyMusicalPersonalitySymbolMoodorImageTurningthe“BigIdea”IntoanActualAdtoCapturetheTargetMarket’sAttentionandInterest.廣告媒體選擇Step1.DecideonReach,Frequency,andImpactStep2.ChoosingAmongMajorMediaTypesMediaHabitsofTargetConsumersNatureoftheProductTypeofMessageCostStep3.SelectingSpecificMediaVehiclesSpecificMediaWithinaGivenType,i.e.Magazines.MustBalanceMediaCostAgainstMediaFactors:AudienceQuality&Attention,EditorialQualityStep4.DecidingonMediaTimingSchedulingofAdvertisingOvertheCourseofaYearPatternofAds:ContinuityorPulsing廣告效果評估CommunicationEffectsIstheAdCommunicatingWell?AdvertisingProgramEvaluationSalesEffectsIstheAdIncreasingSales?什么是銷售促進?Masscommunicationtechniquethatoffersshort-termincentivestoencouragepurchaseorsalesofaproductorservice.Rapidgrowthintheindustryhasbeenachievedbecause:Productmanagersarefacingmorepressuretoincreasetheircurrentsales,Companiesfacemorecompetition,Advertisingefficiencyhasdeclined,Consumershavebecomemoredealoriented.

Point-of-PurchaseDisplays消費者銷售促進工具PremiumsPricePacksCashRefundsCouponsSlesShort-TermIncentivestoEncouragePurchase orSalesofaProductorService.Consumer-PromotionObjectivesConsumer-PromotionToolsPatronageRewardsGamesSweepstakesContestsAdvertisingSpecialtiesPatronageRewardsEnticeConsumerstoTryaNewProductLureCustomersAwayFromCompetitors’ProductsGetConsumersto“LoadUp’onaMatureProductHold&RewardLoyalCustomersConsumerRelationshipBuilding

SpecialtyAdvertisingItems商貿(mào)市場銷售促進工具ContestsFreeGoodsBuy-BackGuaranteesAllowancesPrice-Offs

Short-TermIncentivesThatareDirectedtoRetailersandWholesalers.Trade-PromotionObjectivesTrade-Promotion ToolsPatronageRewardsPushMoneyDiscountsPremiumsDisplaysPersuadeRetailersorWholesalerstoCarryaBrandGiveaBrandShelfSpacePromoteaBrandinAdvertisingPushaBrandtoConsumers

產(chǎn)業(yè)市場銷售促進工具

Short-TermIncentivesThatareDirectedtoIndustrialCustomers.Business-PromotionObjectivesBusiness-PromotionToolsGenerateBusinessLeadsStimulatePurchasesRewardCustomersMotivateSalespeople

ConventionsTradeShowsSalesContestsDecideontheSizeoftheIncentiveSetConditionsforParticipationEvaluatetheProgramDetermineHowtoPromoteandDistributethePromotionProgramDeterminetheLengthoftheProgram制定銷售促進程序什么是公共關系?Buildinggoodrelationswiththecompany’svariouspublicsbyobtainingfavorablepublicity,buildingupagood“corporateimage”andhandlingorheadingoffunfavorablerumors,storiesandevents.Majorfunctionsare:PressRelationsorPressAgentryProductPublicity