科特勒营销管理下载_Marketing_Management19

©2000 Prentice Hall
Advertising Evaluation
Advertising Program Evaluation
Communication Effects Is the Ad Communicating Well?
Sales Effects Is the Ad Increasing Sales?
Limitations:
Little audience selectivity; creative limitations
©2000 Prentice Hall
Advertising Strategy Message Execution
Turning the “Big Idea” Into an Actual Ad to Capture the Target Market’s Attention and Interest.
Testimonial Evidence
Slice of Life
Scientific Evidence
Technical Expertise
Personality Symbol
Typical Message Execution
Styles
Lifestyle
Fantasy
Mood or Image
Musical
Specialty Advertising
Items
Business-to-Business Promotion
Business-Promotion Objectives
Generate Business Leads
Stimulate Purchases
Reward Customers
Motivate Salespeople
Relative high cost; “junk mail” image
Profiles of Major Media Types
Radio Advantages: Mass use; high geographic and demographic
selectivity; low cost
Limitations:
intermediate, 26% deal insensitive “Deal-proneness” a generalized
construct - (crosses type of promotion) Younger & Less educated more likely to be deal prone
Audiovisual Materials
Written Materials
News
Speeches
Special Events
©2000 Prentice Hall
Examination of “deal proneness” among consumers in a supermarket setting
Surveys & Grocery Receipts used
Eight types of deals: Cent-off, One-free, Gift, Display, Rebate, Contest, Sale, & Coupon
Trade Promotions
Trade-Promotion Objectives Persuade Retailers or
Wholesalers to Carry a Brand Give a Brand Shelf Space Promote a Brand in Advertising
Push a Brand to Consumers
Advertising Frequency
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Profiles of Major Media Types
Newspapers Advantages: Flexibility, timeliness; good local market coverage;
broad acceptance, high believability
RReewwaarrddss
Contests
Sweepstakes
Games
Point-of-Purchase Displays
“Deal Proneness,” Liechtenstein, Burton, & Netemeyer, Journal of Retailing, Summer 1997
Advertising Objectives
Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time
Informative Advertising Build Primary Deall
Advertising Budget Factors
Market Share & Consumer Base
Stage in the Product Life Cycle
Competition & Clutter
Product Substitutability
Limitations:
High absolute costs; high clutter; fleeting exposure; less audience selectivity
Direct Mail Advantages:
Limitations:
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Audience selectivity; flexibility, no ad competition within same medium; allows personalization
Objectives
Developing & Managing an Advertising Program Deciding on Media & Measuring Effectiveness Sales Promotion Public Relations
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©2000 Prentice Hall
“Deal Proneness,” Liechtenstein, Burton, & Netemeyer
Cluster analysis yielded two interpretable results:
49% are “deal prone,” 51% not 24% High “Deal prone,” 50%
Consumer-Promotion Objectives
Entice Consumers to Try a New Product
Lure Customers Away From Competitors’ Products Get Consumers to “Load Up’
on a Mature Product Hold & Reward Loyal
Limitations:
Short life; poor reproduction quality; small pass-along audience
Television
Advantages:
Combines sight, sound, motion; high attention;
high reach; appealing to senses
Customers Consumer Relationship
Building
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Consumer-Promotion Tools
Samples Coupons Cash Refunds Price Packs
Premiums
Advertising Specialties PPaattrroonnaaggee
Business-Promotion Tools
Conventions
Trade Shows
Sales Contests
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Major Public Relations Tools
Public Service Activities
Web Site
Corporate Identity Materials
Audio only; fleeting exposure; lower attention;
nonstandardized rates; fragmented audiences
Magazines Advantages:
High geographic and demographic selectivity; credibility and prestige; high-quality reproduction; long life; good pass-along readership
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Why the increase in Sales Promotion?
Growing retailer power Declining brand loyalty Increased promotional sensitivity Brand proliferation Fragmentation of consumer market Short-term focus Increased managerial accountability Competition Clutter
Channels of Sales Promotions
Push Push
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MANUFACTURER
Trade Promotions
RETAILER
Retail Promotions
CONSUMER
Consumer Promotions
Pull
Consumer Promotion
©2000 Prentice Hall
Long-Term Promotional Allocation
%t of total - 3 yr.MA
60
50
40
Trade Promo
30
Media Adv
20
Cons. Promo
10
0
1986 88 90 92 94 1996
Year ©2000 Prentice Hall Cox Direct 19th Annual Survey of Promotional Practices
Persuasive Advertising Build Selective Demand
Comparison Advertising Compares One Brand to Another
Reminder Advertising Keeps Consumers Thinking
About a Product.
Limitations:
Long ad purchase lead time; waste circulation;
no guarantee of position
Outdoor
Advantages:
Flexibility; high repeat exposure; low cost;
low message competition
©2000 Prentice Hall
Trade-Promotion
Tools
Price-Offs Allowances Buy-Back Guarantees Free Goods
Contests
Premiums
PDatirsopnlaaygse Rewards
Discounts Push Money