广告学教学资源(PPT、教师手册、习题、案例分析).rar (15)[29页]
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广告和广告学概述(PPT29张)
第二章 广告发展简史
按照广告的技术水平，大致把外国广告 业的发展分为四个阶段： 一、原始广告时期（从广告的产生到1450年 德国人古登堡发明金属活字印刷前） 这一时期的广告多是简单的自然形式的 广告，即使是文字广告，也多由手工抄写。 最初也是从叫卖和实物陈列发展起来的。
二、早期印刷广告时期 公元1445年，是广告发展史上值得纪念的一年，德国人古登 堡发明了金属活字印刷术，这一发明使广而告之成为可能。 1480年，英国人把印刷术介绍给英国，并在伦敦某个教堂门 口贴出了第一则印刷广告，推销一本祈祷书。 活字印刷术导致了大众印刷传播媒介的诞生。1609年，德国 出现了世界上最初的报纸。 1610年，还出现了广告代理店，这是英国国王詹姆士一世让 两个骑士建立的。 广告很快出现在报刊上。1645年，The Weekly Account杂 志第一次使用了广告栏登出广告。 18世纪，已经有人开始对广告表现方法进行探讨。 1770年，广告业逐渐走向了正规化，在此以前可以说是广告 的前史。
（四）地方性广告
比区域性广告传播范围更窄，选用的媒介多
是地方性传播媒介，如地方报刊、路牌、霓 虹灯、POP广告等。 （五）行业性广告 利用行业性媒介所发布的广告。这类广告有 特定的服务对象，广告内容和产品使用范围 相吻合。对于行业性和技术性强的产品来说， 这种广告方式较为合适。
四、按广告的目的划分 （一）战略性广告 目的是为了提高企业的声誉和树立产品的形象。 宣传重点是产品的品牌、企业的名称、技术水平、 企业文化等。 （二）战役性广告 目的是为了在短期内打开销路，提高市场占有率。 宣传重点是商品的功能、特点、作用、质量、价格， 或是抓住某些对商品销售有利的时间和机会，如新 产品问世、展销会开幕、企业开业等进行广告，要 求广告在尽可能快的时间内将以上信息传达给消费 者。
广告学课件全集PPT课件
方法
直接法、间接法、实验法、经验法等。
指标
曝光量、点击率、转化率、ROI（投 资回报率）、CPM（千人成本）、 CTR（点击通过率）等。
广告效果评估的应用与实践
应用
在广告投放前进行预估，投放后进行实际效果测定，以及周期性的效果评估和优化。
实践
各大广告平台都有自己的广告效果评估体系和工具，广告主可以根据实际情况选择合适的评估方法和指标，进行 广告效果的监测和优化。同时，也可以借助第三方机构进行广告效果评估，以获得更客观、公正的评价结果。
05
广告行业法规与伦理
广告行业法规概述
1 2
广告行业法规的制定与实施
为了规范广告行业的发展，各国政府和相关机构 制定了相应的广告行业法规，包括广告法、消费 者权益保护法等。
广告行业法规的作用
广告行业法规旨在保护消费者权益、维护市场公 平竞争、促进广告行业的健康发展。
3
广告行业法规的修订与完善
随着市场环境的变化和广告行业的不断发展，广 告行业法规也需要不断修订和完善，以适应新的 市场需求和变化。
广告行业自律与监管
01
广告行业自律的定义与作用
广告行业自律是指广告行业内部自我约束、自我管理、自我监督的行为，
旨在维护市场秩序和公平竞争。
02
广告行业自律的主要形式
包括行业协会、自律组织等，通过制定自律规则、开展自律检查和惩处
违规行为等方式实现自律目标。
03
政府监管与广告行业自律的关系
政府监管和广告行业自律是相辅相成的，政府监管可以促进广告行业自
失败广告案例分析
失败广告案例
某品牌手机“摇一摇”广告
失败原因
广告创意与品牌形象不符，过于追求形式而忽略内容，导致消费者反感。
2024版《广告学》全套PPT课件
CHAPTER
27
广告法规概述
2024/1/26
广告法规的定义和作用
广告法规是指国家制定和颁布的，用于规范广告活动和保护消费者权益的法律、法规和规章。 其作用是确保广告活动的合法性、公正性和真实性，维护市场秩序和公平竞争。
广告法规的体系结构
广告法规的体系结构包括国家法律、行政法规、部门规章和地方性法规等多个层次，形成了 一套完整的广告法规体系。
随着移动互联网的普及，广告形式从单一屏幕向多屏互动转变，提 升了用户体验和广告效果。
36
社交媒体在广告中的应用
社交媒体广告形式的多样性
利用社交媒体平台的特点，广告形式不断创新，如图文、视频、 直播等。
社交媒体广告的精准投放
基于用户画像和兴趣标签，实现广告的精准投放和个性化推荐。
2024/1/26
社交媒体广告的互动性
转化率与销售业绩
跟踪广告转化率和销售业绩的变化，评估广 告对销售的实际贡献。
品牌知名度与美誉度
通过市场调查和数据分析，评估广告对品牌 知名度和美誉度的影响。
2024/1/26
社交媒体互动与口碑传播
关注社交媒体上的用户互动和口碑传播情况， 评估广告在社交媒体上的影响力。
26
2024/1/26
05
广告法规与伦理道德
组织结构类型
直线制、职能制、事业部制、 矩阵制等
管理模式特点
集权与分权相结合、专业化分 工与协作、注重创新与灵活性 等
案例分析
国际知名广告公司的组织结构 与管理模式
2024/1/26
32
广告代理制及其运作方式
2024/1/26
01
广告代理制的概念及起源
02
广告代理制的运作方式：媒介代理、广告 主代理、全面服务型代理等
27
广告法规概述
2024/1/26
广告法规的定义和作用
广告法规是指国家制定和颁布的，用于规范广告活动和保护消费者权益的法律、法规和规章。 其作用是确保广告活动的合法性、公正性和真实性，维护市场秩序和公平竞争。
广告法规的体系结构
广告法规的体系结构包括国家法律、行政法规、部门规章和地方性法规等多个层次，形成了 一套完整的广告法规体系。
随着移动互联网的普及，广告形式从单一屏幕向多屏互动转变，提 升了用户体验和广告效果。
36
社交媒体在广告中的应用
社交媒体广告形式的多样性
利用社交媒体平台的特点，广告形式不断创新，如图文、视频、 直播等。
社交媒体广告的精准投放
基于用户画像和兴趣标签，实现广告的精准投放和个性化推荐。
2024/1/26
社交媒体广告的互动性
转化率与销售业绩
跟踪广告转化率和销售业绩的变化，评估广 告对销售的实际贡献。
品牌知名度与美誉度
通过市场调查和数据分析，评估广告对品牌 知名度和美誉度的影响。
2024/1/26
社交媒体互动与口碑传播
关注社交媒体上的用户互动和口碑传播情况， 评估广告在社交媒体上的影响力。
26
2024/1/26
05
广告法规与伦理道德
组织结构类型
直线制、职能制、事业部制、 矩阵制等
管理模式特点
集权与分权相结合、专业化分 工与协作、注重创新与灵活性 等
案例分析
国际知名广告公司的组织结构 与管理模式
2024/1/26
32
广告代理制及其运作方式
2024/1/26
01
广告代理制的概念及起源
02
广告代理制的运作方式：媒介代理、广告 主代理、全面服务型代理等
广告学案例分析(PPT28张)
德芙醇香摩卡及烤杏仁巧克力，德芙榛子、杏仁 及葡萄 干巧克力，德芙脆巧心，德芙星彩巧克力， 德芙脆香米，德芙麦芽脆心巧克力， 德芙倍醇黑 巧克力， 心语摩卡榛仁， 牛奶夹心， 牛奶巧克 力苹果， 心声牛奶拿铁， 牛奶杏仁酱，牛奶榛子， 其中 2011 新品：德芙巧丝巧克力棒。 德芙品牌 在市场上具有较好的品牌知名度，同时德芙巧克 力的消费者 具有较高的品牌忠诚度，并且在不断 地通过口碑传播，影响着其他消费者。
案例一 七喜汽水的定位
七喜汽水是一种柠檬与莱姆合成的碳酸饮 料。当时新兴的七喜汽水公司深知无法与 强大的可乐抗衡，如果挤在可乐的道上将 永无出头之日。于是奇兵突起，以"七喜： 非可乐"定位，把自己与饮料业领导者区分 开来。
案例一 七喜汽水的定位
七喜汽水的系列广告，强调其"非可乐"的 定位，试图向消费者传达这样的信息：碳 酸饮料有两种类型，一种是"可乐"，另一 种是"非可乐"。当你喝腻可乐或不愿喝可 乐时，"非可乐"七喜汽水是你的另一种选 择。
1986 年，玛氏食品（M&M/Mars）将德芙 拥入怀中，并将因爱而生的德芙品牌视为 掌上明珠。在对德芙巧克力的纯度和口味 进行改善后，玛氏食品在上世纪90年代推 出了牛奶巧克力和黑巧克力等新口味巧克 力，这些巧 克力续写着德芙的传奇，德芙 巧克力的流行，持续至今。
其主要产品有：德芙榛子巧克力，德芙奶香白巧 克力，德芙香浓黑巧克力， 德芙丝滑牛奶巧克力，
案例一 七喜汽水的定位
所谓"非可乐"的定位，实际上依附了可乐的 声誉和地位。大家原来喝惯了可乐，现在 冒出一个非可乐的饮料，会是什么东西呢？ 这种定位激起了大家的兴趣。消费者纷纷 求购，以解"非可乐"之谜，七喜汽水因此迅 速拓开了局面。
案例一 七喜汽水的定位
七喜汽水是一种柠檬与莱姆合成的碳酸饮 料。当时新兴的七喜汽水公司深知无法与 强大的可乐抗衡，如果挤在可乐的道上将 永无出头之日。于是奇兵突起，以"七喜： 非可乐"定位，把自己与饮料业领导者区分 开来。
案例一 七喜汽水的定位
七喜汽水的系列广告，强调其"非可乐"的 定位，试图向消费者传达这样的信息：碳 酸饮料有两种类型，一种是"可乐"，另一 种是"非可乐"。当你喝腻可乐或不愿喝可 乐时，"非可乐"七喜汽水是你的另一种选 择。
1986 年，玛氏食品（M&M/Mars）将德芙 拥入怀中，并将因爱而生的德芙品牌视为 掌上明珠。在对德芙巧克力的纯度和口味 进行改善后，玛氏食品在上世纪90年代推 出了牛奶巧克力和黑巧克力等新口味巧克 力，这些巧 克力续写着德芙的传奇，德芙 巧克力的流行，持续至今。
其主要产品有：德芙榛子巧克力，德芙奶香白巧 克力，德芙香浓黑巧克力， 德芙丝滑牛奶巧克力，
案例一 七喜汽水的定位
所谓"非可乐"的定位，实际上依附了可乐的 声誉和地位。大家原来喝惯了可乐，现在 冒出一个非可乐的饮料，会是什么东西呢？ 这种定位激起了大家的兴趣。消费者纷纷 求购，以解"非可乐"之谜，七喜汽水因此迅 速拓开了局面。
广告学最全ppt课件完整版教学教程
二、广告发展史
（一）古代广告时期 （二）近代广告时期 （三）现代广告时期 （四）当代广告时期
（二）现ቤተ መጻሕፍቲ ባይዱ广告时期
• 现代广告的概念起源于美国
– 广告代理公司的出现 – 其位置和角色的明确
• 新媒体的出现
– 20年代：广播媒介 – 40年代：黑白电视媒介 – 50年代：彩色电视机媒介
• 美国是世界广告传播发展的主体，日本 和欧盟国家成为其两翼。
• 传播效果 • 经济效果 • 社会效果
（二）广告的要素
• 广告效果（续）
– 广告效果的特性：
• 时间推移性 • 累积效果性 • 间接效果性
– 广告效果测定：检验广告活动成败
一、广告概述
（一）广告的概念 （二）广告的要素 （三）广告的作用 （四）广告的分类
（三）广告的作用
• 广告是竞争的利器 • 广告是消费的好参谋 • 广告是重要的信息载体 • 广告是企业的宣传者
– 广告组织是承担广告经营活动任务的主体机 构，包括各类专业广告公司，企业广告部门， 媒介单位广告部门，以及广告团体组织。
（二）广告的要素
• 广告媒体
– 广告媒体是广告信息传播的物质载体或中 介工具。
– 主导媒体：报纸、杂志、广播、电视 – 新兴媒体：网络媒体、户外媒体、电子视
频媒体 – 不同媒体，其传播对象范围、视听效果、
学习目标
学习本章后，你应能够： • 掌握广告的基本要素； • 理解广告的概念和作用； • 了解世界广告以及我国广告发展的历史、现
状与趋势； • 了解广告学的研究对象及发展情况。
开篇案例
我们生活在广告的世界中
“不做总统，就做广告人” ——美国前总统罗斯福
第一章 广告基本原理
《广告学教案》
《广告学教案》第一章：广告学概述一、教学目标1. 了解广告的定义、功能和分类。
2. 掌握广告的基本要素和广告产业的发展历程。
3. 理解广告在社会经济中的作用和影响。
二、教学内容1. 广告的定义和功能2. 广告的分类和基本要素3. 广告产业的发展历程4. 广告在社会经济中的作用和影响三、教学方法1. 讲授法：讲解广告的定义、功能、分类和基本要素。
2. 案例分析法：分析广告案例，理解广告产业的发展历程。
3. 讨论法：探讨广告在社会经济中的作用和影响。
四、教学资源1. 教材：《广告学原理》2. 案例素材：经典广告案例3. 网络资源：相关广告产业统计数据和研究报告五、教学过程1. 导入：通过经典广告案例引入广告学的话题。
2. 讲解：讲解广告的定义、功能、分类和基本要素。
3. 分析：分析广告产业的发展历程，结合案例进行说明。
4. 讨论：引导学生探讨广告在社会经济中的作用和影响。
5. 总结：概括本节课的重点内容，布置课后作业。
六、课后作业1. 复习本节课的内容，整理笔记。
2. 选择一个感兴趣的广告案例，进行分析，下周分享。
第二章：广告创意与策划一、教学目标1. 了解广告创意的概念和原则。
2. 掌握广告策划的基本流程和方法。
3. 理解广告创意与策划在广告运作中的重要性。
二、教学内容1. 广告创意的概念和原则2. 广告策划的基本流程和方法3. 广告创意与策划在广告运作中的重要性三、教学方法1. 讲授法：讲解广告创意的概念和原则。
2. 案例分析法：分析成功广告案例，理解广告策划的基本流程和方法。
3. 小组讨论法：分组讨论广告创意与策划的重要性。
四、教学资源1. 教材：《广告创意与策划》2. 案例素材：成功广告案例3. 网络资源：相关广告创意与策划的实例和研究报告五、教学过程1. 导入：通过成功广告案例引入广告创意与策划的话题。
2. 讲解：讲解广告创意的概念和原则。
3. 分析：分析成功广告案例，理解广告策划的基本流程和方法。
广告学教学资源(PPT、教师手册、习题、案例分析).rar (7)[31页]
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13-6
Digital Interactive Media
• Other Interactive Media
– DVD & Blue Ray Catalogs and Magazines – Interactive TV
• advertisers are not developing unique content
13-3
Digital Interactive Media
• The Web
– Information available on the Internet often written in html accessible through browsers – Web portals provide starting points or gateways to other resources on the Internet
• 91% of adults have broadband access
13-9
Measuring the Internet Audience
• How people use the Internet
– Web 2.0: Sharing and Collaboration
• • • • • wikipedia twitter digg craigslist
– any form of online presence that allows users to engage in multi-directional conversations in or around the content on the Web site. – allows any one person to share anything with his or her friend’s list – harnessing social media for advertising isn’t as cut and dry as for other media
Digital Interactive Media
• Other Interactive Media
– DVD & Blue Ray Catalogs and Magazines – Interactive TV
• advertisers are not developing unique content
13-3
Digital Interactive Media
• The Web
– Information available on the Internet often written in html accessible through browsers – Web portals provide starting points or gateways to other resources on the Internet
• 91% of adults have broadband access
13-9
Measuring the Internet Audience
• How people use the Internet
– Web 2.0: Sharing and Collaboration
• • • • • wikipedia twitter digg craigslist
– any form of online presence that allows users to engage in multi-directional conversations in or around the content on the Web site. – allows any one person to share anything with his or her friend’s list – harnessing social media for advertising isn’t as cut and dry as for other media
广告学教学资源(PPT、教师手册、习题、案例分析) Chap_011
11-3
Selecting Media
– Understanding the characteristics of media options is important not only to media planners and buyers; account managers, planners and creatives must also have an appreciation for the strengths and weaknesses of each medium.
Print Advertising
Chapter 11
McGraw-Hill/Irwin
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
Learning Objectives
• LO1: Explain the advantages and disadvantages of magazine advertising.
How Magazines are Categorized
• Size
Size Classification Large Flat Standard Small / Pocket
Magazine Spin, Interview Time, Newsweek National Geographic Reader’s Digest, Jet
11-4
Print Media
• Messages carried on any printed medium
– can be read more than once and passed around – can present more detailed information
Selecting Media
– Understanding the characteristics of media options is important not only to media planners and buyers; account managers, planners and creatives must also have an appreciation for the strengths and weaknesses of each medium.
Print Advertising
Chapter 11
McGraw-Hill/Irwin
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
Learning Objectives
• LO1: Explain the advantages and disadvantages of magazine advertising.
How Magazines are Categorized
• Size
Size Classification Large Flat Standard Small / Pocket
Magazine Spin, Interview Time, Newsweek National Geographic Reader’s Digest, Jet
11-4
Print Media
• Messages carried on any printed medium
– can be read more than once and passed around – can present more detailed information
广告学教学资源(PPT、教师手册、习题、案例分析) Chap_007
• need-satisfying: customer’s perspective
– Mountain Dew sells a nonconformist’s view on life, not a beverage
• sales-target: company’s perspective,
– realistic marketing goals – total sales volume, sales volume by product, market segment
• Situation Analysis
– Factual statement of the organization's situation and how it got there
– SWOT analysis
• uses situation analysis to point out strengths, weaknesses, opportunities & threats
• LO1: Explain the role & importance of a marketing plan. • LO2: Explain the difference between objectives, strategies,
and tactics in marketing and advertising plans • LO3: What makes IMC planning different from traditional
Marketing, Advertising and IMC Planning
Chapter 07
McGraw-Hill/Irwin
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
– Mountain Dew sells a nonconformist’s view on life, not a beverage
• sales-target: company’s perspective,
– realistic marketing goals – total sales volume, sales volume by product, market segment
• Situation Analysis
– Factual statement of the organization's situation and how it got there
– SWOT analysis
• uses situation analysis to point out strengths, weaknesses, opportunities & threats
• LO1: Explain the role & importance of a marketing plan. • LO2: Explain the difference between objectives, strategies,
and tactics in marketing and advertising plans • LO3: What makes IMC planning different from traditional
Marketing, Advertising and IMC Planning
Chapter 07
McGraw-Hill/Irwin
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
广告学教学资源(PPT、教师手册、习题、案例分析) Chap009
9-6
Ad Design & Production
• Advertising Design & Production
– Dummy
• presentation of the handheld look & feel of the piece
– Comprehensive & Mechanical
• the comp is a highly refined facsimile of the ad
Creative Execution: Art and Copy
Chapter 09
McGraw-Hill/Irwin
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
Learning Objectives
– Generally, clean lines & well composed photographs give the ad breathing room to draw attention
– White space helps give the ad balance
9-4
The Art of Creating Print Ads
the communication burden
9-3
The Art of Creating Print Ads
• Designing the Print Ad
– Design: how the art director, graphic artists/designers choose and structure the artistic elements
Ad Design & Production
• Advertising Design & Production
– Dummy
• presentation of the handheld look & feel of the piece
– Comprehensive & Mechanical
• the comp is a highly refined facsimile of the ad
Creative Execution: Art and Copy
Chapter 09
McGraw-Hill/Irwin
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
Learning Objectives
– Generally, clean lines & well composed photographs give the ad breathing room to draw attention
– White space helps give the ad balance
9-4
The Art of Creating Print Ads
the communication burden
9-3
The Art of Creating Print Ads
• Designing the Print Ad
– Design: how the art director, graphic artists/designers choose and structure the artistic elements
广告学教学资源(PPT、教师手册、习题、案例分析) Chap_013
13-10
Measuring the Internet Audience
• Media planning tools
– No standardization yet – Companies offer audited
measurements
• Nielson-Online & comScore, among others
13-8
Measuring the Internet Audience
• How people access the Internet
– Mobile PhonFra biblioteks• iPhone, Blackberry, Android
– Gaming Systems
• PS3, Xbox, Wii
– Broadband
• report on usage patterns across sites and Internet apps
– Mobile Advertising
• mobile ad spending increased 80% from 2008 to 2009
• most common form: banner advertising (or WAP)
13-7
✓ What are the major types of digital interactive media?
Digital Interactive Media
Chapter 13
McGraw-Hill/Irwin
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
Measuring the Internet Audience
• Media planning tools
– No standardization yet – Companies offer audited
measurements
• Nielson-Online & comScore, among others
13-8
Measuring the Internet Audience
• How people access the Internet
– Mobile PhonFra biblioteks• iPhone, Blackberry, Android
– Gaming Systems
• PS3, Xbox, Wii
– Broadband
• report on usage patterns across sites and Internet apps
– Mobile Advertising
• mobile ad spending increased 80% from 2008 to 2009
• most common form: banner advertising (or WAP)
13-7
✓ What are the major types of digital interactive media?
Digital Interactive Media
Chapter 13
McGraw-Hill/Irwin
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
广告学教学资源(PPT、教师手册、习题、案例分析) Chap_008
• Also: Creative Brief, Work Plan, Copy Strategy, Copy Platform
8-7
Formulating Creative Strategy
• Writing the Creative Strategy
– The basic problem advertising will address – Objective of the Advertising – Target Audience – Benefits to communicate – Support for the benefits – Brand personality – Special requirements
8-6
Formulating Creative Strategy
• Creative Strategy
– A written statement guides the team who is writing & producing an ad.
– Includes the who, what, when, where, and why.
8-2
The Creative Team
• Creatives
– copywriter
• those who create words & concepts for ads & commercials
– art director
• determines how the ads verbal & visual symbols will fit together
– Target Audience
• the specific group of individuals to whom the advertising is directed
8-7
Formulating Creative Strategy
• Writing the Creative Strategy
– The basic problem advertising will address – Objective of the Advertising – Target Audience – Benefits to communicate – Support for the benefits – Brand personality – Special requirements
8-6
Formulating Creative Strategy
• Creative Strategy
– A written statement guides the team who is writing & producing an ad.
– Includes the who, what, when, where, and why.
8-2
The Creative Team
• Creatives
– copywriter
• those who create words & concepts for ads & commercials
– art director
• determines how the ads verbal & visual symbols will fit together
– Target Audience
• the specific group of individuals to whom the advertising is directed
广告学教学资源(PPT、教师手册、习题、案例分析) Chap003
3-4
Advertisers
• Advertisers
– Companies that sponsor advertising for themselves and their products.
– Most use an advertising agency
3-5
Advertisers
• Local Advertisers
The Business of Advertising
Chapter 03
McGraw-Hill/Irwin
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
Learning Objectives
• LO1 List the various groups in the advertising business and explain their relationship to one another.
3-9
Advertisers
• Creating Local Advertising
– Principals are the same, though limited budgets can constrain efforts
– Cooperative Advertising (co-op) helps
• Wholesalers and manufacturers often provide local advertisers with ready-made advertising materials and programs sharing costs
3-10
Advertisers
Advertisers
• Advertisers
– Companies that sponsor advertising for themselves and their products.
– Most use an advertising agency
3-5
Advertisers
• Local Advertisers
The Business of Advertising
Chapter 03
McGraw-Hill/Irwin
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
Learning Objectives
• LO1 List the various groups in the advertising business and explain their relationship to one another.
3-9
Advertisers
• Creating Local Advertising
– Principals are the same, though limited budgets can constrain efforts
– Cooperative Advertising (co-op) helps
• Wholesalers and manufacturers often provide local advertisers with ready-made advertising materials and programs sharing costs
3-10
Advertisers
广告学教学资源(PPT、教师手册、习题、案例分析) Chap_012
messages.
12-8
✓ What are some ways advertisers are innovating to adapt to the expanded use of digital video recorders?
✓ Why has cable TV been a good thing for local advertisers and those selling specialty products?
– Most channels are private.
12-5
The Medium of Television
• TV Audience Trends
– Most people believe TV to be the most authoritative advertising source.
• Pros
– Mass Coverage – Low cost per exposure – Some Selectivity – Impact – Creativity – Prestige – Social Dominance
• Cons
– High Production Cost – High Airtime Cost – Limited Selectivity – Brevity – Clutter – “Zipping & Zapping”
• LO3: Explain how to measure television audiences & select the best programs to buy.
12-2
Learning Objectives
• LO4: Describe the advantages & disadvantages of radio as an advertising medium.
12-8
✓ What are some ways advertisers are innovating to adapt to the expanded use of digital video recorders?
✓ Why has cable TV been a good thing for local advertisers and those selling specialty products?
– Most channels are private.
12-5
The Medium of Television
• TV Audience Trends
– Most people believe TV to be the most authoritative advertising source.
• Pros
– Mass Coverage – Low cost per exposure – Some Selectivity – Impact – Creativity – Prestige – Social Dominance
• Cons
– High Production Cost – High Airtime Cost – Limited Selectivity – Brevity – Clutter – “Zipping & Zapping”
• LO3: Explain how to measure television audiences & select the best programs to buy.
12-2
Learning Objectives
• LO4: Describe the advantages & disadvantages of radio as an advertising medium.
广告学教学资源(PPT、教师手册、习题、案例分析) Chap_014
– approximately 450,000 outdoor ad structures in the US, maintained by about 3000 plants
14-5
Pros and Cons of Outdocessibility – Reach – Frequency – Geographic Flexibility – Demographic Flexibility – Cost – Impact – Creative Flexibility – Location
14-6
Outdoor Advertising
• Types of the Outdoor Advertising
– Bulletins – 20-sheet poster panels – eight-sheet posters – nonstandard spectacular
14-7
Outdoor Advertising
Out-of-Home, Direct Mail, and Specialty Advertising
Chapter 14
McGraw-Hill/Irwin
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
– electronic billboards are changing how outdoor advertising works
• Buying Outdoor Advertising
– 100 Showing
• 100 GRPs daily • theoretical
– can be measured using historical DEC or the newer EOI methods
14-5
Pros and Cons of Outdocessibility – Reach – Frequency – Geographic Flexibility – Demographic Flexibility – Cost – Impact – Creative Flexibility – Location
14-6
Outdoor Advertising
• Types of the Outdoor Advertising
– Bulletins – 20-sheet poster panels – eight-sheet posters – nonstandard spectacular
14-7
Outdoor Advertising
Out-of-Home, Direct Mail, and Specialty Advertising
Chapter 14
McGraw-Hill/Irwin
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
– electronic billboards are changing how outdoor advertising works
• Buying Outdoor Advertising
– 100 Showing
• 100 GRPs daily • theoretical
– can be measured using historical DEC or the newer EOI methods
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• TV is fragmented • specialized magazines are targeted at every population • the Internet has brought a host of new media options &
challenges
– IMC communications need to include all media that carries a message to and from stakeholders
15-3
Media Planning: Integrating Science with Creativity
• Media Planning
– Where should we advertise? – Which media reach & engage
our target markets? – When should we concentrate
the purpose for each. • LO5: Explain the role of the media buyer.
15-2
Media Planning: Integrating Science with Creativity
• Media Planning
– The process that directs advertising messages to the right people at the right place at the right time.
• LO2: Discuss important types of media objectives and identify terms that define strategies for achieving these objectives.
• LO3: Identify factors that influence media strategy & tactics. • LO4: Describe the different types of advertising strategies and
15-6
Media Planning: Integrating Science with Creativity
• Increasing Audience Fragmentation
– Finding the prospect is difficult
• Readers & viewers are scattered across new media options
– The media buying environment has become increasingly competitive
• as a result ad agencies have unbundled their media departments
15-8
Media Planning: Integrating Science with Creativity
15-5
Media Planning: Integrating Science withns
– More media today offers more choices – Today it’s more difficult to reach large audience
Media Planning and Buying
Chapter 15
McGraw-Hill/Irwin
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
Learning Objectives
• LO1: Describe how media planning has changed over the past decades, and what has caused the change.
our advertising? – How often should we run advertising? – What opportunities exist for integrating our
advertising with other communication tools?
15-4
Media Planning: Integrating Science with Creativity
• Complexity in Media Buying & Selling
– Buying AND selling media has become complex
• value added program provide extra benefits and activities outside of traditional advertising
• Audiences are selectively & partially consuming media
• an increasing portion of time is spent with less traditional media
15-7
Media Planning: Integrating Science with Creativity
• The Challenge
– Buy & plan media so effectively that the advertiser has a competitive advantage.
– With greater complexity, media decisions have become more critical & clients more demanding.
• The Role of Media in the Marketing Framework
– Before media planning, marketing & advertising plans must be established
challenges
– IMC communications need to include all media that carries a message to and from stakeholders
15-3
Media Planning: Integrating Science with Creativity
• Media Planning
– Where should we advertise? – Which media reach & engage
our target markets? – When should we concentrate
the purpose for each. • LO5: Explain the role of the media buyer.
15-2
Media Planning: Integrating Science with Creativity
• Media Planning
– The process that directs advertising messages to the right people at the right place at the right time.
• LO2: Discuss important types of media objectives and identify terms that define strategies for achieving these objectives.
• LO3: Identify factors that influence media strategy & tactics. • LO4: Describe the different types of advertising strategies and
15-6
Media Planning: Integrating Science with Creativity
• Increasing Audience Fragmentation
– Finding the prospect is difficult
• Readers & viewers are scattered across new media options
– The media buying environment has become increasingly competitive
• as a result ad agencies have unbundled their media departments
15-8
Media Planning: Integrating Science with Creativity
15-5
Media Planning: Integrating Science withns
– More media today offers more choices – Today it’s more difficult to reach large audience
Media Planning and Buying
Chapter 15
McGraw-Hill/Irwin
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
Learning Objectives
• LO1: Describe how media planning has changed over the past decades, and what has caused the change.
our advertising? – How often should we run advertising? – What opportunities exist for integrating our
advertising with other communication tools?
15-4
Media Planning: Integrating Science with Creativity
• Complexity in Media Buying & Selling
– Buying AND selling media has become complex
• value added program provide extra benefits and activities outside of traditional advertising
• Audiences are selectively & partially consuming media
• an increasing portion of time is spent with less traditional media
15-7
Media Planning: Integrating Science with Creativity
• The Challenge
– Buy & plan media so effectively that the advertiser has a competitive advantage.
– With greater complexity, media decisions have become more critical & clients more demanding.
• The Role of Media in the Marketing Framework
– Before media planning, marketing & advertising plans must be established