aac_市场营销学双语课件8(PPT 14)--广告媒体选择
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Lure Customers Away From Competitors’ Products
Get Consumers to “Load Up’ on a Mature Product
Hold & Reward Loyal Customers
Consumer Relationship Building
什么是广告?
• Any form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
• U.S. advertisers spend in excess of $175 billion each year.
Give a Brand Shelf Space
Promote a Brand in Advertising
Push a Brand to Consumers
Trade-Promotion Tools
Price-Offs Allowances Buy-Back Guarantees Free Goods
Sales Contests
制定销售促进程序
Decide on the Size of the Incentive Set Conditions for Participation Determine How to Promote and
Distribute the Promotion Program Determine the Length of the Program
消费者销售促进工具
Short-Term Incentives to Encourage Purchase or Sales of a Product or Service.
Consumer-Promotion Objectives
Entice Consumers to Try a New Product
Corporate Identity Materials
Web Site
News Speeches
Audiovisual Materials
Written
Special Events
Media Decisions
Campaign Evaluation
设定广告目标
Advertising Objectives
• Specific Communication Task • Accomplished with a Specific Target Audience
• During a Specific Period of Time
Testimonial Evidence
Scientific Evidence
Technical Expertise
Personality Symbol
Slice of Life
Typical Message Execution
Styles
Lifestyle
Fantasy
Mood or Image
广告媒体选择
• Advertising is used by:
– Business firms, –Nonprofit organizations, – Professionals, –Social Agencies.
广告决策的主要因素
Objectives Setting
Budget Decisions
Message Decisions
Contests
Premiums
PDatirsopnlaaygse Rewards Discounts
Push Mone
Specialty Advertising
Items
产业市场销售促进工具
Short-Term Incentives That are Directed to Industrial Customers.
Evaluate the Program
什么是公共关系?
• Building good relations with the company’s various publics by obtaining favorable publicity, building up a good “corporate image” and handling or heading off unfavorable rumors, stories and events.
Communication Effects
Is the Ad Communicating Well?
Sales Effects
Is thwenku.baidu.com Ad Increasing Sales?
什么是销售促进?
• Mass communication technique that offers short-term incentives to encourage purchase or sales of a product or service.
Step 1. Decide on Reach, Frequency, and Impact
Step 2. Choosing Among Major Media Types
Media Habits of Target Consumers Nature of the Product Type of Message Cost
Step 3. Selecting Specific Media Vehicles
Specific Media Within a Given Type, i.e. Magazines. Must Balance Media Cost Against Media Factors:
Audience Quality & Attention, Editorial Quality
“Big Idea”
Visualization or Phrase Advertising Appeal
Combination of Both
Meaningful
Believable
Distinctive
广告战略扩展
Turning the “Big Idea” Into an Actual Ad to Capture the Target Market’s Attention and Interest.
Consumer-Promotion Tools
Samples Coupons Cash Refunds Price Packs
Advertisin Specialties PPaattrroonnaagge
RReewwaarrddss
Contests
Sweepstake
Premiums
Games
Point-of-Purchase Displays
Business-Promotion Objectives
Generate Business Leads
Stimulate Purchases
Reward Customers
Motivate Salespeople
Business-Promotion Tools
Conventions
Trade Shows
商贸市场销售促进工具
Short-Term Incentives That are Directed to Retailers and Wholesalers.
Trade-Promotion Objectives
Persuade Retailers or Wholesalers to Carry a Brand
Informative Advertisin
g
Build Primary
CoDmempaanrdis on
Advertisin g
Compares One Brand to Another
Persuasive Advertising
Build Selective
RDeemmianndder Advertisin
Step 4. Deciding on Media Timing
Scheduling of Advertising Over the Course of a Year Pattern of Ads: Continuity or Pulsing
广告效果评估
Advertising Program Evaluation
• Rapid growth in the industry has been achieved because:
–Product managers are facing more pressure to increase their current sales,
–Companies face more competition, –Advertising efficiency has declined, –Consumers have become more deal
• Major functions are:
– Press Relations or Press Agentry – Product Publicity – Public Affairs – Lobbying – Investor Relations
公共关系的主要工具
Public Service Activities
g
Keeps Consumers
Thinking About a
广广告告战略
Plan a Message Strategy
General Message to Be Communicated to Customers
Develop a Message
Focus on
Customer Benefits Creative Concept
Get Consumers to “Load Up’ on a Mature Product
Hold & Reward Loyal Customers
Consumer Relationship Building
什么是广告?
• Any form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
• U.S. advertisers spend in excess of $175 billion each year.
Give a Brand Shelf Space
Promote a Brand in Advertising
Push a Brand to Consumers
Trade-Promotion Tools
Price-Offs Allowances Buy-Back Guarantees Free Goods
Sales Contests
制定销售促进程序
Decide on the Size of the Incentive Set Conditions for Participation Determine How to Promote and
Distribute the Promotion Program Determine the Length of the Program
消费者销售促进工具
Short-Term Incentives to Encourage Purchase or Sales of a Product or Service.
Consumer-Promotion Objectives
Entice Consumers to Try a New Product
Corporate Identity Materials
Web Site
News Speeches
Audiovisual Materials
Written
Special Events
Media Decisions
Campaign Evaluation
设定广告目标
Advertising Objectives
• Specific Communication Task • Accomplished with a Specific Target Audience
• During a Specific Period of Time
Testimonial Evidence
Scientific Evidence
Technical Expertise
Personality Symbol
Slice of Life
Typical Message Execution
Styles
Lifestyle
Fantasy
Mood or Image
广告媒体选择
• Advertising is used by:
– Business firms, –Nonprofit organizations, – Professionals, –Social Agencies.
广告决策的主要因素
Objectives Setting
Budget Decisions
Message Decisions
Contests
Premiums
PDatirsopnlaaygse Rewards Discounts
Push Mone
Specialty Advertising
Items
产业市场销售促进工具
Short-Term Incentives That are Directed to Industrial Customers.
Evaluate the Program
什么是公共关系?
• Building good relations with the company’s various publics by obtaining favorable publicity, building up a good “corporate image” and handling or heading off unfavorable rumors, stories and events.
Communication Effects
Is the Ad Communicating Well?
Sales Effects
Is thwenku.baidu.com Ad Increasing Sales?
什么是销售促进?
• Mass communication technique that offers short-term incentives to encourage purchase or sales of a product or service.
Step 1. Decide on Reach, Frequency, and Impact
Step 2. Choosing Among Major Media Types
Media Habits of Target Consumers Nature of the Product Type of Message Cost
Step 3. Selecting Specific Media Vehicles
Specific Media Within a Given Type, i.e. Magazines. Must Balance Media Cost Against Media Factors:
Audience Quality & Attention, Editorial Quality
“Big Idea”
Visualization or Phrase Advertising Appeal
Combination of Both
Meaningful
Believable
Distinctive
广告战略扩展
Turning the “Big Idea” Into an Actual Ad to Capture the Target Market’s Attention and Interest.
Consumer-Promotion Tools
Samples Coupons Cash Refunds Price Packs
Advertisin Specialties PPaattrroonnaagge
RReewwaarrddss
Contests
Sweepstake
Premiums
Games
Point-of-Purchase Displays
Business-Promotion Objectives
Generate Business Leads
Stimulate Purchases
Reward Customers
Motivate Salespeople
Business-Promotion Tools
Conventions
Trade Shows
商贸市场销售促进工具
Short-Term Incentives That are Directed to Retailers and Wholesalers.
Trade-Promotion Objectives
Persuade Retailers or Wholesalers to Carry a Brand
Informative Advertisin
g
Build Primary
CoDmempaanrdis on
Advertisin g
Compares One Brand to Another
Persuasive Advertising
Build Selective
RDeemmianndder Advertisin
Step 4. Deciding on Media Timing
Scheduling of Advertising Over the Course of a Year Pattern of Ads: Continuity or Pulsing
广告效果评估
Advertising Program Evaluation
• Rapid growth in the industry has been achieved because:
–Product managers are facing more pressure to increase their current sales,
–Companies face more competition, –Advertising efficiency has declined, –Consumers have become more deal
• Major functions are:
– Press Relations or Press Agentry – Product Publicity – Public Affairs – Lobbying – Investor Relations
公共关系的主要工具
Public Service Activities
g
Keeps Consumers
Thinking About a
广广告告战略
Plan a Message Strategy
General Message to Be Communicated to Customers
Develop a Message
Focus on
Customer Benefits Creative Concept