Advertising,

SalesPromotion,and

PublicRelations廣告、促銷及公共關系0Objectives目標Understandtherolesofadvertising,salespromotion,

andpublicrelationsinthepromotionmix.Knowthemajordecisions

involvedindevelopinganadvertisingprogram.確定廣告、促銷和公共關系在整個營銷組合中的作用描述為使一個廣告活動獲得發(fā)展的首要決策1Objectives目標Learnhowsalespromotioncampaignsaredevelopedandimplemented.Learnhowcompaniesusepublicrelationstocommunicatewiththeirpublics.解釋促銷活動是如何得到發(fā)展并完成的。解釋公司怎樣利用公共關系與公眾溝通。2CaseStudy案例研究Afewyearsago,only13%ofU.S.recognizedAFLACOldads:“warmandfuzzy”similartootherinsuranceadsGoal:breakthroughadvertisingclutterAFLAC幾年前，只有13%的美國人知道AFLAC原廣告詞:“warmandfuzzy”和其它保險廣告相似。目標:消除廣告混亂3CaseStudy案例研究1999:AFLACdevelopedthe“duck”campaigntoenhancebrandawarenessIncrediblysuccessful:namerecognitionisnow91%;salesgrowthof30%eachyearcampaignhasrunAFLAC1999:AFLAC啟動“duck”計劃，加強品牌知名度令人難以置信的成功:當前品牌知名度為91%;銷售自計劃實施起每年增漲30%4Definition定義AdvertisingAnypaidformofnonpersonalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsor.廣告由特定的資助者出資，以非人員的方式對創(chuàng)意、產品或服務進行推廣。5Advertising廣告Signageinancienttimesoffersevidenceofearlyadvertising.Modernadspendingtops$231billioninU.S.annually,$500billionworldwide.Businessfirms,not-for-profit,socialagencies,andprofessionalsalladvertise.古代的標志物表明早期廣告的存在?，F代廣告每年在美國境在花費2310億美元，全球花費5000億美元。公司、非盈利組織、社會團體和自由職業(yè)者都進行廣告。6Settingobjectives

確定廣告目標可根據主要目的對廣告目標進行分類:告知推出新產品勸說在競爭日趨激烈時愈來愈重要比較性廣告提醒在產品成熟階段很重要Advertisingobjectivescanbeclassifiedbyprimarypurpose:InformIntroducingnewproductsPersuadeBecomesmoreimportantascompetitionincreasesComparativeadvertisingRemindMostimportantformatureproducts7Settingthebudget編制廣告預算第15章已經討論過廣告預算的方法。在編制廣告預算時應考慮到某些特定因素:產品生命周期的階段市場份額競爭水平廣告市場混亂程度品牌差異化程序Methodsofbudgetsettingwerelistedinchapter15Severalfactorsshouldbeconsideredwhensettingtheadbudget:StageinthePLCMarketshareLevelofcompetitionAdclutterDegreeofbranddifferentiation8Developingtheadvertisingstrategy

設計廣告策略創(chuàng)意挑戰(zhàn)媒體分工細化媒體費用暴漲廣告愈加混亂廣告創(chuàng)意創(chuàng)意策略創(chuàng)意概念廣告吸引點創(chuàng)決執(zhí)行眾多執(zhí)行方式格調、式樣、用語、標題、格式CreativechallengesMediafragmentationSoaringmediacostsAdvertisingclutterCreatingadmessagesMessagestrategyCreativeconceptAdvertisingappealMessageexecutionManyexecutionstylesTone,format,illustration,headline,copy9CreativeExecutionStyles

創(chuàng)意執(zhí)行方式SliceofLifeLifestyleFantasyMoodorImageMusicalPersonalitySymbolTechnicalExpertiseScientificEvidence生活片段生活方式幻境情調或形象音樂人物象征專業(yè)技術科學證據TestimonialEvidenceorEndorsement證明或票據10Developingtheadvertisingstrategy

設計廣告策略選擇廣告媒體確定廣告涉及的范圍、出現頻率和效果選擇主要媒體類型:目標消費者的媒體習慣,產品性質,信息類型,成本選擇特定的媒體載體決定媒體時段SelectadvertisingmediaDecideonlevelofreach,frequencyandimpactChooseamongthemajormediatypesbyconsidering:Consumermediahabits,natureoftheproduct,typesofmessages,andcostsSelectspecificmediavehiclesDecideonmediatiming11MajorMediaTypes主要媒體類型NewspapersTelevisionDirectMailRadioMagazinesOutdoorInternet報紙電視直接郵購廣播雜志戶外廣告互聯網12Evaluatingadvertisingcampaigns

廣告評估衡量溝通效果效果測試消費者回訪產品認知產品了解產品偏好衡量廣告銷售效果過去與當前銷售比較實驗MeasuringcommunicationseffectsCopytestingConsumerrecallProductawarenessProductknowledgeProductpreferenceMeasuringsaleseffectPastvs.currentsalescomparisonExperimentation13Smallvs.largecompaniesNatureofadvertisingagenciesAdvantagesofadvertisingagenciesDepartmentsCompensationChangesinagencyservicesAdvertisingOrganizingtheAdvertisingFunction廣告組織

小公司VS大公司廣告代理機構的性質

廣告代理機構的優(yōu)勢

機構

報酬

代理服務的變化14AdvertisingtoInternationalMarkets

國際廣告決策StandardizingworldwideadvertisingAdvantagesincludeloweradvertisingcosts,

greaterglobaladvertisingcoordination,and

consistentglobalimageDrawbacksincludeignoringdifferencesinculture,demographics,andeconomicconditions.Mostmarketersthinkgloballybutactlocally廣告標準化優(yōu)點包括低成本，高協調和更一致的全球公司或產品形象。缺點包括忽視文化、地理和經濟情況的差異。多數營銷者都全球性考慮但地區(qū)性活動。15Definition

定義SalesPromotionSalesPromotionsareshort-termincentivestoencouragethepurchaseorsaleofaproductorservice.促銷促銷指短期的激勵活動，目的是鼓勵購買，或宣傳一件產品、提供一種服務。16SalesPromotion

促銷Canbetargetedatfinalbuyers,retailersandwholesalers,businesscustomers,andmembersofthesalesforce.Theuseofsalespromotionshasbeengrowingrapidly.目標可以是最終顧客、零售商和批發(fā)商、產業(yè)顧客以及銷售隊伍的成員。促銷增長很快。17SalesPromotion

促銷Objectives--ConsumerPromotions:Increaseshort-termsalesGenerateproducttrialObjectives--TradePromotions:ObtainingdistributionandshelfspaceEncouragingretailerstoadvertisethebrandObjectives--SalesForcePromotions:Signingupnewaccounts顧客促銷增加短期售額增加產品份額產業(yè)促銷獲取分銷渠道與貨架空間鼓勵零售商宣傳該品牌銷售隊伍簽下新客戶18ConsumerPromotionTools

消費推廣手段SamplesCashRefunds(Rebates)Pricepacks(cents-offdeals)AdvertisingSpecialtiesPremiumsPatronageRewardsPoint-of-PurchaseCommunicationsContests,Games,andSweepstakes樣品現金返還特價品廣告特制品實物獎品惠顧回報購買點促銷比賽、抽獎和游戲19Discounts(alsocalledprice-off,off-list,andoff-invoice)AllowancesAdvertisingallowancesDisplayallowancesFreegoodsPushmoneySpecialtyadvertisingitemsTradePromotionTools

交易推廣手段折扣津貼

廣告津貼

陳列津貼免費產品推動金特殊廣告制品20IncludesmanyofthesametoolsusedinconsumerandtradepromotionsTwoadditionaltools:ConventionsandtradeshowsSalescontestsSalesPromotionBusinessPromotionTools

產業(yè)推廣手段包括許多與交易推廣和消費推廣相同的手段兩種附加手段:

產業(yè)會議和貿易展覽

銷售競賽21SizeoftheincentiveConditionsforparticipationPromotionanddistributionoftheactualsalespromotionprogramLengthofthepromotionalprogramEvaluationSurveysandexperimentscanbeusedKeyDecisionsWhenDevelopingtheSalesPromotionProgram制定促銷計劃的決策激勵規(guī)模參與條件如何推廣并實施促銷活動促銷時間的長短評價

可以使用調查與實驗22Definition

定義PublicRelationsBuildinggoodrelationswiththecompany’svariouspublicsbyobtainingfavorablepublicity,buildingupagoodcorporateimage,andhandlingorheadingoffunfavorablerumors,stories,andevents.公共關系:通過贏得有利宣傳與有關公眾建立良好關系，樹立良好的公司形象，不處不理的謠言、傳聞和事件。23PublicRe