广告、促销及公共关系

Advertising, Advertising, Sales Promotion, and Sales Promotion, and Public RelationsPublic Relations 广告、促销及公共关系 1 Objectives目标 Understand the roles of advertising, sales promotion, and public relations in the promotion mix. Know the major decisions involved in developing an advertising program. 确定广告、促 销和公共关系 在整个营销 组合中的作用 描述为使一个 广告活动获 得 发展的首要决 策 2 Objectives目标 Learn how sales promotion campaigns are developed and implemented. Learn how companies use public relations to communicate with their publics. 解释促销活动是 如何得到发展并 完成的。 解释公司怎样利 用公共关系与公 众沟通。 3 Case Study案例研究 A few years ago, only 13% of U.S. recognized AFLAC Old ads: “warm and fuzzy” similar to other insurance ads Goal: break through advertising clutter AFLACAFLAC 几年前，只有13%的 美国人知道 AFLAC 原广告词词: “warm and fuzzy” 和其它保 险险广告相似。 目标标: 消除广告混乱 4 Case Study案例研究 1999: AFLAC developed the “duck” campaign to enhance brand awareness Incredibly successful: name recognition is now 91%; sales growth of 30% each year campaign has run AFLACAFLAC 1999: AFLAC 启动动 “duck” 计计划，加强品 牌知名度 令人难难以置信的成功: 当前品牌知名度为为 91%; 销销售自计计划实实 施起每年增涨涨 30% 5 Definition定义 Advertising Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. 广告 由特定的资助 者出资，以非 人员的方式对 创意、产品或 服务进 行推广 。 6 Advertising广告 Signage in ancient times offers evidence of early advertising. Modern ad spending tops $231 billion in U.S. annually, $500 billion worldwide. Business firms, not-for -profit, social agencies, and professionals all advertise. 古代的标志物表 明早期广告的存 在。 现代广告每年在 美国境在花费 2310亿美元，全 球花费5000亿美 元。 公司、非盈利组 织、社会团体和 自由职业者都进 行广告。 7 Setting objectives 确定广告目标 可根据主要目的 对广告目标进行 分类: 告知 v推出新产品 劝说 v在竞争日趋 激烈时愈来愈 重要 v比较性广告 提醒 v在产品成熟 阶段很重要 Advertising objectives can be classified by primary purpose: Inform Introducing new products Persuade Becomes more important as competition increases Comparative advertising Remind Most important for mature products 8 Setting the budget编制 广告预算 第15章已经讨论过 广告预算的方法。 在编制广告预算时 应考虑到某些特定 因素: 产品生命周期的阶段 市场份额 竞争水平 广告市场混乱程度 品牌差异化程序 Methods of budget setting were listed in chapter 15 Several factors should be considered when setting the ad budget: Stage in the PLC Market share Level of competition Ad clutter Degree of brand differentiation 9 Developing the advertising strategy 设计 广告策略 创意挑战 媒体分工细化 媒体费用暴涨 广告愈加混乱 广告创意 创意策略 v创意概念 v广告吸引点 创决执行 v众多执行方式 v格调、式样、用语、 标题 、格式 Creative challenges Media fragmentation Soaring media costs Advertising clutter Creating ad messages Message strategy Creative concept Advertising appeal Message execution Many execution styles Tone, format, illustration, headline, copy 10 Creative Execution StylesCreative Execution Styles 创创创创意意执执执执行方式行方式 Slice of Life Lifestyle Fantasy Mood or Image Musical Personality Symbol Technical Expertise Scientific Evidence 生活片段 生活方式 幻境 情调或形象 音乐 人物象征 专业技术 科学证据 Testimonial Evidence or Endorsement 证明或票据 11 Developing the advertising strategy 设计 广告策略 选择广告媒体 确定广告涉及的范围 、出现频率和效果 选择主要媒体类型: v目标消费者的媒体习 惯, 产品性质, 信息类 型, 成本 选择特定的媒体载体 决定媒体时段 Select advertising media Decide on level of reach, frequency and impact Choose among the major media types by considering: Consumer media habits, nature of the product, types of messages, and costs Select specific media vehicles Decide on media timing 12 Major Media TypesMajor Media Types主要媒体主要媒体类类类类型型 Newspapers Television Direct Mail Radio Magazines Outdoor Internet 报纸 电视 直接邮购 广播 杂志 户外广告 互联网 13 Evaluating advertising campaigns 广告评估 衡量沟通效果 效果测试 消费者回访 产品认知 产品了解 产品偏好 衡量广告销售效果 过去与当前销售比较 实验 Measuring communications effects Copy testing Consumer recall Product awareness Product knowledge Product preference Measuring sales effect Past vs. current sales comparison Experimentation 14 Small vs. large companies Nature of advertising agencies v Advantages of advertising agencies v Departments v Compensation v Changes in agency services AdvertisingOrganizing the Advertising Function广告组织 小公司小公司VSVS大公司大公司 广告代理机构的广告代理机构的 性性质质 v v 广告代理机构的广告代理机构的 优势优势 v v 机构机构 v v 报报酬酬 v v 代理服代理服务务的的变变化化 15 Advertising to International Markets 国际广告决策 Standardizing worldwide advertising v Advantages include lower advertising costs, greater global advertising coordination, and consistent global image v Drawbacks include ignoring differences in culture, demographics, and economic conditions. Most marketers think globally but act locally 广告标准化 v优点包括低成本 ，高协调和更 一致的全球公司 或产品形象。 v缺点包括忽视文 化、地理和经 济情况的差异。 多数营销者都全球 性考虑但地区性活 动。 16 Definition 定义 Sales Promotion Sales Promotions are short-term incentives to encourage the purchase or sale of a product or service. 促销 促销指短期的激 励活动，目的是 鼓励购买，或宣 传一件产品、提 供一种服务。 17 Sales Promotion 促销 Can be targeted at final buyers, retailers and wholesalers, business customers, and members of the sales force. The use of sales promotions has been growing rapidly. 目标可以是最 终顾客、零售 商和批发商、 产业顾 客以及 销售队伍的成 员。 促销增长很快 。 18 Sales Promotion 促销 Objectives - Consumer Promotions: Increase short-term sales Generate product trial Objectives - Trade Promotions: Obtaining distribution and shelf space Encouraging retailers to advertise the brand Objectives - Sales Force Promotions: Signing up new accounts 顾客促销 增加短期售额 增加产品份额 产业促销 获取分销渠道 与货架空间 鼓励零售商宣 传该品牌 销售队伍 签下新客户 19 Consumer Promotion ToolsConsumer Promotion Tools 消消费费费费推广手段推广手段 Samples Cash Refunds (Rebates) Price packs (cents- off deals) Advertising Specialties Premiums Patronage Rewards Point-of-Purchase Communications Contests, Games, and Sweepstakes 样品 现金返还 特价品 广告特制品 实物奖品 惠顾回报 购买点促销 比赛、抽奖和游 戏 20 Discounts ( also called price-off, off- list, and off-invoice) Allowances v Advertising allowances v Display allowances Free goods Push money Specialty advertising items Trade Promotion Tools 交易推广手段 折扣折扣 津津贴贴 v v 广告津广告津贴贴 v v 陈陈列津列津贴贴 免免费产费产 品品 推推动动金金 特殊广告制品特殊广告制品 21 Includes many of the same tools used in consumer and trade promotions Two additional tools: v Conventions and trade shows v Sales contests Sales Promotion Business Promotion Tools 产业 推广手段 包括包括许许多与交易多与交易 推广和消推广和消费费推广推广 相同的手段相同的手段 两种附加手段两种附加手段: : v v 产业产业 会会议议和和贸贸易易 展展览览 v v 销销售售竞赛竞赛 22 Size of the incentive Conditions for participation Promotion and distribution of the actual sales promotion program Length of the promotional program Evaluation v Surveys and experiments can be used Key Decisions When Developing the Sales Promotion Program制定促销计划的决策 激励激励规规模模 参与条件参与条件 如何推广并如何推广并实实施施 促促销销活活动动 促促销时间销时间 的的长长短短 评评价价 v v 可以使用可以使用调查调查 与与 实验实验 23 Definition 定义 Public Relations Building good relations with the companys various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. 公共关系: 通过赢得有利宣 传与有关公众建 立良好关系，树 立良好的公司形 象，不处不理的 谣言、传闻和事 件。 24 PublicPublic Relations Relations FunctionsFunctions 公共关系公共关系职职职职能能 Press Relations Produc