营销英语19ManagingAdvertising,SalesPromotionandPublicRelations.ppt

Chapter 19,Objectives,Developing & Managing an Advertising Program Deciding on Media & Measuring Effectiveness Sales Promotion Public Relations,Major Decisions in Advertising,Informative Advertising Build Primary Demand,Persuasive Advertising Build Selective Demand,Comparison Advertising Compares One Brand to Another,Reminder Advertising Keeps Consumers Thinking About a Product.,Advertising Objectives,Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time,The Five Ms of Advertising,Advertising Budget Factors,Profiles of Major Media Types,Profiles of Major Media Types,Classification of Advertising Timing Patterns,Simplified Rating Sheet for Ads,_Total,(Attention) How well does the ad catch the readers attention? _20,(Read-through) How well does the ad lead the reader to read further? _20,(Cognitive) How clear is the central message or benefit? _20,(Affective) How effective is the particular appeal? _20,(Behavior) How well does the ad suggest follow-through action? _20,Advertising Strategy Message Execution,Typical Message Execution Styles,Testimonial Evidence,Slice of Life,Scientific Evidence,Lifestyle,Technical Expertise,Fantasy,Musical,Personality Symbol,Mood or Image,Turning the “Big Idea” Into an Actual Ad to Capture the Target Markets Attention and Interest.,Advertising Evaluation,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,Long-Term Promotional Allocation,Cox Direct 19th Annual Survey of Promotional Practices,Channels of Sales Promotions,Consumer Promotion,Consumer-Promotion Objectives,Consumer-Promotion Tools,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 Customers,Consumer Relationship Building,“Deal Proneness,” Liechtenstein, Burton, & Netemeyer, Journal of Retailing, Summer 1997,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,“Deal Proneness,” Liechtenstein, Burton, & Netemeyer,Cluster analysis yielded two interpretable results: 49% are “deal prone,” 51% not 24% High “Deal prone,” 50% intermediate, 26% deal insensitive “Deal-proneness” a generalized construct - (crosses type of promotion) Younger & Less educated more likely to be deal prone,Trade-Promotion Objectives,Trade-Promotion Tools,Persuade Retailers or Wholesalers to Carry a Brand,Give a Brand Shelf Space,Promote a Brand in Advertising,Push a Brand to Consumers,Trade Promotions,Business-Promotion Objectives,Business-Promotion