aac_市场营销学双语课件8（PPT 14）--广告媒体选择.ppt

什么是广告?,Anyformofnonpersonalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsor.U.S.advertisersspendinexcessof$175billioneachyear.Advertisingisusedby:Businessfirms,Nonprofitorganizations,Professionals,SocialAgencies.,广告决策的主要因素,ObjectivesSetting,BudgetDecisions,MessageDecisions,CampaignEvaluation,MediaDecisions,InformativeAdvertisingBuildPrimaryDemand,设定广告目标,PersuasiveAdvertisingBuildSelectiveDemand,ComparisonAdvertisingComparesOneBrandtoAnother,AdvertisingObjectivesSpecificCommunicationTaskAccomplishedwithaSpecificTargetAudienceDuringaSpecificPeriodofTime,ReminderAdvertisingKeepsConsumersThinkingAboutaProduct.,广告,PlanaMessageStrategyGeneralMessagetoBeCommunicatedtoCustomers,广告战略,DevelopaMessageFocusonCustomerBenefits,CreativeConcept“BigIdea”VisualizationorPhraseCombinationofBoth,AdvertisingAppealsMeaningfulBelievableDistinctive,广告战略扩展,TypicalMessageExecutionStyles,TestimonialEvidence,SliceofLife,ScientificEvidence,Lifestyle,TechnicalExpertise,Fantasy,Musical,PersonalitySymbol,MoodorImage,Turningthe“BigIdea”IntoanActualAdtoCapturetheTargetMarketsAttentionandInterest.,广告媒体选择,Step1.DecideonReach,Frequency,andImpact,Step2.ChoosingAmongMajorMediaTypesMediaHabitsofTargetConsumersNatureoftheProductTypeofMessageCost,Step3.SelectingSpecificMediaVehiclesSpecificMediaWithinaGivenType,i.e.Magazines.MustBalanceMediaCostAgainstMediaFactors:AudienceQuality&Attention,EditorialQuality,Step4.DecidingonMediaTimingSchedulingofAdvertisingOvertheCourseofaYearPatternofAds:ContinuityorPulsing,广告效果评估,CommunicationEffectsIstheAdCommunicatingWell?,AdvertisingProgramEvaluation,SalesEffectsIstheAdIncreasingSales?,什么是销售促进?,Masscommunicationtechniquethatoffersshort-termincentivestoencouragepurchaseorsalesofaproductorservice.Rapidgrowthintheindustryhasbeenachievedbecause:Productmanagersarefacingmorepressuretoincreasetheircurrentsales,Companiesfacemorecompetition,Advertisingefficiencyhasdeclined,Consumershavebecomemoredealoriented.,Point-of-PurchaseDisplays,消费者销售促进工具,Premiums,PricePacks,CashRefunds,Coupons,Samples,Short-TermIncentivestoEncouragePurchaseorSalesofaProductorService.,Consumer-PromotionObjectives,Consumer-PromotionTools,PatronageRewards,Games,Sweepstakes,Contests,AdvertisingSpecialties,PatronageRewards,EnticeConsumerstoTryaNewProduct,LureCustomersAwayFromCompetitorsProducts,GetConsumersto“LoadUponaMatureProduct,Hold&RewardLoyalCustomers,ConsumerRelationshipBuilding,SpecialtyAdvertisingItems,商贸市场销售促进工具,Contests,FreeGoods,Buy-BackGuarantees,Allowances,Price-Offs,Short-TermIncentivesThatareDirectedtoRetailersandWholesalers.,Trade-PromotionObjectives,Trade-PromotionTools,PatronageRewards,PushMoney,Discounts,Premiums,Displays,PersuadeRetailersorWholesalerstoCarryaBrand,GiveaBrandShelfSpace,PromoteaBrandinAdvertising,PushaBrandtoConsumers,产业市场销售促进工具,Short-TermIncentivesThatareDirectedtoIndustrialCustomers.,Business-PromotionObjectives,Business-PromotionTools,GenerateBusinessLeads,StimulatePurchases,RewardCustomers,MotivateSalespeople,Conventions,TradeShows,SalesContests,制定销售促进程序,什么是公共关系?,Buildinggoodrelationswiththecompanysvariouspublicsbyobtainingfavorablepublicity,buildingupagood“corporateimage”andhandlingorheadingoffunfavorablerumors,storiesandevents.Majorfunctionsare:PressRelationsorPressAgentryProductPublicityPublicAffairs