广告、促销及公共关系.ppt

Advertising,SalesPromotion,andPublicRelations,广告、促销及公共关系,16-1,Objectives目标,Understandtherolesofadvertising,salespromotion,andpublicrelationsinthepromotionmix.Knowthemajordecisionsinvolvedindevelopinganadvertisingprogram.,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,16-2,Objectives目标,Learnhowsalespromotioncampaignsaredevelopedandimplemented.Learnhowcompaniesusepublicrelationstocommunicatewiththeirpublics.,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。,16-3,CaseStudy案例研究,Afewyearsago,only13%ofU.S.recognizedAFLACOldads:“warmandfuzzy”similartootherinsuranceadsGoal:breakthroughadvertisingclutter,AFLAC,几年前，只有13%的美国人知道AFLAC原广告词:“warmandfuzzy”和其它保险广告相似。目标:消除广告混乱,16-4,CaseStudy案例研究,1999:AFLACdevelopedthe“duck”campaigntoenhancebrandawarenessIncrediblysuccessful:namerecognitionisnow91%;salesgrowthof30%eachyearcampaignhasrun,AFLAC,1999:AFLAC启动“duck”计划，加强品牌知名度令人难以置信的成功:当前品牌知名度为91%;销售自计划实施起每年增涨30%,16-5,Definition定义,AdvertisingAnypaidformofnonpersonalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsor.,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。,16-6,Advertising广告,Signageinancienttimesoffersevidenceofearlyadvertising.Modernadspendingtops$231billioninU.S.annually,$500billionworldwide.Businessfirms,not-for-profit,socialagencies,andprofessionalsalladvertise.,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。,16-7,Settingobjectives确定广告目标,可根据主要目的对广告目标进行分类:告知推出新产品劝说在竞争日趋激烈时愈来愈重要比较性广告提醒在产品成熟阶段很重要,Advertisingobjectivescanbeclassifiedbyprimarypurpose:InformIntroducingnewproductsPersuadeBecomesmoreimportantascompetitionincreasesComparativeadvertisingRemindMostimportantformatureproducts,16-8,Settingthebudget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,Methodsofbudgetsettingwerelistedinchapter15Severalfactorsshouldbeconsideredwhensettingtheadbudget:StageinthePLCMarketshareLevelofcompetitionAdclutterDegreeofbranddifferentiation,16-9,Developingtheadvertisingstrategy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创意概念广告吸引点创决执行众多执行方式格调、式样、用语、标题、格式,CreativechallengesMediafragmentationSoaringmediacostsAdvertisingclutterCreatingadmessagesMessagestrategyCreativeconceptAdvertisingappealMessageexecutionManyexecutionstylesTone,format,illustration,headline,copy,16-10,CreativeExecutionStyles创意执行方式,SliceofLifeLifestyleFantasyMoodorImageMusicalPersonalitySymbolTechnicalExpertiseScientificEvidence,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,TestimonialEvidenceorEndorsement证明或票据,16-11,Developingtheadvertisingstrategy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: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,SelectadvertisingmediaDecideonlevelofreach,frequencyandimpactChooseamongthemajormediatypesbyconsidering:Consumermediahabits,natureoftheproduct,typesofmessages,andcostsSelectspecificmediavehiclesDecideonmediatiming,16-12,MajorMediaTypes主要媒体类型,NewspapersTelevisionDirectMailRadioMagazinesOutdoorInternet,报纸电视直接邮购广播杂志户外广告互联网,16-13,Evaluatingadvertisingcampaigns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,MeasuringcommunicationseffectsCopytestingConsumerrecallProductawarenessProductknowledgeProductpreferenceMeasuringsaleseffectPastvs.currentsalescomparisonExperimentation,16-14,Smallvs.largecompaniesNatureofadvertisingagenciesAdvantagesofadvertisingagenciesDepartmentsCompensationChangesinagencyservices,AdvertisingOrganizingtheAdvertisingFunction广告组织,小公司VS大公司广告代理机构的性质广告代理机构的优势机构报酬代理服务的变化,16-15,AdvertisingtoInternationalMarkets国际广告决策,StandardizingworldwideadvertisingAdvantagesincludeloweradvertisingcosts,greaterglobaladvertisingcoordination,andconsistentglobalimageDrawbacksincludeignoringdifferencesinculture,demographics,andeconomicconditions.Mostmarketersthinkgloballybutactlocally,广告标准化优点包括低成本，高协调和更一致的全球公司或产品形象。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。,16-16,Definition定义,SalesPromotionSalesPromotionsareshort-termincentivestoencouragethepurchaseorsaleofaproductorservice.,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。,16-17,SalesPromotion促销,Canbetargetedatfinalbuyers,retailersandwholesalers,businesscustomers,andmembersofthesalesforce.Theuseofsalespromotionshasbeengrowingrapidly.,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。,16-18,SalesPromotion促销,Objectives-ConsumerPromotions:Increaseshort-termsalesGenerateproducttrialObjectives-TradePromotions:ObtainingdistributionandshelfspaceEncouragingretailerstoadvertisethebrandObjectives-SalesForcePromotions:Signingupnewaccounts,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,16-19,ConsumerPromotionTools消费推广手段,SamplesCashRefunds(Rebates)Pricepacks(cents-offdeals)AdvertisingSpecialtiesPremiumsPatronageRewardsPoint-of-PurchaseCommunicationsContests,Games,andSweepstakes,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,16-20,Discounts(alsocalledprice-off,off-list,andoff-invoice)AllowancesAdvertisingallowancesDisplayallowancesFreegoodsPushmoneySpecialtyadvertisingitems,TradePromotionTools交易推广手段,折扣津贴广告津贴陈列津贴免费产品推动金特殊广告制品,16-21,IncludesmanyofthesametoolsusedinconsumerandtradepromotionsTwoadditionaltools:ConventionsandtradeshowsSalescontests,SalesPromotionBusinessPromotionTools产业推广手段,包括许多与交易推广和消费推广相同的手段两种附加手段:产业会议和贸易展览销售竞赛,16-22,SizeoftheincentiveConditionsforparticipationPromotionanddistributionoftheactualsalespromotionprogramLengthofthepromotionalprogramEvaluationSurveysandexperimentscanbeused,KeyDecisionsWhenDevelopingtheSalesPromotionProgram制定促销计划的决策,激励规模参与条件如何推广并实施促销活动促销时间的长短评价可以使用调查与实验,16-23,Definition定义,PublicRelationsBuildinggoodrelationswiththecompanysvariouspublicsbyobtainingfavorablepublicity,buildingupagoodcorporateimage,andhandlingorheadingoffunfavorablerumors,stories,andevents.,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。,16-24,Pu