科特勒营销管理下载-Marketing-Management19

1、Chapter 19Managing Advertising,Sales Promotionand Public Relations1ObjectivesDeveloping & Managing an Advertising ProgramDeciding on Media & Measuring EffectivenessSales PromotionPublic Relations2Major Decisions in AdvertisingObjectives SettingBudget DecisionsMessage DecisionsMedia DecisionsCampaign

2、 Evaluation3Informative AdvertisingBuild Primary DemandPersuasive AdvertisingBuild Selective DemandComparison AdvertisingCompares One Brand to AnotherReminder AdvertisingKeeps Consumers ThinkingAbout a Product.Advertising Objectives Specific Communication Task Accomplished with a Specific Target Aud

3、ience During a Specific Period of Time4 The Five Ms of AdvertisingMissionSalesgoalsAdver-tisingobjectivesMoneyFactors toconsider:Stage in PLCMarket shareand con-sumer baseCompetitionand clutterAdvertisingfrequencyProductsubstituta-bilityMessageMessage generationMessage evaluationand selectionMessage

4、 executionSocial-responsibilityreviewMediaReach, frequency,impactMajor media typesSpecific mediavehiclesMedia timingGeographicalmedia allocationMeasure-mentCommuni-cationimpactSalesimpact5Advertising Budget FactorsStage in the Product Life CycleMarket Share &Consumer BaseCompetition &ClutterAdvertis

5、ingFrequencyProductSubstitutability6Profiles of Major Media TypesNewspapersAdvantages: Flexibility, timeliness; good local market coverage;broad acceptance, high believabilityLimitations:Short life; poor reproduction quality; smallpass-along audienceTelevisionAdvantages: Combines sight, sound, motio

6、n; high attention; high reach; appealing to sensesLimitations:High absolute costs; high clutter; fleeting exposure;less audience selectivityDirect MailAdvantages:Audience selectivity; flexibility, no ad compe-tition within same medium; allows personalizationLimitations:Relative high cost; “junk mail

7、” image7RadioAdvantages: Mass use; high geographic and demographic selectivity; low costLimitations:Audio only; fleeting exposure; lower attention; nonstandardized rates; fragmented audiences MagazinesAdvantages:High geographic and demographic selectivity;credibility and prestige; high-quality repro

8、duction;long life; good pass-along readershipLimitations:Long ad purchase lead time; waste circulation; no guarantee of positionOutdoorAdvantages:Flexibility; high repeat exposure; low cost; low message competitionLimitations:Little audience selectivity; creative limitationsProfiles of Major Media T

9、ypes8Classification ofAdvertising Timing PatternsMonthNumber ofmessagesper monthConcen-trated(1)(2)(3)LevelRisingFallingAlternating(4)Continuous(8)(7)(6)(5)(9)Inter-mittent(10)(11)(12)(9)9Simplified Rating Sheet for AdsPooradMediocreadAverageadGoodadGreatad020406080100_Total(Attention) How well does

10、 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? _2010Adver

11、tising StrategyMessage ExecutionTypicalMessageExecutionStylesTestimonialEvidenceSlice of LifeScientificEvidenceLifestyleTechnicalExpertiseFantasyMusicalPersonalitySymbolMood orImageTurning the “Big Idea” Into an Actual Ad to Capture the Target Markets Attention and Interest.11Advertising EvaluationA

12、dvertising Program EvaluationCommunication EffectsIs the Ad Communicating Well?Sales EffectsIs the Ad Increasing Sales?12Why the increase in Sales Promotion?Growing retailer powerDeclining brand loyaltyIncreased promotional sensitivityBrand proliferationFragmentation of consumer marketShort-term foc

13、usIncreased managerial accountabilityCompetitionClutter13Long-Term Promotional Allocation01020304050601986889092941996Year%t of total - 3 yr.MATrade PromoMedia AdvCons. PromoCox Direct 19th Annual Survey of Promotional Practices14Channels of Sales PromotionsMANUFACTURERRETAILERTradePromotionsCONSUME

14、RConsumerPromotionsPushPushPullRetailPromotions15Consumer PromotionConsumer-Promotion ObjectivesConsumer-Promotion ToolsPoint-of-PurchaseDisplaysPremiumsPrice PacksCash RefundsCouponsSamplesPatronage RewardsGamesSweepstakesContestsAdvertisingSpecialtiesPatronage RewardsEntice Consumers to Try a New

15、ProductLure Customers AwayFrom Competitors ProductsGet Consumers to “Load Upon a Mature ProductHold & Reward Loyal CustomersConsumer Relationship Building16“Deal Proneness,”Liechtenstein, Burton, & Netemeyer, Journal of Retailing, Summer 1997Examination of “deal proneness” among consumers in a super

16、market settingSurveys & Grocery Receipts usedEight types of deals:Cent-off, One-free, Gift, Display, Rebate, Contest, Sale, & Coupon“Deal Proneness,”Liechtenstein, Burton, & NetemeyerCluster analysis yielded two interpretable results:49% are “deal prone,” 51% not24% High “Deal prone,” 50% intermedia

17、te, 26% deal insensitive“Deal-proneness” a generalized construct - (crosses type of promotion)Younger & Less educated more likely to be deal prone17Trade-Promotion ObjectivesTrade-Promotion ToolsSpecialty AdvertisingItemsContestsFree GoodsBuy-BackGuaranteesAllowancesPrice-OffsPatronage RewardsPush MoneyDiscountsPremiumsDisplaysPersuade Retailers or Wholesalers to Carry a BrandGive a Brand Shelf SpacePromote a Brand in AdvertisingPush a Brand to ConsumersTrade Promotions18Business-Promotion ObjectivesBusiness-Promotion ToolsGenerate Business