市场营销英文Mass Communicaions

ManagingMassCommunicationsMassCommunicationsWhatisMassCommunicationsinMarketing?Answer:AdvertisingSalesPromotionsEventsandExperiencesPublicRelationsAdvertisingAdvertisingisanypaidformofnon-personalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsor.Itcanbeacosteffectivemethodtosendmessages.Buildbrandimageandeducateconsumersaretwogoodreasonsforusingadvertising.Advertisingoffersconsumersareasontopurchaseyourproduct.AdvertisingBeforeonestartsadvertising,marketersshouldchoosethetargetmarket/consumersfirst.Failuretodecidethisquestionfirstinmostcasewillleadtoadvertisingcampaignfailure,wastingtimeandmoney.Afteradecisionismadeaboutthisquestion,thenaadvertisingprogramshouldbedeveloped.AdvertisingDevelopinganadvertisingprogramisfivestepprocess:Mission:setyouradvertisingobjectivesMoney:establishabudgetMessage:chooseatheadvertisingmessageandcreativestrategyMedia:decideonwhichmediatouseMeasure:evaluatecommunicationsandsaleseffectsAdvertisingMission:“advertisingtype”optionsInformative:createawarenessandknowledgeofproducts,especiallynewonesPersuasive:createliking,preference,conviction,andpurchaseofagoodorserviceReminder:stimulaterepeatpurchasesReinforcement:convincecurrentpurchasersthattheymadetherightchoiceAdvertisingMoney:factorstoconsiderwhensettingabudgetProductlifecyclestageMarketshareandconsumerbaseCompetitionandclutterFrequencyProductsubstitutabilityAdvertisingMessage:whattosayAgoodadfocusesononeortwosalespropositions.Thechosenproposition(s)shouldfocusonwhatworksbestforthetargetaudience.Inaddition,oneshouldpayattentiontohowthepropositionisexpressed.Onealsoshouldpayattentiontolegalandsocialnorms.AdvertisingMedia:TypeselectionNewspapersTelevisionRadioMagazinesNewsletters

OutdoorsSalesLocationDirectMailTelephoneInternetAdvertisingMedia:selectioncriteriaDecideonReach,Frequency,andImpactDecideonthetypeofmediatouseDecideonthespecificmediavehicleDecideonmediatimingDecideongeographicmediaallocationAdvertisingReach:thenumberofdifferentpeopleorhouseholdsexposedtoyouradvertisingFrequency:thenumberoftimeswithinaspecifiedtimeperiodexposureoccursImpact:qualitativevalueofanexposureReachisimportantfornewproducts.Frequencyisimportantwhencompetitionisgreat.AdvertisingMedia:schedulingoptionsContinuity:schedulingexposurecontinuouslythroughoutagiventimeperiodConcentration:schedulingallofyouradvertisingduringaspecificperiodPulsing:continuousadvertisingatlowexposure,plushaveperiodicwavesofhighexposureAdvertisingMeasuringAdvertisingEffectiveness:methodsCommunicationseffectresearch:focusgrouptestingofaudiencereactionsSaleseffectresearch:measuringsaleschangesafteradvertising,complexduetomultiplefactors,buteasiesttomeasureSalesPromotionsThepurposeofsalespromotionsistoofferanincentiveforconsumerstopurchaseyourproduct.Salespromotionsoftenattractbrandswitcherswhotendtolookforvalueandusuallyarenotbrandloyal.SalesPromotionSalesPromotion:ProgramDevelopmentDecisionstepsEstablishobjectivesSelectconsumerpromotiontoolsSelecttradepromotiontoolsSelectbusinesspromotionandsalesforcepromotiontoolsDeveloptheprogramPretesting,implementation,andcontroltheprogramEvaluatetheprogramSalesPromotionConsumerPromotionToolsSamplesCouponsRebatesPricepacksPremiumsFrequencyProgramsPrizesPatronageawardsFreetrialsProductwarrantiesTie-inpromotionsCrosspromotionsPOPdisplaysanddemonstrationsSalesPromotionTradepromotionsmainlyfocusonretailersinordertopersuadethemcarrytheproduct,moreoftheproduct,orevenpromoteitthemselves.Toolsinclude:PriceoffdiscountsAllowancesforadvertisingorotheractivitiesFreegoodsSalesPromotionBusinessPromotionandSalesForcePromotionactivitiesseekstogeneratebusinessleads,rewardcustomers,and/ormotivatesalespeople.Toolsinclude:TradeshowsandconventionsSalescontestsSpecialtyadvertisingSalesPromotionEvaluatingsalespromotionactivitiesmainlyisdonethroughthemeasuringofsalesduringthepromotion’speriod.Realtimedatanowiseasiertoobtainandevaluatequicklyduetocheckoutscannertechnologyusedbyretailers.EventsandExperiencesEventsandexperiencesarefastbecomingimportantpromotionaltoolsformarketers.EventsandExperiencesReasonstosponsoreventsinclude:ToidentifywithaparticulartargetmarketorlifestyleToincreaseawarenessaboutthecompanyorproductnameTocreateorreinforceconsumerperceptionsofkeybrandimageassociationsToenhancecorporateimagedimensionsTocreateexperiencesandevokefeelingsToexpresscommitmenttothecommunityortosocialissuesToentertainkeyclientsorrewardkeyemployeesTopermitmerchandisingorpromotionalactivitiesEventsandExperiencesMajordecisions:ChoosingeventopportunitiesDesigningsponsorshipprogramsEventcreationMeasuringsponsorshipactivitiesPublicRelationsPublicRelationsisimportanttomarketing,becauseasidefromconsumers,suppliers,anddealerscompaniesoftenhavetodealwiththepublicatlargetoo.PublicRelationsfunctions:PresentingnewsandinformationaboutthecompanyPromotingunderstandingaboutthecompanythroughinternalandexternalcommunicationsDealingwithgovernmenttypesAdvisingmanagementaboutissuesandimagePublicRelationsPublicRelationscanhelpmarketersinvariousways:AssistinginthelaunchofnewproductsAssistingintherepositioningofanewproductBuildinginterestinaproductcategoryInfluencingspecifictargetgroupsDefendingproductsthathaveencounteredpublicproblemsBuildingcorporateimageinawaythatreflectsfavorablyonitsproductsPublicRelationsPublicRelationstoolsPublicationsEventsSponsorshipsNews(i.e.newsreleases)SpeechesPublicserviceactivitiesIdentitymedia(i.e.logos)PublicRelationsMajorPublicRelationsactivitydecisions:EstablishingthemarketingobjectivesChoosingthemessagesandvehiclesImplementingandevaluatingtheplan9、静夜四无无邻，荒居居旧业贫。。。1月-231月-23Thursday,January5,202310、雨中黄黄叶树，，灯下白白头人。。。02:59:2302:59:2302:591/5/20232:59:23AM11、以我独沈久久，愧君相见见频。。1月-2302:59:2302:59Jan-2305-Jan-2312、故故人人江江海海别别，，几几度度隔隔山山川川。。。。02:59:2302:59:2402:59Thursday,January5,202313、乍见见翻疑疑梦，，相悲悲各问问年。。。1月-231月-2302:59:2402:59:24January5,202314、他乡生生白发，，旧国见见青山。。。05一一月20232:59:24上午午02:59:241月-2315、比不了了得就不不比，得得不到的的就不要要。。。一月232:59上午午1月-2302:59January5,202316、行动动出成成果，，工作作出财财富。。。2023/1/52:59:2402:59:2405January202317、做做前前，，能能够够环环视视四四周周；；做做时时，，你你只只能能或或者者最最好好沿沿着着以以脚脚为为起起点点的的射射线线向向前前。。。。2:59:24上上午午2:59上上午午02:59:241月月-239、没有有失败败，只只有暂暂时停停止成成功！！。1月-231月-23Thursday,January5,202310、很很多多事事情情努努力力了了未未必必有有结结果果，，但但是是不不努努力力却却什什么么改改变变也也没没有有。。。。02:59:2402:59:2402:591/5/20232:59:24AM11、成功就是是日复一日日那一点点点小小努力力的积累。。。1月-2302:59:2402:59Jan-2305-Jan-2312、世间成事事，不求其其绝对圆满满，留一份份不足，可可得无限完完美。。02:59:2402:59:2402:59Thursday,January5,202313、不不知知香香积积寺寺，，数数里里入入云云峰峰。。。。1月月-231月月-2302:59:2402:59:24January5,202314、意志坚强强的人能把把世界放在在手中像泥泥块一样任任意揉捏。。05一月月20232:59:24上上午02:59:241月-2315、楚塞三湘接接，荆门九派派通。。。一月232:59上上午1月-2302:59January5,202316、少年十五五二十时，，步行夺得得胡马骑。。。2023/1/52:59:2402:59:2405January202317、空山新新雨后，，天气晚晚来秋。。。2:59:24上午午2:59上午午02:59:241月-239、杨柳散和风风，青山澹吾吾虑。。1月-231月-23Thursda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