推销活动和公关系

Chapter19ManagingAdvertising,SalesPromotionandPublicRelationsMarketingManagementTenthEditionObjectivesDeveloping&ManaginganAdvertisingProgramDecidingonMedia&MeasuringEffectivenessSalesPromotionPublicRelationsMajorDecisionsinAdvertisingObjectivesSettingBudgetDecisionsMessageDecisionsMediaDecisionsCampaignEvaluationInformativeAdvertisingBuildPrimaryDemandPersuasiveAdvertisingBuildSelectiveDemandComparisonAdvertisingComparesOneBrandtoAnotherReminderAdvertisingKeepsConsumersThinkingAboutaProduct.AdvertisingObjectives

SpecificCommunicationTaskAccomplishedwithaSpecificTargetAudienceDuringaSpecificPeriodofTime

TheFiveMsofAdvertisingMissionSalesgoalsAdver-tisingobjectivesMoneyFactorstoconsider:StageinPLCMarketshareandcon-sumerbaseCompetitionandclutterAdvertisingfrequencyProductsubstituta-bilityMessageMessagegenerationMessageevaluationandselectionMessageexecutionSocial-responsibilityreviewMediaReach,frequency,impactMajormediatypesSpecificmediavehiclesMediatimingGeographicalmediaallocationMeasure-mentCommuni-cationimpactSalesimpactAdvertisingBudgetFactorsStageintheProductLifeCycleMarketShare&ConsumerBaseCompetition&ClutterAdvertisingFrequencyProductSubstitutabilityProfilesofMajorMediaTypesNewspapersAdvantages:Flexibility,timeliness;goodlocalmarketcoverage; broadacceptance,highbelievabilityLimitations: Shortlife;poorreproductionquality;small pass-alongaudienceTelevisionAdvantages: Combinessight,sound,motion;highattention;highreach;appealingtosenses

Limitations: Highabsolutecosts;highclutter;fleetingexposure; lessaudienceselectivityDirectMailAdvantages: Audienceselectivity;flexibility,noadcompe- titionwithinsamemedium;allowspersonalizationLimitations: Relativehighcost;“junkmail”imageRadioAdvantages:Massuse;highgeographicanddemographic selectivity;lowcostLimitations: Audioonly;fleetingexposure;lowerattention;nonstandardizedrates;fragmentedaudiencesMagazinesAdvantages: Highgeographicanddemographicselectivity; credibilityandprestige;high-qualityreproduction; longlife;goodpass-alongreadershipLimitations: Longadpurchaseleadtime;wastecirculation;noguaranteeofpositionOutdoorAdvantages: Flexibility;highrepeatexposure;lowcost;lowmessagecompetitionLimitations: Littleaudienceselectivity;creativelimitationsProfilesofMajorMediaTypesClassificationof

AdvertisingTimingPatternsMonthNumberofmessagespermonthConcen-trated(1)(2)(3)LevelRisingFallingAlternating(4)Continuous(8)(7)(6)(5)(9)Inter-mittent(10)(11)(12)(9)SimplifiedRatingSheetforAdsPooradMediocreadAverageadGoodadGreatad020406080100__Total(Attention)Howwelldoestheadcatchthereader’sattention?__20(Read-through)Howwelldoestheadleadthereadertoreadfurther?__20(Cognitive)Howclearisthecentralmessageorbenefit?__20(Affective)Howeffectiveistheparticularappeal?__20(Behavior)Howwelldoestheadsuggestfollow-throughaction?__20AdvertisingStrategyMessageExecutionTypicalMessageExecutionStylesTestimonialEvidenceSliceofLifeScientificEvidenceLifestyleTechnicalExpertiseFantasyMusicalPersonalitySymbolMoodorImageTurningthe““BigIdea””IntoanActualAdtoCapturetheTargetMarket’’sAttentionandInterest.AdvertisingProgramEvaluationCommunicationEffectsIstheAdCommunicatingWell?AdvertisingEvaluationSalesEffectsIstheAdIncreasingSales?WhytheincreaseinSalesPromotion?GrowingretailerpowerDecliningbrandloyaltyIncreasedpromotionalsensitivityBrandproliferationFragmentationofconsumermarketShort-termfocusIncreasedmanagerialaccountabilityCompetitionClutterLong-TermPromotionalAllocation01020304050601986889092941996Year%toftotal-3yr.MATradePromoMediaAdvCons.PromoCoxDirect19thAnnualSurveyofPromotionalPracticesChannelsofSalesPromotionsMANUFACTURERRETAILERTradePromotionsCONSUMERConsumerPromotionsPushPushPullRetailPromotionsConsumerPromotionConsumer-PromotionObjectivesConsumer-PromotionToolsPoint-of-PurchaseDisplaysPremiumsPricePacksCashRefundsCouponsSamplesPatronageRewardsGamesSweepstakesContestsAdvertisingSpecialtiesPatronageRewardsEnticeConsumerstoTryaNewProductLureCustomersAwayFromCompetitors’ProductsGetConsumersto“LoadUp’’onaMatureProductHold&RewardLoyalCustomersConsumerRelationshipBuilding“DealProneness,””Liechtenstein,Burton,&Netemeyer,JournalofRetailing,Summer1997Examinationof““dealproneness””amongconsumersinasupermarketsettingSurveys&GroceryReceiptsusedEighttypesofdeals:Cent-off,One-free,Gift,Display,Rebate,Contest,Sale,&Coupon“DealProneness,””Liechtenstein,Burton,&NetemeyerClusteranalysisyieldedtwointerpretableresults:49%are“dealprone,”51%not24%High““Dealprone,”50%intermediate,26%dealinsensitive“Deal-proneness””ageneralizedconstruct-(crossestypeofpromotion)Younger&LesseducatedmorelikelytobedealproneTrade-PromotionObjectivesTrade-PromotionToolsSpecialtyAdvertisingItemsContestsFreeGoodsBuy-BackGuaranteesAllowancesPrice-OffsPatronageRewardsPushMoneyDiscountsPremiumsDisplaysPersuadeRetailersorWholesalerstoCarryaBrandGiveaBrandShelfSpacePromoteaBrandinAdvertisingPushaBrandtoConsumersTradePromotionsBusiness-PromotionObjectivesBusiness-PromotionToolsGenerateBusinessLeadsStimulatePurchasesRewardCustomersMotivateSalespeopleConventionsTradeShowsSalesContestsBusiness-to-BusinessPromotionSpecialEventsWrittenMaterialsCorporateIdentityMaterialsSpeechesNewsAudiovisualMaterialsMajorPublicRelationsToolsPublicServiceActivitiesWebSiteTacoBellhaspurchasedtheLibertyBell!ReviewDeveloping&ManaginganAdvertisingProgramDecidingonMedia&MeasuringEffectivenessSalesPromotionPublicRelations谢谢1月-2301:03:4101:0301:031月-231月-2301:0301:0301:03:411月-231月-2301:03:412023/1/61:03:419、静夜四四无邻，，荒居旧旧业贫。。。1月-231月-23Friday,January6,202310、雨中黄叶树树，灯下白头头人。。01:03:4101:03:4101:031/6/20231:03:41AM11、以我我独沈沈久，，愧君君相见见频。。。1月-2301:03:4101:03Jan-2306-Jan-2312、故故人人江江海海别别，，几几度度隔隔山山川川。。。。01:03:4201:03:4201:03Friday,January6,202313、乍见翻疑梦梦，相悲各问问年。。1月-231月-2301:03:4201:03:42January6,202314、他乡生白白发，旧国国见青山。。。06一月月20231:03:42上上午01:03:421月-2315、比不了得就就不比，得不不到的就不要要。。。一月231:03上上午1月-2301:03January6,202316、行动动出成成果，，工作作出财财富。。。2023/1/61:03:4201:03:4206January202317、做前，，能够环环视四周周；做时时，你只只能或者者最好沿沿着以脚脚为起点点的射线线向前。。。1:03:42上午午1:03上午午01:03:421月-239、没有失败，，只有暂时停停止成功！。。1月-231月-23Friday,January6,202310、很多事情努努力了未必有有结果，但是是不努力却什什么改变也没没有。。01:03:4201:03:4201:031/6/20231:03:42AM11、成成功功就就是是日日复复一一日日那那一一点点点点小小小小努努力力的的积积累累。。。。1月月-2301:03:4201:03Jan-2306-Jan-2312、世间成成事，不不求其绝绝对圆满满，留一一份不足足，可得得无限完完美。。。01:03:4201:03:4201:03Friday,January6,202313、不知香积积寺，数里里入云峰。。。1月-231月-2301:03:4201:03:42January6,202314、意志坚强的的人能把世界界放在手中像像泥块一样任任意揉捏。06一月20231:03:42上午01:03:421月-2315、楚塞三湘湘接，荆门门九派通。。。。一月231:03上上午1月-2301:03January6,202316、少少年年十十五五二二十十时时，，步步行行夺夺得得胡胡马马骑骑。。。。2023/1/61:03:4201:03:4206January202317、空山新新雨后，，天气晚晚来秋。。。1:03:42上午午1:03上午午01:03:421月-239、杨柳散散和风，，青山澹澹吾虑。。。1月-231月-23Friday,January6,202310、阅读一切好好书如同和过过去最杰出的的