推销活动和公共关系

推销活动和公共关系ObjectivesDeveloping&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?__20AdvertisingStrategy

MessageExecutionTypicalMessageExecutionStylesTestimonialEvidenceSliceofLifeScientificEvidenceLifestyleTechnicalExpertiseFantasyMusicalPersonalitySymbolMoodorImageTurningthe“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-Promotion ToolsSpecialtyAdvertisingItemsContestsFreeGoodsBuy-BackGuaranteesAllowancesPrice-OffsPatronageRewardsPushMoneyDiscountsPremiumsDisplaysPersuadeRetailersorWholesalerstoCarryaBrandGiveaBrandShelfSpacePromoteaBrandinAdvertisingPushaBrandtoConsumersTradePromotionsBusiness-