~个人珍藏~市场营销原理课件_管理学经典教材(英文版)菲利普·科特勒kotler16_exs

Advertising,SalesPromotion,andPublicRelationsChapter16ObjectivesUnderstandtherolesofadvertising,salespromotion,andpublicrelationsinthepromotionmix.Knowthemajordecisionsinvolvedindevelopinganadvertisingprogram.ObjectivesLearnhowsalespromotioncampaignsaredevelopedandimplemented.Learnhowcompaniesusepublicrelationstocommunicatewiththeirpublics.Afewyearsago,only13%ofU.S.recognizedAFLACOldads:“warmandfuzzy”similartootherinsuranceadsGoal:breakthroughadvertisingclutter1999:AFLACdevelopedthe“duck”campaigntoenhancebrandawarenessIncrediblysuccessful:namerecognitionisnow91%;salesgrowthof30%eachyearcampaignhasrunAFLACCaseStudyDefinitionAdvertisingAnypaidformofnonpersonalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsor.Signageinancienttimesoffersevidenceofearlyadvertising.Modernadspendingtops$231billioninU.S.annually,$500billionworldwide.Businessfirms,not-for-profit,socialagencies,andprofessionalsalladvertise.AdvertisingAdvertisingSettingobjectivesSettingthebudgetDevelopingtheadvertisingstrategyEvaluatingadvertisingcampaignsAdvertisingobjectivescanbeclassifiedbyprimarypurpose:InformIntroducingnewproductsPersuadeBecomesmoreimportantascompetitionincreasesComparativeadvertisingRemindMostimportantformatureproductsKeyDecisionsAdvertisingSettingobjectivesSettingthebudgetDevelopingtheadvertisingstrategyEvaluatingadvertisingcampaignsMethodsofbudgetsettingwerelistedinchapter15Severalfactorsshouldbeconsideredwhensettingtheadbudget:StageinthePLCMarketshareLevelofcompetitionAdclutterDegreeofbranddifferentiationKeyDecisionsAdvertisingSettingobjectivesSettingthebudgetDevelopingtheadvertisingstrategyEvaluatingadvertisingcampaignsCreativechallengesMediafragmentationSoaringmediacostsAdvertisingclutterCreatingadmessagesMessagestrategyCreativeconceptAdvertisingappealMessageexecutionManyexecutionstylesTone,format,illustration,headline,copyKeyDecisionsCreativeExecutionStylesAdvertisingSliceofLifeLifestyleFantasyMoodorImageMusicalPersonalitySymbolTechnicalExpertiseScientificEvidenceTestimonialEvidenceorEndorsementAdvertisingSettingobjectivesSettingthebudgetDevelopingtheadvertisingstrategyEvaluatingadvertisingcampaignsSelectadvertisingmediaDecideonlevelofreach,frequencyandimpactChooseamongthemajormediatypesbyconsidering:Consumermediahabits,natureoftheproduct,typesofmessages,andcostsSelectspecificmediavehiclesDecideonmediatimingKeyDecisionsMajorMediaTypesAdvertisingNewspapersTelevisionDirectMailRadioMagazinesOutdoorInternetAdvertisingSettingobjectivesSettingthebudgetDevelopingtheadvertisingstrategyEvaluatingadvertisingcampaignsMeasuringcommunicationseffectsCopytestingConsumerrecallProductawarenessProductknowledgeProductpreferenceMeasuringsaleseffectPastvs.currentsalescomparisonExperimentationKeyDecisionsOrganizingtheAdvertisingFunctionSmallvs.largecompaniesNatureofadvertisingagenciesAdvantagesofadvertisingagenciesDepartmentsCompensationChangesinagencyservicesAdvertisingAdvertisingtoInternationalMarketsStandardizingworldwideadvertisingAdvantagesincludeloweradvertisingcosts,greaterglobaladvertisingcoordination,andconsistentglobalimageDrawbacksincludeignoringdifferencesinculture,demographics,andeconomicconditions.MostmarketersthinkgloballybutactlocallyAdvertisingSalesPromotionSalesPromotionsareshort-termincentivestoencouragethepurchaseorsaleofaproductorservice.DefinitionSalesPromotionsCanbetargetedatfinalbuyers,retailersandwholesalers,businesscustomers,andmembersofthesalesforce.Theuseofsalespromotionshasbeengrowingrapidly.SalesPromotionObjectives--ConsumerPromotions:Increaseshort-termsalesGenerateproducttrialObjectives--TradePromotions:ObtainingdistributionandshelfspaceEncouragingretailerstoadvertisethebrandObjectives--SalesForcePromotions:SigningupnewaccountsSalesPromotionConsumerPromotionToolsSalesPromotionSamplesCashRefunds(Rebates)Pricepacks(cents-offdeals)AdvertisingSpecialtiesPremiumsPatronageRewardsPoint-of-PurchaseCommunicationsContests,Games,andSweepstakesTradePromotionToolsDiscounts(alsocalledprice-off,off-list,andoff-invoice)AllowancesAdvertisingallowancesDisplayallowancesFreegoodsPushmoneySpecialtyadvertisingitemsSalesPromotionBusinessPromotionToolsIncludesmanyofthesametoolsusedinconsumerandtradepromotionsTwoadditionaltools:ConventionsandtradeshowsSalescontestsSalesPromotionKeyDecisionsWhenDevelopingtheSalesPromotionProgram:SizeoftheincentiveConditionsforparticipationPromotionanddistributionoftheactualsalespromotionprogramLengthofthepromotionalprogramEvaluationSurveysandexperimentscanbeusedSalesPromotionPublicRelations:Buildinggoodrelationswiththecompany’svariouspublicsbyobtainingfavorablepublicity,buildingupagoodcorporateimage,andhandlingorheadingoffunfavorablerumors,stories,andevents.DefinitionPublicRelationsFunctionsPublicRelationsPressRelationsProductPublicityPublicAffairsLobbyingInvestorRelationsDevelopmentRoleandImpactofPublicRelationsAdvantages:StrongimpactonpublicawarenessatlowercostthanadvertisingGreatercredibilitythanadvertisingPublicityisoftenunderusedGoodpublicrelationscanbeapowerfulbrand-buildingtoolPublicRelationsPublicRelationsToolsPublicRelationsNewsSpeechesCorporateIdentityMaterialsMobileMarketingSpecialEventsWrittenMaterialsAudiovisualMaterialsPublicServiceActivities