《菲利普.科特勒的“市场营销”讲义》19.pptVIP

Objectives Developing Managing an Advertising Program Deciding on Media Measuring Effectiveness Sales Promotion Public Relations Advertising Objectives Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time Advertising Budget Factors Simplified Rating Sheet for Ads Advertising Evaluation Why the increase in Sales Promotion? Growing retailer power Declining brand loyalty Increased promotional sensitivity Brand proliferation Fragmentation of consumer market Short-term focus Increased managerial accountability Competition Clutter Channels of Sales Promotions “Deal Proneness,”Liechtenstein, Burton, Netemeyer, Journal of Retailing, Summer 1997 Examination of “deal proneness” among consumers in a supermarket setting Surveys Grocery Receipts used Eight types of deals: Cent-off, One-free, Gift, Display, Rebate, Contest, Sale, Coupon Trade Promotions Business-to-Business Promotion * ?2000 Prentice Hall * Major Decisions in Advertising Objectives Setting Budget Decisions Message Decisions Media Decisions Campaign Evaluation Informative Advertising Build Primary Demand Persuasive Advertising Build Selective Demand Comparison Advertising Compares One Brand to Another Reminder Advertising Keeps Consumers Thinking About a Product. The Five Ms of Advertising Mission Sales goals Adver- tising objectives Money Factors to consider: Stage in PLC Market share and con- sumer base Competition and clutter Advertising frequency Product substituta- bility Message Message generation Message evaluation and selection Message execution Social-responsibility review Media Reach, frequency, impact Major media types Specific media vehicles Media timing Geographical media allocation Measure- ment Communi- cation impact Sales impact Stage in the Product Life Cycle Market Share Consumer Base Competition Clutter Advertising Frequency Product Substitutability Profiles of Major Media Types Newspapers Advan