中山大学吴柏林教授 研究生课程“营销管理”绝密资料_CH13.pptVIP

Advertising and Public Relations Chapter 15 Version 6e Advertising and Public Relations Learning Objectives Learning Objectives (continued) Learning Objective Advertising U.S. advertising spending exceeds $215 billion per year Industry employs only 272,000  Ad budgets of some firms exceed over $2 billion per year Advertising and Market Share Advertising and the Consumer Learning Objective Major Types of Advertising Major Types of Advertising Product Advertising Learning Objective Advertising Campaign Steps in Creating an Advertising Campaign Setting Objectives:The DAGMAR Approach Creative Decisions Identify Product Benefits “Sell the Sizzle, not the Steak”  Sell product’s benefits, not its attributes A benefit should answer “What’s in it for me?” Ask “So?” to determine if it is a benefit Advertising Appeal Common Advertising Appeals Unique Selling Proposition Executing the Message Learning Objective Media Types Advertising Spending for 1999 Newspapers Cooperative Advertising Magazines Radio Television Outdoor Media Internet and World Wide Web Alternative Media Media Selection Considerations Media Selection Considerations Media Scheduling Media Scheduling Learning Objective Public Relations Functions of Public Relations Public Relations Tools Managing Unfavorable Publicity Ads in Movies and Videos Interactive Kiosks Computer Screen Savers Video Shopping Carts Fax Machines Examples of Alternative Media 4 Cost per Contact Factors Influencing Media Mix Decisions Reach Frequency Audience Selectivity 4 Cost per Contact Reach Frequency Audience Selectivity The cost of reaching one member of the target market. The number of target consumers exposed to a commercial at least once during a time period. The number of times an individual is exposed to a message during a time period. The ability of an advertising medium to reach a precisely defined market. 4 Types of Media Schedules Continuous Media Schedule Flighted Media Schedule Pulsing Media Schedule