推销活动和公共关系(23页)详解.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 “Deal Proneness,”Liechtenstein, Burton, Netemeyer Cluster analysis yielded two interpretable results: 49% are “deal prone,” 51% not 24% High “Deal prone,” 50% intermediate, 26% deal insensitive “Deal-proneness” a generalized construct - (crosses type of promotion) Younger Less educated more likely to be deal prone Trade Promotions Business-to-Business Promotion Review Developing Managing an Advertising Program Deciding on Media Measuring Effectiveness Sales Promotion Public Relations 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