~个人珍藏~市场营销原理_管理学经典(英文版)菲利普·科特勒kotler16_exs解释.ppt

Advertising, Sales Promotion, and Public Relations;Objectives;Objectives;A few years ago, only 13% of U.S. recognized AFLAC Old ads: “warm and fuzzy” similar to other insurance ads Goal: break through advertising clutter;Definition;Signage in ancient times offers evidence of early advertising. Modern ad spending tops $231 billion in U.S. annually, $500 billion worldwide. Business firms, not-for-profit, social agencies, and professionals all advertise.;Advertising;Advertising;Advertising;Creative Execution Styles;Advertising;Major Media Types;Advertising;Organizing the Advertising Function Small vs. large companies Nature of advertising agencies Advantages of advertising agencies Departments Compensation Changes in agency services;Advertising to International Markets Standardizing worldwide advertising Advantages include lower advertising costs,  greater global advertising coordination, and  consistent global image Drawbacks include ignoring differences in culture, demographics, and economic conditions. Most marketers think globally but act locally;Sales Promotion Sales Promotions are short-term incentives to encourage the purchase or sale of a product or service.;Sales Promotions Can be targeted at final buyers, retailers and wholesalers, business customers, and members of the sales force. The use of sales promotions has been growing rapidly.;Objectives -- Consumer Promotions: Increase short-term sales Generate product trial Objectives -- Trade Promotions: Obtaining distribution and shelf space Encouraging retailers to advertise the brand Objectives -- Sales Force Promotions: Signing up new accounts ;Consumer Promotion Tools;Trade Promotion Tools Discounts ( also called price-off, off-list, and off-invoice) Allowances Advertising allowances Display allowances Free goods Push money Specialty advertising items;Business Promotion Tools Includes many of the same tools used in consumer and trade promotions Two additional tools: Conventions and trade shows