菲利普·科特勒营销管理讲义第19章.ppt

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 Developing Advertising Strategy: Creating Ad Messages Advertising Strategy:Selecting Advertising Media Simplified Rating Sheet for Ads Advertising Evaluation What is Sales Promotion ? 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 Trade Promotions Business-to-Business Promotion What is Public Relations? Major Public Relations Functions Major Public Relations Decisions 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. Stage in the Product Life Cycle Market Share Consumer Base Competition Clutter Advertising Frequency Product Substitutability Plan a Message Strategy General Message to Be Communicated to Customers Develop a Message Focus on Customer Benefits Creative Concept “Big Idea” Visualization or Phrase Combination of Both Advertising Appeals Meaningful Believable Distinctive Typical Message Execution Styles Testimonial Evidence Slice of Life Scientific Evidence Lifestyle Technical Expertise Fantasy Musical Personality Symbol Mood or Image Turning the “Big Idea” Into an Actual Ad to Capture the Target Market’s Attention and Inter