市场营销学双语课件8（PPT 14）--广告媒体选择.pptVIP

什么是广告? Any form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. U.S. advertisers spend in excess of $175 billion each year. Advertising is used by: Business firms, Nonprofit organizations, Professionals, Social Agencies. 广告决策的主要因素 设定广告目标 广告战略扩展 广告媒体选择 Mass communication technique that offers short-term incentives to encourage purchase or sales of a product or service. Rapid growth in the industry has been achieved because: Product managers are facing more pressure to increase their current sales, Companies face more competition, Advertising efficiency has declined, Consumers have become more deal oriented. 消费者销售促进工具 什么是公共关系? Building good relations with the company’s various publics by obtaining favorable publicity, building up a good “corporate image” and handling or heading off unfavorable rumors, stories and events. Major functions are: Press Relations or Press Agentry Product Publicity Public Affairs Lobbying Investor Relations Development 15-* 来自 中国最大的资料库下载 Objectives Setting Budget Decisions Message Decisions Campaign Evaluation Media Decisions Informative Advertising Build Primary Demand Persuasive Advertising Build Selective Demand Comparison Advertising Compares One Brand to Another Advertising Objectives Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time Reminder Advertising Keeps Consumers Thinking About a Product. 广告 Plan a Message Strategy General Message to Be Communicated to Customers 广告战略 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 Intere