Lecture 3 广告管理概览.ppt

* * * * * * * * * * * Advertising Function Alternatives Full-Service Advertising Agency Advantages Access to in-depth knowledge and skills Obtaining negotiating leverage with the media Coordinating advertising and marketing efforts Disadvantages Some control of advertising function is lost Larger clients are favored over small clients Occasionally inefficient in media buying ? 2010 South-Western, a part of Cengage Learning. All rights reserved. 7–* Advertising Agency Organization ? 2010 South-Western, a part of Cengage Learning. All rights reserved. 7–* Creative Services Develop advertising copy and campaigns Copywriters, production people, and creative directors Media Services Selecting the best advertising media Media planners develop overall media strategy Media buyers procure the selected media Research Services Study clients’ customers’ buying habits, purchase preferences, and responsiveness Focus groups, mall intercepts, acquisition of syndicated research data Account Management Link the agency with the client Act as liaisons so that the client does not need to interact directly with several different service departments and specialists ? 2010 South-Western, a part of Cengage Learning. All rights reserved. 7–* Agency Compensation Commissions from Media Labor-based Fee System Outcome- or Performance-based Programs Agency Compensation Methods Ad-Investment Considerations Is The Money Invested in Advertising Warranted? Profit = Revenue – Expenses Revenue = Price × Volume Volume = Trial + Repeat ? 2010 South-Western, a part of Cengage Learning. All rights reserved. 7–* Ad-Investment Considerations: Which Position Is More Acceptable? The Case for Investing Advertising can increase profitability by increasing sales volume, enabling higher selling prices, and thus increasing revenue beyond the incremental advertising expense. The Case for Disinvesting Firms choose to reduce advertising expenses either when a brand is performing well or during economic reces