营销学教学课件（英文版）pom12_media15.pptVIP

Advertising Evaluating the Effectiveness and Return on Advertising Investment Communication effects indicate whether the ad and media are communicating the ad message well and be tested before or after the ad runs Sales and profit effects compare past sales and profits with past expenditures or through experiments Advertising Developing and Advertising Programs Other Advertising Considerations How will the company organize its advertising function? Who will perform which advertising tasks? How will the company adapt its advertising strategies and programs to international markets? Advertising Developing and Advertising Programs Other Advertising Considerations Organizing for advertising can include: A salesperson in smaller companies Advertising departments and outside agencies in larger companies Advertising Developing and Advertising Programs Other Advertising Considerations Advertising agencies Employ specialists Provide an outside view to problem solving Advertising Developing and Advertising Programs Other Advertising Considerations International advertising decisions Adapting to local markets Standardization Localization Advertising Developing and Advertising Programs Other Advertising Considerations Standardization Lowers cost More coordination More consistency in image Less responsive to consumer needs and expectations Advertising Developing and Advertising Programs Other Advertising Considerations Challenges in international advertising Varying media costs Regulations Restrictions on media spending and the nature of the media claims Public Relations Public relations involves 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 Public relations is used to promote product, people, ideas, and activities Public Relations Public r