ManagingAdvertisingSalesPromotionandPublicRelations幻灯片.pptVIP

Customers Front-line people Middle Management Top Management Traditional Organization Chart Customer-Oriented Organization Chart Customers Front-line people Middle management Top manage- ment Customers Customers ?2000 Prentice Hall Objectives 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. Advertising Objectives Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time The Five Ms of Advertising Mission Sales goals Adver- tising objectives Money Factors to consider: Stage in PLC Market share and con- sumer base Competition and clutter Advertising frequency Product substituta- bility Message Message generation Message evaluation and selection Message execution Social-responsibility review Media Reach, frequency, impact Major media types Specific media vehicles Media timing Geographical media allocation Measure- ment Communi- cation impact Sales impact Advertising Budget Factors Stage in the Product Life Cycle Market Share Consumer Base Competition Clutter Advertising Frequency Product Substitutability Profiles of Major Media Types Newspapers Advantages: Flexibility, timeliness; good local market coverage; broad acceptance, high believability Limitations: Short life; poor reproduction quality; small pass-along audience Television Advantages: Combines sight, sound, motion; high attention; high reach; appealing to senses Limitations: High absolute costs; high clutter; fleeting exposure; less audience selectivity Direct Mail Advantages: Audience sel