Managing Advertising Sales Promotion and Public Relations参考.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 Simplified Rating Sheet for Ads Advertising Evaluation 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 “Deal Proneness,”Liechtenstein, Burton, Netemeyer, Journal of Retailing, Summer 1997 Examination of “deal proneness” among consumers in a supermarket setting Surveys Grocery Receipts used Eight types of deals: Cent-off, One-free, Gift, Display, Rebate, Contest, Sale, Coupon Trade Promotions Business-to-Business Promotion Objectives Course Organization Tasks of Marketing Major Concepts Tools of Marketing Marketplace Orientations Marketing’s Responses to New Challenges Course/Text Organization Part I - Understanding Marketing Management Part II - Analyzing Marketing Opportunities Part III - Developing Marketing Strategies Part IV - Shaping the Market Offering Part V - Managing Delivering Marketing Programs Defining Marketing Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. - Philip Kotler (p. 7) Core Concepts of Marketing Simple Marketing System Structure of Flows The Four Ps Company Orientations Towards the Marketplace Customer Delivered Value Traditional Organization Chart Customer-Oriented Organization Chart Evolving Views of Marketing’s Role Evolving Views of Marketing’s Role Evolving Views of Marketing’s Role Review Course Organization Tasks of Marketing Major Concepts Tools of Marketing Marketplace Ori