《广告学 Advertising》课件-CH01_V97.ppt

Lecture Presentation Series What is Advertising? What is Advertising? Audience Categories Audience Geography Advertising’s Role in Marketing The Marketing Mix Advertising’s Role in SDP Marketing Revenue and Profit Generation Creating Customer Satisfaction Types of Advertising The Economic Effects of Advertising Integrated Marketing Communications Advertising, 2E; OGuinn, Allen, and Semenik (c) 2000 South-Western College Publishing Thomas C. O’Guinn Chris T. Allen Richard J. Semenik Chapter One OH 1-1 Advertising is paid Advertising is mass mediated Advertising attempts to persuade OH 1-2 Specific messages placed to persuade an audience An integrated series of ads and promotions that communicate a central theme or idea OH 1-3 Household Consumers Business Organizations Professionals Trade Channels Government Entities 1. Global 2. International 3. National 4. Regional 5. Local OH 1-4 1. The marketing mix 2. Market segmentation 3. Revenue and profits 4. Customer satisfaction OH 1-5 OH 1-6 Product Price Promotion Distribution PERCEIVED VALUE OH 1-7 (Heterogeneous Homogeneous) (Perceived as different or unique) Distinct from other brands Occupies a “value” level External niche vs. Internal Economies of Scale Brand Loyalty Inelasticity of Demand OH 1-8 OH 1-9 Social Meaning Trends Norms Cultural Identification REFERENCE CRITERIA ADVERTISING 1. Primary Demand Stimulation 2. Selective Demand Stimulation 3. Direct Response Advertising 4. Delayed Response Advertising 5. Corporate Advertising OH 1-10 OH 1-11 Gross Domestic Product Business Cycles Competition Prices Value Special Events Television Advertising C o u p o n s Coordinated promotional efforts reinforce one another OH 1-12