市场营销-广告【企业营销策划经典】.pptVIP

Advertising International Marketing Advertising Personal Selling Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. Sales Promotion Short-term Incentives to Encourage Sales. Public Relations Building Good Relations with Various Publics by Obtaining Favorable Unpaid Publicity. Direct Marketing Direct Communications With Individuals to Obtain an Immediate Response. Personal Presentations by a Firm’s Sales Force. What is advertising? Any form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Advertising is used by: Business firms, Nonprofit organizations, Professionals, Social Agencies. The challenges of advertising in international markets The language challenge The culture challenge The regulation challenge The media challenge The consumer habits challenge The advertising process Objectives Setting Budget Decisions Message Decisions Evaluation and Adjustment Media Decisions Informative Advertising Build Primary Demand Persuasive Advertising Build Selective Demand Comparison Advertising Compares One Brand to Another Advertising Objectives Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time Reminder Advertising Keeps Consumers Thinking About a Product. Message decision Develop appeals: rational emotional fear sex humor The appeals are desirable, exclusive and believable. Selecting the Advertising Media Television Radio Print Direct mail Outdoor Internet Other Advantages Can reach broad audiences cost effectively Many creative possibilities using Generate attention Low cost per exposure Disadvantages Difficult to target narrow audience segments Medium cluttered with commercials High production network costs Short exposure time Advantages and Disadvantages of Television Advantages and Disadvantages of Radio Advant