Managing Advertising Sales Promotion and Public Relations幻灯片课件.ppt

Chapter 19;Objectives;Major Decisions in Advertising; Informative Advertising Build Primary Demand ; The Five Ms of Advertising;Radio Advantages: Mass use; high geographic and demographic selectivity; low cost Limitations: Audio only; fleeting exposure; lower attention; nonstandardized rates; fragmented audiences ;Classification ofAdvertising Timing Patterns;Simplified Rating Sheet for Ads;Advertising StrategyMessage Execution;Advertising Evaluation; ;Long-Term Promotional Allocation;Channels of Sales Promotions;Consumer Promotion;“Deal Proneness,”Liechtenstein, Burton, Netemeyer, Journal of Retailing, Summer 1997;Trade-Promotion Objectives;Business-Promotion Objectives;Major Public Relations Tools;Chapter 1;Objectives;Course/Text Organization;Defining Marketing;Core Concepts of Marketing;Simple Marketing System;Manufacturer markets;The Four Ps; Production Concept ;Market;Customers;Customer-Oriented Organization Chart;Evolving Views of Marketing’s Role;Evolving Views of Marketing’s Role;Evolving Views of Marketing’s Role;Review;Chapter 2;Objectives;Determinants of Customer Delivered Value;Satisfaction is a person’s feelings of pleasure or disappointment resulting from comparing a product’s perceived performance (or outcome) in relation to his or her expectations.