营销沟通Marketing Communication【国外大学优秀课件】.pptVIP

Policy Ethical Issues in Advertising Direct Marketing Advertising should be legal, decent, honest, truthful Advertising Standards Authority administers UK codes of practice codes can be broken misleading advertising e.g. exaggerated claims misrepresentation in message See ASA cases “Train hard, eat right and earn your stripes”?… “eat right” yoghurt is fat free * Irritation, Unfairness, Deception, Fraud Irritation annoying and offending customers Unfairness inc. taking unfair advantage of impulsive or less-sophisticated buyers Deception incl. “heat merchants” who design mailers write copy designed to mislead consumers Internet fraud incl. identity theft financial scams. phishing email, disguised as official from e.g. your bank Invasion of privacy - marketers may have too much data on consumers use it to unfair advantage Sale of databases * Evaluating Advertising essential test - have sales increased ? before/during/after ad campaign evaluation copy testing – is the ad communicating well? show it, do you like it, measure recall or attitude change post run – recall, level of awareness, knowledge, preference Vary spend in different market areas measure differences in sales Online advertising use conversion rates + prompting immediate calls to action How do we organise the advertising research? In-house or advertising agency e.g. McCann Erikson, Omnicom * Sponsorship celebs Brands ?? recognition positive association thru involvement with celebs events What problems? * Product Placement 2008 Bond film Quantum of Solace product placements: Sony, Aston Martin, Smirnoff, Virgin Atlantic etc Top 10 Movie/TV Product Placements * Consumer Trade Promotions Money off Free samples Prizes/draws Loyalty cards points Freebies Allowances Bonus packs Extras Vouchers Discounts Competitions Promotions Customer Trade Business Sales force Advertising personal selling offer reasons to buy. Sales Promotion offers reasons to buy now. Incentives/activities to give