ch19 philip kotler 营销管理 课件.pptVIP

ch19 philip kotler 营销管理 ?2000 Prentice Hall Objectives ? Developing Managing an Advertising Program ? Deciding on Media Measuring Effectiveness ? Sales Promotion ? Public Relations ?2000 Prentice Hall Major Decisions in Advertising Objectives Setting Budget Decisions Message Decisions Media Decisions Campaign Evaluation ?2000 Prentice Hall Informative Advertising Build Primary Demand Persuasive Advertising Build Selective Demand Comparison Advertising Compares One Brand to Another Reminder Advertising Keeps Consumers Thinking About a Product. Advertising Obj