广告、促销及公共关系.pptx

Advertising, Sales Promotion, and Public Relations广告、促销及公共关系Objectives目标Understand the roles of advertising, sales promotion, and public relations in the promotion mix.Know the major decisions involved in developing an advertising program.确定广告、促销和公共关系在整个营销组合中的作用描述为使一个广告活动获得发展的首要决策Objectives目标Learn how sales promotion campaigns are developed and implemented.Learn how companies use public relations to communicate with their publics.解释促销活动是如何得到发展并完成的。解释公司怎样利用公共关系与公众沟通。Case Study案例研究AFLACA few years ago, only 13% of U.S. recognized AFLACOld ads: “warm and fuzzy” similar to other insurance adsGoal: break through advertising clutter几年前，只有13%的美国人知道 AFLAC原广告词: “warm and fuzzy” 和其它保险广告相似。目标: 消除广告混乱Case Study案例研究AFLAC1999: AFLAC developed the “duck” campaign to enhance brand awarenessIncredibly successful: name recognition is now 91%; sales growth of 30% each year campaign has run1999: AFLAC 启动 “duck” 计划，加强品牌知名度令人难以置信的成功: 当前品牌知名度为 91%; 销售自计划实施起每年增涨 30%Definition定义广告由特定的资助者出资，以非人员的方式对创意、产品或服务进行推广。AdvertisingAny paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.Advertising广告Signage in ancient times offers evidence of early advertising.Modern ad spending tops $231 billion in U.S. annually, $500 billion worldwide.Business firms, not-for-profit, social agencies, and professionals all advertise.古代的标志物表明早期广告的存在。现代广告每年在美国境在花费2310亿美元，全球花费5000亿美元。公司、非盈利组织、社会团体和自由职业者都进行广告。Setting objectives确定广告目标Advertising objectives can be classified by primary purpose:InformIntroducing new productsPersuadeBecomes more important as competition increasesComparative advertisingRemindMost important for mature products可根据主要目的对广告目标进行分类:告知推出新产品劝说在竞争日趋激烈时愈来愈重要比较性广告提醒在产品成熟阶段很重要Setting the budget编制广告预算Methods of budget setting were listed in chapter 15Several factors should be considered when setting the ad budget:Stage in the PLCMarket shareLevel of competitionAd clutterDegree of brand differentiation第15章已经讨论过广告预算的方法。在编制广告预算时应考虑到某些特定因素:产品生命周期的阶段市场份额竞争