科特勒营销管理下载MarketingManagement9 .pptx

Managing Advertising,Sales Promotionand Public RelationsChapter 19ObjectivesDeveloping & Managing an Advertising ProgramDeciding on Media & Measuring EffectivenessSales PromotionPublic RelationsBudget DecisionsMessage DecisionsMedia DecisionsCampaign EvaluationMajor Decisions in AdvertisingObjectives SettingAdvertising Objectives Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of TimeInformative AdvertisingBuild Primary DemandPersuasive AdvertisingBuild Selective DemandReminder AdvertisingKeeps Consumers ThinkingAbout a Product.Comparison AdvertisingCompares One Brand to AnotherMessageMessage generationMessage evaluationand selectionMessage executionSocial-responsibilityreviewMoneyFactors toconsider:Stage in PLCMarket shareand con-sumer baseCompetitionand clutterAdvertisingfrequencyProductsubstituta-bilityMissionSalesgoalsAdver-tisingobjectivesMeasure-mentCommuni-cationimpactSalesimpactMediaReach, frequency,impactMajor media typesSpecific mediavehiclesMedia timingGeographicalmedia allocation The Five Ms of AdvertisingMarket Share &Consumer BaseCompetition &ClutterStage in the Product Life CycleAdvertisingFrequencyProductSubstitutabilityAdvertising Budget FactorsNewspapersAdvantages: Flexibility, timeliness; good local market coverage; broad acceptance, high believabilityLimitations: Short life; poor reproduction quality; small pass-along audienceTelevisionAdvantages: Combines sight, sound, motion; high attention; high reach; appealing to senses Limitations: High absolute costs; high clutter; fleeting exposure; less audience selectivityDirect MailAdvantages: Audience selectivity; flexibility, no ad compe- tition within same medium; allows personalizationLimitations: Relative high cost; “junk mail” imageProfiles of Major Media Types9、要学生做的事，教职员躬亲共做；要学生学的知识，教职员躬亲共学；要学生守的规则，教职员躬亲共守。10、阅读一切好书如同和过去最杰出的人谈话。11、一个好的教师，是一个懂得心理学和教育学的人。12、要记住，你不仅是教课的教师，也是学生的教育者，生活的导师和道德的引路人。13、He who seize the right moment, is the right man.谁把