市场营销英文版MassCommunications.pptVIP

Managing Mass Communications第一页，共二十七页。 Mass CommunicationsWhat is Mass Communications in Marketing?Answer:AdvertisingSales PromotionsEvents and ExperiencesPublic Relations第二页，共二十七页。 AdvertisingAdvertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.It can be a cost effective method to send messages. Build brand image and educate consumers are two good reasons for using advertising. Advertising offers consumers a reason to purchase your product.第三页，共二十七页。 AdvertisingBefore one starts advertising, marketers should choose the target market/consumers first.Failure to decide this question first in most case will lead to advertising campaign failure, wasting time and money.After a decision is made about this question, then a advertising program should be developed.第四页，共二十七页。 AdvertisingDeveloping an advertising program is five step process:Mission: set your advertising objectivesMoney: establish a budgetMessage: choose a the advertising message and creative strategyMedia: decide on which media to useMeasure: evaluate communications and sales effects第五页，共二十七页。 AdvertisingMission: “advertising type” optionsInformative: create awareness and knowledge of products, especially new onesPersuasive: create liking, preference, conviction, and purchase of a good or serviceReminder: stimulate repeat purchasesReinforcement: convince current purchasers that they made the right choice第六页，共二十七页。 AdvertisingMoney: factors to consider when setting a budgetProduct life cycle stageMarket share and consumer baseCompetition and clutterFrequencyProduct substitutability第七页，共二十七页。 AdvertisingMessage: what to sayA good ad focuses on one or two sales propositions. The chosen proposition(s) should focus on what works best for the target audience.In addition, one should pay attention to how the proposition is expressed.One also should pay attention to legal and social norms.第八页，共二十七页。 Advertising Media: Type selectionNewspapersT