推销活动和公共关系.pptVIP

Chapter 19Managing Advertising,Sales Promotionand Public RelationsMarketing Management Tenth Edition第一页，共二十五页。 ObjectivesDeveloping Managing an Advertising ProgramDeciding on Media Measuring EffectivenessSales PromotionPublic Relations第二页，共二十五页。 Major Decisions in AdvertisingObjectives SettingBudget DecisionsMessage DecisionsMedia DecisionsCampaign Evaluation第三页，共二十五页。 Informative AdvertisingBuild Primary DemandPersuasive AdvertisingBuild Selective DemandComparison AdvertisingCompares One Brand to AnotherReminder AdvertisingKeeps Consumers ThinkingAbout a Product.Advertising Objectives Speci