科特勒营销管理下载_Marketing_Management19.pptxVIP

Chapter 19Managing Advertising,Sales Promotionand Public Relations ObjectivesDeveloping Managing an Advertising ProgramDeciding on Media Measuring EffectivenessSales PromotionPublic Relations Major Decisions in AdvertisingObjectives SettingBudget DecisionsMessage DecisionsMedia DecisionsCampaign Evaluation Informative AdvertisingBuild Primary DemandPersuasive AdvertisingBuild Selective DemandComparison AdvertisingCompares One Brand to AnotherReminder AdvertisingKeeps Consumers ThinkingAbout a Product.Advertising Objectives Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time The Five Ms of AdvertisingMissionSalesgoalsAdver-tisingobjectivesMoneyFactors toconsider:Stage in PLCMarket shareand con-sumer baseCompetitionand clutterAdvertisingfrequencyProductsubstituta-bilityMessageMessage generationMessage evaluationand selectionMessage executionSocial-responsibilityreviewMediaReach, frequency,impactMajor media typesSpecific mediavehiclesMedia timingGeographicalmedia allocationMeasure-mentCommuni-cationimpactSalesimpact Advertising Budget FactorsStage in the Product Life CycleMarket Share Consumer BaseCompetition ClutterAdvertisingFrequencyProductSubstitutability Profiles of Major Media TypesNewspapersAdvantages: 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” image RadioAdvantages: Mass use; high geographic and demographic selectivity; low costLimitations: Audio only; fleeting exposure; lower attention;