AdvertisingandPublicRelations(英文版的教程).pptx

AdvertisingandPublicRelations(英文版的教程) AdvertisingU.S. advertising spending exceeds $215 billion per yearIndustry employs only 272,000 Ad budgets of some firms exceed over $2 billion per year 12 Advertising and Market ShareNew brands spend proportionately more for advertising than old ones.A certain level of exposure is needed to affect purchase habits.  Beyond a certain level, diminishing returns set in.13 Advertising and the ConsumerAverage U.S. citizen is exposed to hundreds of ads each day.Advertising may change a consumer’s attitude toward a product.Advertising can affect consumer ranking of brand attributes.14 Major Types of AdvertisingInstitutionalAdvertising Designed to enhance a company’s image rather than promote a particular product. Advocacy ads.(Wal-Mart/ Miller/ Kraft)ProductAdvertisingDesigned to tout the benefits of a specific good or service.25 Product AdvertisingPioneeringCompetitiveComparativeCompares two or more competing brands’ product attributes. Used if growth is sluggish, or if competition is strong.Burger wars, Cola wars, Laundry wars26 Advertising CaignA series of related advertisements focusing on a common theme, slogan, and set of advertising appeals.37 Steps in Creating an Advertising CaignDetermine the advertising objectives.Make creative decisions.Make media decisions.Evaluate the campaign.38 Setting Objectives:The DAGMAR Approach3Define Target AudienceDefine DesiredPercentage ChangeDefine the Time Frame for Change Goal ofAdvertising ObjectivesDefining Advertising Goals for Measured Advertising ResultsNow, do you remember AIDA?9 Creative Decisions3Componentsof Creative DecisionsDevelop and EvaluateAdvertising AppealsExecute the MessageEvaluate theCampaign’s EffectivenessIdentify Product Benefits10 Advertising Appeal3Reason for a person to buy a product.11 Common Advertising Appeals3Profit HealthLove or romanceFearAdmirationConvenienceFun and pleasureVanity and egotism Environmental ConsciousnessProduct saves, makes, or