《菲利普.科特勒的“市场营销”讲义》19.pptVIP

Chapter19ManagingAdvertising,SalesPromotionandPublicRelations

ObjectivesDevelopingManaginganAdvertisingProgramDecidingonMediaMeasuringEffectivenessSalesPromotionPublicRelations

MajorDecisionsinAdvertisingObjectivesSettingBudgetDecisionsMessageDecisionsMediaDecisionsCampaignEvaluation

InformativeAdvertisingBuildPrimaryDemandPersuasiveAdvertisingBuildSelectiveDemandComparisonAdvertisingComparesOneBrandtoAnotherReminderAdvertisingKeepsConsumersThinkingAboutaProduct.AdvertisingObjectivesSpecificCommunicationTaskAccomplishedwithaSpecificTargetAudienceDuringaSpecificPeriodofTime

TheFiveMsofAdvertisingMissionSalesgoalsAdver-tisingobjectivesMoneyFactorstoconsider:StageinPLCMarketshareandcon-sumerbaseCompetitionandclutterAdvertisingfrequencyProductsubstituta-bilityMessageMessagegenerationMessageevaluationandselectionMessageexecutionSocial-responsibilityreviewMediaReach,frequency,impactMajormediatypesSpecificmediavehiclesMediatimingGeographicalmediaallocationMeasure-mentCommuni-cationimpactSalesimpact

AdvertisingBudgetFactorsStageintheProductLifeCycleMarketShareConsumerBaseCompetitionClutterAdvertisingFrequencyProductSubstitutability

ProfilesofMajorMediaTypesNewspapersAdvantages:Flexibility,timeliness;goodlocalmarketcoverage; broadacceptance,highbelievabilityLimitations: Shortlife;poorreproductionquality;small pass-alongaudienceTelevisionAdvantages: Combinessight,sound,motion;highattention;highreach;appealingtosenses Limitations: Highabsolutecosts;highclutter;fleetingexposure; lessaudienceselectivityDirectMailAdvantages: Audienceselectivity;flexibility,noadcompe- titionwithinsamemedium;allowspersonalizationLimitations: Relativehighcost;“junkmail”image

RadioAdvantages:Massuse;highgeographicanddemographic selectivity;lowcostLimitations: Audioonly;fleetingexposure;lowerattention;