人民大2026市场营销原理与实践英文版（第19版）课件ch-15-PPTaccessible.pptxVIP

PrinciplesofMarketingNineteenthEditionChapter15AdvertisingandPublicRelationsCopyright?2024,2021,2018PearsonEducation,Inc.AllRightsReserved

LearningObjectives15.1Definetheroleofadvertisinginthepromotionmix.15.2Describethemajordecisionsinvolvedindevelopinganadvertisingprogram.15.3Definetheroleofpublicrelationsinthepromotionmix.15.4ExplainhowcompaniesusePRtocommunicatewithrelevantpublics.

KRAFTHEINZ:FromBrandAttributestoBrandLove,anAdvertisingRevolutionKraftHeinz’snewlifestylepositioningandadvertisingforVelveetaanditsotherbrandscelebratesindulgenceratherthanapologizingforit.“Respectthedrip,”advisesVelveeta.?2021KraftFoodsH.J.HeinzCompanyBrandsLLC.AllRightsReserved

LearningObjective1Definetheroleofadvertisinginthepromotionmix.

Advertising(1of2)Advertisingisanypaidformofnonpersonalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsor.

Advertising(2of2)Figure15.1MajorAdvertisingDecisions

LearningObjective2Describethemajordecisionsinvolvedindevelopinganadvertisingprogram.

SettingAdvertisingObjectives(1of3)Anadvertisingobjectiveisaspecificcommunicationtasktobeaccomplishedwithaspecifictargetaudienceduringaspecifictime.Comparativeadvertising:MicrosoftandApplehavetakendirectaimateachotherintheiradvertisingtimeandagainovertheyears.rvlsoft/Shutterstock

SettingAdvertisingObjectives(2of3)Informativeadvertisingisusedwhenintroducinganewproductcategorytobuildprimarydemand.Persuasiveadvertisingisimportantwithincreasedcompetitiontobuildselectivedemand.Reminderadvertisingisimportantwithmatureproductstohelpmaintaincustomerrelationshipsandkeepcustomersthinkingabouttheproduct.

SettingAdvertisingObjectives(3of3)Table15.1PossibleAdvertisingObjectivesInformativeAdvertisingBlankCommunicatingcustomervalueSuggestingnewuses