科特勒《營(yíng)銷管理》14版PPT-18章

18

管理群眾傳播:

廣告、促銷、

事件和體驗(yàn)、公共關(guān)系1Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-2本章重點(diǎn)問(wèn)題提出廣告方案涉及哪些步驟？怎樣制定銷售決策？有效的品牌建立活動(dòng)和體驗(yàn)的準(zhǔn)那么是什么？公司怎樣最好地開(kāi)發(fā)公共關(guān)系和宣傳潛力？OldSpice’s的廣告籌劃Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-3Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-4圖18.1廣告的5M提出一項(xiàng)廣告方案Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-5建立目標(biāo)廣告預(yù)算的決策開(kāi)發(fā)廣告活動(dòng)廣告媒介的決策建立評(píng)價(jià)方案Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-6廣告目標(biāo)說(shuō)明說(shuō)服提醒強(qiáng)化Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-7影響廣告預(yù)算決策的因素所在的產(chǎn)品生命周期市場(chǎng)份額和消費(fèi)者根底競(jìng)爭(zhēng)與干擾廣告頻率產(chǎn)品替代性Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-8開(kāi)發(fā)廣告活動(dòng)廣告的過(guò)濾作用Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-9Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-10電視廣告優(yōu)勢(shì)消費(fèi)者觸及面廣泛每次播出平均費(fèi)用較低有效展示產(chǎn)品屬性可以描繪用法形象和品牌特性劣勢(shì)過(guò)于簡(jiǎn)潔短暫過(guò)于混亂生產(chǎn)本錢高投放本錢高消費(fèi)者容易無(wú)視Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-11印刷品廣告優(yōu)勢(shì)詳細(xì)的產(chǎn)品信息有效對(duì)用戶進(jìn)行形象化描述靈活性易于分隔劣勢(shì)一種被動(dòng)的媒體過(guò)于混亂不能展示產(chǎn)品用途印刷品廣告構(gòu)成Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-12Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-13印刷品廣告的評(píng)定標(biāo)準(zhǔn)一眼看去，信息清楚嗎？標(biāo)題醒目嗎？插圖與標(biāo)題匹配嗎？正文的首行能否支持或者解釋標(biāo)題和插圖？廣告容易讀懂嗎？產(chǎn)品能被容易地認(rèn)出嗎？品牌或者贊助者能被清楚地認(rèn)出嗎？Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-14媒體選擇中的重要變量到達(dá)程度頻率影響力曝光總數(shù)圖18.2試用率、知曉度和展露觸及面之間的關(guān)系Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-15Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-16選擇主要的媒體類型目標(biāo)受眾的媒體習(xí)慣產(chǎn)品特點(diǎn)信息特點(diǎn)本錢GEICO’s雜志媒介的信息策略Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-17Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-18主要媒體類型報(bào)紙電視直郵播送雜志戶外廣告黃頁(yè)商務(wù)通訊廣告冊(cè)

互聯(lián)網(wǎng)Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-19地點(diǎn)廣告Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-20圖18.3廣告時(shí)機(jī)形式分類Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-21媒體安排形式連續(xù)性集中性時(shí)段性節(jié)奏性Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-22評(píng)價(jià)廣告銷售效果費(fèi)用份額聲音份額關(guān)注份額市場(chǎng)份額Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-23什么是促銷？促銷包括各種短期性的鼓勵(lì)工具，用以鼓勵(lì)消費(fèi)者和貿(mào)易商較迅速或較大量地購(gòu)置某一特定產(chǎn)品或效勞。面向消費(fèi)者的促銷策略樣品優(yōu)惠券現(xiàn)金返還降價(jià)贈(zèng)品獎(jiǎng)品光臨獎(jiǎng)勵(lì)免費(fèi)試用一體化促銷Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-24面向貿(mào)易商的促銷策略價(jià)格折扣折讓免費(fèi)商品銷售競(jìng)賽裝飾貿(mào)易展覽會(huì)紀(jì)念品廣告Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-25Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-26進(jìn)行促銷活動(dòng)確立目標(biāo)選擇工具開(kāi)發(fā)工程事前測(cè)試執(zhí)行和控制評(píng)估結(jié)果Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-27事件和體驗(yàn)Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-28為什么要發(fā)起事件？定位一個(gè)特別的目標(biāo)市場(chǎng)或者一種生活方式增加品牌知名度建立或者加強(qiáng)消費(fèi)者對(duì)關(guān)鍵品牌印象的感知提高企業(yè)印象創(chuàng)造體驗(yàn)并喚起感覺(jué)表示對(duì)社區(qū)或社會(huì)問(wèn)題的承諾執(zhí)行關(guān)鍵客戶或者獎(jiǎng)勵(lì)關(guān)鍵雇員增加推銷及促銷時(shí)機(jī)Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-29企業(yè)如何發(fā)起事件選擇事件時(shí)機(jī)設(shè)計(jì)贊助方案衡量活動(dòng)效果Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-30公共關(guān)系職能與新聞界的關(guān)系產(chǎn)品宣傳公司信息傳播游說(shuō)咨詢Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-31公共關(guān)系有助于完成以下任務(wù)協(xié)助新產(chǎn)品上市協(xié)助成熟期產(chǎn)品再定位建立對(duì)某一種產(chǎn)品的興趣影響特定的目標(biāo)群體保護(hù)已出現(xiàn)公共問(wèn)題的產(chǎn)品建立有利于表現(xiàn)產(chǎn)品特點(diǎn)的公司形象Copyright?2023PearsonEducation,Inc.

PublishingasPrenticeHall 18-32營(yíng)銷公共中的主要工具公開(kāi)出版物事件贊助新聞演講公益效勞活動(dòng)形象識(shí)別媒體Copyright?2023PearsonEducation,Inc.

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