菲利普科特勒-市場營銷第10版全套19個PPT19.ppt

1、Chapter19,Objectives,Developing&ManaginganAdvertisingProgramDecidingonMedia&MeasuringEffectivenessSalesPromotionPublicRelations,MajorDecisionsinAdvertising,InformativeAdvertisingBuildPrimaryDemand,PersuasiveAdvertisingBuildSelectiveDemand,ComparisonAdvertisingComparesOneBrandtoAnother,ReminderAdvert

2、isingKeepsConsumersThinkingAboutaProduct.,AdvertisingObjectives,SpecificCommunicationTaskAccomplishedwithaSpecificTargetAudienceDuringaSpecificPeriodofTime,TheFiveMsofAdvertising,AdvertisingBudgetFactors,ProfilesofMajorMediaTypes,ProfilesofMajorMediaTypes,ClassificationofAdvertisingTimingPatterns,Si

3、mplifiedRatingSheetforAds,_Total,(Attention)Howwelldoestheadcatchthereadersattention?_20,(Read-through)Howwelldoestheadleadthereadertoreadfurther?_20,(Cognitive)Howclearisthecentralmessageorbenefit?_20,(Affective)Howeffectiveistheparticularappeal?_20,(Behavior)Howwelldoestheadsuggestfollow-throughac

4、tion?_20,AdvertisingStrategyMessageExecution,TypicalMessageExecutionStyles,TestimonialEvidence,SliceofLife,ScientificEvidence,Lifestyle,TechnicalExpertise,Fantasy,Musical,PersonalitySymbol,MoodorImage,Turningthe“BigIdea”IntoanActualAdtoCapturetheTargetMarketsAttentionandInterest.,AdvertisingEvaluati

5、on,WhytheincreaseinSalesPromotion?,GrowingretailerpowerDecliningbrandloyaltyIncreasedpromotionalsensitivityBrandproliferationFragmentationofconsumermarketShort-termfocusIncreasedmanagerialaccountabilityCompetitionClutter,Long-TermPromotionalAllocation,CoxDirect19thAnnualSurveyofPromotionalPractices,

6、ChannelsofSalesPromotions,ConsumerPromotion,Consumer-PromotionObjectives,Consumer-PromotionTools,EnticeConsumerstoTryaNewProduct,LureCustomersAwayFromCompetitorsProducts,GetConsumersto“LoadUponaMatureProduct,Hold&RewardLoyalCustomers,ConsumerRelationshipBuilding,“DealProneness,”Liechtenstein,Burton,

7、&Netemeyer,JournalofRetailing,Summer1997,Examinationof“dealproneness”amongconsumersinasupermarketsettingSurveys&GroceryReceiptsusedEighttypesofdeals:Cent-off,One-free,Gift,Display,Rebate,Contest,Sale,&Coupon,“DealProneness,”Liechtenstein,Burton,&Netemeyer,Clusteranalysisyieldedtwointerpretableresult

8、s:49%are“dealprone,”51%not24%High“Dealprone,”50%intermediate,26%dealinsensitive“Deal-proneness”ageneralizedconstruct-(crossestypeofpromotion)Younger&Lesseducatedmorelikelytobedealprone,Trade-PromotionObjectives,Trade-PromotionTools,PersuadeRetailersorWholesalerstoCarryaBrand,GiveaBrandShelfSpace,PromoteaBrandinAdvertising,PushaBrandtoConsumers,TradePromotions,Business-PromotionObjectives,Business-PromotionTools,G