~个人珍藏~市场营销原理课件_管理学经典教材(英文版)菲利普·科特勒kotler16_exs.ppt

Advertising, Sales Promotion, and Public Relations Chapter 16 Objectives Understand the roles of advertising, sales promotion, and public relations in the promotion mix. Know the major decisions involved in developing an advertising program. Objectives Learn how sales promotion campaigns are developed and implemented. Learn how companies use public relations to communicate with their publics. Case Study A few years ago, only 13% of U.S. recognized AFLAC Old ads: “warm and fuzzy” similar to other insurance ads Goal: break through advertising clutter 1999: AFLAC developed the “duck” campaign to enhance brand awareness Incredibly successful: name recognition is now 91%; sales growth of 30% each year campaign has run Definition Advertising Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Advertising Signage in ancient times offers evidence of early advertising. Modern ad spending tops $231 billion in U.S. annually, $500 billion worldwide. Business firms, not-for-profit, social agencies, and professionals all advertise. Advertising Setting objectives Setting the budget Developing the advertising strategy Evaluating advertising campaigns Advertising objectives can be classified by primary purpose: Inform Introducing new products Persuade Becomes more important as competition increases Comparative advertising Remind Most important for mature products Advertising Setting objectives Setting the budget Developing the advertising strategy Evaluating advertising campaigns Methods of budget setting were listed in chapter 15 Several factors should be considered when setting the ad budget: Stage in the PLC Market share Level of competition Ad clutter Degree of brand differentiation Advertising Setting objectives Setting the budget Developing the advertising strategy Evaluating advertising campaigns Creative challenges Media fragmentation Soaring media costs Advertising clutter Creating ad messages Message strateg