第十五章广告公关管理市场营销经典课件.pptVIP

?2000 Prentice Hall Chapter 15 Managing Advertising, Sales Promotion and Public Relations 促销策略 第一页，共三十四页。 本章学习目的 Objectives 开发和管理广告计划 确定广告媒体和评价广告效果 销售促进 公共关系 Public Relations Sales Promotion Deciding on Media Measuring Effectiveness Developing Managing an Advertising Program 第二页，共三十四页。 广告Advertising 人员推销Personal Selling Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. 销售促进Sales Promotion Short-term Incentives to Encourage Trial or Purchase. 公共关系Public Relations 直接营销Direct Marketing Direct Communications With Individuals to Obtain an Immediate Response. Protect and/or Promote Company’s Image/products. Personal Presentations. 营销传播组合The Marketing Communications Mix 第三页，共三十四页。 广告： 有明确的主办人发起，以付款的方式进行的创意、商品和服务的非人员展示和促销活动。 以促销进销售为目的，付出一定的费用，通过特定的媒体传播商品或服务等有关经济信息的大众传播活动。 根据广告内容和目的广告分为：商品广告、企业广告（商誉广告）、公益广告。 第四页，共三十四页。 广告的工具 印刷广告Print ads 工商名录Directories 电台广告Broadcast 广告复制品Reprints of ads 外包装广告Packaging-outers 广告牌Billboards 包装中插入物Packaging inserts 陈列广告牌Display sign 第五页，共三十四页。 电影画面Motion pictures 销售点陈列Point-of-purchase displays 宣传小册子Brochures and leaflets 视听材料Audiovisual material 招贴和传单Posters and booklets 标记和标识语Symbols and logos 录像带Videotapes 第六页，共三十四页。 主要广告方案决策Major Decisions in Advertising 建立广告目标Objectives Setting 决策广告预算Budget Decisions 选择广告信息Message Decisions 媒体决策Media Decisions 绩效衡量Campaign Evaluation 第七页，共三十四页。 The Five Ms of Advertising Mission Sales goals Adver- tising objectives Money Factors to consider: Stage in PLC Market share and con- sumer base Competition and clutter Advertising frequency Product substituta- bility Message Message generation Message evaluation and selection Message execution Social-responsibility review Media Reach, frequency, impact Major media types Specific media vehicles Media timing Geographical media allocation Measure- ment Communi- cation impact Sales impact 第八页，共三十四页。 通知性广告Informative Advertising Bui