广告、促销与公共关系

Advertising,SalesPromotion,andPublicRelations广告、促销及公共关系16-1Objectives目标•Understandtherolesofadvertising,salespromotion,andpublicrelationsinthepromotionmix.•Knowthemajordecisionsinvolvedindevelopinganadvertisingprogram.•确定广告、促销和公共关系在整个营销组合中的作用•描述为使一个广告活动获得发展的首要决策16-2Objectives目标•Learnhowsalespromotioncampaignsaredevelopedandimplemented.•Learnhowcompaniesusepublicrelationstocommunicatewiththeirpublics.•解释促销活动是如何得到发展并完成的。•解释公司怎样利用公共关系与公众沟通。16-3CaseStudy案例研究•Afewyearsago,only13%ofU.S.recognizedAFLAC•Oldads:“warmandfuzzy”similartootherinsuranceads•Goal:breakthroughadvertisingclutterAFLAC•几年前，只有13%的美国人知道AFLAC•原广告词:“warmandfuzzy”和其它保险广告相似。•目标:消除广告混乱16-4CaseStudy案例研究•1999:AFLACdevelopedthe“duck”campaigntoenhancebrandawareness•Incrediblysuccessful:namerecognitionisnow91%;salesgrowthof30%eachyearcampaignhasrunAFLAC•1999:AFLAC启动“duck”计划，加强品牌知名度•令人难以置信的成功:当前品牌知名度为91%;销售自计划实施起每年增涨30%16-5Definition定义•AdvertisingAnypaidformofnonpersonalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsor.•广告由特定的资助者出资，以非人员的方式对创意、产品或服务进行推广。16-6Advertising广告•Signageinancienttimesoffersevidenceofearlyadvertising.•Modernadspendingtops$231billioninU.S.annually,$500billionworldwide.•Businessfirms,not-for-profit,socialagencies,andprofessionalsalladvertise.•古代的标志物表明早期广告的存在。•现代广告每年在美国境在花费2310亿美元，全球花费5000亿美元。•公司、非盈利组织、社会团体和自由职业者都进行广告。16-7Settingobjectives确定广告目标•可根据主要目的对广告目标进行分类:告知推出新产品劝说在竞争日趋激烈时愈来愈重要比较性广告提醒在产品成熟阶段很重要•Advertisingobjectivescanbeclassifiedbyprimarypurpose:InformIntroducingnewproductsPersuadeBecomesmoreimportantascompetitionincreasesComparativeadvertisingRemindMostimportantformatureproducts16-8Settingthebudget编制广告预算•第15章已经讨论过广告预算的方法。•在编制广告预算时应考虑到某些特定因素:产品生命周期的阶段市场份额竞争水平广告市场混乱程度品牌差异化程序•Methodsofbudgetsettingwerelistedinchapter15•Severalfactorsshouldbeconsideredwhensettingtheadbudget:StageinthePLCMarketshareLevelofcompetitionAdclutterDegreeofbranddifferentiation16-9Developingtheadvertisingstrategy设计广告策略•创意挑战媒体分工细化媒体费用暴涨广告愈加混乱•广告创意创意策略创意概念广告吸引点创决执行众多执行方式格调、式样、用语、标题、格式•CreativechallengesMediafragmentationSoaringmediacostsAdvertisingclutter•CreatingadmessagesMessagestrategyCreativeconceptAdvertisingappealMessageexecutionManyexecutionstylesTone,format,illustration,headline,copy16-10CreativeExecutionStyles创意执行方式•SliceofLife•Lifestyle•Fantasy•MoodorImage•Musical•PersonalitySymbol•TechnicalExpertise•ScientificEvidence•生活片段•生活方式•幻境•情调或形象•音乐•人物象征•专业技术•科学证据•TestimonialEvidenceorEndorsement证明或票据16-11Developingtheadvertisingstrategy设计广告策略•选择广告媒体确定广告涉及的范围、出现频率和效果选择主要媒体类型:目标消费者的媒体习惯,产品性质,信息类型,成本选择特定的媒体载体决定媒体时段•SelectadvertisingmediaDecideonlevelofreach,frequencyandimpactChooseamongthemajormediatypesbyconsidering:Consumermediahabits,natureoftheproduct,typesofmessages,andcostsSelectspecificmediavehiclesDecideonmediatiming16-12MajorMediaTypes主要媒体类型•Newspapers•Television•DirectMail•Radio•Magazines•Outdoor•Internet•报纸•电视•直接邮购•广播•杂志•户外广告•互联网16-13Evaluatingadvertisingcampaigns广告评估•衡量沟通效果效果测试消费者回访产品认知产品了解产品偏好•衡量广告销售效果过去与当前销售比较实验•MeasuringcommunicationseffectsCopytestingConsumerrecallProductawarenessProductknowledgeProductpreference•MeasuringsaleseffectPastvs.currentsalescomparisonExperimentation16-14Smallvs.largecompaniesNatureofadvertisingagenciesAdvantagesofadvertisingagenciesDepartmentsCompensationChangesinagencyservicesAdvertisingOrganizingtheAdvertisingFunction广告组织小公司VS大公司广告代理机构的性质广告代理机构的优势机构报酬代理服务的变化16-15AdvertisingtoInternationalMarkets国际广告决策StandardizingworldwideadvertisingAdvantagesincludeloweradvertisingcosts,greaterglobaladvertisingcoordination,andconsistentglobalimageDrawbacksincludeignoringdifferencesinculture,demographics,andeconomicconditions.Mostmarketersthinkgloballybutactlocally广告标准化优点包括低成本，高协调和更一致的全球公司或产品形象。缺点包括忽视文化、地理和经济情况的差异。多数营销者都全球性考虑但地区性活动。16-16Definition定义•SalesPromotionSalesPromotionsareshort-termincentivestoencouragethepurchaseorsaleofaproductorservice.•促销促销指短期的激励活动，目的是鼓励购买，或宣传一件产品、提供一种服务。16-17SalesPromotion促销Canbetargetedatfinalbuyers,retailersandwholesalers,businesscustomers,andmembersofthesalesforce.Theuseofsalespromotionshasbeengrowingrapidly.目标可以是最终顾客、零售商和批发商、产业顾客以及销售队伍的成员。促销增长很快。16-18SalesPromotion促销•Objectives--ConsumerPromotions:Increaseshort-termsalesGenerateproducttrial•Objectives--TradePromotions:ObtainingdistributionandshelfspaceEncouragingretailerstoadvertisethebrand•Objectives--SalesForcePromotions:Signingupnewaccounts•顾客促销增加短期售额增加产品份额•产业促销获取分销渠道与货架空间鼓励零售商宣传该品牌•销售队伍签下新客户16-19ConsumerPromotionTools消费推广手段•Samples•CashRefunds(Rebates)•Pricepacks(cents-offdeals)•AdvertisingSpecialties•Premiums•PatronageRewards•Point-of-PurchaseCommunications•Contests,Games,andSweepstakes•样品•现金返还•特价品•广告特制品•实物奖品•惠顾回报•购买点促销•比赛、抽奖和游戏16-20Discounts(alsocalledprice-off,off-list,andoff-invoice)AllowancesAdvertisingallowancesDisplayallowancesFreegoodsPushmoneySpecialtyadvertisingitemsTradePromotionTools交易推广手段折扣津贴广告津贴陈列津贴免费产品推动金特殊广告制品16-21IncludesmanyofthesametoolsusedinconsumerandtradepromotionsTwoadditionaltools: