aac_市场营销学双语课件8（PPT 14）--广告媒体选择

15-1来自中国最大的资料库下载什么是广告?•Anyformofnonpersonalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsor.•U.S.advertisersspendinexcessof$175billioneachyear.•Advertisingisusedby:–Businessfirms,–Nonprofitorganizations,–Professionals,–SocialAgencies.15-2来自•SpecificCommunicationTask•AccomplishedwithaSpecificTargetAudience•DuringaSpecificPeriodofTimeReminderAdvertisingKeepsConsumersThinkingAboutaProduct.15-4来自“BigIdea”VisualizationorPhraseCombinationofBothAdvertisingAppealsMeaningfulBelievableDistinctive15-5来自“BigIdea”IntoanActualAdtoCapturetheTargetMarket’sAttentionandInterest.15-6来自:AudienceQuality&Attention,EditorialQualityStep4.DecidingonMediaTimingSchedulingofAdvertisingOvertheCourseofaYearPatternofAds:ContinuityorPulsing15-7来自来自中国最大的资料库下载什么是销售促进?•Masscommunicationtechniquethatoffersshort-termincentivestoencouragepurchaseorsalesofaproductorservice.•Rapidgrowthintheindustryhasbeenachievedbecause:–Productmanagersarefacingmorepressuretoincreasetheircurrentsales,–Companiesfacemorecompetition,–Advertisingefficiencyhasdeclined,–Consumershavebecomemoredealoriented.15-9来自’ProductsGetConsumersto“LoadUp’onaMatureProductHold&RewardLoyalCustomersConsumerRelationshipBuilding15-10来自中国最大的资料库下载什么是公共关系?•Buildinggoodrelationswiththecompany’svariouspublicsbyobtainingfavorablepublicity,buildingupagood“corporateimage”andhandlingorheadingoffunfavorablerumors,storiesandevents.•Majorfunctionsare:–PressRelationsorPressAgentry–ProductPublicity–PublicAffairs–Lobbying–InvestorRelations–Development15-14来自