最经典的市场营销培训29

©2000PrenticeHallObjectivesDeveloping&ManaginganAdvertisingProgramDecidingonMedia&MeasuringEffectivenessSalesPromotionPublicRelations©2000PrenticeHallInformativeAdvertisingBuildPrimaryDemandPersuasiveAdvertisingBuildSelectiveDemandComparisonAdvertisingComparesOneBrandtoAnotherReminderAdvertisingKeepsConsumersThinkingAboutaProduct.AdvertisingObjectivesSpecificCommunicationTaskAccomplishedwithaSpecificTargetAudienceDuringaSpecificPeriodofTime©2000PrenticeHallAdvertisingBudgetFactorsStageintheProductLifeCycleMarketShare&ConsumerBaseCompetition&ClutterAdvertisingFrequencyProductSubstitutability©2000PrenticeHallProfilesofMajorMediaTypesNewspapersAdvantages:Flexibility,timeliness;goodlocalmarketcoverage;broadacceptance,highbelievabilityLimitations:Shortlife;poorreproductionquality;smallpass-alongaudienceTelevisionAdvantages:Combinessight,sound,motion;highattention;highreach;appealingtosensesLimitations:Highabsolutecosts;highclutter;fleetingexposure;lessaudienceselectivityDirectMailAdvantages:Audienceselectivity;flexibility,noadcompe-titionwithinsamemedium;allowspersonalizationLimitations:Relativehighcost;“junkmail”image©2000PrenticeHallRadioAdvantages:Massuse;highgeographicanddemographicselectivity;lowcostLimitations:Audioonly;fleetingexposure;lowerattention;nonstandardizedrates;fragmentedaudiencesMagazinesAdvantages:Highgeographicanddemographicselectivity;credibilityandprestige;high-qualityreproduction;longlife;goodpass-alongreadershipLimitations:Longadpurchaseleadtime;wastecirculation;noguaranteeofpositionOutdoorAdvantages:Flexibility;highrepeatexposure;lowcost;lowmessagecompetitionLimitations:Littleaudienceselectivity;creativelimitationsProfilesofMajorMediaTypes©2000PrenticeHallAdvertisingStrategyMessageExecutionTypicalMessageExecutionStylesTestimonialEvidenceSliceofLifeScientificEvidenceLifestyleTechnicalExpertiseFantasyMusicalPersonalitySymbolMoodorImageTurningthe“BigIdea”IntoanActualAdtoCapturetheTargetMarket’sAttentionandInterest.©2000PrenticeHallAdvertisingEvaluationAdvertisingProgramEvaluationCommunicationEffectsIstheAdCommunicatingWell?SalesEffectsIstheAdIncreasingSales?©2000PrenticeHallWhytheincreaseinSalesPromotion?GrowingretailerpowerDecliningbrandloyaltyIncreasedpromotionalsensitivityBrandproliferationFragmentationofconsumermarketShort-termfocusIncreasedmanagerialaccountabilityCompetitionClutter©2000PrenticeHallLong-TermPromotionalAllocation01020304050601986889092941996Year%toftotal-3yr.MATradePromoMediaAdvCons.PromoCoxDirect19thAnnualSurveyofPromotionalPractices©2000PrenticeHallChannelsofSalesPromotionsMANUFACTURERRETAILERTradePromotionsCONSUMERConsumerPromotionsPushPushPullRetailPromotions©2000PrenticeHallConsumerPromotionConsumer-PromotionObjectivesConsumer-PromotionToolsPoint-of-PurchaseDisplaysPremiumsPricePacksCashRefundsCouponsSamplesPatronageRewardsGamesSweepstakesContestsAdvertisingSpecialtiesPatronageRewardsEnticeConsumerstoTryaNewProductLureCustomersAwayFromCompetitors’ProductsGetConsumersto“LoadUp’onaMatureProductHold&RewardLoyalCustomersConsumerRelationshipBuilding©2000PrenticeHall“DealProneness,”Liechtenstein,Burton,&Netemeyer,JournalofRetailing,Summer1997Examinationof“dealproneness”amongconsumersinasupermarketsettingSurveys&GroceryReceiptsusedEighttypesofdeals:Cent-off,One-free,Gift,Display,Rebate,Contest,Sale,&Coupon“DealProneness,”Liechtenstein,Burton,&NetemeyerClusteranalysisyieldedtwointerpretableresults:49%are“dealprone,”51%not24%High“Dealprone,”50%intermediate,26%dealinsensitive“Deal-proneness”ageneralizedconstruct-(crossestypeofpromotion)Younger&Lesseducatedmorelikelytobedealprone©2000PrenticeHallTrade-PromotionObjectivesTrade-PromotionToolsSpecialtyAdvertisingItemsContestsFreeGoodsBuy-BackGuaranteesAllowancesPrice-OffsPatronageRewardsPushMoneyDiscountsPremiumsDisplaysPersuadeRetailersorWholesalerstoCarryaBrandGiveaBrandShelfSpacePromoteaBrandinAdvertisingPushaBrandtoConsumersTradePromotions©2000PrenticeHallBusiness-PromotionObjectivesBusiness-PromotionToolsGenerateBusinessLeadsStimulatePurchasesRewardCustomersMotivateSalespeopleConventionsTradeShowsSalesContestsBusiness-to-BusinessPromotion©2000PrenticeHallMajorPublicRelationsToolsSpecialEventsWrittenMaterialsCorporateIdentityMaterialsSpeechesNewsAudiovisualMaterialsPublicServiceActivitiesWebSite