广告及公关战略培训-英文版(ppt 46)

来自©HoughtonMifflinCompany.Allrightsreserved.PowerPointPresentationbyCharlieCook18PartFourPromotionDecisions来自–2ChapterLearningObjectives•Todescribethenatureandtypesofadvertising•Toexplorethemajorstepsindevelopinganadvertisingcampaign•Toidentifywhoisresponsiblefordevelopingadvertisingcampaigns•Toexaminethetoolsusedinpublicrelations•Toanalyzehowpublicrelationsisusedandevaluated来自–3ChapterOutline•TheNatureandTypesofAdvertising•DevelopinganAdvertisingCampaign•WhoDevelopstheAdvertisingCampaign•PublicRelations来自–4TheNatureandTypesofAdvertising•Advertising–Paidnonpersonalcommunicationaboutanorganizationanditsproductstransmittedtoatargetaudiencethroughmassmedia–Promotesgoods,services,ideas,images,issues,people,andanythingelsethatadvertiserswanttopublicizeorfoster来自–5TheNatureandTypesofAdvertisingTypePurposeInstitutionalPromotesorganizationalimages,ideas,andpoliticalissuesAdvocacyPromotesacompany’spositiononapublicissueProductPromotesproducts’uses,features,andbenefitsPioneerTriestostimulatedemandforaproductcategoryratherthanaspecificbrandbyinformingpotentialbuyersabouttheproductCompetitivePointsoutabrand’sspecialfeatures,uses,andadvantagesrelativetocompetingbrandsComparativeComparestwoormorebrandsonthebasisofoneormoreproductcharacteristicsReminderRemindsconsumersaboutanestablishedbrand’suses,characteristics,andbenefitsReinforcementAssuresuserstheychosetherightbrandandtellsthemhowtogetthemostsatisfactionfromit来自–6DevelopinganAdvertisingCampaign•AdvertisingCampaign–Thecreationandexecutionofaseriesofadvertisementstocommunicatewithaparticulartargetaudience来自–7GeneralStepsinDevelopingandImplementinganAdvertisingCampaignFIGURE18.1来自–8DevelopinganAdvertisingCampaign(cont’d)•IdentifyingandAnalyzingtheTargetAudience–Targetaudienceisthegroupofpeopleatwhomadvertisementsareaimed•Locationandgeographicdistribution•Distributionofdemographicfactors•Lifestyleinformation•Consumerattitudes来自–9DevelopinganAdvertisingCampaign(cont’d)•DefiningtheAdvertisingObjectives–Whatdoesthefirmhopetoaccomplishwiththecampaign?•Objectivesshouldbeclear,precise,andmeasurable.•Increasedsales(unitsordollars)and/orincreasedproductorbrandawareness来自–10DevelopinganAdvertisingCampaign(cont’d)•CreatingtheAdvertisingPlatform–Basicissuesorsellingpointstobeincludedintheadvertisingcampaign•Issuesintheselectionanduseoftheproductthatareimportanttocustomers•DeterminingtheAdvertisingAppropriation–Advertisingbudgetforaspecifiedperiod•Geographicsizeofthemarketanddistributionofbuyerswithinthemarketareimportantfactorsindeterminingthesizeofthebudget来自–11DevelopinganAdvertisingCampaign(cont’d)•DeterminingtheAdvertisingAppropriation(cont’d)BudgetingApproachMethodologyObjective-and-TaskDeterminingadvertisingobjectivesandthencalculatingthecostofallthetasksneededtoattainthemPercent-of-SalesMultiplyingthefirm’spastandexpectedsalesbyastandardpercentagebasedonwhatthefirmhastraditionallyspentonadvertisingandtheindustryaverageforadvertisingspendingCompetition-MatchingSettingtheadvertisingbudgettomatchcompetitors’spendingonadvertisingArbitrarySettingtheadvertisingbudgetatalevelspecifiedbyahigh-levelexecutiveinthefirm来自–12来自–13DevelopinganAdvertisingCampaign(cont’d)•DevelopingtheMediaPlan–Specifiesmediavehicles(e.g.,magazines,radio,andtelevisionstations,andnewspapers)andthescheduleforrunningtheadvertisements–Planobjectivesfocusonachievingthereachandfrequencythatthebudgetwillallow.•Reach:thepercentageofconsumersinatargetmarketexposedtoanadvertisementinaspecifiedperiod•Frequency:thenumberoftimestargetedconsumersareexposedtoanadvertisementinaspecifiedperiod来自–14DevelopinganAdvertisingCampaign(cont’d)•DevelopingtheMediaPlan(cont’d)–Costcomparisonindicator•Ameansofcomparingthecostofvehiclesinaspecificmediuminrelationtothenumberofpeoplereached•Theindicatorisstatedasthecostforexposingonethousandpeople(CPM)toanadvertisementinamedium.–Mediaschedulingtypes•Continuous•Flighting•Pulsing来自–15来自–16DevelopinganAdvertisingCampaign(cont’d)•CreatingtheAdvertisingMessageProductFeatures,Uses,andBenefitsCharacteristicsoftheTargetAudienceAdvertisingCampaignObjectivesandPlatformChoiceofMediaFormandContentofAdvertisingMessage来自–17GeographicDivisionsforTimeRegionalIssuesFIGURE18.2Source:Timemagazine.来自–18来自–19来自–20来自–21来自–22DevelopinganAdvertisingCampaign(cont’d)•CreatingtheAdvertisingMessage(cont’d)–Copy:theverbalportionofadvertisements•Includesheadlines,subheadlines,bodycopy,andsignature–Copyguidelines•Identifyaspecificdesireorproblem•Recommendtheproduct