廣告、促銷(xiāo)及公共關(guān)系

1、Advertising, Sales Promotion, and Public Relations,廣告、促銷(xiāo)及公共關(guān)系,16 - 1,Objectives目標(biāo),Understand the roles of advertising, sales promotion, and public relations in the promotion mix.Know the major decisions involved in

2、developing an advertising program.,確定廣告、促銷(xiāo)和公共關(guān)系在整個(gè)營(yíng)銷(xiāo)組合中的作用描述為使一個(gè)廣告活動(dòng)獲得發(fā)展的首要決策,16 - 2,Objectives目標(biāo),Learn how sales promotion campaigns are developed and implemented.Learn how companies use public relations to communicat

3、e with their publics.,解釋促銷(xiāo)活動(dòng)是如何得到發(fā)展并完成的。解釋公司怎樣利用公共關(guān)系與公眾溝通。,16 - 3,Case Study案例研究,A few years ago, only 13% of U.S. recognized AFLACOld ads: “warm and fuzzy” similar to other insurance adsGoal: break through advertis

4、ing clutter,AFLAC,,幾年前，只有13%的美國(guó)人知道 AFLAC原廣告詞: “warm and fuzzy” 和其它保險(xiǎn)廣告相似。目標(biāo): 消除廣告混亂,16 - 4,Case Study案例研究,1999: AFLAC developed the “duck” campaign to enhance brand awarenessIncredibly successful: name recognition is

5、 now 91%; sales growth of 30% each year campaign has run,AFLAC,,1999: AFLAC 啟動(dòng) “duck” 計(jì)劃，加強(qiáng)品牌知名度令人難以置信的成功: 當(dāng)前品牌知名度為 91%; 銷(xiāo)售自計(jì)劃實(shí)施起每年增漲 30%,16 - 5,Definition定義,AdvertisingAny paid form of nonpersonal presentation and pr

6、omotion of ideas, goods, or services by an identified sponsor.,廣告由特定的資助者出資，以非人員的方式對(duì)創(chuàng)意、產(chǎn)品或服務(wù)進(jìn)行推廣。,16 - 6,Advertising廣告,Signage in ancient times offers evidence of early advertising.Modern ad spending tops $231 billion i

7、n U.S. annually, $500 billion worldwide.Business firms, not-for-profit, social agencies, and professionals all advertise.,古代的標(biāo)志物表明早期廣告的存在?，F(xiàn)代廣告每年在美國(guó)境在花費(fèi)2310億美元，全球花費(fèi)5000億美元。公司、非盈利組織、社會(huì)團(tuán)體和自由職業(yè)者都進(jìn)行廣告。,16 - 7,Setting objec

8、tives確定廣告目標(biāo),可根據(jù)主要目的對(duì)廣告目標(biāo)進(jìn)行分類(lèi):告知推出新產(chǎn)品勸說(shuō)在競(jìng)爭(zhēng)日趨激烈時(shí)愈來(lái)愈重要比較性廣告提醒在產(chǎn)品成熟階段很重要,Advertising objectives can be classified by primary purpose:InformIntroducing new productsPersuadeBecomes more important as competition inc

9、reasesComparative advertisingRemindMost important for mature products,16 - 8,Setting the budget編制廣告預(yù)算,第15章已經(jīng)討論過(guò)廣告預(yù)算的方法。在編制廣告預(yù)算時(shí)應(yīng)考慮到某些特定因素:產(chǎn)品生命周期的階段市場(chǎng)份額競(jìng)爭(zhēng)水平廣告市場(chǎng)混亂程度品牌差異化程序,,Methods of budget setting were listed i

10、n chapter 15Several factors should be considered when setting the ad budget:Stage in the PLCMarket shareLevel of competitionAd clutterDegree of brand differentiation,16 - 9,Developing the advertising strategy設(shè)計(jì)廣告

11、策略,創(chuàng)意挑戰(zhàn)媒體分工細(xì)化媒體費(fèi)用暴漲廣告愈加混亂廣告創(chuàng)意創(chuàng)意策略創(chuàng)意概念廣告吸引點(diǎn)創(chuàng)決執(zhí)行眾多執(zhí)行方式格調(diào)、式樣、用語(yǔ)、標(biāo)題、格式,Creative challengesMedia fragmentationSoaring media costsAdvertising clutterCreating ad messagesMessage strategyCreative conceptAdvertis

12、ing appealMessage executionMany execution stylesTone, format, illustration, headline, copy,16 - 10,,Creative Execution Styles創(chuàng)意執(zhí)行方式,Slice of LifeLifestyleFantasyMood or Image MusicalPersonality Symbol Technical

13、 ExpertiseScientific Evidence,生活片段生活方式幻境情調(diào)或形象音樂(lè)人物象征專(zhuān)業(yè)技術(shù)科學(xué)證據(jù),Testimonial Evidence or Endorsement 證明或票據(jù),16 - 11,Developing the advertising strategy設(shè)計(jì)廣告策略,選擇廣告媒體確定廣告涉及的范圍、出現(xiàn)頻率和效果選擇主要媒體類(lèi)型:目標(biāo)消費(fèi)者的媒體習(xí)慣, 產(chǎn)品性質(zhì), 信息類(lèi)型,

14、 成本 選擇特定的媒體載體決定媒體時(shí)段,,Select advertising mediaDecide on level of reach, frequency and impactChoose among the major media types by considering:Consumer media habits, nature of the product, types of messages, and costs

15、 Select specific media vehiclesDecide on media timing,16 - 12,,Major Media Types主要媒體類(lèi)型,NewspapersTelevisionDirect MailRadioMagazinesOutdoor Internet,報(bào)紙電視直接郵購(gòu)廣播雜志戶(hù)外廣告互聯(lián)網(wǎng),,16 - 13,Evaluating advertising camp

16、aigns廣告評(píng)估,衡量溝通效果效果測(cè)試消費(fèi)者回訪產(chǎn)品認(rèn)知產(chǎn)品了解產(chǎn)品偏好衡量廣告銷(xiāo)售效果過(guò)去與當(dāng)前銷(xiāo)售比較實(shí)驗(yàn),,Measuring communications effectsCopy testingConsumer recallProduct awarenessProduct knowledgeProduct preferenceMeasuring sales effectPast vs. curr

17、ent sales comparisonExperimentation,16 - 14,Small vs. large companiesNature of advertising agencies Advantages of advertising agencies Departments Compensation Changes in agency services,AdvertisingOrganizing the

18、Advertising Function廣告組織,小公司VS大公司廣告代理機(jī)構(gòu)的性質(zhì) 廣告代理機(jī)構(gòu)的優(yōu)勢(shì) 機(jī)構(gòu) 報(bào)酬 代理服務(wù)的變化,16 - 15,Advertising to International Markets國(guó)際廣告決策,Standardizing worldwide advertising Advantages include lower advertising costs, greater globa

19、l advertising coordination, and consistent global image Drawbacks include ignoring differences in culture, demographics, and economic conditions.Most marketers think globally but act locally,廣告標(biāo)準(zhǔn)化優(yōu)點(diǎn)包括低成本，高協(xié)調(diào)和更一致的全球

20、公司或產(chǎn)品形象。缺點(diǎn)包括忽視文化、地理和經(jīng)濟(jì)情況的差異。多數(shù)營(yíng)銷(xiāo)者都全球性考慮但地區(qū)性活動(dòng)。,16 - 16,Definition定義,Sales PromotionSales Promotions are short-term incentives to encourage the purchase or sale of a product or service.,促銷(xiāo)促銷(xiāo)指短期的激勵(lì)活動(dòng)，目的是鼓勵(lì)購(gòu)買(mǎi)，或宣傳一件產(chǎn)品、提

21、供一種服務(wù)。,16 - 17,Sales Promotion促銷(xiāo),Can be targeted at final buyers, retailers and wholesalers, business customers, and members of the sales force.The use of sales promotions has been growing rapidly.,目標(biāo)可以是最終顧客、零售商和批發(fā)商、產(chǎn)業(yè)

22、顧客以及銷(xiāo)售隊(duì)伍的成員。促銷(xiāo)增長(zhǎng)很快。,16 - 18,Sales Promotion促銷(xiāo),Objectives -- Consumer Promotions:Increase short-term salesGenerate product trialObjectives -- Trade Promotions:Obtaining distribution and shelf spaceEncouraging retai

23、lers to advertise the brandObjectives -- Sales Force Promotions:Signing up new accounts,顧客促銷(xiāo)增加短期售額增加產(chǎn)品份額產(chǎn)業(yè)促銷(xiāo)獲取分銷(xiāo)渠道與貨架空間鼓勵(lì)零售商宣傳該品牌銷(xiāo)售隊(duì)伍簽下新客戶(hù),16 - 19,,Consumer Promotion Tools消費(fèi)推廣手段,SamplesCash Refunds (Rebates)

24、Price packs (cents-off deals)Advertising SpecialtiesPremiumsPatronage RewardsPoint-of-Purchase CommunicationsContests, Games, and Sweepstakes,樣品現(xiàn)金返還特價(jià)品廣告特制品實(shí)物獎(jiǎng)品惠顧回報(bào)購(gòu)買(mǎi)點(diǎn)促銷(xiāo)比賽、抽獎(jiǎng)和游戲,16 - 20,Discounts ( also calle

25、d price-off, off-list, and off-invoice)Allowances Advertising allowances Display allowancesFree goodsPush moneySpecialty advertising items,Trade Promotion Tools交易推廣手段,折扣津貼 廣告津貼 陳列津貼免費(fèi)產(chǎn)品推動(dòng)金特殊廣告制品,16 - 21,Inc

26、ludes many of the same tools used in consumer and trade promotionsTwo additional tools: Conventions and trade shows Sales contests,Sales Promotion Business Promotion Tools 產(chǎn)業(yè)推廣手段,包括許多與交易推廣和消費(fèi)推廣相同的手段兩種附加手段: 產(chǎn)業(yè)會(huì)議和貿(mào)易

27、展覽 銷(xiāo)售競(jìng)賽,16 - 22,Size of the incentiveConditions for participationPromotion and distribution of the actual sales promotion programLength of the promotional programEvaluation Surveys and experiments can be used,Key D

28、ecisions When Developing the Sales Promotion Program制定促銷(xiāo)計(jì)劃的決策,激勵(lì)規(guī)模參與條件如何推廣并實(shí)施促銷(xiāo)活動(dòng)促銷(xiāo)時(shí)間的長(zhǎng)短評(píng)價(jià) 可以使用調(diào)查與實(shí)驗(yàn),16 - 23,Definition定義,Public RelationsBuilding good relations with the company’s various publics by obtaining fav

29、orable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.,公共關(guān)系:通過(guò)贏得有利宣傳與有關(guān)公眾建立良好關(guān)系，樹(shù)立良好的公司形象，不處不理的謠言、傳聞和事件。,16 - 24,,Public Relations Functions公共關(guān)系職能,Pre

30、ss RelationsProduct PublicityPublic AffairsLobbyingInvestor RelationsDevelopment,新聞關(guān)系產(chǎn)品宣傳公共事務(wù)游說(shuō)投資關(guān)系開(kāi)拓渠道,16 - 25,Advantages: Strong impact on public awareness at lower cost than advertising Greater credibili

31、ty than advertisingPublicity is often underused Good public relations can be a powerful brand-building tool,Role and Impact of Public Relations公共關(guān)系的地位與影響,優(yōu)點(diǎn): 以低于廣告的成本，對(duì)公眾的認(rèn)知產(chǎn)生強(qiáng)烈影響。 比廣告更可信公共關(guān)系往往沒(méi)有得到有效使用 良好的公共關(guān)系可以作為

32、有力的品牌建設(shè)工具,16 - 26,,NewsSpeechesCorporate Identity Materials Mobile MarketingSpecial EventsWritten MaterialsAudiovisual MaterialsPublic Service Activities,新聞演講公司標(biāo)識(shí)材料移動(dòng)營(yíng)銷(xiāo)特殊事件書(shū)寫(xiě)材料視聽(tīng)材料公共服務(wù)活動(dòng),Public Relations T