菲利普.科特勒的“市场营销”讲义（19）英文.pptx

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1、2000 Prentice HallObjectivesObjectivesDeveloping&Managing an Advertising ProgramDeveloping&Managing an Advertising ProgramDeciding on Media&Measuring EffectivenessDeciding on Media&Measuring EffectivenessSales PromotionSales PromotionPublic RelationsPublic Relations2000 Prentice HallInformative Adve

2、rtisingBuild Primary DemandPersuasive AdvertisingBuild Selective DemandComparison AdvertisingCompares One Brand to AnotherReminder AdvertisingKeeps Consumers ThinkingAbout a Product.Advertising ObjectivesAdvertising Objectives Specific Communication Specific Communication Task Task Accomplished with

3、 a Specific Accomplished with a Specific TargetTarget Audience Audience During a Specific Period of During a Specific Period of TimeTime2000 Prentice HallAdvertising Budget FactorsAdvertising Budget FactorsStage in the Product Life CycleMarket Share&Consumer BaseCompetition&ClutterAdvertisingFrequen

4、cyProductSubstitutability2000 Prentice HallProfiles of Major Media TypesNewspapersAdvantages:Flexibility,timeliness;good local market coverage;broad acceptance,high believabilityLimitations:Short life;poor reproduction quality;smallpass-along audienceTelevisionAdvantages:Combines sight,sound,motion;

5、high attention;high reach;appealing to sensesLimitations:High absolute costs;high clutter;fleeting exposure;less audience selectivityDirect MailAdvantages:Audience selectivity;flexibility,no ad compe-tition within same medium;allows personalizationLimitations:Relative high cost;“junk mail”image2000

6、Prentice HallRadioAdvantages:Mass use;high geographic and demographic selectivity;low costLimitations:Audio only;fleeting exposure;lower attention;nonstandardized rates;fragmented audiences MagazinesAdvantages:High geographic and demographic selectivity;credibility and prestige;high-quality reproduc

7、tion;long life;good pass-along readershipLimitations:Long ad purchase lead time;waste circulation;no guarantee of positionOutdoorAdvantages:Flexibility;high repeat exposure;low cost;low message competitionLimitations:Little audience selectivity;creative limitationsProfiles of Major Media Types2000 P

8、rentice HallAdvertising StrategyAdvertising StrategyMessage ExecutionMessage ExecutionTypicalMessageExecutionStylesTestimonialEvidenceSlice of LifeScientificEvidenceLifestyleTechnicalExpertiseFantasyMusicalPersonalitySymbolMood orImageTurning the“Big Idea”Into an Actual Ad to Capture the Target Mark

9、ets Attention and Interest.2000 Prentice HallAdvertising EvaluationAdvertising EvaluationAdvertising Program EvaluationCommunication EffectsIs the Ad Communicating Well?Sales EffectsIs the Ad Increasing Sales?2000 Prentice HallWhy the increase in Sales Promotion?Why the increase in Sales Promotion?G

10、rowing retailer powerGrowing retailer powerDeclining brand loyaltyDeclining brand loyaltyIncreased promotional sensitivityIncreased promotional sensitivityBrand proliferationBrand proliferationFragmentation of consumer marketFragmentation of consumer marketShort-term focusShort-term focusIncreased m

11、anagerial accountabilityIncreased managerial accountabilityCompetitionCompetitionClutterClutter2000 Prentice HallLong-Term Promotional Allocation01020304050601986889092941996Year%t of total-3 yr.MATrade PromoMedia AdvCons.PromoCox Direct 19th Annual Survey of Promotional PracticesCox Direct 19th Ann

12、ual Survey of Promotional Practices2000 Prentice HallChannels of Sales PromotionsChannels of Sales PromotionsMANUFACTURERRETAILERTradeTradePromotionsPromotionsCONSUMERConsumerConsumerPromotionsPromotionsPushPushPullRetailRetailPromotionsPromotions2000 Prentice HallConsumer PromotionConsumer Promotio

13、nConsumer-Promotion ObjectivesConsumer-Promotion ToolsPoint-of-PurchaseDisplaysPremiumsPrice PacksCash RefundsCouponsSamplesPatronage RewardsGamesSweepstakesContestsAdvertisingSpecialtiesPatronage RewardsEntice Consumers to Try a New ProductLure Customers AwayFrom Competitors ProductsGet Consumers t

14、o“Load Upon a Mature ProductHold&Reward Loyal CustomersConsumer Relationship Building2000 Prentice Hall“Deal Proneness,”Deal Proneness,”Deal Proneness,”Liechtenstein,Burton,&Liechtenstein,Burton,&Liechtenstein,Burton,&Netemeyer,Netemeyer,Netemeyer,Journal of Journal of Journal of RetailingRetailingR

15、etailing,Summer 1997,Summer 1997,Summer 1997Examination of“deal proneness”Examination of“deal proneness”among consumers in a among consumers in a supermarket settingsupermarket settingSurveys Surveys&Grocery Receipts Grocery Receipts usedusedEight types of deals:Eight types of deals:Cent-off,One-fre

16、e,Gift,Cent-off,One-free,Gift,Display,Rebate,Contest,Display,Rebate,Contest,Sale,&CouponSale,&Coupon“Deal Proneness,”Deal Proneness,”Deal Proneness,”Liechtenstein,Liechtenstein,Liechtenstein,Burton,&NetemeyerBurton,&NetemeyerBurton,&NetemeyerCluster analysis yielded two Cluster analysis yielded two

17、interpretable results:interpretable results:X X49%49%are“deal prone,”are“deal prone,”51%51%not notX X24%24%High“Deal prone,”High“Deal prone,”50%50%intermediate,intermediate,26%26%deal insensitive deal insensitive“Deal-proneness”a generalized“Deal-proneness”a generalized construct-(crosses type of co

18、nstruct-(crosses type of promotion)promotion)Younger&Less educated more Younger&Less educated more likely to be deal pronelikely to be deal prone2000 Prentice HallTrade-Promotion ObjectivesTrade-Promotion ToolsSpecialty AdvertisingItemsContestsFree GoodsBuy-BackGuaranteesAllowancesPrice-OffsPatronag

19、e RewardsPush MoneyDiscountsPremiumsDisplaysPersuade Retailers or Wholesalers to Carry a BrandGive a Brand Shelf SpacePromote a Brand in AdvertisingPush a Brand to ConsumersTrade PromotionsTrade PromotionsTrade Promotions2000 Prentice HallBusiness-Promotion ObjectivesBusiness-Promotion ToolsGenerate

20、 Business LeadsStimulate PurchasesReward CustomersMotivate SalespeopleConventionsTrade ShowsSales ContestsBusiness-to-Business PromotionBusiness-to-Business Promotion2000 Prentice HallMajor Public Relations ToolsMajor Public Relations ToolsSpecialEventsWritten MaterialsCorporate Identity MaterialsSpeechesNewsAudiovisualMaterialsPublic ServiceActivitiesWeb Site