科特勒的“市场营销”

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1、Chapter19ManagingAdvertising,SalesPromotionandPublicRelationsObjectivesDeveloping&ManaginganAdvertisingProgramDecidingonMedia&MeasuringEffectivenessSalesPromotionPublicRelationsMajorDecisionsinAdvertisingObjectivesSettingBudgetDecisionsMessageDecisionsMediaDecisionsCampaign

2、EvaluationInformativeAdvertisingBuildPrimaryDemandPersuasiveAdvertisingBuildSelectiveDemandComparisonAdvertisingComparesOneBrandtoAnotherReminderAdvertisingKeepsConsumersThinkingAboutaProduct.AdvertisingObjectivesSpecificCommunicationTaskAccomplishedwithaSpecificTargetAudie

3、nceDuringaSpecificPeriodofTimeTheFiveMsofAdvertisingMissionSalesgoalsAdver-tisingobjectivesMoneyFactorstoconsider:StageinPLCMarketshareandcon-sumerbaseCompetitionandclutterAdvertisingfrequencyProductsubstituta-bilityMessageMessagegenerationMessageevaluationandselectionMessa

4、geexecutionSocial-responsibilityreviewMediaReach,frequency,impactMajormediatypesSpecificmediavehiclesMediatimingGeographicalmediaallocationMeasure-mentCommuni-cationimpactSalesimpactAdvertisingBudgetFactorsStageintheProductLifeCycleMarketShare&ConsumerBaseCompetition&Clutte

5、rAdvertisingFrequencyProductSubstitutabilityProfilesofMajorMediaTypesNewspapersAdvantages:Flexibility,timeliness;goodlocalmarketcoverage;broadacceptance,highbelievabilityLimitations:Shortlife;poorreproductionquality;smallpass-alongaudienceTelevisionAdvantages:Combinessight,

6、sound,motion;highattention;highreach;appealingtosensesLimitations:Highabsolutecosts;highclutter;fleetingexposure;lessaudienceselectivityDirectMailAdvantages:Audienceselectivity;flexibility,noadcompe-titionwithinsamemedium;allowspersonalizationLimitations:Relativehighcost;“j

7、unkmail”imageRadioAdvantages:Massuse;highgeographicanddemographicselectivity;lowcostLimitations:Audioonly;fleetingexposure;lowerattention;nonstandardizedrates;fragmentedaudiencesMagazinesAdvantages:Highgeographicanddemographicselectivity;credibilityandprestige;high-qualityr

8、eproduction;longlife;goodpass-alongreadershipLimitations:Longadpurchaseleadtime;wa