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时间:2020-09-26
《营销管理科特勒第十二版第18章英文ppt课件.ppt》由会员上传分享,免费在线阅读,更多相关内容在教育资源-天天文库。
1、MARKETINGMANAGEMENT12theditionKotlerKeller18ManagingMassCommunications1ChapterQuestionsWhatstepsareinvolvedindevelopinganadvertisingprogram?Howshouldsalespromotiondecisionsbemade?Whataretheguidelinesforeffectivebrand-buildingeventsandexperiences?Howcancompaniesexploitthepotentialo
2、fpublicrelationsandpublicity?2AdvertisingAnypaidformofnonpersonalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsor.3Figure18.1TheFiveM’sofAdvertisingMissionMoneyMessageMediaMeasurement4AdvertisingObjectivesInformativeadvertisingPersuasiveadvertisingReminderadve
3、rtisingReinforcementadvertising5FactorstoConsiderinSettinganAdvertisingBudgetStageintheproductlifecycleMarketshareandconsumerbaseCompetitionandclutterAdvertisingfrequencyProductsubstitutability6DevelopingtheAdvertisingCampaignMessagegenerationandevaluationCreativedevelopmentandexe
4、cutionSocialresponsibilityreview7CreativeBriefPositioningstatementKeymessageTargetmarketObjectivesKeybrandbenefitsBrandpromiseEvidenceofpromiseMediaBackgroundCreativeconsiderations8TelevisionAdvantagesReachesbroadspectrumofconsumersLowcostperexposureAbilitytodemonstrateproductuseA
5、bilitytoportrayimageandbrandpersonalityDisadvantagesBriefClutterHighcostofproductionHighcostofplacementLackofattentionbyviewers9PrintAdsAdvantagesDetailedproductinformationAbilitytocommunicateuserimageryFlexibilityAbilitytosegmentDisadvantagesPassivemediumClutterUnabletodemonstrat
6、eproductuse10PrintAdEvaluationCriteriaIsthemessageclearataglance?Isthebenefitintheheadline?Destheillustrationsupporttheheadline?Doesthefirstlineofthecopysupportorexplaintheheadlineandillustration?Istheadeasytoreadandfollow?Istheproducteasilyidentified?Isthebrandorsponsorclearlyide
7、ntified?11MediaSelectionReachFrequencyImpactExposure12ChoosingAmongMajorMediaTypesTargetaudienceandmediahabitsProductcharacteristicsMessagecharacteristicsCost13MajorMediaTypesNewspapersTelevisionDirectmailRadioMagazinesOutdoorYellowpagesNewslettersBrochuresTelephoneInternet14Table
8、18.2MarketingCommunicationExpendi
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