2018-3-9 广告与整合品牌营销Ⅱ The World of Advertising and Integrated brand Prootion(2) 主讲人:沈涵博士 复旦大学旅游学系 Role of Advertising in the Marketing Mix 广告在营销组合中的角色 Marketing. Process of planning and executing the conception, pricing, promotion, and distribution of ideas goods and services 营销:对创意、商品和服务的概念、定价、促销和渠道等方面的计划和执行的过程 Creates exchanges that satisfy individual and organizational objectives 实现个人和组织目标的一种交互的创建
2018-3-9 1 1 The World of Advertising and Integrated Brand Promotion （2） 广告与整合品牌营销 II 主讲人：沈涵 博士 复旦大学旅游学系 Role of Advertising in the MarketingMix 广告在营销组合中的角色 • Marketing: Process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services • 营销：对创意、商品和服务的概念、定价、促销和渠道等方面的计划和执行的过程 • Creates exchanges that satisfy individual and organizational objectives • 实现个人和组织目标的一种交互的创建 2
2018-3-9 Role of Advertising in the Marketimg Mix 广告在营销组合中的角色 Product Distribution 产品 渠道 Perceived Brand Value 所感知的品牌价值 Promotion Price 促销 价格 2015年法国旅游宣传片y 讨论 1.这部宣传片的构成要素? 2.请根据这部3分多钟的宣传片,浓缩一则15秒的广告 你认为应该保留哪些要素 3.请根据上述精简的广告,设计一个法国旅游的品牌
2018-3-9 2 Role of Advertising in the Marketing Mix 广告在营销组合中的角色 3 Marketing Mix 营销组合 Product 产品 Perceived Brand Value 所感知的品牌价值 Promotion 促销 Distribution 渠道 Price 价格
2018-3-9 ole of Advertising in Brand Management 广告在晶牌管理中的角鱼 Information and persuasion 信息和劝服 Informs target audiences about the values a brand has to offer 告知目标受众关于一个品牌所传递的价值 Introduce new brands or brand extensions 引进新品牌或者进行品牌延伸 Brand extension Adaptation of an existing brand to a new product area 品牌延伸:一个现有品牌在新产品上的应用 Called brand variant 被称做品牌变体 Role of Advertising in Brand Management 广告在品牌管理中的角色 Building and maintaining brand loyalty among consumers ·在消费者群体中建立和保持品牌忠诚度 Brand loyalty: Consumers repeatedly purchases the same brand to the exclusion of competitors brands 品牌忠诚度:消费者重复购买同样的品牌,不沟通相应的竞争对手的品牌 Brand equity. Set of brand assets linked to a brand, its name, and symbol 品牌资产:和一个品牌、它的名字和标识相关的一系列品牌资产 Creating an image and meaning for a brand 为一个品牌创建品牌形象和内涵
2018-3-9 3 Role of Advertising in Brand Management 广告在品牌管理中的角色 • Information and persuasion • 信息和劝服 • Informs target audiences about the values a brand has to offer • 告知目标受众关于一个品牌所传递的价值 • Introduce new brands or brand extensions • 引进新品牌或者进行品牌延伸 • Brand extension: Adaptation of an existing brand to a new product area • 品牌延伸：一个现有品牌在新产品上的应用 • Called brand variant • 被称做品牌变体 5 Role of Advertising in BrandManagement 广告在品牌管理中的角色 • Building and maintaining brand loyalty among consumers • 在消费者群体中建立和保持品牌忠诚度 • Brand loyalty: Consumers repeatedly purchases the same brand to the exclusion of competitors’ brands • 品牌忠诚度：消费者重复购买同样的品牌，不沟通相应的竞争对手的品牌 • Brand equity: Set of brand assets linked to a brand, its name, and symbol • 品牌资产：和一个品牌、它的名字和标识相关的一系列品牌资产 • Creating an image and meaning for a brand • 为一个品牌创建品牌形象和内涵 6
2018-3-9 的B白Memm Building and maintaining brand loyalty within the trade 在交易中创建和维持品牌忠诚度 Marketers can provide the trade with: ·营销商可以提供给交易 Sales training programs销售培训项目 Collateral advertising materials担保的广告材料 Point-of- purchase advertising displays售点陈列 Web traffic网站流量 Foot traffic-. building special events吸引客流量的活动 Advertising 's Role in Segmentation 广告在市场细分申的角色 Market segmentatio Process of breaking down a large heterogeneous market into submarkets that are homogeneous in terms of consumer characteristics ·市场细分:将一个大的异质的市场根据消费者特征划分为具有相同特点的子市场 ° Advertising helps 广告的角色 Develop messages that appeal to the needs and desires of different segments 针对不同的细分市场开发满足其需求的各种信息 Transmit those messages via appropriate media
2018-3-9 4 Role of Advertising in BrandManagement 广告在品牌管理中的角色 • Building and maintaining brand loyalty within the trade • 在交易中创建和维持品牌忠诚度 • Marketers can provide the trade with: • 营销商可以提供给交易： • Sales training programs销售培训项目 • Collateral advertising materials担保的广告材料 • Point-of-purchase advertising displays售点陈列 • Premiums 溢价 • Web traffic 网站流量 • Foot traffic-building special events吸引客流量的活动 7 Advertising’s Role in Segmentation 广告在市场细分中的角色 • Market segmentation: Process of breaking down a large, heterogeneous market into submarkets that are homogeneous in terms of consumer characteristics • 市场细分：将一个大的异质的市场根据消费者特征划分为具有相同特点的子市场 • Advertising helps: • 广告的角色： • Develop messages that appeal to the needs and desires of different segments • 针对不同的细分市场开发满足其需求的各种信息 • Transmit those messages via appropriate media • 通过多种媒介传播信息 8
2018-3-9 D个生在小三的10n Differentiation: Process of creating a perceived difference between a brand and its competition 差异化:在一个品牌和其竞争者之间创建一个可感知的差异性的过程 sumer perception Advertising helps 广告的角色 Emphasize performance features 强调品牌的特征 Create a distinctive image for the brand 创建一个不同的品牌形象 Develop a message that is different and unmistakably linked to a company's brand 创建不同的信息并且无误地和公司品牌进行连接 Advertising's Role in Positioning 告在市场定位中的角色 Positioning: Designing a brand to occupy a distinct and valued place in the target consumer's mind ·定位:创建一种品牌,使顾客明显感知到其差异性,从而在目标顾客心目中占有特殊的位置。 External position: Niche the brand will pursue relative to all the competitive brands 外部定位:相对于所有竞争品牌的品牌特质定位 Internal position: Position achieved with regard to the other, similar brands marketed by the firm ·内部定位:相对于公司内部的其他相似的品牌的定位 Repositioning: Firm believes that a brand needs to be updated to address changing market conditions 重新定位:公司认为一个品牌需要更新其形象以适应变化的市场
2018-3-9 5 Advertising’s Role in Differentiation 广告在市场差异化中的角色 • Differentiation: Process of creating a perceived difference between a brand and its competition • 差异化：在一个品牌和其竞争者之间创建一个可感知的差异性的过程 • Based on consumer perception • 基于消费者感知 • Advertising helps: • 广告的角色： • Emphasize performance features • 强调品牌的特征 • Create a distinctive image for the brand • 创建一个不同的品牌形象 • Develop a message that is different and unmistakably linked to a company’s brand • 创建不同的信息并且无误地和公司品牌进行连接 9 Advertising’s Role in Positioning 广告在市场定位中的角色 • Positioning: Designing a brand to occupy a distinct and valued place in the target consumer’s mind • 定位：创建一种品牌，使顾客明显感知到其差异性，从而在目标顾客心目中占有特殊的位置。 • External position: Niche the brand will pursue relative to all the competitive brands • 外部定位：相对于所有竞争品牌的品牌特质定位 • Internal position: Position achieved with regard to the other, similar brands marketed by the firm • 内部定位：相对于公司内部的其他相似的品牌的定位 • Repositioning: Firm believes that a brand needs to be updated to address changing market conditions • 重新定位：公司认为一个品牌需要更新其形象以适应变化的市场 10
2018-3-9 Advertising's Role in Contributing to Revenue and Profit Generation 告在收入和利润形成中的角色 Advertising contributes to the process of creating sales and revenue 广告促进销售和利润的形成 Does not generate revenue directly 不直接形成收入 flexibility by 创建价格弹性通过 促进规模经济 sticity of demand to price cha 帮助创建需求价格非弹性 Types of Advertising广告类别 Primary versus selective demand stimulation 基本需求刺激vs选择性需求刺激 Primary demand stimulation: Creating demand for an entire product category 基本需求刺激:创建一个完整的产品类别需求 Selective demand stimulation: Points out a brand s unique benefits compared to the ·选择性需求刺激:指出相对于竞争者的品牌的独特性
2018-3-9 6 Advertising’s Role in Contributing to Revenue and Profit Generation 广告在收入和利润形成中的角色 • Advertising contributes to the process of creating sales and revenue • 广告促进销售和利润的形成 • Does not generate revenue directly • 不直接形成收入 • Creates pricing flexibility by: • 创建价格弹性通过： • Contributing to economies of scale • 促进规模经济 • Helping create inelasticity of demand to price changes • 帮助创建需求价格非弹性 11 12 Types of Advertising广告类别 • Primary versus selective demand stimulation • 基本需求刺激vs选择性需求刺激 • Primary demand stimulation: Creating demand for an entire product category • 基本需求刺激：创建一个完整的产品类别需求 • Selective demand stimulation: Points out a brand’s unique benefits compared to the competition • 选择性需求刺激：指出相对于竞争者的品牌的独特性
2018-3-9 Types of Advertising广告类别 Direct versus delayed response advertising 直接反应vs延迟反应广告 Direct response advertising: Encourages immediate action by consumer ·直接反应广告:促进消费者的即时反应 Delayed response advertising: Relies on imagery and message themes that emphasize the benefits and satisfying characteristics of a brand 延迟反应广告:依靠强调品牌优势和令人满意的特点的信息 Types of Advertising广告类别 Corporate versus brand advertising ·公司和品牌广告 Corporate advertising: Creates a favorable attitude toward a company as a whole ·公司广告:将公司作为一个主体创建一个积极的形象 Brand advertising: Communicates the specific features, values, and benefits of a particular brand offered for sale by a particular organization ·品牌广告:针对某个特定组织提供的特定品牌所传播的其品牌特征、价值和优势
2018-3-9 7 13 Types of Advertising广告类别 • Direct versus delayed response advertising • 直接反应vs延迟反应广告 • Direct response advertising: Encourages immediate action by consumer • 直接反应广告：促进消费者的即时反应 • Delayed response advertising: Relies on imagery and message themes that emphasize the benefits and satisfying characteristics of a brand • 延迟反应广告：依靠强调品牌优势和令人满意的特点的信息 14 Types of Advertising广告类别 • Corporate versus brand advertising • 公司和品牌广告 • Corporate advertising: Creates a favorable attitude toward a company as a whole • 公司广告：将公司作为一个主体创建一个积极的形象 • Brand advertising: Communicates the specific features, values, and benefits of a particular brand offered for sale by a particular organization • 品牌广告：针对某个特定组织提供的特定品牌所传播的其品牌特征、价值和优势
2018-3-9 → Economic Effects of Advertising广告的经济效益 Effect on gross domestic product 对GDP的影响 Contributes to levels of overall consumer demand ·促进各个层次的总体消费需求 Gross domestic product (GDP): Measure of the total value of goods and services produced within an economic system 国民生产总值:对一个经济体系统所生产的商品和服务的总体价值的衡量 Effect on competition ·对竟争力的影响 Competition is stimulated 刺激市场竟争 Economic Effects of Advertising广告的经济效益 对价格的影响 Advertising is buit into product costs, which may be passed on to cons 广告属于产品成本,可以会转嫁给消费者 Effect on value 对价值的影响 Adds value to the consumption experience 增加消费者体验 Symbolic value: What a product or service means to consumers in a non iteral way 象征价值:某一种产品或服务对于消费者的间接价值 Social meaning: What a product or service means in a societal context 社会意义:某一种产品或服务在社会情境中的意义
2018-3-9 8 15 Economic Effects of Advertising广告的经济效益 • Effect on gross domestic product • 对GDP的影响 • Contributes to levels of overall consumer demand • 促进各个层次的总体消费需求 • Gross domestic product (GDP): Measure of the total value of goods and services produced within an economic system • 国民生产总值：对一个经济体系统所生产的商品和服务的总体价值的衡量 • Effect on competition • 对竞争力的影响 • Competition is stimulated • 刺激市场竞争 16 Economic Effects of Advertising广告的经济效益 • Effect on prices • 对价格的影响 • Advertising is built into product costs, which may be passed on to consumers • 广告属于产品成本，可以会转嫁给消费者 • Effect on value • 对价值的影响 • Adds value to the consumption experience • 增加消费者体验 • Symbolic value: What a product or service means to consumers in a nonliteral way • 象征价值：某一种产品或服务对于消费者的间接价值 • Social meaning: What a product or service means in a societal context • 社会意义：某一种产品或服务在社会情境中的意义
2018-3-9 女神赫敏在地铁里丢了本书,结果整个伦教 Emma Watson在《哈利波特》 中成功塑造了一个擅长读书、逻辑推 理的魔法师,但鲜有人知道的是,现 实生活中她同样是个:不折不扣的学 Emma成立了一个妇女权益读书会 联合 Books On The Undergroun发 起读书分享活动。希望大家利用通蓟 的时间读会儿书,为了激起大家的读 还在书中附上亲自手写的纸条,让大 家像玩游戏般自己去寻找。 女神赫敏在地铁里去了本 BOOKS on the UNDERGROUND Bocon on me Un 亟幽叠 特mup Dot Eoursmarvdsec two
2018-3-9 9 女神赫敏在地铁里丢了本书，结果整个伦敦读疯了…… Emma Watson在《哈利·波特》 中成功塑造了一个擅长读书、逻辑推 理的魔法师，但鲜有人知道的是，现 实生活中她同样是个：不折不扣的学 霸。 Emma成立了一个妇女权益读书会， 联合Books On The Underground发 起读书分享活动。希望大家利用通勤 的时间读会儿书，为了激起大家的读 书欲望，她就把书籍藏在了地铁里， 还在书中附上亲自手写的纸条，让大 家像玩游戏般自己去寻找。 女神赫敏在地铁里丢了本书，结果整个伦敦读疯了……
2018-3-9 女神赫敏在地铁里丢了本书,结果整个 书,并希望与你分享 更多人看到,所以 不妨把它放在地铁 上,让它流动下去 我真的要谢谢你,工作之后我就很少 读书了,是你让我找回了读书的乐趣和 激情,让我明白分享是一件如此美好的 这个活动简直太棒啦,我想 咨询下:可不可以在我的家乡发起这个 活动? From Advertising to Imc to IBP 从广告到整合营销传播到整合品牌营销 Mass Media Advertising Interactive/Digital media 大众媒体广告交互/电子媒体 Special Events Social Media Coupons Premiums Public relations 礼券费用 特殊活动社交媒体 公共关系 Coordinated promotional activities reinforce one another 协调的促销活动互相促进
2018-3-9 10 女神赫敏在地铁里丢了本书，结果整个伦敦读疯了…… “我很喜欢这本书，并希望与你分享， 但也希望它能够被更多人看到，所以 当你看完这本书，不妨把它放在地铁 上，让它流动下去” “我真的要谢谢你，工作之后我就很少 读书了，是你让我找回了读书的乐趣和 激情，让我明白分享是一件如此美好的 事情。”“这个活动简直太棒啦，我想 咨询下：可不可以在我的家乡发起这个 活动？” 20 Coordinated promotional activities reinforce one another 协调的促销活动互相促进