什么是广告? 15-1 Any form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. U.S. advertisers spend in excess of $175 billion each year Advertising is used by: Business firms Nonprofit organizations, Professionals Social Agencies 商务策划学院2002
商务策划学院 2002 什么是广告 15-1 ? • Any form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. • U.S. advertisers spend in excess of $175 billion each year. • Advertising is used by: – Business firms, –Nonprofit organizations, –Professionals, –Social Agencies
广告决策的主要因素 15-2 Objectives Setting Budget Decisions Message Decisions Media decisions Campaign Evaluation 商务策划学院2002
商务策划学院 2002 广告决策的主要因素 15-2 Objectives Setting Budget Decisions Message Decisions Campaign Evaluation Media Decisions
设定广告目标 15-3 Advertising Objectives Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time Informative Advertising Persuasive Advertising Build Primary demand Build selective demand Comparison Advertising Reminder Advertising Compares One Brand to Keeps Consumers Thinking Another About a Product. 商务策划学院2002
商务策划学院 2002 15-3 Informative Advertising Build Primary Demand 设定广告目标 Persuasive Advertising Build SelectiveDemand Comparison Advertising Compares One Brand to Another Advertising Objectives • Specific Communication Task • Accomplished with a Specific Target Audience • During a Specific Period of Time Reminder Advertising Keeps Consumers Thinking About a Product
广告战略 15-4 Plan a Message Strategy General message to Be communicated to customers Develop a Message Focus on Customer Benefits Creative Concept “ Big Idea” Visualization or Phrase Advertising Appeal Com bination of both Meaningful Believable Distinctive 商务策划学院2002
商务策划学院 2002 广告 15-4 Plan a Message Strategy General Message to Be Communicated to Customers 广告战略 Develop a Message Focus on Customer Benefits Creative Concept “Big Idea” Visualization or Phrase Combination of Both Advertising Appeals Meaningful Believable Distinctive
广告战略扩展 15-5 Turning the"Big Idea"Into an Actual Ad to Capture the Target Market's Attention and Interest Testimonial Slice of life Evidence Scientific Evidence Typical Lifestyle Message Technical Execution Expertise Fantasy Styles Personalit Mood or Symbol mage Musical 商务策划学院2002
商务策划学院 2002 广告战略扩展 15-5 Typical Message Execution Styles Testimonial Evidence Slice of Life Scientific Evidence Lifestyle Technical Expertise Fantasy Musical Personality Symbol Mood or Image Turning the “Big Idea” Into an Actual Ad to Capture the Target Market’s Attention and Interest
告架体选择 15-6 Step 1. Decide on Reach, Frequency, and Impact Step 2. Choosing Among Major Media Types Media habits of Target consumers Nature of the product Type of Message Cost Step 3. Selecting Specific Media Vehicles Specific Media Within a Given Type, i.e. Magazines Must Balance Media Cost Against Media Factors Audience Quality Attention, Editorial Quality Step 4. Deciding on Media Timing Scheduling of Advertising Over the Course of a Year Pattern of Ads: Continuity or Pulsing 商务策划学院2002
商务策划学院 2002 广告媒体选择 15-6 Step 1. Decide on Reach, Frequency, and Impact Step 2. Choosing Among Major Media Types Media Habits of Target Consumers Nature of the Product Type of Message Cost Step 3. Selecting Specific Media Vehicles Specific Media Within a Given Type, i.e. Magazines. Must Balance Media Cost Against Media Factors: Audience Quality & Attention, Editorial Quality Step 4. Deciding on Media Timing Scheduling of Advertising Over the Course of a Year Pattern of Ads: Continuity or Pulsing
广告效果评估 15-7 Advertising Program Evaluation Communication Effects Sales effects Is the Ad communicating Well? Is the Ad Increasing Sales? 商务策划学院2002
商务策划学院 2002 广告效果评估 15-7 Communication Effects Is the Ad Communicating Well? Advertising Program Evaluation Sales Effects Is the Ad Increasing Sales?
什么是销售促进? 15-8 Mass communication technique that offers short-term incentives to encourage purchase or sales of a product or service. Rapid growth in the industry has been achieved because. Product managers are facing more pressure to increase their current sales Companies face more competition, Advertising efficiency has declined -Consumers have become more deal oriented 商务策划学院2002
商务策划学院 2002 什么是销售促进 15-8 ? • Mass communication technique that offers short-term incentives to encourage purchase or sales of a product or service. • Rapid growth in the industry has been achieved because: –Product managers are facing more pressure to increase their current sales, –Companies face more competition, –Advertising efficiency has declined, –Consumers have become more deal oriented
消费者销售促进工具 15-9 Short-Term Incentives to Encourage Purchase or Sales of a Product or Service Consumer-Promotion Consumer-Promotion Objectives Tools Entice Consumers to Samples Advertising Try a New Product Specialties Lure Customers Away Coupons From Competitors'Products Patronage Rewards Get Consumers to"Load Up Cash Refunds on a Mature Product Contests Hold Reward Loyal Price Packs Customers Sweepstakes Consumer Relationship Prem iums Games Building Point-of-Purchase Displays 商务策划学院2002
商务策划学院 2002 15-9 Point-of-Purchase Displays 消费者销售促进工具 Premiums Price Packs Cash Refunds Coupons Samples Short-Term Incentives to Encourage Purchase or Sales of a Product or Service. Consumer-Promotion Objectives Consumer-Promotion Tools Patronage Rewards Games Sweepstakes Contests Advertising Specialties Patronage Rewards Entice Consumers to Try a New Product Lure Customers Away From Competitors’ Products Get Consumers to “Load Up’ on a Mature Product Hold & Reward Loyal Customers Consumer Relationship Building
商贸市场销售促进工具 15-10 Short-Term Incentives That are Directed to Retailers and Wholesalers Trade-Promotion Trade-Promotion Objectives Tools Persuade retailers or Wholesalers to Carry a Brand Price-Offs Premiums Give a Brand shelf Space Allowances Displays Promote a brand in Buy-Back Advertising Guarantees Discounts Push a brand to consumers Push Money Free Goods Specialty Contests Advertising Items 商务策划学院2002
商务策划学院 2002 15-10 Specialty Advertising Items 商贸市场销售促进工具 Contests Free Goods Buy-Back Guarantees Allowances Price-Offs Short-Term Incentives That are Directed to Retailers and Wholesalers. Trade-Promotion Objectives Trade-Promotion Tools Patronage Rewards Push Money Discounts Premiums Displays Persuade Retailers or Wholesalers to Carry a Brand Give a Brand Shelf Space Promote a Brand in Advertising Push a Brand to Consumers
