2018-3-9 广告与整合品牌营销 The World of Advertising and Integrated brand Promotion (1) 主讲人:沈涵博士 复旦大学旅游学系 Learning objectives 学习目标 Know what advertising and integrated brand promotion(IBP) are and what they can do 了解什么是广告和整合品牌营销以及他们能够用来做什么 Discuss a basic model of communication 讨论一个关于传播的基本模型 Describe the different ways of classifying audiences for advertising and IBP 讨论关于广告和整合品牌营销的受众分类的不同方法 Understand advertising as a business process 了解作为一个业务流程的广告 Understand the various types of advertisin 理解不同的广告类型
2018-3-9 1 1 The World of Advertising and Integrated Brand Promotion （1） 广告与整合品牌营销 I 主讲人：沈涵 博士 复旦大学旅游学系 Learning Objectives 学习目标 • Know what advertising and integrated brand promotion (IBP) are and what they can do 了解什么是广告和整合品牌营销以及他们能够用来做什么 • Discuss a basic model of communication 讨论一个关于传播的基本模型 • Describe the different ways of classifying audiences for advertising and IBP 讨论关于广告和整合品牌营销的受众分类的不同方法 • Understand advertising as a business process 了解作为一个业务流程的广告 • Understand the various types of advertising 理解不同的广告类型 2
2018-3-9 Consumer preferences and new technologies are reshaping the communication environment 消费者偏好和新技术重塑传播环境 Acupuncture marketing -Where one goes narrow and deep with your messages 灸营销一-聚焦和深入挖掘信息 Mobile marketing: Communicating with target markets through mobile devices like smartphones or iPad or Surface tablet devices ·移动营销-和目标市场通过移动设备像智能手机、iPad Surface平板设备进行沟通 old media/New media传统媒体新媒体 New media does not change the purpose of advertising and IBP 新媒体没有改变广告和BP的目标 ·关于品牌的高效传播 Firms of all sizes use advertising and IBP to build brand 所有公司都采用广告和BP建构品牌 Consumers' emphasis on brands has increased 消费者对品牌越来越重视
2018-3-9 2 The New World of Advertising and Integrated Brand Promotion (IBP) 广告和整合品牌营销新观 • Consumer preferences and new technologies are reshaping the communication environment 消费者偏好和新技术重塑传播环境 • Acupuncture marketing - Where one goes narrow and deep with your messages • 针灸营销 – 聚焦和深入挖掘信息 • Mobile marketing: Communicating with target markets through mobile devices like smartphones or iPad or Surface tablet devices • 移动营销 – 和目标市场通过移动设备像智能手机、iPad or Surface平板设备进行沟通 3 Old Media/New Media传统媒体/新媒体 • New media does not change the purpose of advertising and IBP • 新媒体没有改变广告和IBP的目标 • Communicating effectively about the brand • 关于品牌的高效传播 • Firms of all sizes use advertising and IBP to build brands • 所有公司都采用广告和IBP建构品牌 • Consumers’ emphasis on brands has increased • 消费者对品牌越来越重视 4
2018-3-9 Advertising告 Paid, mass-mediated attempt to persuade 有偿大规模中介劝服性 Essentials for advertising告的要素 Paid-If a communication is not paid for, it's not advertising 有偿如果某种传播是免费就不是广告 Client or sponsor: company or organization that pays for advertising 客户或者赞助商支付广告的公司或组织 Mass mediated- Delivering through a medium designed to reach a large number of people 中介通过一种中介将信息传播给大量人群 Attempting to persuade Communications designed to get someone to do something 说服性-让某人做某事的传播方式 Integrated Brand Promotions整合品牌营销 Process of using a wide range of promotional tools working together to create widespread brand 使用大量的营销工具制造品牌曝光 Uses a wide ranges of tools使吏用各种工具 Advertising in mass media大众媒体上打广告 Sales promotions促销 Point-of-purchase materials售点材料 Direct marketing直接营销 Personal selling人员推销 Internet advertising网络广
2018-3-9 3 Advertising广告 Paid, mass-mediated attempt to persuade 有偿,大规模中介,劝服性 Essentials for advertising广告的要素 • Paid - If a communication is not paid for, it’s not advertising • 有偿-如果某种传播是免费,就不是广告 • Client or sponsor: company or organization that pays for advertising • 客户或者赞助商: 支付广告的公司或组织 • Mass mediated - Delivering through a medium designed to reach a large number of people • 中介-通过一种中介将信息传播给大量人群 • Attempting to persuade - Communications designed to get someone to do something • 说服性 – 让某人做某事的传播方式 5 Integrated Brand Promotions整合品牌营销 Process of using a wide range of promotional tools working together to create widespread brand exposure 使用大量的营销工具制造品牌曝光 •Uses a wide ranges of tools使用各种工具 • Advertising in mass media大众媒体上打广告 • Sales promotions促销 • Point-of-purchase materials售点材料 • Direct marketing直接营销 • Personal selling人员推销 • Internet advertising网络广告 6
2018-3-9 ntegrated Brand promotions整合品牌营销 Social networks/blog社交网络博客 Event sponsorship活动赞助 Branded entertainment娱乐营销 Outdoor signage户外看板 Billboards, transit, and aerial advertising告牌、传播和空中广告 Public relation公共关系 nfluencer marketing影响者营销 Corporate advertising公司形象广告 案例分析: sooth valentines day
2018-3-9 4 Integrated Brand Promotions整合品牌营销 • Social networks/blogs社交网络/博客 • Podcasting/smartphone messaging播客/手机短信 • Event sponsorship活动赞助 • Branded entertainment娱乐营销 • Outdoor signage户外看板 • Billboards, transit, and aerial advertising广告牌、传播和空中广告 • Public relations公共关系 • Influencer marketing影响者营销 • Corporate advertising公司形象广告 7
2018-3-9 Distinctions within advertising广告定义区分 Advertisement: Specific message that an organization has created to persuade audience 广告:某一组织创建的用来说服受众的特殊信息 Advertising campaig Series of coordinated advertisements that communicat a reasonably cohesive and integrated theme about a brand 广告活动:为了传播贴合某一品牌形象的整合主题的系列广告 Advertising as a Communication Process 作为一个传播过程的广告 Model of mass-mediated communication ·中介的传播模型 Occurs not face-to-face but through a medium 通过媒介传递而不是面对面 构成要素 Production- By the sender of a m 产者信息的发送者 Reception- By the receiver of a message 接收者信息的接收者 Accommodation and negotiation- Lie between the production and reception phases 适应和谈判位于生产者和接收者之间
2018-3-9 5 • Advertisement: Specific message that an organization has created to persuade an audience • 广告：某一组织创建的用来说服受众的特殊信息 • Advertising campaign: Series of coordinated advertisements that communicate a reasonably cohesive and integrated theme about a brand • 广告活动：为了传播贴合某一品牌形象的整合主题的系列广告 Advertising as a CommunicationProcess 作为一个传播过程的广告 • Model of mass-mediated communication • 中介的传播模型 • Occurs not face-to-face but through a medium • 通过媒介传递而不是面对面 • Components • 构成要素 • Production - By the sender of a message • 生产者-信息的发送者 • Reception - By the receiver of a message • 接收者-信息的接收者 • Accommodation and negotiation - Lie between the production and reception phases • 适应和谈判-位于生产者和接收者之间 10
2018-3-9 xhibit 19-A Model of Mass-Mediated Communieation 一个申介传播模型 ity, maginn Mannas agena, media, and oh herter, end T undo 接收者 适应和 广告商、潜在受协商历史、性格 意象的形 众、代理商、媒 潜在的广 成:公共 体和其他社会机 的和个人 构等生产广告内 的构成了接 容的主体 收的内容 信息 意图 Audiences for Advertising广告的受众 Audience: Group of individuals who receive and interpret messages sent from companies or organizations 受众:接收和解释公司和组织所发布的讯息的群体 Target audience: Particular group of consumers singled out by an organization for an advertising or IBP campaign 目标受众:被组织所识别的用来作为广告和BP接收者的特定 的消费者群体 Potential audience since it can not be assured if the message has been received as intended ·属于潜在的受众,因为不能确定所发送的讯息是否如预期被接收
2018-3-9 6 适应和 协商 Exhibit 1.9 - A Model of Mass-Mediated Communication 一个中介传播模型 11 广告商、潜在受 众、代理商、媒 体和其他社会机 构等生产广告内 容的主体 历史、性格 、潜在的广 告商、和目 的构成了接 收的内容 个人受众对 于广告的理 解 意象的形 成：公共 的和个人 的 生产者 接收者 信息 意图 Audiences for Advertising广告的受众 • Audience: Group of individuals who receive and interpret messages sent from companies or organizations • 受众：接收和解释公司和组织所发布的讯息的群体 • Target audience: Particular group of consumers singled out by an organization for an advertising or IBP campaign • 目标受众：被组织所识别的用来作为广告和IBP接收者的特定 的消费者群体 • Potential audience since it can not be assured if the message has been received as intended • 属于潜在的受众，因为不能确定所发送的讯息是否如预期被接收 12
2018-3-9 → Audience Categories受众分类 Household Members of business organization商业组 家庭消费者 embers of a trade Professionals 贸易渠道的成员 专业人员 and employees 政府官员和雇员 Audiences for Advertising: Geography Global advertising Advertising that is used worldwide with only minor changes in the visual and ·全球性广告:全球范围使用的广告,针对特定地区只做小的修改 International advertising Firms prepare and place different advertising in different national markets for the same brand outside their home market 跨国性广告:公司在本土之外的其他国家的市场对同一品牌所准备和投放的不同广告 National advertising: Reaches all geographic areas of a single nation 国家性广告:针对单个国家的所有地区
2018-3-9 7 Audience Categories 受众分类 13 Household consumers 家庭消费者 Members of business organizations商业组 织成员 Members of a trade channel 贸易渠道的成员 Professionals 专业人员 Government officials and employees 政府官员和雇员 Audiences for Advertising: Geography 广告受众：按地域分类 • Global advertising: Advertising that is used worldwide with only minor changes in the visual and message content • 全球性广告：全球范围使用的广告，针对特定地区只做小的修改 • International advertising: Firms prepare and place different advertising in different national markets for the same brand outside their home market • 跨国性广告: 公司在本土之外的其他国家的市场对同一品牌所准备和投放的不同广告 • National advertising: Reaches all geographic areas of a single nation • 国家性广告：针对单个国家的所有地区 14
2018-3-9 Audiences for Advertising: Geography 广告受众:按地域分类 Regional advertising Producers, wholesalers, distributors, and retailers that concentrate their efforts in a relatively large geographic region ·地区性广告:生产者、批发商、分销商和零售商集中精力针对一个相对较大的地区所做的广 ·不是在一个国家的维度上 Local advertising Directed at an audience in a single trading area 当地的广告:针对单个交易地区的受众 Cooperative advertising Sharing of advertising expenses between national companies and local 联合广告:国家级公司和当地的商业企业进行合作来进行广告费用的压缩 Advertising as a business process 作为商业过程的广告 portant aspects 重要的要素 Contributing to the marketing mix 对营销组合有贡献 Developing and managing the brand 开发和管理品牌 Achieving effective market segmentation, differentiation, and positioning 实现有效的市场细分、差异化和定位 Contributing to revenue and profit generation 对收入和利润有贡献
2018-3-9 8 Audiences for Advertising: Geography 广告受众：按地域分类 • Regional advertising: Producers, wholesalers, distributors, and retailers that concentrate their efforts in a relatively large geographic region • 地区性广告：生产者、批发商、分销商和零售商集中精力针对一个相对较大的地区所做的广 告 • Is not on a national scale • 不是在一个国家的维度上 • Local advertising: Directed at an audience in a single trading area • 当地的广告：针对单个交易地区的受众 • Cooperative advertising: Sharing of advertising expenses between national companies and local merchants • 联合广告：国家级公司和当地的商业企业进行合作来进行广告费用的压缩 15 Advertising as a Business Process 作为商业过程的广告 • Important aspects • 重要的要素 • Contributing to the marketing mix • 对营销组合有贡献 • Developing and managing the brand • 开发和管理品牌 • Achieving effective market segmentation, differentiation, and positioning • 实现有效的市场细分、差异化和定位 • Contributing to revenue and profit generation • 对收入和利润有贡献 16