研究生课程“营销管理”绝密-CH13课件.ppt

1、2003 South-Westernchapter1312003 South-Westernchapter132Chapter 13 Version 3e2003 South-Westernchapter133Chapter 13 Version 3e2003 South-Western14Chapter 13 Version 3e2003 South-Westernu U.S.advertising spending exceeds$215 billion per yearu Industry employs only 272,000 u Ad budgets of some firms e

2、xceed over$2 billion per year 15Chapter 13 Version 3e2003 South-Westernu New brands spend proportionately more for advertising than old ones.u A certain level of exposure is needed to affect purchase habits.u Beyond a certain level,diminishing returns set in.16Chapter 13 Version 3e2003 South-Western

3、u Average U.S.citizen is exposed to hundreds of ads each day.u Advertising may change a consumers attitude toward a product.u Advertising can affect consumer ranking of brand attributes.17Chapter 13 Version 3e2003 South-Western28Chapter 13 Version 3e2003 South-WesternInstitutionalAdvertising Designe

4、d to enhance a companys image rather than promote a particular product.ProductAdvertisingDesigned to tout the benefits of a specific good or service.29Chapter 13 Version 3e2003 South-Western2Enhance corporations identifyPioneeringCompetitiveComparativeAdvocacy advertising10Chapter 13 Version 3e2003

5、South-Western Stimulates primary demand for new product or category Influence demand for brand in the growth phase of the PLC.Often uses emotional appeal.Compares two or more competing brands product attributes.Used if growth is sluggish,or if competition is strong.211Chapter 13 Version 3e2003 South

6、-Western312Chapter 13 Version 3e2003 South-WesternA series of related advertisements focusing on a common theme,slogan,and set of advertising appeals.313Chapter 13 Version 3e2003 South-WesternDetermine the advertising objectives.Make creative decisions.Make media decisions.Evaluate the campaign.314C

7、hapter 13 Version 3e2003 South-Western3Define Target AudienceDefine DesiredPercentage ChangeDefine the Time Frame for Change 15Chapter 13 Version 3e2003 South-Western3Componentsof Creative DecisionsDevelop and EvaluateAdvertising AppealsExecute the MessageEvaluate theCampaigns EffectivenessIdentify

8、Product Benefits16Chapter 13 Version 3e2003 South-Western3u“Sell the Sizzle,not the Steak”u Sell products benefits,not its attributesu A benefit should answer“Whats in it for me?”u Ask“So?”to determine if it is a benefit17Chapter 13 Version 3e2003 South-Western3Reason for a person to buy a product.1

9、8Chapter 13 Version 3e2003 South-Western3Profit HealthLove or romanceFearAdmirationConvenienceFun and pleasureVanity and egotism Environmental ConsciousnessProduct saves,makes,or protects money Appeals to body-conscious or health seekersUsed in selling cosmetics and perfumesSocial embarrassment,old

10、age,losing health Reason for use of celebrity spokespeopleUsed for fast foods and microwave foodsKey to advertising vacations,beer,parksUsed for expensive or conspicuous items Centers around environmental protection19Chapter 13 Version 3e2003 South-Western3Desirable,exclusive,and believable advertis

11、ing appeal selected as the theme for a campaign.20Chapter 13 Version 3e2003 South-WesternMood or ImageMusicalDemon-strationScientificReal/AnimatedProductSymbolsFantasyLifestyleSlice-of-LifeHumorousSpokes-person/Testimonial321Chapter 13 Version 3e2003 South-Western422Chapter 13 Version 3e2003 South-W

12、esternNewspapersMagazinesRadioTelevisionOutdoorInternetAlternative Media423Chapter 13 Version 3e2003 South-WesternMagazineYellow PagesInternetRadioTelevisionOutdoorNewspaper424Chapter 13 Version 3e2003 South-Western4u Year-round readershipu Geographic selectivityu Immediacyu High individual market c

13、overageu Short lead timeu Limited demographic selectivityu Little coloru May be expensiveu Low pass-along rateu Clutteru Mass market medium 25Chapter 13 Version 3e2003 South-WesternAn arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturers brand.426Cha

14、pter 13 Version 3e2003 South-Western4u Good reproductionu Demographic selectivityu Regional/local selectivityu Long advertising lifeu High pass-along rate u Higher cost per contactu Long-term advertiser commitmentsu Slow audience build-upu Limited demonstration capabilitiesu Lack of urgencyu Long le

15、ad time 27Chapter 13 Version 3e2003 South-Western4u Selectivity and audience segmentationu Immediate and portableu Geographic flexibilityu Entertainment carryoveru Short-term ad commitmentsu No visual treatmentu Short advertising lifeu High frequency to generate retentionu Commercial clutteru Backgr

16、ound distractions28Chapter 13 Version 3e2003 South-Western4u Wide diverse audienceu Low cost per thousandu Creative and demonstrativeu Immediacy of messagesu Entertainment carryoveru Demographic selectivity with cableu Short life of messageu Expensive with high campaign costu Little demographic sele

17、ctivity with networku Long-term advertiser commitmentsu Long lead timesu Clutter29Chapter 13 Version 3e2003 South-Western4u High exposure frequencyu Moderate costu Flexibilityu Geographic selectivity u Broad,diverse marketu Short messageu Lack of demographic selectivityu High“noise”level 30Chapter 1

18、3 Version 3e2003 South-Western4u Fast growingu Ability to reach narrow target audienceu Short lead timeu Moderate cost u Difficult to measure ad effectiveness and ROIu Ad exposure relies on“click through”u Not all consumers have access to internet 31Chapter 13 Version 3e2003 South-WesternAds in Movi

19、es and VideosInteractive KiosksComputer Screen SaversVideo Shopping CartsFax Machines432Chapter 13 Version 3e2003 South-WesternCost per ContactFactorsInfluencingMedia Mix DecisionsReachFrequencyAudience Selectivity433Chapter 13 Version 3e2003 South-WesternThe cost of reaching one member of the targe

20、t market.The number of target consumers exposed to a commercial at least once during a time period.The number of times an individual is exposed to a message during a time period.The ability of an advertising medium to reach a precisely defined market.434Chapter 13 Version 3e2003 South-WesternContinu

21、ous Media ScheduleFlighted Media SchedulePulsing Media ScheduleSeasonal Media Schedule435Chapter 13 Version 3e2003 South-WesternAdvertising is run steadily throughout the period.Advertising is run heavily every other month or every two weeks.Advertising combines continuous scheduling with flighting.

22、Advertising is run only when the product is likely to be used.436Chapter 13 Version 3e2003 South-Western537Chapter 13 Version 3e2003 South-Western5Evaluates public attitudesIdentifies issues of public concernExecutes programs to gain public acceptance 38Chapter 13 Version 3e2003 South-Western539Chap

23、ter 13 Version 3e2003 South-WesternProduct PlacementConsumer EducationEvent SponsorshipIssue SponsorshipInternet Web SitesNew Product Publicity540Chapter 13 Version 3e2003 South-Western5A coordinated effort to handle the effects of unfavorable publicity or of an unfavorable event.41Chapter 13 Version 3e