1、广告、促销及公共关系16 - 1Objectives目标 Understand the roles of advertising, sales promotion, and public relations in the promotion mix. Know the major decisions involved in developing an advertising program. 确定广告、促销和公共关系在整个营销组合中的作用 描述为使一个广告活动获得发展的首要决策16 - 2Objectives目标 Learn how sales promotion campaigns are
2、developed and implemented. Learn how companies use public relations to communicate with their publics. 解释促销活动是如何得到发展并完成的。 解释公司怎样利用公共关系与公众沟通。16 - 3Case Study案例研究 A few years ago, only 13% of U.S. recognized AFLAC Old ads: “warm and fuzzy” similar to other insurance ads Goal: break through advertising
3、 clutter16 - 4Case Study案例研究 1999: AFLAC developed the “duck” campaign to enhance brand awareness Incredibly successful: name recognition is now 91%; sales growth of 30% each year campaign has run16 - 5Definition定义 Advertising 广告16 - 6Advertising广告 Signage in ancient times offers evidence of early a
4、dvertising. Modern ad spending tops $231 billion in U.S. annually, $500 billion worldwide. Business firms, not-for-profit, social agencies, and professionals all advertise. 古代的标志物表明早期广告的存在。 现代广告每年在美国境在花费2310亿美元，全球花费5000亿美元。 公司、非盈利组织、社会团体和自由职业者都进行广告。16 - 7Setting objectives确定广告目标 可根据主要目的对广告目标进行分类: Ad
5、vertising objectives can be classified by primary purpose:16 - 8Setting the budget编制广告预算 第15章已经讨论过广告预算的方法。 在编制广告预算时应考虑到某些特定因素: Methods of budget setting were listed in chapter 15 Several factors should be considered when setting the ad budget:16 - 9Developing the advertising strategy设计广告策略 创意挑战 媒体分工
6、细化 媒体费用暴涨 广告愈加混乱 Creative challenges Media fragmentation Soaring media costs Advertising clutter16 - 10 Slice of Life Lifestyle Fantasy Mood or Image Musical Personality Symbol Technical Expertise Scientific Evidence 生活片段 生活方式 幻境 情调或形象 音乐 人物象征 专业技术 科学证据 Testimonial Evidence or Endorsement 证明或票据16 -
7、11Developing the advertising strategy设计广告策略 选择广告媒体 Select advertising media16 - 12 Newspapers Television Direct Mail Radio Magazines Outdoor Internet 报纸 电视 直接邮购 广播 杂志 户外广告 互联网16 - 13Evaluating advertising campaigns广告评估 衡量沟通效果 效果测试 消费者回访 产品认知 产品了解 产品偏好 Measuring communications effects Copy testing Co
8、nsumer recall Product awareness Product knowledge Product preference16 - 14 Small vs. large companies Nature of advertising agenciesAdvertisingOrganizing the Advertising Function广告组织16 - 15Advertising to International Markets国际广告决策 Standardizing worldwide advertisingv Advantages include lower advert
9、ising costs, greater global advertising coordination, and consistent global imagev Drawbacks include ignoring differences in culture, demographics, and economic conditions. Most marketers think globally but act locally 广告标准化v优点包括低成本，高协调和更一致的全球公司或产品形象。v缺点包括忽视文化、地理和经济情况的差异。 多数营销者都全球性考虑但地区性活动。16 - 16De
10、finition定义 Sales Promotion 促销16 - 17Sales Promotion促销 Can be targeted at final buyers, retailers and wholesalers, business customers, and members of the sales force. The use of sales promotions has been growing rapidly. 目标可以是最终顾客、零售商和批发商、产业顾客以及销售队伍的成员。 促销增长很快。16 - 18Sales Promotion促销 Objectives - Co
11、nsumer Promotions: Increase short-term sales Generate product trial 顾客促销 增加短期售额 增加产品份额16 - 19 Samples Cash Refunds (Rebates) Price packs (cents-off deals) Advertising Specialties Premiums Patronage Rewards Point-of-Purchase Communications Contests, Games, and Sweepstakes 样品 现金返还 特价品 广告特制品 实物奖品 惠顾回报
12、购买点促销 比赛、抽奖和游戏16 - 20 Discounts ( also called price-off, off-list, and off-invoice) Allowancesv Advertising allowancesv Display allowances Free goods Push money Specialty advertising itemsTrade Promotion Tools交易推广手段16 - 21Sales Promotion Business Promotion Tools 产业推广手段16 - 22Key Decisions When Devel
13、oping the Sales Promotion Program制定促销计划的决策16 - 23Definition定义 Public Relations 公共关系:16 - 24 Press Relations Product Publicity Public Affairs Lobbying Investor Relations Development 新闻关系 产品宣传 公共事务 游说 投资关系 开拓渠道16 - 25Role and Impact of Public Relations公共关系的地位与影响16 - 26 News Speeches Corporate Identity Materials Mobile Marketing Special Events Written Materials Audiovisual Materials Public Service Activities 新闻 演讲 公司标识材料 移动营销 特殊事件 书写材料 视听材料 公共服务活动
