商务策划学院 2002
15-1什么是广告?
? 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
15-2广告决策的主要因素
Objectives Setting
Budget Decisions
Message Decisions
Campaign Evaluation
Media Decisions
商务策划学院 2002
15-3
Informative Advertising
Build Primary Demand
设定广告目标
Persuasive Advertising
Build Selective Demand
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.
商务策划学院 2002
15-4广告
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 AppealsMeaningful
Believable
Distinctive
商务策划学院 2002
15-5广告战略扩展
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.
商务策划学院 2002
15-6广告媒体选择
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
15-7广告效果评估
Communication Effects
Is the Ad Communicating Well?
Advertising Program Evaluation
Sales Effects
Is the Ad Increasing Sales?
商务策划学院 2002
15-8什么是销售促进?
? 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
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
Patr
ewar
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
商务策划学院 2002
15-11产业市场销售促进工具
Short-Term Incentives That are Directed to
Industrial Customers.
Business-Promotion
Objectives
Business-Promotion
Tools
Generate Business Leads
Stimulate Purchases
Reward Customers
Motivate Salespeople
Conventions
Trade Shows
Sales Contests
商务策划学院 2002
15-12
Decide on the Size of the Incentive
Set Conditions for Participation
Evaluate the Program
Determine How to Promote and
Distribute the Promotion Program
Determine the Length of the Program
制定销售促进程序
商务策划学院 2002
15-13什么是公共关系?
? Building good relations with the company’s
various publics by obtaining favorable
publicity,building up a good,corporate
image” and handling or heading off
unfavorable rumors,stories and events.
? Major functions are:
– Press Relations or Press Agentry
– Product Publicity
– Public Affairs
– Lobbying
– Investor Relations
–Development
商务策划学院 2002
15-14
Special
Events
Written
Materials
Corporate
Identity
Materials Speeches
News
Audiovisual
Materials
公共关系的主要工具
Public
Service
Activities
Web Site
15-1什么是广告?
? 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
15-2广告决策的主要因素
Objectives Setting
Budget Decisions
Message Decisions
Campaign Evaluation
Media Decisions
商务策划学院 2002
15-3
Informative Advertising
Build Primary Demand
设定广告目标
Persuasive Advertising
Build Selective Demand
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.
商务策划学院 2002
15-4广告
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 AppealsMeaningful
Believable
Distinctive
商务策划学院 2002
15-5广告战略扩展
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.
商务策划学院 2002
15-6广告媒体选择
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
15-7广告效果评估
Communication Effects
Is the Ad Communicating Well?
Advertising Program Evaluation
Sales Effects
Is the Ad Increasing Sales?
商务策划学院 2002
15-8什么是销售促进?
? 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
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
Patr
ewar
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
商务策划学院 2002
15-11产业市场销售促进工具
Short-Term Incentives That are Directed to
Industrial Customers.
Business-Promotion
Objectives
Business-Promotion
Tools
Generate Business Leads
Stimulate Purchases
Reward Customers
Motivate Salespeople
Conventions
Trade Shows
Sales Contests
商务策划学院 2002
15-12
Decide on the Size of the Incentive
Set Conditions for Participation
Evaluate the Program
Determine How to Promote and
Distribute the Promotion Program
Determine the Length of the Program
制定销售促进程序
商务策划学院 2002
15-13什么是公共关系?
? Building good relations with the company’s
various publics by obtaining favorable
publicity,building up a good,corporate
image” and handling or heading off
unfavorable rumors,stories and events.
? Major functions are:
– Press Relations or Press Agentry
– Product Publicity
– Public Affairs
– Lobbying
– Investor Relations
–Development
商务策划学院 2002
15-14
Special
Events
Written
Materials
Corporate
Identity
Materials Speeches
News
Audiovisual
Materials
公共关系的主要工具
Public
Service
Activities
Web Site
