菲利普.科特勒的“市场营销”讲义19.ppt

Chapter 19
Managing Advertising,
Sales Promotion
and Public Relations
Objectives
Developing & Managing an Advertising Program
Deciding on Media & Measuring Effectiveness
Sales Promotion
Public Relations
Major Decisions in Advertising
Objectives Setting
Budget Decisions
Message Decisions
Media Decisions
Campaign Evaluation
Informative Advertising
Build Primary Demand
Persuasive Advertising
Build Selective Demand
Comparison pares One Brand to Another
Reminder Advertising
Keeps Consumers Thinking
About a Product.
Advertising Objectives
munication Task
plished with a Specific Target Audience
During a Specific Period of Time
The Five Ms of Advertising
Mission
Sales
goals
Adver-
tising
objectives
Money
Factors to
consider:
Stage in PLC
Market share
and con-
sumer base
Competition
and clutter
Advertising
frequency
Product
substituta-
bility
Message
Message generation
Message evaluation
and selection
Message execution
Social-responsibility
review
Media
Reach, frequency,
impact
Major media types
Specific media
vehicles
Media timing
Geographical
media allocation
Measure-
ment
Communi-
cation
impact
Sales
impact
Advertising Budget Factors
Stage in the
Product Life Cycle
Market Share &
Consumer Base
Competition &
Clutter
Advertising
Frequency
Product
Substitutability
Profiles of Major Media Types
Newspapers
Advantages: Flexibility, timeliness; good local market coverage;
broad acceptance, high believability
Limitations: Short life; poor reproduction quality; small
pass-along audience
Television
Advantages: Combines sight, sound, motion; high attention;
high reach; appealing to senses

Limitations: High absolute costs; high clutter; fleeting exposure;
less audience selectivity
Direct Mail
Advantages: Audience selectivity; flexibility, no pe-
tition within same medium; allows personalization
Limitations: Relative high cost; “junk mail” image
Radio
Advantages: Mass use; high geographic and demographic
selectivity