1、市場(chǎng)營(yíng)銷專業(yè)英語(yǔ)Chapter 10PPT模板下載：/moban/ 行業(yè)PPT模板：/hangye/ 節(jié)日PPT模板：/jieri/ PPT素材下載：/sucai/PPT背景圖片：/beijing/ PPT圖表下載：/tubiao/ 優(yōu)秀PPT下載：/xiazai/ PPT教程： /powerpoint/ Word教程： /word/ Excel教程：/excel/ 資料下載：/ziliao/ PPT課件下載：/kejian/ 范文下載：/fanwen/ 試卷下載：/shiti/ 教案下載：/jiaoan/ 市場(chǎng)營(yíng)銷專業(yè)英語(yǔ)Chapter 10 PromotionAdvertising10.1

2、10.2Sales Promotion10.3Public Relations10.1 Advertising CaseAdvertisingThe 30-second television spot, once the mainstay of mass marketing, is waning in influence as new technology, including the Internet, cable television and TiVo, fractures the viewing audience. Consequently, advertisers are turnin

3、g to alternative forms of promotion to reach consumers, according to Wharton faculty and advertising executives.10.1 AdvertisingDirect advertising on the Internet and through the mail, in-store merchandising programs, product placement in entertainment programs, and sponsorships of sports and cultur

4、al events are just some of the ways marketers are now telling their story. “The trend is away from mass advertisingtelevision advertising in particularand towards what I call more non-traditional or alternate forms of advertising, some of which are quite old-fashioned,” says Wharton marketing profes

5、sor Patricia Williams.10.1 AdvertisingWilliams says the lines between advertising and entertainment are blurring as marketers attempt to build an emotional bond with consumers. “If I can get you to engage with my productin content you find compelling, humorous, interesting or relevantin a way that I

6、 cant with a 30second ad, then I as a marketer can sponge off that relevance, insert myself into that relationship and hopefully forge my own relationship with you on a deeper level.”10.1 AdvertisingOne way to do that is with product placement in entertainment, which Williams says can be effective a

7、s long as it is not overdone. Increasingly you see movie studios and video game manufacturers going directly to marketers and ad agencies saying, “Let us be a part of your communications strategy.” It adds some realism in addition to providing funding opportunities. I think its a win-win situation f

8、or people in entertainment and marketing as long as they dont cross the line.10.1 AdvertisingAccording to Williams, the James Bond film Golden Eye was effective in promoting the BMW Z3, but a later Bond film, Die Another Dayfeaturing a host of official brandname products including vodka, a watch and

9、 make-upwas dubbed “License to Shill” by critics. “If it becomes a cheap sales tactic, then the consumer will respond as if it were a cheap sales tactic,” says Williams.10.1 AdvertisingIts difficult to calculate the return on investment for these forms of non-traditional advertising, and as a result

10、, marketers may be giving them more credit than they deserve, adds Williams. “What I see a lot of times is a willingness to let those metrics go for nontraditional forms of media because the ads are cool and they seem to be working.” 10.1 AdvertisingIndeed, accountability is difficult to achieve, de

11、spite constant attempts to measure an advertisements effectiveness. Many advertisers can sympathize with John Wanamaker, the 19th century department store pioneer, who lamented that half his advertising worked, he just didnt know which half.10.1 AdvertisingTo better understand the return on investme

12、nt for traditional radio and television advertising, the nations biggest mass-marketer, Procter & Gamble, is promoting a landmark joint venture between Arbitron Company and VNU, the Dutch owner of Nielsen Media Research, says Wharton marketing professor David Reibstein. 10.1 AdvertisingCode named “A

13、pollo”, the program will use portable meters to detect the audio messages a participant receives during the day. The meter will then be placed into a docking device overnight where all those messages will be played and logged. Consumers participating in the project will also record all their purchas

14、es, allowing analysts to determine how much correlation there is between media messages and individual buying habits.10.1 AdvertisingReibstein says such information would be a breakthrough because it tracks individual patterns. Advertisers currently can only know the overall demographics of a televi

15、sion or print audience and the overall demographics of purchasers, but not whether buyers respond to specific advertising. “The whole belief is that traditional media is not working as well as it was,” Reibstein notes.10.1 Advertising“Television is under siege from a variety of fronts,” he adds. Fir

16、st, many people are able to ignore advertisements by videotaping programs and fast-forwarding through commercials. TiVo has only made that easier. Also, more people are multi taskingfor example, watching television while working on a computer so they pay less attention to advertisements. Another thr

17、eat is that young people spend more time on the computer than watching television compared to older generations. Finally, the rise of cable television has splintered the television audience, thereby weakening advertisers reach with a single commercial.10.1 Advertising TextPromotion consists of both

18、personal and nonpersonal elements. The nonpersonal elements of promotion consist of advertising, sales promotion and public relations. These elements play a critical role in the promotional mixes of thousands of organizations.10.1 AdvertisingAdvertising is any paid form of nonpersonal presentation a

19、nd promotion of ideas, goods, or services by an identified sponsor. Advertisers include not only business firms but also museums, charitable organizations, and government agencies that direct messages to target publics. Ads are a cost-effective way to disseminate messages, whether to build brand pre

20、ference for Intel computer chips or to educate people about the dangers of drugs. In the European Union, advertisers run up an annual advertising bill of more than eu45.4 billion. 10.1 AdvertisingAs recession in Europe lifts, and national economies revive, advertising spend in most EU countries has

21、been forecast to rise towards the end of the 1990s. However, advertisers will remain cautious in terms of how best to use their advertising budget in order to achieve desired communication goals.10.1 AdvertisingIn developing an advertising program, successful firms start by identifying the target ma

22、rket and buyer motives. Then they can make five critical decisions, known as the five missions: Objective: What are the advertising objectives? Money: How much can be spent? Message: What message should be sent? Media: What media should be used? Measurement: How should the results be evaluated? Sett

23、ing the Advertising ObjectivesAdvertising objectives can be classified according to whether their aim is to inform, persuade, or remind.10.1 AdvertisingInformative advertising figures heavily in the pioneering stage of a product category, where the objective is to build primary demand. Thus, DVD mak

24、ers initially had to inform consumers of the benefits of this technology.Persuasive advertising becomes important in the competitive stage, where the objective is to build selective demand for a particular brand. For example, Chivas Regal attempts to persuade consumers that it delivers more taste an

25、d status than other brands of Scotch whiskey. Some persuasive advertising is comparative advertising, which explicitly compares two or more brands.10.1 AdvertisingReminder advertising is important with mature products. Coca-Cola ads are primarily intended to remind people to purchase Coca-Cola. A re

26、lated form of advertising is reinforcement advertising, which seeks to assure current purchasers that they have made the right choice. Automobile ads often depict satisfied customers enjoying special features of their new car.10.1 AdvertisingThe advertising objective should emerge from a thorough an

27、alysis of the current marketing situation. If the product class is mature, the company is the market leader, and brand usage is low, the proper objective should be to stimulate more usage. If the product class is new, the company is not the market leader, but the brand is superior to the leader, the

28、n the proper objective is to convince the market of the brands superiority.10.1 AdvertisingSetting the Advertising BudgetAfter determining its advertising objectives, the company next sets its advertising budget for each product. The role of advertising is to create demand for a product. The company

29、 wants to spend the amount needed to achieve the sales goal. Here we describe some specific factors that should be considered when setting the advertising budget:10.1 AdvertisingStage in the product life cycle. New products typically need large advertising budgets to build awareness and to gain cons

30、umer trial. Mature brands usually require lower budgets as a ratio to sales.Market share. High-market-share brands usually need more advertising spending as a percentage of sales than low-share brands do. Building the market or taking share from competitors requires larger advertising spending than

31、simply maintaining current share.Competition and clutter. In a market with many competitors and high advertising spending, a brand must advertise more heavily to be heard above the noise in the market.10.1 AdvertisingAdvertising frequency. When many repetitions are needed to present the brands messa

32、ge to consumers, the advertising budget must be larger.Product differentiation. A brand that closely resembles other brands in its product class (coffee, laundry detergents, chewing gum, beer, soft drinks) requires heavy advertising to set it apart. When the product differs greatly from competitors,

33、 advertising can be used to point out the differences to consumers.10.1 AdvertisingChoosing the Advertising MessageA large advertising budget does not guarantee a successful advertising campaign. Two advertisers can spend the same amount on advertising, yet have very different results. The advertisi

34、ng messages can be more important to advertising success than the amount of money spent. No matter how big the budget is, advertising can succeed only if commercials gain attention and communicate well.10.1 AdvertisingThe first step in choosing effective advertising messages is to decide what genera

35、l message will be communicated to consumersto plan the message strategy. Generally, the purpose of advertising is to get target consumers to think about or react to the product or company in a certain way. People will respond only if motivated to do so. For example, they will react if they believe t

36、hat they will benefit from doing so. 10.1 AdvertisingThus, developing an effective message strategy usually begins with identifying target customer benefits that can be used as advertising appeals. Ideally, advertising message strategy follows directly from the companys broader positioning strategy.

37、 The planner must also have in mind the target audience and the type of response the message should evoke among those that get the message.10.1 AdvertisingMessage strategy statements tend to be plain, straightforward outlines of benefits and positioning points that the advertiser wants to stress. Th

38、is means the advertiser must develop a compelling creative conceptor “big idea”that will bring the message strategy to life in a distinctive and memorable way. The creative concept may emerge as visualization, a phrase or a combination of the two.10.1 AdvertisingThe second step is how to realize and

39、 execute the message in the advertisements. The impact of the message depends not only on what is said, but also on how it is said. The advertiser has to turn the “big idea” into an actual ad execution that will capture the target markets attention and their interests. The advertiser usually begins

40、with a statement of the objective and approach of the desired ad.The creative people must find the best style, tone, words and format for executing the message. Any message can be presented in different execution styles, such as the following: 10.1 AdvertisingSlice of life. This style shows one or m

41、ore people using the product in a normal setting (e.g. the “Oxo” gravy commercials which show the role of the mother who is tolerant of the domestic impositions of other members of her family).Lifestyle. This style shows how a product fits in with a particular lifestyle. For example, the “After Eigh

42、t” mints UK advertisement (elegant dinner party in a period house) appeals to aspirations more than anything else. 10.1 AdvertisingFantasy. This style creates a fantasy around the product or its use. For instance, “Anything can happen after a Badedas bath” usually meant the arrival of a “Prince Char

43、ming ” with a romantic style of transport just after his mistress emerged from the bath.Mood or image. This style builds a mood or image around the product, such as beauty, love or serenity. No claim is made about the product except through suggestion. Timotei shampoo employs the mood for nature and

44、 simplicitya strategy that has worked successfully in many countries across the globe.10.1 AdvertisingMusic. The ad is built around a song or some well-known music, so that emotional responses to the music are associated with the product. Many soft-drink commercials (e.g. Coca-Cola, Pepsi-Cola) use

45、this format.10.1 AdvertisingSelecting Media and VehiclesThe media planner has to know the capacity of the major media types to deliver reach, frequency, and impact. The costs, advantages, and limitations of the major media are profiled in Table 10-1.Media planners choose among these media categories

46、 by considering the following variables:10.1 Advertising10.1 Advertising續(xù)表10.1 Advertising續(xù)表10.1 AdvertisingTarget-audience media habits: For example, radio, television, and the Internet are effective media for reaching teenagers.Product: Media types have different potentials for demonstration, visu

47、alization, explanation, believability, and color.10.1 AdvertisingMessage: A message announcing a major sale tomorrow will require radio, TV, or newspapers. A message containing a great deal of technical data might require specialized magazines or mailings.Cost: Television is very expensive, whereas

48、newspaper advertising is relatively inexpensive. What counts is the cost-per-thousand exposures.10.1 AdvertisingGiven all of these media choices, the media planner must first decide on how to allocate the budget to the major media types. Then the media planner searches for the most cost-effective me

49、dia vehicles within each chosen media typerelying on media measurement services for estimates of audience size, composition, and media cost.10.1 AdvertisingAudiences can be measured according to: (1) circulation, the number of physical units carrying the advertising; (2) audience, the number of peop

50、le exposed to the vehicle (with pass-on readership, a print vehicle will have a larger audience than its circulation figures suggest); (3) effective audience, the number of people with target audience characteristics exposed to the vehicle; and (4) effective ad-exposed audience, the number of people

51、 with target audience characteristics who actually saw the ad.10.1 AdvertisingKnowing the audience size, media planners can calculate the cost-per-thousand persons reached by a vehicle. If an ad in Newsweek costs $100 000 and Newsweeks estimated readership is 3 million people, the cost of exposing t

52、he ad to 1 000 persons is approximately $33. The same ad in Business Week may cost $30 000 but reach only 775 000 personsat a cost per thousand of nearly $39.10.1 AdvertisingThe media planner then ranks each magazine by cost per thousand and favors magazines with the lowest cost per thousand for rea

53、ching target consumers. The magazines themselves often put together a “reader profile” for their advertisers, summarizing the characteristics of the magazines readers with respect to age, income, residence, marital status, and leisure activities, to help media planners better target their audiences.

54、10.1 AdvertisingEvaluating Advertising EffectivenessGood planning and control of advertising depend on measures of advertising effectiveness. Yet the amount of fundamental research on advertising effectiveness is appallingly small. Advertisers should try to measure the communication effect of an adt

55、hat is, its potential effect on awareness, knowledge, or preferenceas well as the ads sales effect:10.1 AdvertisingCommunication-effect research seeks to determine whether an ad is communicating effectively. Called copy testing, it can be done before an ad is placed (pretesting) and after it is plac

56、ed (posttesting). Advertisers also need to posttest the overall impact of a completed campaign.10.1 AdvertisingSales-effect research is complex because sales are influenced by many factors beyond advertising, such as product features, price, and availability, as well as competitors actions. The sale

57、s impact is easiest to measure in direct-marketing situations and hardest to measure in brand or corporate-image-building advertising. A companys share of advertising expenditures produces a share of voice that earns a share of consumers minds and hearts and ultimately a share of market. 10.1 Advert

58、ising DialoguesPrint and Media AdvertisingDialogue 1A: Market Classifieds, how may I help you?B: Yes, I would like to find out about placing an advertisement in your directory. Can you tell me a little about your rates for advertisements?10.1 AdvertisingA: Certainly. Our advertising rates are divide

59、d according to size, substrate, and location. If you are a corporate partner with our publication, we can offer you a slight discount. Also, our rates are different according to which publication you wish to advertise in. Our fall edition is higher than the spring edition. When were you looking to a

60、dvertise?B: We would like to get in with the fall publication if possible.A: We can do that. Timing might be a little tight because our press date is October 25th, but it can be done. Do you have a pre-determined design? You can use either your own designers, or if it is more convenient for you, we