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类型菲利普.科特勒的“市场营销”讲义(19)英文.pptx

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    菲利普 科特勒 市场营销 讲义 19 英文
    资源描述:

    1、2000 Prentice Hall2000 Prentice HallObjectives SettingBudget DecisionsMessage DecisionsMedia DecisionsCampaign Evaluation2000 Prentice HallInformative AdvertisingBuild Primary DemandPersuasive AdvertisingBuild Selective DemandComparison AdvertisingCompares One Brand to AnotherReminder AdvertisingKee

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    3、ocial-responsibilityreviewMediaReach,frequency,impactMajor media typesSpecific mediavehiclesMedia timingGeographicalmedia allocationMeasure-mentCommuni-cationimpactSalesimpact2000 Prentice HallStage in the Product Life CycleMarket Share&Consumer BaseCompetition&ClutterAdvertisingFrequencyProductSubs

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    7、imitations:Long ad purchase lead time;waste circulation;no guarantee of positionOutdoorAdvantages:Flexibility;high repeat exposure;low cost;low message competitionLimitations:Little audience selectivity;creative limitations2000 Prentice HallMonthNumber ofmessagesper monthConcen-trated(1)(2)(3)LevelR

    8、isingFallingAlternating(4)Continuous(8)(7)(6)(5)(9)Inter-mittent(10)(11)(12)(9)2000 Prentice Hall020406080100(Attention)How well does the ad catch the readers attention?_20(Read-through)How well does the ad lead the reader to read further?_20(Cognitive)How clear is the central message or benefit?_20

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    10、Idea”Into an Actual Ad to Capture the Target Markets Attention and Interest.2000 Prentice HallAdvertising Program EvaluationCommunication EffectsIs the Ad Communicating Well?Sales EffectsIs the Ad Increasing Sales?2000 Prentice Hall2000 Prentice HallLong-Term Promotional Allocation010203040506019868

    11、89092941996Year%t of total-3 yr.MATrade PromoMedia AdvCons.Promo2000 Prentice HallMANUFACTURERRETAILERCONSUMERPushPushPull2000 Prentice HallConsumer-Promotion ObjectivesConsumer-Promotion ToolsPoint-of-PurchaseDisplaysPremiumsPrice PacksCash RefundsCouponsSamplesPatronage RewardsGamesSweepstakesCont

    12、estsAdvertisingSpecialtiesPatronage RewardsEntice Consumers to Try a New ProductLure Customers AwayFrom Competitors ProductsGet Consumers to“Load Upon a Mature ProductHold&Reward Loyal CustomersConsumer Relationship Building2000 Prentice Hall2000 Prentice HallTrade-Promotion ObjectivesTrade-Promotio

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