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
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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
2、ps Consumers ThinkingAbout a Product.2000 Prentice HallMissionSalesgoalsAdver-tisingobjectivesMoneyFactors toconsider:Stage in PLCMarket shareand con-sumer baseCompetitionand clutterAdvertisingfrequencyProductsubstituta-bilityMessageMessage generationMessage evaluationand selectionMessage executionS
3、ocial-responsibilityreviewMediaReach,frequency,impactMajor media typesSpecific mediavehiclesMedia timingGeographicalmedia allocationMeasure-mentCommuni-cationimpactSalesimpact2000 Prentice HallStage in the Product Life CycleMarket Share&Consumer BaseCompetition&ClutterAdvertisingFrequencyProductSubs
4、titutability2000 Prentice HallNewspapersAdvantages:Flexibility,timeliness;good local market coverage;broad acceptance,high believabilityLimitations:Short life;poor reproduction quality;smallpass-along audienceTelevisionAdvantages:Combines sight,sound,motion;high attention;high reach;appealing to sen
5、sesLimitations:High absolute costs;high clutter;fleeting exposure;less audience selectivityDirect MailAdvantages:Audience selectivity;flexibility,no ad compe-tition within same medium;allows personalizationLimitations:Relative high cost;“junk mail”image2000 Prentice HallRadioAdvantages:Mass use;high
6、 geographic and demographic selectivity;low costLimitations:Audio only;fleeting exposure;lower attention;nonstandardized rates;fragmented audiences MagazinesAdvantages:High geographic and demographic selectivity;credibility and prestige;high-quality reproduction;long life;good pass-along readershipL
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
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