科特勒的“市场营销”课件.ppt

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

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

9、(Affective)How effective is the particular appeal?_20(Behavior)How well does the ad suggest follow-through action?_202000 Prentice HallTypicalMessageExecutionStylesTestimonialEvidenceSlice of LifeScientificEvidenceLifestyleTechnicalExpertiseFantasyMusicalPersonalitySymbolMood orImageTurning the“Big

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

13、n ToolsSpecialty AdvertisingItemsContestsFree GoodsBuy-BackGuaranteesAllowancesPrice-OffsPatronage RewardsPush MoneyDiscountsPremiumsDisplaysPersuade Retailers or Wholesalers to Carry a BrandGive a Brand Shelf SpacePromote a Brand in AdvertisingPush a Brand to Consumers2000 Prentice HallBusiness-Pro

14、motion ObjectivesBusiness-Promotion ToolsGenerate Business LeadsStimulate PurchasesReward CustomersMotivate SalespeopleConventionsTrade ShowsSales Contests2000 Prentice HallMajor Public Relations ToolsSpecialEventsWritten MaterialsCorporate Identity MaterialsSpeechesNewsAudiovisualMaterialsPublic ServiceActivitiesWeb Site