廣告及公關(guān)戰(zhàn)略培訓(xùn)英文版ppt46

1、來自來自 中國最大的資料庫下載中國最大的資料庫下載Advertising andPublic Relations18來自來自 中國最大的資料庫下載中國最大的資料庫下載182Chapter Learning Objectives To describe the nature and types of advertising To explore the major steps in developing an advertising campaign To identify who is responsible for developing advertising campaigns To ex

2、amine the tools used in public relations To analyze how public relations is used and evaluated來自來自 中國最大的資料庫下載中國最大的資料庫下載183Chapter Outline The Nature and Types of Advertising Developing an Advertising Campaign Who Develops the Advertising Campaign Public Relations來自來自 中國最大的資料庫下載中國最大的資料庫下載184The Natur

3、e and Types of Advertising AdvertisingPaid nonpersonal communication about an organization and its products transmitted to a target audience through mass mediaPromotes goods, services, ideas, images, issues, people, and anything else that advertisers want to publicize or foster來自來自 中國最大的資料庫下載中國最大的資料

4、庫下載185The Nature and Types of AdvertisingType Purpose Institutional Promotes organizational images, ideas, and political issues Advocacy Promotes a companys position on a public issue Product Promotes products uses, features, and benefits Pioneer Tries to stimulate demand for a product category rath

5、er than a specific brand by informing potential buyers about the product Competitive Points out a brands special features, uses, and advantages relative to competing brands Comparative Compares two or more brands on the basis of one or more product characteristics Reminder Reminds consumers about an

6、 established brands uses, characteristics, and benefits Reinforcement Assures users they chose the right brand and tells them how to get the most satisfaction from it 來自來自 中國最大的資料庫下載中國最大的資料庫下載186Developing an Advertising Campaign Advertising CampaignThe creation and execution of a series of advertis

7、ements to communicate with a particular target audience來自來自 中國最大的資料庫下載中國最大的資料庫下載187General Steps in Developing andImplementing an Advertising CampaignFIGURE 18.1來自來自 中國最大的資料庫下載中國最大的資料庫下載188Developing an Advertising Campaign (contd) Identifying and Analyzing the Target AudienceTarget audience is the

8、group of people at whom advertisements are aimed Location and geographic distribution Distribution of demographic factors Lifestyle information Consumer attitudes來自來自 中國最大的資料庫下載中國最大的資料庫下載189Developing an Advertising Campaign (contd) Defining the Advertising ObjectivesWhat does the firm hope to accom

9、plish with the campaign? Objectives should be clear, precise, and measurable. Increased sales (units or dollars) and/or increased product or brand awareness來自來自 中國最大的資料庫下載中國最大的資料庫下載1810Developing an Advertising Campaign (contd) Creating the Advertising PlatformBasic issues or selling points to be in

10、cluded in the advertising campaign Issues in the selection and use of the product that are important to customers Determining the Advertising AppropriationAdvertising budget for a specified period Geographic size of the market and distribution of buyers within the market are important factors in det

11、ermining the size of the budget來自來自 中國最大的資料庫下載中國最大的資料庫下載1811Developing an Advertising Campaign (contd) Determining the Advertising Appropriation (contd)Budgeting Approach Methodology Objective-and-Task Determining advertising objectives and then calculating the cost of all the tasks needed to attain

12、 them Percent-of-Sales Multiplying the firms past and expected sales by a standard percentage based on what the firm has traditionally spent on advertising and the industry average for advertising spending Competition-Matching Setting the advertising budget to match competitors spending on advertisi

13、ng Arbitrary Setting the advertising budget at a level specified by a high-level executive in the firm 來自來自 中國最大的資料庫下載中國最大的資料庫下載1812來自來自 中國最大的資料庫下載中國最大的資料庫下載1813Developing an Advertising Campaign (contd) Developing the Media PlanSpecifies media vehicles (e.g., magazines, radio, and television statio

14、ns, and newspapers) and the schedule for running the advertisementsPlan objectives focus on achieving the reach and frequency that the budget will allow. Reach: the percentage of consumers in a target market exposed to an advertisement in a specified period Frequency: the number of times targeted co

15、nsumers are exposed to an advertisement in a specified period來自來自 中國最大的資料庫下載中國最大的資料庫下載1814Developing an Advertising Campaign (contd) Developing the Media Plan (contd)Cost comparison indicator A means of comparing the cost of vehicles in a specific medium in relation to the number of people reached T

16、he indicator is stated as the cost for exposing one thousand people (CPM) to an advertisement in a medium.Media scheduling types Continuous Flighting Pulsing來自來自 中國最大的資料庫下載中國最大的資料庫下載1815來自來自 中國最大的資料庫下載中國最大的資料庫下載1816Developing an Advertising Campaign (contd) Creating the Advertising MessageProduct Fe

17、atures, Uses, and BenefitsCharacteristics of the Target AudienceAdvertising CampaignObjectives and PlatformChoice of MediaForm and Content of Advertising Message來自來自 中國最大的資料庫下載中國最大的資料庫下載1817Geographic Divisions for Time Regional IssuesFIGURE 18.2Source: Time magazine.來自來自 中國最大的資料庫下載中國最大的資料庫下載1818來自來

18、自 中國最大的資料庫下載中國最大的資料庫下載1819來自來自 中國最大的資料庫下載中國最大的資料庫下載1820來自來自 中國最大的資料庫下載中國最大的資料庫下載1821來自來自 中國最大的資料庫下載中國最大的資料庫下載1822Developing an Advertising Campaign (contd) Creating the Advertising Message (contd)Copy: the verbal portion of advertisements Includes headlines, subheadlines, body copy, and signatureCop

19、y guidelines Identify a specific desire or problem Recommend the product as the best way to satisfy the desire or solve the problem State product benefits Substantiate advertising claims Ask the buyer to take action來自來自 中國最大的資料庫下載中國最大的資料庫下載1823Developing an Advertising Campaign (contd) Creating the

20、Advertising Message (contd)Storyboard A mockup combining copy and visual material to show the sequence of major scenes in a commercial來自來自 中國最大的資料庫下載中國最大的資料庫下載1824Developing an Advertising Campaign (contd) Creating the Advertising Message (contd)Artwork An ads illustration and layoutIllustrations Ph

21、otos, drawings, graphs, charts, and tables used to spark audience interestLayout The physical arrangement of an ads illustration and copy來自來自 中國最大的資料庫下載中國最大的資料庫下載1825Developing an Advertising Campaign (contd) Executing the CampaignPlanning and coordinationImplementation Detailed scheduling of campai

22、gn phases Evaluation and corrective action as necessary to make the campaign more effective來自來自 中國最大的資料庫下載中國最大的資料庫下載1826Developing an Advertising Campaign (contd) Evaluating Advertising EffectivenessEvaluation Assessment Pretest Evaluation of ads performed before a campaign begins Consumer Jury A pa

23、nel of a products actual or potential buyers who pretest ads Posttest Evaluation of advertising effectiveness after the campaign Recognition Test A posttest in which individuals are shown the actual ad and asked if they recognize it Unaided Recall Test A posttest in which respondents identify ads th

24、ey have recently seen but are given no recall clues Aided Recall Test A posttest that asks respondents to identify recent ads and provides clues to jog their memories 來自來自 中國最大的資料庫下載中國最大的資料庫下載1827Who Develops the Advertising Campaign?IndividualsFirms Advertising DepartmentAdvertising AgencyAdvertisi

25、ng Advertising CampaignCampaign來自來自 中國最大的資料庫下載中國最大的資料庫下載1828Who Develops the Advertising Campaign? (contd) Individuals Persons within the firmAdvertising departments in larger firms Copywriters, artists, media buyers, and technical production coordinators Advertising AgencyCopywriting, artwork, tech

26、nical production, and formulation of the media plan Media experts, researchers, and legal advisers來自來自 中國最大的資料庫下載中國最大的資料庫下載1829Public Relations Public RelationsCommunications efforts used to create and maintain favorable relations between an organization and its stakeholdersFocuses on enhancing the

27、image of the total organization Public Relations ToolsWritten materials Brochures Newsletters Company magazines News releases Annual reports Corporate identity materials Speeches Sponsored events來自來自 中國最大的資料庫下載中國最大的資料庫下載1830Public Relations (contd) Publicity: a news story type of communication trans

28、mitted through a mass medium at no chargeNews release A short piece of copy publicizing an event or a productFeature article A manuscript of up to 3,000 words prepared for a specific publicationCaptioned photograph A photo with a brief description of its contentsPress conference A meeting used to an

29、nounce major news events來自來自 中國最大的資料庫下載中國最大的資料庫下載1831來自來自 中國最大的資料庫下載中國最大的資料庫下載1832Public Relations (contd) Publicity (contd)Advantages Credibility News value Significant word-of-mouth communications A perception of being endorsed by the mediaLimitations Must be accepted by news media Must be timely,

30、 interesting, accurate, and in the public interest Inability to control content or time of release to public來自來自 中國最大的資料庫下載中國最大的資料庫下載1833Public Relations (contd) Evaluating Public Relations EffectivenessEnvironmental monitoring Identifies changes in public opinion affecting the organizationPublic re

31、lations audit Assesses an organizations image among the public or evaluates the effect of a specific public relations programCommunications audit Analyzes the content of organizational messages Social audit Measures the extent to which stakeholders view the organization as being socially responsible

32、來自來自 中國最大的資料庫下載中國最大的資料庫下載1834Public Relations (contd) Dealing with Unfavorable Public RelationsPrevention of negative incidents and events Safety programs, inspections, and effective quality control proceduresPreparedness for negative incidents and events Predetermined policies and procedures that e

33、xpedite news coverage Being forthright with the press and the public來自來自 中國最大的資料庫下載中國最大的資料庫下載1835After reviewing this chapter you should: Be aware of the nature and types of advertising. Know the major steps involved in developing an advertising campaign. Know who is responsible for developing adver

34、tising campaigns. Understand public relations. Know how public relations is used and evaluated.來自來自 中國最大的資料庫下載中國最大的資料庫下載Chapter 18Supplemental SlidesCopyright Houghton Mifflin Company. All rights reserved.1836來自來自 中國最大的資料庫下載中國最大的資料庫下載1837Key Terms and Concepts The following slides (a listing of term

35、s and concepts) are intended for use at the instructors discretion. To rearrange the slide order or alter the content of the presentationselect “Slide Sorter” under View on the main menu.left click on an individual slide to select it; hold and drag the slide to a new position in the slide show.To de

36、lete an individual slide, click on the slide to select, and press the Delete key.Select “Normal” under View on the main menu to return to normal view.來自來自 中國最大的資料庫下載中國最大的資料庫下載1838Important Terms AdvertisingPaid nonpersonal communication about an organization and its products transmitted to a target

37、audience through mass media Advertising CampaignThe creation and execution of a series of advertisements to communicate with a particular target audience Target AudienceThe group of people at whom advertisements are aimed來自來自 中國最大的資料庫下載中國最大的資料庫下載1839Important Terms Advertising PlatformBasic issues o

38、r selling points to be included in the advertising campaign Advertising AppropriationAdvertising budget for a specified period Media PlanSpecifies media vehicles (e.g., magazines, radio, and television stations, and newspapers) and the schedule for running the advertisements Cost comparison indicato

39、rA means of comparing the cost of vehicles in a specific medium in relation to the number of people reached來自來自 中國最大的資料庫下載中國最大的資料庫下載1840Important Terms CopyThe verbal portion of advertisements StoryboardA mockup combining copy and visual material to show the sequence of major scenes in a commercial

40、ArtworkAn ads illustration and layout IllustrationsPhotos, drawings, graphs, charts, and tables used to spark audience interest來自來自 中國最大的資料庫下載中國最大的資料庫下載1841Important Terms LayoutThe physical arrangement of an ads illustration and copy Public RelationsCommunications efforts used to create and maintain favorable relations between an organization and its stakeholders PublicityA news story type of communication transmitted through a mass medium at no charge News releaseA short piece of copy publicizing