廣告、促銷(xiāo)及公共關(guān)系(ppt26)-廣告知識(shí)(編輯修改稿)
2024-09-21 21:02 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 信息類(lèi)型 , 成本 ? 選擇特定的媒體載體 ? 決定媒體時(shí)段 ? Select advertising media ? Decide on level of reach, frequency and impact ? Choose among the major media types by considering: ? Consumer media habits, nature of the product, types of messages, and costs ? Select specific media vehicles ? Decide on media timing 16 12 Major Media Types主要媒體類(lèi)型 ? Newspapers ? Television ? Direct Mail ? Radio ? Magazines ? Outdoor ? Inter ? 報(bào)紙 ? 電視 ? 直接郵購(gòu) ? 廣播 ? 雜志 ? 戶(hù)外廣告 ? 互聯(lián)網(wǎng) 16 13 Evaluating advertising campaigns 廣告評(píng)估 ? 衡量溝通效果 ? 效果測(cè)試 ? 消費(fèi)者回訪(fǎng) ? 產(chǎn)品認(rèn)知 ? 產(chǎn)品了解 ? 產(chǎn)品偏好 ? 衡量廣告銷(xiāo)售效果 ? 過(guò)去與當(dāng)前銷(xiāo)售比較 ? 實(shí)驗(yàn) ? Measuring munications effects ? Copy testing ? Consumer recall ? Product awareness ? Product knowledge ? Product preference ? Measuring sales effect ? Past vs. current sales parison ? Experimentation 16 14 ? Small vs. large panies ? Nature of advertising agencies ? Advantages of advertising agencies ? Departments ? Compensation ? Changes in agency services AdvertisingOrganizing the Advertising Function廣告組織 ? 小公司 VS大公司 ? 廣告代理機(jī)構(gòu)的性質(zhì) ? 廣告代理機(jī)構(gòu)的優(yōu)勢(shì) ? 機(jī)構(gòu) ? 報(bào)酬 ? 代理服務(wù)的變化 16 15 Advertising to International Markets 國(guó)際廣告決策 ? Standardizing worldwide advertising ? Advantages include lower advertising costs, greater global advertising coordination, and consistent global image ? Drawbacks include ignoring differences in culture, demographics, and economic conditions. ? Most marketers think globally but act locally ? 廣告標(biāo)準(zhǔn)化 ?優(yōu)點(diǎn)包括低成本，高協(xié)調(diào)和更一致的全球公司或產(chǎn)品形象。 ?缺點(diǎn)包括忽視文化、地理和經(jīng)濟(jì)情況的差異。 ? 多數(shù)營(yíng)銷(xiāo)者都全球性考慮但地區(qū)性活動(dòng)。 16 16 Definition 定義 ? Sales Promotion
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