lecture3廣告管理概覽(編輯修改稿)
2025-03-16 20:07 本頁面
【文章內(nèi)容簡介】 t Other Company Efforts ? To deliver coupons and sweepstakes ? To assist sales representatives ? To presell a firm’s products by introducing the product and legitimizing salespeople’s claims ? To augment the effectiveness of price deals 169。 2023 SouthWestern, a part of Cengage Learning. All rights reserved. 7–19 169。 2023 SouthWestern, a part of Cengage Learning. All rights reserved. 7–20 Figure The Advertising Management Process 169。 2023 SouthWestern, a part of Cengage Learning. All rights reserved. 7–21 Strategic Advertising Alternatives Inhouse Advertising Operation Purchase Services As Needed Use a a FullService Advertising Agency Advertising Function Alternatives 169。 2023 SouthWestern, a part of Cengage Learning. All rights reserved. 7–22 Table Top10 . Advertising Agencies in Ad Revenue, 2023 Top 10 Agencies 169。 2023 SouthWestern, a part of Cengage Learning. All rights reserved. 7–23 Advertising Function Alternatives ? InHouse Advertising Operation ? Necessitates employing an advertising staff and absorbing the operation costs ? Unprofitable unless a pany does a large amount of continual advertising 169。 2023 SouthWestern, a part of Cengage Learning. All rights reserved. 7–24 Advertising Function Alternatives ? Purchase Services 192。 la Carte ? Advantages ? Use services only when they are needed ? Availability of highcaliber creative talent ? Potential cost efficiencies ? Disadvantages ? Lack cost accountability ? Financial instability of smaller boutiques 169。 2023 SouthWestern, a part of Cengage Learning. All rights reserved. 7–25 Advertising Function Alternatives ? FullService Advertising Agency ? Advantages ? Access to indepth knowledge and skills ? Obtaining negotiating leverage with the media ? Coordinating advertising and marketing efforts ? Disadvantages ? Some control of advertising function is lost ? Larger clients are favored over small clients ? Occasionally inefficient in media buying 169。 2023 SouthWestern, a part of Cengage Learning. All rights reserved. 7–26 Advertising Agency Organization 169。 2023 SouthWestern, a part of Cengage Learning. All rights reserved. 7–27 Creative Services ? Develop advertising copy and campaigns ? Copywriters, production people, and creative directors Media Services ? Selecting the best advertising media ? Media planners develop overall media strategy ? Media buyers procure the selected media Research Services ? Study clients’ customers’ buying habits, purchase preferences, and responsiveness ? Focus groups, mall intercepts, acquisitio
環(huán)評公示相關(guān)推薦
鄂ICP備17016276號-1