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1、 2000 Prentice HallObjectivesDeveloping 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 sensesLimitations:High abso
2、lute costs; high clutter; fleeting exposure;less audience selectivityDirect Mail Advantages:Audience selectivity; flexibility, no ad compe- tition within same medium; allows personalizationLimitations:Relative high cost; “junk mail” image2000 Prentice HallRadioAdvantages: Mass use; high geographic a
3、nd 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 readershipLimitat
4、ions:Long ad purchase lead time; waste circulation; no guarantee of positionOutdoor Advantages:Flexibility; high repeat exposure; low cost; low message competitionLimitations:Little audience selectivity; creative limitationsProfiles of Major Media Types2000 Prentice HallClassification of Advertising
5、 Timing PatternsMonthNumber ofmessagesper monthConcen- trated(1)(2)(3)LevelRisingFallingAlternating(4)Continuous(8)(7)(6)(5)(9) Inter- mittent(10)(11)(12)(9)2000 Prentice HallSimplified Rating Sheet for AdsPoorPooradadMediocreMediocreadadAverageAverageadadGoodGoodadadGreatGreatadad020406080100_Total
6、Total(Attention) How well does the ad catch the readers attention? _20 (Read-through) How well does thead lead the reader to read further? _20 (Cognitive) How clear is the central message or benefit? _20 (Affective) How effective is the particular appeal? _20 (Behavior) How well does the ad suggest
7、follow-through action? _202000 Prentice HallAdvertising Strategy Message ExecutionTypical Message Execution StylesTestimonial EvidenceSlice of LifeScientific EvidenceLifestyleTechnical ExpertiseFantasyMusicalPersonality SymbolMood or ImageTurning the “Big Idea” Into an Actual Ad to Capture the Targe
8、t Markets Attention and Interest.2000 Prentice HallAdvertising EvaluationAdvertising Program EvaluationCommunication EffectsIs the Ad Communicating Well?Sales EffectsIs the Ad Increasing Sales?2000 Prentice HallWhy the increase in Sales Promotion?Growing retailer powerDeclining brand loyaltyIncrease
9、d promotional sensitivityBrand proliferationFragmentation of consumer marketShort-term focusIncreased managerial accountabilityCompetitionClutter2000 Prentice HallLong-Term Promotional Allocation01020304050601986889092941996Year%t of total - 3 yr.MATrade Promo Media AdvCons. PromoCox Direct 19th Ann
10、ual Survey of Promotional PracticesCox Direct 19th Annual Survey of Promotional Practices2000 Prentice HallChannels of Sales PromotionsMANUFACTURERRETAILERTradeTrade PromotionsPromotionsCONSUMERConsumerConsumer PromotionsPromotionsPushPushPullRetailRetail PromotionsPromotions2000 Prentice HallConsum
11、er PromotionConsumer-Promotion ObjectivesConsumer-Promotion ToolsPoint-of-Purchase DisplaysPremiumsPrice PacksCash RefundsCouponsSamplesPatronage RewardsGamesSweepstakesContestsAdvertising SpecialtiesPatronage RewardsEntice Consumers to Try a New ProductLure Customers Away From Competitors ProductsG
12、et Consumers to “Load Up on a Mature ProductHold & Reward Loyal CustomersConsumer Relationship Building2000 Prentice Hall“Deal Proneness,” Liechtenstein, Burton, & Netemeyer, Journal of Retailing, Summer 1997Examination of “deal proneness” among consumers in a supermarket settingSurveys & Grocery Re
13、ceipts usedEight types of deals:Cent-off, One-free, Gift, Display, Rebate, Contest, Sale, & Coupon“Deal Proneness,” Liechtenstein, Burton, & NetemeyerCluster analysis yielded two interpretable results:X49% are “deal prone,” 51% notX24% High “Deal prone,” 50% intermediate, 26% deal insensitive“Deal-p
14、roneness” a generalized construct - (crosses type of promotion)Younger & Less educated more likely to be deal prone2000 Prentice HallTrade-Promotion ObjectivesTrade-Promotion ToolsSpecialty Advertising ItemsContestsFree GoodsBuy-Back GuaranteesAllowancesPrice-OffsPatronage RewardsPush MoneyDiscounts
15、PremiumsDisplaysPersuade Retailers or Wholesalers to Carry a BrandGive a Brand Shelf SpacePromote a Brand in AdvertisingPush a Brand to ConsumersTrade Promotions2000 Prentice HallBusiness-Promotion ObjectivesBusiness-Promotion ToolsGenerate Business LeadsStimulate PurchasesReward CustomersMotivate SalespeopleConventionsTrade ShowsSales ContestsBusiness-to-Business Promotion2000 Prentice HallMajor Public Relations ToolsSpecial EventsWritten MaterialsCorporate Identity MaterialsSpeechesNewsAudiovisual MaterialsPublic Service ActivitiesWeb Site
