《t广告及公关战略培训》由会员分享,可在线阅读,更多相关《t广告及公关战略培训(46页珍藏版)》请在金锄头文库上搜索。
1、PromotionDecisionsJAdvertisingandPublicRelationsCopyigntehouahicntinconpenyAnghtneseredEChapterLearningObjectives*Todescribethenatureandtypesofadvertising“Toexplorethemajorstepsindevelopinganadvertisingcampaign*Toidentifywhoisresponsiblefordevelopingadvertisingcampaigns*“Toexaminethetoolsusedinpubli
2、crelations“Toanslyz8howpublicrelationsisUSedandevaluatednnonoioonimncoreonnneEChapterOutline“TheNatureandTypesofAdvertising*DevelopinganAdvertisingCampaign“WhoDevelopstheAdvertisingCampaign*PublicRelationsapreseheseenmncesoeeneETheNatureandTypesofAdvertising*Advertising-Paidnonpersonalcommunicationa
3、boutanorganizationanditsproductstransmittedtoatargetaudiencethroughmassmedia-Promotesgoods,services,ideas,images,issues,people,andanythingelsethatadvertiserswanttopublicizeorfostercnronoioonimncoreonnneETheNatureandTypesofAdvertisingyPurposeInstitutonal|Promotesorganizationalimagesideasandpolticalis
4、suesAdvocaeyPromolesacompanyspositiononapublicissuepProductPromolesproductsusesfeaturesandbeneftsploneerTestostmulatedemandforaproductcategoryratherthanaspedifcbrandbyIntomingpotentalbuyersabouttheproductCompettive|PontsutabrandsspecialleaturesusesandadvantagesrelotyeiocampetnatrandeComparatite|Comp
5、arezlweomerebrandsonhebaqlscioneorineeproductcharacterlstcsReminderRemindsconsumersaboutanestablshedbrandsusescharacteristcs,andbeneftsReinforcement|ssuresuserstheychosetheghtbrandandtalisthemhowtogetthemostsatstactionromipnonchoonmncoreonnnenDevelopinganAdvertisingCampaign“AdvertisingCampaign-Thecr
6、eationandexecutionofaseriesofadvertisementstocommunicatewithaparticulartargetaudiencecnronohoonimncoreonnnenGeneralStepsinDevelopingandImplementinganAdvertisingCampaignpaunstaJpnonchoonimncoreonemene0DevelopinganAdvertisingCampaign(contd)_dentifyingandAna_yZingtheTargetAudience-Targetaudienceisthegr
7、oupofpeopleatwhomadvertisementsareaimed*Locationandgeographicdistribution*Distributionofdemographicfactors“Lifestyleinformetion*ConsunierttitudescnronoioonimncoreonnneDevelopinganAdvertisingCampaign(contd)*DefiningtheAdvertisingObjectives-Whatdoesthefirmhopetoaccomplishwiththecampaign?*Objectivessho
8、uldbeclear,precise,andmeasurable“Increasedsales(unitsordollars)andorincreasedproductorbrandawarenesscnronoioonimncoreonnneEDevelopinganAdvertisingCampaign(contd)*CreatingtheAdvertisingPlatform-Basicissuesorsellingpointstobeincludedintheadvertisingcampaign“lssuesintheselectionanduseoftheproductthatareimportanttocustomers*DeterminingtheAdvertisingAppropriation-Adveriisingpudgetforaspecifadperiod*Geographicsizeofthemarketanddistributionofbuyerswithinthemarketareimportantfactorsindeterminingthesizeofthebudgetcnronoioonimncoreonnne