t广告及公关战略培训

上传人:tian****1990 文档编号:81536143 上传时间:2019-02-21 格式:PPT 页数:46 大小:2.71MB
返回 下载 相关 举报
t广告及公关战略培训_第1页
第1页 / 共46页
t广告及公关战略培训_第2页
第2页 / 共46页
t广告及公关战略培训_第3页
第3页 / 共46页
t广告及公关战略培训_第4页
第4页 / 共46页
t广告及公关战略培训_第5页
第5页 / 共46页
点击查看更多>>
资源描述

《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

展开阅读全文
相关资源
相关搜索

当前位置:首页 > 高等教育 > 大学课件

电脑版 |金锄头文库版权所有
经营许可证:蜀ICP备13022795号 | 川公网安备 51140202000112号