溝通與廣告策略Communications and Advertising Strategy(ppt)
Chapter 10
Communications and Advertising Strategy
溝通與廣告策略

10.1 Communications溝通
 Sender
發(fā)送者 媒介（通路） 接收者
 Channels: 通路 、管道
™ Personal人員 : sale force 銷售員
™ Nonpersonal非人員 (mass media大眾媒體): TV, newspaper, radio, direct mail, billboards廣告牌, magazine, internet,




10.2 Integrated Marketing Communications
整合之營銷溝通
 Advertising廣告
™ advantages優(yōu)點:
 Message content control：control over what you can say to potential customers.可控制對潛在顧客所說的內(nèi)容
 Very large reach：can reach a large number of customers efficiently 可有效傳達(dá)至大量顧客
 Flexibility: images, symbols, and creative/ copy strategies. Many different kinds of images and symbol can be presented through a wide variety of media. 可經(jīng)由多種媒體傳送許多不同的影像、符號
™ Drawbacks缺點:
 Evaluating effectiveness is difficult：評估其效能有困難
 Often very expensive：經(jīng)常花費很大
 Waste：經(jīng)常浪費，因為不是直接針對特定顧客的最好溝通
 Noise：經(jīng)常被忽略或干擾
 Clutter雜亂：顧客被廣告疲勞轟炸，廣告效果打折
10.2 Integrated Marketing Communications
整合之營銷溝通
 Direct Marketing 直接營銷
™ Direct marketing forms形式
 Telemarketing電話營銷, direct-mail marketing直接郵件營銷, direct sales直銷, Internet網(wǎng)絡(luò)營銷.
™ Key advantages關(guān)鍵優(yōu)點:
 Focus on target鎖定目標(biāo)，Customized messages客制訊息， little waste很少浪費， evaluation is easy評估容易。
™ Key drawbacks缺點:
 Consumer dislike消費者不喜歡, global restrictions全球限制, clutter, low response rates低響應(yīng)率.
10.2 Integrated Marketing Communications
整合之營銷溝通
 Sales Promotion促銷
™ Provide extra incentives to consumers or sales force to achieve a short-term objective.對消費者或銷售員提供額外的誘因以達(dá)成短期目標(biāo)
™ Consumer-Oriented Techniques銷費者導(dǎo)向技術(shù):
 Coupons贈券, sweepstakes抽獎, rebates退費, samples贈送樣本, and point-of-purchase savings累積點數(shù)
 Objective: stimulate short-term sales.目標(biāo)：刺激短期銷售
™ Trade-Oriented Techniques貿(mào)易導(dǎo)向技術(shù):
 Sales contests銷售比賽, training訓(xùn)練, and quantity discounts數(shù)量折扣
 Objective: obtain distribution獲得經(jīng)銷商的支持.
™ 優(yōu)點：產(chǎn)生可量測的短期銷售反應(yīng)
™ 缺點：著重價格，導(dǎo)致顧客變得價格敏感、只有交易忠誠
10.2 Integrated Marketing Communications
整合之營銷溝通
 Publicity and Public Relations宣傳與公共關(guān)系
™ Sponsoring organization normally does not pay for the communication.正常下溝通不由負(fù)責(zé)機構(gòu)支付
™ Publicity typically takes the form of an article in a magazine/newspaper or TV news coverage宣傳的一般形式為雜志/報紙的文章或電視畫面.
™ Key advantage:
 More credible than advertising.比較有公信力
™ Key drawback:
 Sponsoring company has little control over placement or content贊助公司很難控制置入位置/時段或內(nèi)容.

10.2 Integrated Marketing Communications
整合之營銷溝通
 Personal Selling
™ The use of face-to-face communications between seller and buyer.買賣者之間使用面對面溝通
 Largest part of marketing budget for business-to-business marketers.企業(yè)間大部分營銷使用此形式
™ Key advantages:
 Customized presentations客制簡報
 Immediate feedback to questions.對問題立即回饋
™ Key drawbacks:
 Expensive費用太高
 Control over final message delivered by sales representative is difficult.很難控制銷售代表最后的作法

10.2 Integrated Marketing Communications
整合之營銷溝通
 Packaging包裝
™ Can communication messages about benefits, as well as image.可傳遞有關(guān)效益及形象的訊息
 Trade shows貿(mào)易展
™ Key business-to-business communication venue.企業(yè)間溝通的重要場所
 Events and Sponsorships事件活動與贊助
 Product Placement on TV Shows and in Movies (Branded Entertainment)電視節(jié)目級電影中置入產(chǎn)品（品牌娛樂）
 Product Demonstrations產(chǎn)品展示

Different task – different methods
不同任務(wù)─不同方法
 Classically advertising has dominated the picture through mass media. 傳統(tǒng)上廣告透過大眾媒體主導(dǎo)形像。This is still the most effective way to create brand perceptions.廣告仍是創(chuàng)造品牌認(rèn)知最有效的方式。

 When brands are built, other methods are more important e.g. sales promotion當(dāng)品牌建立后，其它方法就比較重要了，如促銷。
Advertising management廣告管理
 Target audience目標(biāo)對象
 Goal setting目標(biāo)設(shè)定
 Message strategy訊息策略
 Media planning媒體規(guī)劃
 Budgeting預(yù)算制定
 Measurement量測成效
Select the target audience
 Customers
 Noncustomers: potential investors, regulators, channel members, employees, others.
Setting Advertising Goals
 To place sales goals on advertising is inappropriate
 Intermediate objectives: customer response
™ Become aware
™ Develop attitude, preference, interest
™ Visit retailer, return reply card
Advertising Management
 Developing the Message Strategy
™ Informational / Rational Appeals信息/理性吸引
 Focus on functional or practical aspects of the product強調(diào)功能或?qū)嶋H面.
 May feature a unique selling proposition也許描述獨特的銷售主張.
 Several general types:
™ Feature/benefit appeals特征/效益吸引
™ Competitive advantage appeals競爭優(yōu)勢吸引
™ Favorable price appeals價格吸引
™ News appeals新主導(dǎo)
™ Product or service popularity appeals受歡迎
™ Product attributes.產(chǎn)品屬性
Advertising Management
 Emotional Appeals
™ Attempt to appeal to an underlying psychological aspect of the purchase decision.
™ Several general types:
 Humor幽默
 Dramatization戲劇
 Fantasy幻想
 Personality symbols個性符號
 Slice of life生命部分
 Animation動畫
 Testimonials證明書
 Fear恐懼
 Guilt罪惡
 Sex性
™ Emotional appeals may enhance recall and brand liking.

Emotional vs. Rational
 These ads demonstrate rational versus emotional message appeals. At the time of the initial ad campaign for the new Infiniti automobiles, the ads for rival Lexus (top) emphasized design and engineering, while the ads for Infiniti (bottom) did not even show the car.
Humor Appeals
 This ad relies upon humor to communicate the message that skiers and snowboarders should wear helmets.
Copy testing
Evaluating Message Copy
評估訊息腳本
 Laboratory Test實驗室測試
™ Consumer jury消費者小組
™ Portfolio test組合測試
™ Readability tests可讀性測試
™ Physiological methods物理學(xué)方法
 Pupil dilation瞳孔放大
 GSR/EDR(流電/電極反應(yīng)）
 Eye Tracking（眼睛追蹤）
Evaluating Message Copy
評估訊息腳本
 Real-world Measures真實世界量測
™ Dummy advertising vehicles假的廣告載具
™ Inquiry tests詢問測試
™ On-the-air/recall tests播放/回憶測試
™ Recognition tests認(rèn)識測試
™ Sales/minimarket tests銷售/迷你市場測試
Selecting media
 Traditional media and New media
 Traditional media
™ TV
™ Magazines and newspapers(print)
™ Radio
™ Cable TV
™ Outdoor
 New Media
™ The web
™ Branded Entertainment
™ Influencing Word-of-Mouth
™ Cell phones, video games, online games, blogs,

Advertising Management
 Media Category Strengths & Weaknesses
™ Television
 Reaches large numbers of people quickly
 Best medium for action and image advertising
 Enormously costly非常昂貴
 Difficult to target narrow markets effectively
 Not a strong choice for informational copy
 Technology can be used to zap 快速移動or delete　ads
™ Cable Television
 Inexpensive
 Can be targeted to more specific audiences
 Offers the creative flexibility of television
 Reach via certain channels can be low
Advertising Management
 Media Category Strengths & Weaknesses
™ Magazines and Newspapers
 Print is better for complicated messages
 Longer message life; pass-along readership
 Magazines are better than newspapers for color reproduction and for targeting more specific targets
™ Radio
 Very inexpensive
 Ads can be developed and aired quickly
 Excellent for targeting specific audiences
 Creative flexibility
 Clutter and lack of demonstration are disadvantages

Advertising Management
 Media Category Strengths & Weaknesses
™ Outdoor
 Strong reminder medium; good for image advertising
 Short message exposure time limits content
 Legal regulations on location, size, and usage exist
™ The Web
 Banner 大標(biāo)題ad click-through rates are low (less than 1%)
 Banner ads impact awareness, attitudes, and brand equity positively
 Pop-up ads achieve strong reach, but are annoying to consumers
 The web offers interactivity that no other medium can match

Advertising Management
 Choosing Specific Media Vehicles
™ Analyzing Media
 Cost per thousand (CPM)
 Gross rating points (GRPs)
 Ratings and circulation data
 Vehicle ratings by product usage
 Regional differentiation
™ Contextual Fit
 Media fit
 Program and ad context
™ Duplication and Wearout
 Duplication (frequency) is useful
 Wearout occurs when customers tire of ad

Budgeting for advertising
 There are different methods used to budget:
™ percentage of sales,
™ competitive parity,
™ objective and task,
™ affordability
 The most often used method:
™ objective and task
 Overall: try to justify strategic spending and communicate to company management
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溝通與廣告策略Communications and Advertising Strategy(ppt)