营销管理中国版_ppt_第16章.ppt

Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 16-,*,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,营销管理（中国版）,第,16,章,管理大众传播：广告，销售促销，事件体验，公共关系,菲利普,科特勒,-,凯文,莱恩,凯勒,-,卢泰宏,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 16-,2,本章问题,广告计划的编制包括几个步骤？,应当如何制定销售促销决策？,知道有效的品牌塑造事件和体验的原则有哪些？,公司可以如何利用公共关系的潜力？,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 16-,3,本章内容,开发和管理广告方案,管理销售促销,管理事件和体验,管理公共关系,超级女声,小案例：吉利汽车,创新营销：,迷你宝马,营销在中国：,分众传媒,营销在中国：,CCTV,黄金时段广告招标,创新营销：,维珍集团,本章案例：凤凰卫视,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 16-,4,什么是广告？,广告,是由明确的发起人付费发起的对创意、商品或服务进行的非人员的演示和宣传。,广告主不仅包括商业公司，还包括慈善组织、非营利性组织和政府机构。,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 16-,5,广告的,5M,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 16-,6,广告目标,告知性广告,提醒性广告,强化性广告,说服性广告,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 16-,7,制定广告预算应考虑的因素,产品生命周期的阶段,市场份额和消费者基础,竞争和干扰,广告频次,广告替代性,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 16-,8,开展广告活动,信息开发与评价,创造性开发和执行,社会责任评价,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 16-,9,印刷广告的要素,图片,标题,签名,内容,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 16-,10,选择媒体,达到率,频次,影响力,曝光率,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 16-,11,试用、知晓和曝光职能间的关系,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 16-,12,主要媒体的类型,报纸,电视,直接邮寄,广播,杂志,户外广告,黄页,时事通讯,宣传册,电话,网络,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 16-,13,广告时间模式的分类,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 16-,14,营销广告时间模式的因素,顾客流动性,购买频率,遗忘率,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 16-,15,广告投放模式,连续型,集中型,栅栏型,脉冲型,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 16-,16,广告销售效果测量程序,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 16-,17,销售促销策略,指向消费者的,样品,优惠券,现金返还,降价,奖品,回馈奖励,免费试用,捆绑销售促销,指向贸易的,降价,折让,免费商品,销售竞赛,佣金,展销会,礼品广告,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 16-,18,运用销售促销,设定目标,选择工具,制定计划,前测,实施与控制,效果评价,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 16-,19,运用赞助性事件,设定目标,选择事件,制定计划,效果测评,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 16-,20,顾客体验管理框架中的步骤,分析顾客的体验世界,搭建体验平台,设计品牌体验,构建顾客界面,致力持续创新,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 16-,21,公共关系营销的决策,设定目标,选择消息,选择载体,实施,效果评估,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 16-,22,营销讨论,广告、事件和公共关系营销通常是优良产品或服务的一种不必要的浪费。,对阵,广告、事件和公共关系营销是成功的营销的重要职能。,哪中工具更好？,广告,公共关系,事件和体验,销售促销,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 16-,23,案例讨论,创新营销：,维珍集团,创新营销：,迷你宝马,案例讨论,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 16-,24,超级女声,营销在中国：,分众传媒,营销在中国：,CCTV,黄金时段广告竞标,本章案例：凤凰卫视,