营销管理-科特勒-第13版中国版-第16章-管理大众传播.ppt

MARKETING MANAGEMENT IN CHINAPhilip Kotler Kevin Lane Keller Lu TaihongPhilip Kotler Kevin Lane Keller Lu Taihong营销管理（中国版）第第16章章管理大众传播：广告，销售促销，事件体验，公共关系菲利普菲利普 科特勒科特勒 -凯文凯文 莱恩莱恩 凯勒凯勒 -卢泰宏卢泰宏Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-2本章问题1.广告计划的编制包括几个步骤？2.应当如何制定销售促销决策？3.知道有效的品牌塑造事件和体验的原则有哪些？4.公司可以如何利用公共关系的潜力？Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-2Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-3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Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-3Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-4什么是广告？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。Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-4Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-5广告的5MCopyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-5Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-6广告目标告知性广告提醒性广告强化性广告说服性广告Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-6Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-7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Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-7Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-8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Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-8Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-9印刷广告的要素图片标题签名内容Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-9Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-10选择媒体达到率频次影响力曝光率Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-10Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-11试用、知晓和曝光职能间的关系Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-11Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-12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Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-12Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-13广告时间模式的分类Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-13Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-14营销广告时间模式的因素顾客流动性购买频率遗忘率Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-14Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-15广告投放模式连续型集中型栅栏型脉冲型Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-15Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-16广告销售效果测量程序Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-16Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-17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Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-17Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-18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Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-18Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-19运用赞助性事件设定目标选择事件制定计划效果测评Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-19Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-20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Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-20Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-21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Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-21Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-22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Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-22Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-23案例讨论创新营销：维珍集团创新营销：迷你宝马 Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-23案例讨论Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-24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Copyright2009PearsonEducation,Inc.PublishingasPrenticeHall16-24