营销管理-科特勒-第中国版--管理大众传播.pptx

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,MARKETING MANAGEMENT IN CHINA,Philip Kotler Kevin Lane Keller Lu Taihong,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,