文档介绍：Chapter 20 Managing Advertising, Sales Promotion, Public Relations, and Direct Marketing
Chapter 20
Managing Advertising, Sales Promotion, Public Relations, and Direct Marketing
by
PowerPoint by
Milton M. Pressley
University of New Orleans
Kotler on
Marketing
The best advertising is done by satisfied customers.
Chapter Objectives
In this chapter, we focus on the following questions:
What steps are involved in developing an advertising program?
What explains the growing use of sales promotion, and how are sales-promotion decisions made?
How panies exploit the potential of public relations and publicity?
How panies use integrated direct marketing petitive advantage?
How panies do effective e-marketing?
Figure :
The Five Ms of Advertising
Setting the Advertising Objectives
Advertising goal (Objective)
Developing and Managing an Advertising Program
Developing and Managing an Advertising Program
Advertising objectives at different stages in Hierarchy of Effects
Informative advertising
Persuasive advertising
Reminder advertising
Reinforcement advertising
Brand equity
Developing and Managing an Advertising Program
Deciding on the Advertising Budget
Five factors to consider when setting the advertising budget:
Stage in the product life cycle
Market share and consumer base
Competition and clutter
Advertising frequency
Product substitutability
Developing and Managing an Advertising Program
Choosing the Advertising Message
Message generation
Message evaluation and selection
Twedt rates messages on:
Desirability
Exclusiveness
Believability
Creative brief
Positioning statement
Message execution
Rational positioning
Emotional positioning
Social responsibility review
Ethical Funds’ homepage
Deciding on Media and Measuring Effectiveness
Deciding on Reach, Frequency, and Impact
Media selection
How many exposures, E*, will produce audience awareness A* depends on the exposures’:
Reach (R)
Frequency (F)
Impact (I)
F