文档介绍：该【什么是广告 】是由【zhangkuan1439】上传分享，文档一共【15】页，该文档可以免费在线阅读，需要了解更多关于【什么是广告 】的内容，可以使用淘豆网的站内搜索功能，选择自己适合的文档，以下文字是截取该文章内的部分文字，如需要获得完整电子版，请下载此文档到您的设备，方便您编辑和打印。什么么是是广广告告?
Anyformofnonpersonalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsor.
$175billioneachyear.
Advertisingisusedby:
Businessfirms,
Nonprofitorganizations,
Professionals,
SocialAgencies.
广告告决决策策的的主主要要因因素素
ObjectivesSetting
BudgetDecisions
MessageDecisions
CampaignEvaluation
MediaDecisions
InformativeAdvertising
BuildPrimaryDemand
设定广告告目标
PersuasiveAdvertising
BuildSelectiveDemand
ComparisonAdvertising
ComparesOneBrandtoAnother
AdvertisingObjectives
SpecificCommunicationTask
AccomplishedwithaSpecificTargetAudience
DuringaSpecificPeriodofTime
ReminderAdvertising
KeepsConsumersThinking
AboutaProduct.
广告
PlanaMessageStrategy
GeneralMessagetoBeCommunicatedtoCustomers
广告战战略
DevelopaMessage
Focuson
CustomerBenefits
CreativeConcept
“BigIdea”
VisualizationorPhrase
CombinationofBoth
AdvertisingAppeals
Meaningful
Believable
Distinctive
广告战略扩扩展
Typical
Message
Execution
Styles
Testimonial
Evidence
SliceofLife
Scientific
Evidence
Lifestyle
Technical
Expertise
Fantasy
Musical
Personality
Symbol
Moodor
Image
Turningthe““BigIdea”IntoanActualAdtoCapturetheTargetMarket’sAttentionandInterest.
广告媒体选选择
,Frequency,
andImpact
MediaHabitsofTargetConsumers
NatureoftheProduct
TypeofMessage
Cost
SpecificMediaWithinaGivenType,.
MustBalanceMediaCostAgainstMediaFactors:
AudienceQuality&Attention,EditorialQuality
SchedulingofAdvertisingOvertheCourseofaYear
PatternofAds:ContinuityorPulsing
广告效果评评估
CommunicationEffects
IstheAdCommunicatingWell?
AdvertisingProgramEvaluation
SalesEffects
IstheAdIncreasingSales?
什么是销售售促进?
Masscommunicationtechniquethatoffersshort-termincentivestoencouragepurchaseorsalesofaproductorservice.
Rapidgrowthintheindustryhasbeenachievedbecause:
Productmanagersarefacingmorepressuretoincreasetheircurrentsales,
Companiesfacemorecompetition,
Advertisingefficiencyhasdeclined,
Consumershavebecomemoredealoriented.
Point-of-Purchase
Displays
消费费者者销销售售促促进进工工具具
Premiums
PricePacks
CashRefunds
Coupons
Samples
Short-TermIncentivestoEncouragePurchaseorSalesofaProductorService.
Consumer-PromotionObjectives
Consumer-PromotionTools
PatronageRewards
Games
Sweepstakes
Contests
Advertising
Specialties
PatronageRewards
EnticeConsumersto
TryaNewProduct
LureCustomersAway
FromCompetitors’’Products
GetConsumersto““LoadUp’’
onaMatureProduct
Hold&RewardLoyal
Customers
ConsumerRelationship
Building
Specialty
Advertising
Items
商贸市场销售售促进工具
Contests
FreeGoods
Buy-Back
Guarantees
Allowances
Price-Offs
Short-TermIncentivesThatareDirectedtoRetailersandWholesalers.
Trade-PromotionObjectives
Trade-PromotionTools
PatronageRewards
PushMoney
Discounts
Premiums
Displays
PersuadeRetailersor
WholesalerstoCarryaBrand
GiveaBrandShelfSpace
PromoteaBrandin
Advertising
PushaBrandtoConsumers