中山大学吴柏林教授 广告策划实务与案例绝密资料KOTLER16Word文档下载推荐.docx
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中山大学吴柏林教授 广告策划实务与案例绝密资料KOTLER16Word文档下载推荐.docx
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Developingthepromotionprograminvolveseightsteps.Thecommunicatormustfirstidentifythetargetaudienceanditscharacteristics,includingtheimageitcarriesoftheproduct.Next,thecommunicatorhastodefinethecommunicationobjective,whetheritistocreateawareness,knowledge,liking,preference,conviction,orpurchase.Amessagemustbedesignedcontaininganeffectivecontent,structure,format,andsource.Thencommunicationchannels,bothpersonalandnonpersonal,areselected.Next,thetotalpromotionbudgetcanbeestablished.Fourcommonmethodsaretheaffordablemethod,thepercentage-of-salesmethod,thecompetitive-paritymethod,andtheobjective-and-taskmethod.
Thepromotionbudgetshouldedividedamongthemainpromotionaltools,asaffectedbysuchfactorsaspushvs.pullstrategy,buyerreadinessstage,productlife-cyclestage,andcompanymarketrank.Themarketershouldthenmonitortoseehowmuchofthemarketbecomesawareoftheproduct,triesit,andissatisfiedintheprocess.Finally,allofthecommunicationseffortmustbemanagedandcoordinatedforconsistency,goodtiming,andcosteffectiveness.
Advertising—theuseofpaidmediabyasellertocommunicatepersuasiveinformationaboutitsproducts,services,ororganization—isapotentpromotionaltool.Advertisingtakesonmanyforms(national,regional,local,consumer,industrial,retail,product,brand,institutional,etc.)designedtoachieveavarietyofobjectives(awareness,interest,preference,brandrecognition,brandinsistence).
Advertisingdecision-makingconsistsofobjectivessetting,budgetdecision,messagedecision,mediadecision,andadeffectivenessevaluation.Advertisersshouldestablishcleargoalsastowhethertheadvertisingissupposedtoinform,persuade,orremindbuyers.Thefactorstoconsiderwhensettingtheadvertisingbudgetare:
stageintheproductlifecycle,marketshare,competitionandclutter,neededfrequency,andproductsubstitutability.Theadvertisingbudgetcanbeestablishedbasedonwhatisaffordable,asapercentagebudgetofsales;
basedoncompetitors’expenditures,orbasedonobjectivesandtasks;
andbasedonmoreadvanceddecisionmodelsthatareavailable.
Themessagedecisioncallsforgeneratingmessages,evaluatingandselectingbetweenthem,andexecutingthemeffectivelyandresponsibly.Themediadecisioncallsfor:
definingthereach,frequency,andimpactgoals;
choosingamongmajormediatypes;
selectingspecificmediavehicles;
decidingonmediatiming;
andgeographicalallocationofmedia.Finally,campaignevaluationcallsforevaluatingthecommunicationandsaleseffectsofadvertising,before,during,andaftertheadvertising.
Salespromotionandpublicrelationsaretwotoolsofgrowingimportanceinmarketingplanning.Salespromotioncoversawidevarietyofshort-termincentivetoolsdesignedtostimulateconsumermarkets,thetrade,andtheorganization’sownsalesforce.Salespromotionexpendituresnowexceedadvertisingexpendituresandaregrowingatafasterrate.Consumerpromotiontoolsincludesamples,coupons,cashrefundoffers,pricepacks,premiums,prizes,patronagerewards,freetrials,productwarranties,tie-inpromotions,andpoint-of-purchasedisplaysanddemonstrations.Tradepromotiontoolsincludeprice-off,advertisinganddisplayallowances,freegoods,pushmoney,andspecialty-advertisingitems.Businesspromotiontoolsincludeconventions,tradeshows,contests,sweepstakes,andgames.Salespromotionplanningcallsforestablishingthesalespromotionobjectives;
selectingthetools;
developing,pretesting,andimplementingthesalespromotionprogram;
andevaluatingtheresults.
Marketingpublicrelations(MPR)isanotherimportantcommunication/promotiontool.Traditionally,ithasbeentheleastutilizedtoolbutisnowrecognizedforitsabilityinbuildingawarenessandpreferenceinthemarketplace,repositioningproducts,anddefendingthem.Broadly,MPRisthoseactivitiesthatsupporttheultimatesaleofaproductorservice.Someofthemajormarketingpublicrelationstoolsarenews,speeches,events,publicserviceactivities,writtenmaterial,audio-visualmaterial,corporateidentity,andtelephoneinformationservices.MPRplanninginvolvesestablishingtheMPRobjectives,choosingtheappropriatemessagesandvehicles,andevaluatingtheMPRresults.
B.LearningObjectives
∙Howtodeterminecommunicationandadvertisingobjectivesandmessagedesign.
∙Understandinghowtoestablishpromotionmixandsettingadvertisingobjectives.
∙Howtomakemediadecisionsanddevelopadvertisingbudgets.
∙Learninghowtoevaluateadvertisingandpromotiontoolsforeffectiveness.
∙Howtodevelopandevaluatesalespromotionprograms.
∙Howtodevelopdirectmarketingprocessesandstrategies.
∙Understandthefutureofdirectandonlinemarketingcapabilities.
C.ChapterOutline
I.Introduction-Thefivemajormodesofcommunication(advertising,salespromotion,publicrelations,personalselling,anddirectmarketing).
II.TheCommunicationProcess-Communicationsasthemanagementofcustomerbuyingprocessesovertime,thenineelementsofthecommunicationsmodel,andreasonswhymessagemaynotgetthroughthereceiver(selectiveattention,selectivedistortion,andselectiverecall).
III.DevelopingEffectiveCommunications
A.IdentifytheTargetAudience
1.Imageanalysisisamajorpartofaudienceanalysisthatentailsassessingtheaudience’scurrentimageofthecompany,theproducts,andthecompetitors.
a)Firststepistomeasuretargetaudience’sknowledgeofthesubjectusingafamiliarityscale
b)Secondstepistodeterminefeelingstowardtheproductusingafavorabilityscale.
2.Thespecificcontentofaproduct’simageisbestdeterminedwithuseofsemanticdifferential(relevantdimensions,reducingsetofrelevantdimensions,administeringtoasample,averagingtheresults,andcheckingontheimagevariance)
B.DeterminetheCommunicationObjectives
1.Basedonseekingofacognitive,affective,orbehavioralresponse.
2.Assumingthebuyerhashighinvolvementwiththeproductcategoryandperceiveshighdifferentiationwithinthecategory,baseobjectivesonthehierarchy-of-effectsmodel.(Hierarchy:
awareness,knowledge,liking,preference,conviction,andpurchase.)
C.DesigntheMessage(AIDAmodel)
1.MessageContent-Choosinganappeal(rationalappealtoaudience’sselfinterest,emotionalappealattempttostirupeitherpositiveornegativeemotions,andmoralappealsaredirectedtotheaudience’ssenseofwhatisrightandproper).
2.MessageStructure-One-sidedpresentationvs.two-sidedargument.
3.MessageFormat-Mustbestrong,basedonheadline,copy,“sound,”nonverbalclues,color,expression,dress,etc.
4.MessageSource-Expertise,trustworthiness,andlikability.
D.SelecttheCommunicationChannels
1.PersonalCommunicationChannels-direct(advocate,expert,andsocial)
2.NonpersonalCommunicationChannels-indirect(media,atmospheres,andevents)
3.EstablishtheTotalMarketingCommunicationsBudget
a)Affordablemethod
b)Percentage-of-salesmethod
c)Competitive-paritymethod
d)Objective-and-taskmethod
E.DecidingontheMarketingCommunicationsMix
1.ThePromotionalTools-Benefitsofeachtool(advertising,salespromotion,publicrelationsandpublicity,personalselling,anddirectmarketing).
2.FactorsinSettingtheMarketingCommunicationsMix-Typeofproductmarket,buyer-readinessstage,andproduct-life-cyclestage.
F.MeasureResults-Recognition,recall,andattitudes.
G.ManagetheIntegratedMarketingCommunicationsProcess(IMC)
1.Aconceptofmarketingcommunicationsplanningthatrecognizestheaddedvalueofacomprehensiveplan.
2.Evaluatesthestrategicrolesofavarietyofcommunicationsdisciplines.
3.Combinesthesedisciplinestoprovideclarity,consistency,andmaximumcommunicationsimpactthroughtheseamlessintegrationofdiscretemessages.
IV.DevelopingandManagingtheAdvertisingCampaign-Advertisingisanypaidformofnonpersonalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsor.Fivemajordecisionsinvolvethemission,money,message,media,andmeasurement.
A.SettingtheAdvertisingObjectives-Accordingtowhethertheaimistoinform,remind,orpersuade.
B.DecidingontheAdvertisingBudget-Fivefactorstoconsiderincludestageintheproductlifecycle,marketshareandconsumerbase,competitionandclutter,advertisingfrequency,andproductsubstitutability.
C.ChoosingtheAdvertisingMessage-Creativestage
1.MessageGeneration-Utilizinganinductivevs.deductiveframework.
2.MessageEvaluationandSelection-Focusononecoresellingpropositionandaimfordesirability,exclusiveness,andbelievability.
3.MessageExecution-Impactdependsnotonlyonwhatissaidbuthowitissaid(positioning).Creativepeoplemustalsofindastyle,tone,andformatforexecutingthemessage.
4.SocialResponsibilityReview-Make
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