广告、促销及公共关系(ppt26)-广告知识(编辑修改稿)

广告、促销及公共关系(ppt26)-广告知识(编辑修改稿)内容摘要：

信息类型 , 成本  选择特定的媒体载体  决定媒体时段 • Select advertising media  Decide on level of reach, frequency and impact  Choose among the major media types by considering:  Consumer media habits, nature of the product, types of messages, and costs  Select specific media vehicles  Decide on media timing 16 12 Major Media Types主要媒体类型 • Newspapers • Television • Direct Mail • Radio • Magazines • Outdoor • Inter • 报纸 • 电视 • 直接邮购 • 广播 • 杂志 • 户外广告 • 互联网 16 13 Evaluating advertising campaigns 广告评估 • 衡量沟通效果  效果测试  消费者回访  产品认知  产品了解  产品偏好 • 衡量广告销售效果  过去与当前销售比较  实验 • Measuring munications effects  Copy testing  Consumer recall  Product awareness  Product knowledge  Product preference • Measuring sales effect  Past vs. current sales parison  Experimentation 16 14  Small vs. large panies  Nature of advertising agencies  Advantages of advertising agencies  Departments  Compensation  Changes in agency services AdvertisingOrganizing the Advertising Function广告组织  小公司 VS大公司  广告代理机构的性质  广告代理机构的优势  机构  报酬  代理服务的变化 16 15 Advertising to International Markets 国际广告决策  Standardizing worldwide advertising  Advantages include lower advertising costs, greater global advertising coordination, and consistent global image  Drawbacks include ignoring differences in culture, demographics, and economic conditions.  Most marketers think globally but act locally  广告标准化 优点包括低成本，高协调和更一致的全球公司或产品形象。 缺点包括忽视文化、地理和经济情况的差异。  多数营销者都全球性考虑但地区性活动。 16 16 Definition 定义 • Sales Promotion。