【市场营销英文版】11Mass Communications

ManagingMassCommunicationsMassCommunicationsWhatisMassCommunicationsinMarketing?Answer:•Advertising•SalesPromotions•EventsandExperiences•PublicRelationsAdvertisingAdvertisingisanypaidformofnon-personalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsor.Itcanbeacosteffectivemethodtosendmessages.Buildbrandimageandeducateconsumersaretwogoodreasonsforusingadvertising.Advertisingoffersconsumersareasontopurchaseyourproduct.AdvertisingBeforeonestartsadvertising,marketersshouldchoosethetargetmarket/consumersfirst.Failuretodecidethisquestionfirstinmostcasewillleadtoadvertisingcampaignfailure,wastingtimeandmoney.Afteradecisionismadeaboutthisquestion,thenaadvertisingprogramshouldbedeveloped.AdvertisingDevelopinganadvertisingprogramisfivestepprocess:1.Mission:setyouradvertisingobjectives2.Money:establishabudget3.Message:chooseatheadvertisingmessageandcreativestrategy4.Media:decideonwhichmediatouse5.Measure:evaluatecommunicationsandsaleseffectsAdvertisingMission:“advertisingtype”options•Informative:createawarenessandknowledgeofproducts,especiallynewones•Persuasive:createliking,preference,conviction,andpurchaseofagoodorservice•Reminder:stimulaterepeatpurchases•Reinforcement:convincecurrentpurchasersthattheymadetherightchoiceAdvertisingMoney:factorstoconsiderwhensettingabudget•Productlifecyclestage•Marketshareandconsumerbase•Competitionandclutter•Frequency•ProductsubstitutabilityAdvertisingMessage:whattosayAgoodadfocusesononeortwosalespropositions.Thechosenproposition(s)shouldfocusonwhatworksbestforthetargetaudience.Inaddition,oneshouldpayattentiontohowthepropositionisexpressed.Onealsoshouldpayattentiontolegalandsocialnorms.AdvertisingMedia:Typeselection•Newspapers•Television•Radio•Magazines•Newsletters•Outdoors•SalesLocation•DirectMail•Telephone•InternetAdvertisingMedia:selectioncriteria•DecideonReach,Frequency,andImpact•Decideonthetypeofmediatouse•Decideonthespecificmediavehicle•Decideonmediatiming•DecideongeographicmediaallocationAdvertisingReach:thenumberofdifferentpeopleorhouseholdsexposedtoyouradvertisingFrequency:thenumberoftimeswithinaspecifiedtimeperiodexposureoccursImpact:qualitativevalueofanexposureReachisimportantfornewproducts.Frequencyisimportantwhencompetitionisgreat.AdvertisingMedia:schedulingoptionsContinuity:schedulingexposurecontinuouslythroughoutagiventimeperiodConcentration:schedulingallofyouradvertisingduringaspecificperiodPulsing:continuousadvertisingatlowexposure,plushaveperiodicwavesofhighexposureAdvertisingMeasuringAdvertisingEffectiveness:methodsCommunicationseffectresearch:focusgrouptestingofaudiencereactionsSaleseffectresearch:measuringsaleschangesafteradvertising,complexduetomultiplefactors,buteasiesttomeasureSalesPromotionsThepurposeofsalespromotionsistoofferanincentiveforconsumerstopurchaseyourproduct.Salespromotionsoftenattractbrandswitcherswhotendtolookforvalueandusuallyarenotbrandloyal.SalesPromotionSalesPromotion:ProgramDevelopmentDecisionsteps•Establishobjectives•Selectconsumerpromotiontools•Selecttradepromotiontools•Selectbusinesspromotionandsalesforcepromotiontools•Developtheprogram•Pretesting,implementation,andcontroltheprogram•EvaluatetheprogramSalesPromotionConsumerPromotionTools•Samples•Coupons•Rebates•Pricepacks•Premiums•FrequencyPrograms•Prizes•Patronageawards•Freetrials•Productwarranties•Tie-inpromotions•Crosspromotions•POPdisplaysanddemonstrationsSalesPromotionTradepromotionsmainlyfocusonretailersinordertopersuadethemcarrytheproduct,moreoftheproduct,orevenpromoteitthemselves.Toolsinclude:•Priceoffdiscounts•Allowancesforadvertisingorotheractivities•FreegoodsSalesPromotionBusinessPromotionandSalesForcePromotionactivitiesseekstogeneratebusinessleads,rewardcustomers,and/ormotivatesalespeople.Toolsinclude:•Tradeshowsandconventions•Salescontests•SpecialtyadvertisingSalesPromotionEvaluatingsalespromotionactivitiesmainlyisdonethroughthemeasuringofsalesduringthepromotion’speriod.Realtimedatanowiseasiertoobtainandevaluatequicklyduetocheckoutscannertechnologyusedbyretailers.EventsandExperiencesEventsandexperiencesarefastbecomingimportantpromotionaltoolsformarketers.EventsandExperiencesReasonstosponsoreventsinclude:•Toidentifywithaparticulartargetmarketorlifestyle•Toincreaseawarenessaboutthecompanyorproductname•Tocreateorreinforceconsumerperceptionsofkeybrandimageassociations•Toenhancecorporateimagedimensions•Tocreateexperiencesandevokefeelings•Toexpresscommitmenttothecommunityortosocialissues•Toentertainkeyclientsorrewardkeyemployees•TopermitmerchandisingorpromotionalactivitiesEventsandExperiencesMajordecisions:•Choosingeventopportunities•Designingsponsorshipprograms•Eventcreation•MeasuringsponsorshipactivitiesPublicRelationsPublicRelationsisimportanttomarketing,becauseasidefromconsumers,suppliers,anddealerscompaniesoftenhavetodealwiththepublicatlargetoo.PublicRelationsfunctions:•Presentingnewsandinformationaboutthecompany•Promotingunderstandingaboutthecompanythroughinternalandexternalcommunications•Dealingwithgovernmenttypes•AdvisingmanagementaboutissuesandimagePublic