广告英语 重点

第一章

?Introduction

?The emergence of advertising is closely connected with the emergence of mass media

?The result has been a tremendous revolution in the shopping experience

?Because of widespread advertising, modern consumers enter a store with a wealth of information about alternative products, styles, qualities, and prices

?This has changed the ways that firms market products

?In turn, the development of sophisticated advertising has altered

–structure of markets

–nature of firms

?Impact of Advertising

?Without advertising

–lack of information about products

–shopping is generally local and based upon visual comparison

–firms can operate on a small scale as each competes for a small local market

?With advertising

–comparison shopping is considerably eased as consumers have better information about range of good on offer

–firms have an incentive to widen the range of goods they offer and to operate on a larger scale ?Ubiquitous Ads

?television commercials

?overwhelming amounts of print ads

?radio spots

?billboards

?coupons

?direct mail

?electronic banner ads

?in-program placements

?Advertising As Part of Our Culture

?Billboards in Shanghai, 2001

?public service ads (PSAs).

?V alentine…s day

?Cyber game ads

?Need for Speed

?Advertising As Part of Our Culture

?As well as being part of the news agenda, advertisements are a reflection of a society's wants and needs at any particular point in time. They also, through the way that they represent gender, age, wealth, success, happiness etc provide excellent material for historians and sociologists researching social attitudes of an era or a culture at a particular point in time. Advertising reflects the values of a society - all the things that people want to have or to be - and can be used as a measure of dominant hopes and fears. Our own appearance-obsessed culture will provide plenty of fruit for future investigation.

?"Dressed to Kill“

Wallis ads shown

?Identify the following ad slogans…

?“Ask for More.”pepsi.avi

?“Just do it.” NIKE

?“Fresh-up with Seven-up.” (Seven-up)

?“Communication unlimited.” (Motorola)

?“The Relentless Pursuit of Perfection .”

?(Lexus)

?Some of the most famous brands in the world

?Definition

Defining advertising and introducing the profession

Advertising: adverture → advertise

?An ancient ad

?Around 1750, a citizen had advertised a reward for the discovery of a person who had stolen sixty guineas ?Once around the turn of the 20th century, Albert Lasker who is known among the advertisers as the father of modern advertising defined “advertising” as the “salesmanship in print , driven by a reason why”.

?Contemporary Advertising By William F. Arens

?Advertising is the nonpersonal communication of information, usually paid for and usually persuasive in nature, about products (goods and services) or ideas by identified sponsors through various media.

?What is Advertising?

Definition

?Advertising promotes...

?goods, services & ideas

?communicates with us through media:

–radio

–TV

–newspaper

–outdoor

–Internet

?What is Advertising?

Types of Media

?What is Advertising?

Types of Media

?What is Advertising?

Types of Media

?What is Advertising?

Types of Media

?What is Advertising?

Types of Media

?Communication:

Human Communication Process

?What can interfere with the communication process?

?source-formulates the idea

?encoding-concept made into message

?message-the idea to be sent

?channel-medium carrying message

?receiver-party who gets the message

?decoding-receiver interpretation

?Communication Makes Advertising Unique

?Advertisers Source Dimensions...

?sponsor-legally responsible for the message

?author-individual who writes the ad

–copywriter

–art director

–creative group

?persona-imaginary spokesperson-the …voice? or tone of the ad or commercial

–(in-text spokesperson)

?Message Dimensions

?Drama: Nike Outdoor,

“Y ou Are Faster Than Y ou Think”

?distance runner

Bernard Lagat

?Receiver Dimensions…

?implied consumers

–addressed in the ad?s persona, presumes an audience

?sponsorial consumers

–gatekeepers who decide if the ad will run or not

?actual consumers

–individuals in the actual target audience

–noise complicates the communication process

?The Role of Feedback...

?completes the cycle-verifying if the message was received

?in advertising, it can take many forms

–redeemed coupons

–phone/Internet inquiries/visits

–store visits

–increased sales

–survey responses

?Applying the Communication Process to Advertising

?T ypes of Advertising

?target audiences

?geographic area

?medium

?function or purpose

?Target Audience

?In advertising, the word “target audience” refers to a particular group of people that each advertisement aims to communicate.

?Consumer advertising is the advertising that typically aimed or directed to consumers, people who buy the product or use the service for their own use as well as someone else's personal use.

?Business advertising or business-to-business advertising is the advertising that directed to people who buy or influence the purchase of goods and services used in various business situations

?Geographical Area

?local or retail advertising is the advertising used by businesses whose customers come from only one city or local trading area.

?regional advertising is the advertising for products sold in one area or region, but not the entire country. ?national advertising is the advertising that aimed at customers in several regions of the country.

?international advertising This kind of advertising directed at foreign markets.

?Media

?Print advertising is presented in all kind of print media, such as newspaper, magazines, brochures and many more.

?broadcast advertising appears on broadcast or electronic media, radio, television, including websites. ?out-of home advertising Billboard on the expressway, advertising at the bus stops, and all k inds of outdoor advertising

?direct mail advertising sent through the traditional mail or by post, not including electronic mail ?Purposes

?product advertising aimed to promote the sales of goods and services

?nonproduct, corporate or institutional advertising aimed to sell ideas, to promote the organisation's mission or philosophy rather than a specific product

?Commercial advertising aimed to promote products, services or ideas with the expectation of making a profit.

?noncommercial advertising aimed at seeking donations, volunteer support or a change in consumer behaviour. It is used worldwide by governments, charitable or non-profit organisations, civic group, or religious organisation.

?action advertisement attempts to stimulate immediate action by the reader

?awareness advertising attempts to build the image of the product or familiarity with the product's name and package , which is the long-term goal. It influences the readers or the viewers to choose the particular brand the next time they shop.

?Advertising becomes increasingly international

?Factors:

?Faster modes of shipping;

?The growth of multinational corporations,

?Rising personal income levels worldwide;

?Falling trade barriers. ⊙

?Impact of Advertising

? 1. economic impact

?Proponents: positive, stimulate demand for products and services, strengthen the economy; increase competition, so lead to lower prices.

?Opponents: wasteful, adds to the cost of goods; most encourage consumers to buy one brand rather than another.

? 2. social impact

?advertising promotes a materialistic way of life by leading people to believe that happiness is achieved by purchasing products.

?advertising creates a consumer culture in which buying exciting new products becomes the foundation of the society's values, pleasures, and goals. ⊙

? 3. political impact

?Political advertising.

?In 1998, more than $467 million was spent on election campaigns in the United States.

? 4. cultural impact

?encourage aggressive individualism.

?overriding cultural differences.

?Advertising becomes increasingly “A Big Industry”

?World Leading Advertising Market (2000)

? 1. USA. $147.1billion→350billion

? 2. Japan $39.7billion

? 3. Germany 20.7billion

? 4. UK. 16.5billion

? 5. France 10.7billion

?Worldwide, $350 billion per year.

?Come to where the flavor is—Marlboro country

?Marlboro

?Marlboro is the largest selling brand of cigarettes in the world. It is made by Philip Morris USA within the US, and by Philip Morris International outside the US. It is famous for its billboard advertisements and magazine ads of the Marlboro Man.

?The brand is named after Great Marlborough Street, the location of its original London Factory.

Richmond, Virginia is now the location of the largest Marlboro cigarette manufacturing plant.

?Philip Morris, a London-based cigarette manufacturer, created a New Y ork subsidiary in 1902 to sell several of its cigarette brands, including Marlboro. By 1924 they were advertising Marlboro as a woman's cigarette based on the slogan "Mild As May".

?The brand was sold in this capacity until World War II when the brand faltered and was temporarily removed from the market. At the end of the war, three brands emerged that would establish firm holds on the cigarette market: Camel, Lucky Strike, and Chesterfield. These brands were supplied to US soldiers during the war, creating an instant market upon their return.

?During the 1950s Reader's Digest magazine published a series of articles that linked smoking with lung and other cancers. Philip Morris, and the other cigarette companies took notice and each began to market filtered cigarettes. The new Marlboro with a filtered end was launched in 1955. In the early 1960s Philip Morris invented "Marlboro Country" and distilled their manly imagery into the rugged cowboys known as the "Marlboro Men". The famous slogan used on radio and television during the mid-'60s was, "Come to where the flavor https://www.360docs.net/doc/159198046.html,e to MARLBORO COUNTRY", backed by Elmer Bernstein's theme from The Magnificent Seven.

?In the USA, in order to comply with new regulations prescribed by the Food and Drug Administration, Marlboro had until June 22, 2010 to rebrand tobacco products marketed as "Lights", "Ultra-Lights", "Medium", "Mild", or any similar designation that yields an impression that some tobacco products are comparatively safe.

?

?Functions & Effects of Advertising

?identifies products & differentiates them from others

?communicates product features & availability

?induces trial & repurchase

?stimulates product distribution

?increases product use

?builds brand value, preference & loyalty

?lowers overall costs as sales increase

?Exercises

? A. True or false

? 1. Advertising can be defined as an economic and social process.

? 2. One of the functions of advertising is to lower the overall cost of sales.

? 3. information advertising and persuasive advertising are two basic types of advertising.

? 4. In order to increase the sales of a product or services, advertisers should do their best to attract as many

people as possible when designing their campaign.

? 5. Advertisements appear on various media such as newspaper, magazines, television, radio and posters ? B. Multiple choice

? 1. Which of the following four statements is correct?

? A. Advertising is usually informative in nature.

? B. Advertising is usually free.

? C. Advertising has no identifiable sponsor.

? D. Advertising is nonpersonal communication.

? 2. Advertising messages typically use one of, or a blend of, the following three literary forms, which are___.

? A. comedy, drama, and nonfiction

? B. mystery, romance, and nonfiction

? C. demonstrative, narrative, and human-interest

? D. Narrative, autobiography, and drama.

?What do you think...

?How does advertising differ from public relations?

?What companies can you think of that are engaged in marketing warfare?

?Do you think consumers save money at stores that do no advertise?

?How do you believe advertising affects society in general?

第七章

I. Marketing Plan

II. Integrated Marketing Communications

?Concept Review

?______is the process of planning and executing the conception, pricing, promotion, and

distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.

? A. Exchange communication B. Marketing

? C. Advertising D. Sales promotion

?The ____ is the controllable elements of product, promotion, price, and place (distribution) which

are used to facilitate exchange in a marketplce.

? A. promotional mix B. IMC mix

? C. advertising mix D. marketing mix

?The central theme of the concept of ___ is that all of an organization's marketing and

promotional elements and activities communicate with its customers.

? A. the marketing mix B. exchange

? C. the promotional mix

? D. integrated marketing communication.

?Relationship between Promotion, Promotional Mix and IMC

?I. Marketing Planning Model

?THE S O S T A C MODEL

?Stage 1 Situation Analysis

?WHERE ARE WE NOW?

?How are we performing?

?What are our distinctive competitive (marketing) advantages?

?How effective is our Marketing Mix?

?Are we focusing on the best segments with the right type of customer? ⊙

?Are we using the most appropriate channels for communication and distribution?

?What uncontrollable event(s) or trend(s) can impact my business?

?Stage 2 Set Objectives

?WHERE DO WE WANT TO GO?

?Business Mission?

?Business Objectives?

?Marketing Objectives - Business Development?

?Marketing Communication Objectives? ⊕lxjustdoit.rmvb

?The SMART Test for Objectives

Make sure your objectives are practical and measurable.

Do they fit the following criteria?

Specific (with numbers)

Measurable (to monitor progress and confirm achievement)

Actionable (can we do it?)

Reasonable (realistically attainable)

Timed (incorporate deadlines)

?Stage 3 Strategy

?HOW DO WE GET THERE?

?Segmentation - How do we want to divide up the market?

?Targeting - Which segments of the market do we wish to focus upon? ⊙轻功男VS无聊女-耐克

广告.rm

?Positioning - How do we want to be perceived in each different target segment? ⊙NIKE WRITE

THE FUTURE - FULL LENGTH VERSION.rmvb

?Stage 4 Tactical Plan

?HOW DO WE IMPLEMENT THE STRATEGY?

?Which Communication Tools are we going to use? How are we going to use them?

?What message(s) do we wish to communicate? Are we being consistent across different tools

and messages?

?Do we have the necessary resources/budgets?

?Stage 5 Action Plan

?WHO, WHAT, WHEN?

?Who is going to do what?

?When are they going to do it?

?What is the resource allocation for the action?

?What are the key performance measurements?

?How is performance going to be recorded? ⊙NIKE广告之速度篇.wmv

?

Stage 6 Control

?KEEPING TRACK OF PROGRESS

?Do action performance measurements relate to objectives?

?Responsibility for measurement?

?Frequency of measurement?

?Resources for measurement?

?Review of measurements?

?Actions on variance?

?Three Types of

Marketing Planning Model

? 1. Top-down Marketing Planning Model

? 2. Bottom-up Marketing Planning Model

? 3. Integrated Marketing Communications (IMC)

?The Marketing Plan: Top-Down

?The Marketing Plan:

Bottom-Up

?II. Integrated Marketing Communications

?Definition: IMC is a concept that recognizes the added value in a program that integrates a

variety of strategic disciplines (for example, general advertising, direct response, sales promotion, and public relations) and combines these disciplines to provide clarity, consistency, and maximum communication impact.

?IMC—an important marketing trend

? 1. Nowadays, new media have proliferated and cost of competition has intensified. Sophisticated

marketers have searched for new ways to get more bang from their marketing communications buck.

? 2. The efficiencies of mass media are not what used to be. Consumers are more

sophisticated ,cynical, and distrusting than ever before.

? 3. In the long run, nourishing good customer relationships is far more important than making

simple exchanges.

?Participants of IMC

? 1. Advertisers or client are the key participants.

? 2.The advertising agency is an external organization.

? 3. Media organizations provide the advertiser with a channel for their communication.

? 4. Marketing communication specialist organizations provide services in specific areas o f

marketing communications.

? 5. Collateral services participants are those who provide a wide range of support services.

?IMC -- both a concept and a process

? 1. The concept of integration is "wholeness" and wholeness in communications creates synergy

- the principle benefit of IMC - because each element of communication each element of the communications mix reinforces the others for greater effect.

? 2. IMC is also a process in which communication becomes the driving, integrating force in the

marketing mix and throughout the organization. ⊙jordanxx2.wmv

?Wang-Schultz IMC planning model

?The Goal of All IMC

?An enhanced relationship with customers and other stakeholders, which leads t o stakeholders

loyalty and ultimately to brand equity品牌资产 . ⊙

?IMC macro model

?Advantage of IMC

?IMC, as a philosophic concept, dictates that all parties involved in the firm’s communications

efforts coordinates tp speak to target consumers with one voice, a unified message, and a consistent image.

?IMC provides greater consistency in marketing communication programs, reduces media waste,

and gives a company a competitive edge. ⊙just_did_it.wmv

?Tom Duncan identifies four distinct levels of integration that companies use:

? 1. Unified image: One look; one voice; strong brand image focus. KFC

? 2. Consistent voice: Consistent tune and look; coordinated messages to various audience

(customers, trade, suppliers, etc.). Pepsi⊙

? 3. Good listener: solicits two-way communications, enabling feedback through toll-free numbers,

surveys, trade shows, etc; focus on long-term relationships.

? 4. World-class citizen: Social, environmental consciousness; strong company culture; focus on

wider community.

?Saturn & Honda

?Who Moved the Cheese of ―Super Girls‖

? 2. 整合广告、传媒终端促销助推

?目标消费群体定位：12至24岁的女孩。

形象代言人：首届“超女”季军张含韵；

口号：“酸酸甜甜就是我”。

?营销策略：1. 五大主赛区:主攻的五大市场

2.促销方式:买6送1; ―超级女声‖夏令营.

? 3. 还要整合更多: 广告与促销已成为蒙牛最有杀伤力的营销手段，但整合营销是整合广告、促销、

渠道、生产、售后服务等各个环节的营销方式，关键在于各个环节之间的相互连接，在这些方面，蒙牛还有很多工作要做（孙一民）。⊙

?关注超女经济:1.3亿元搀和超女蒙牛断货

蒙牛借“超女”赚2.5亿

?湖南卫视：广告短信双丰收

?天娱公司超女品牌价值几个亿

?2007快男终极决战落幕陈楚生高票夺冠

?Exercises

? A. True or False

? 1. One of the reasons for the growing interest in integrated marketing communications is the fact

that consumers today are more sophisticated and distrusting than ever before.

? 2. Integrated Marketing Communications (IMC) is both a concept and a process.

? 3. IMC planning does not use an advertising plan.

? 4. IMC approach is to integrate the various communication functions in a strategic way.

? 5. Although its importance has been widely recognized, IMC is only taken by few marketers.

? B. Multiple Choice

? 1. ___ is the process of planning and executing the conception, pricing, promotion, and

distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives.

? A. Marketing B. Advertising

? C. Sales promotion D. Integrated Marketing Communications

? 2. The ___ is the controllable elements of product, promotion, price, and place (distribution)

which are used to facilitate exchange in a marketplace.

? A. promotional mix B. IMC mix

? C. advertising mix D. marketing mix

? 3. The central theme of the concept of ___ is that all of an organization’s marketing and

promotional elements and activities communicate with its customers.

? A. the marketing mix

? B. relationship marketing

? C. the promotional mix

? D. Integrated Marketing Communications

?U7 Customers

?Customers - the people or organizations who consume products and services.

?They fall into three general categories:

?Current customers - those who have already purchased something from a business and who may purchase on a regular basis

?Prospective customers - people about to make an exchange or are considering it.

?Centers of influence - customers, prospective customers or opinion leaders whose opinions and actions others respect. ⊙

?Marketing Process Participants:

Customers

?Customer Behavior: the Key to Advertising Strategy

?Advertisers need to understand what makes potential customers behave the way they do. Advertisers must study:

?Consumer behavior - the mental and emotional processes and the physical activities of people who purchase and use goods and services to satisfy particular needs and wants.

?Organizational buyers - the people who purchase products and services for use in business and government is also important.

?Consumer Benefits

?People do not buy products or services, they buy benefits.

?Hence we make purchases not for the products themselves, but for the benefits of the problems they solve or the opportunities they offer

– e.g., “always late” so a watch helps solve problem; has stopwatch feature so now can kee p track of “work out” times

?Consumer Benefits

?Consumer Choice and Shopping Behavior

?Why do people shop?

–Personal and social motives

?How do people shop?

–Shopping orientation: their style or way of shopping

?Choice decision during the shopping process:

–Which product to buy, how many, which brands to buy, which outlet to use, when to buy, how to pay, and other (should we buy extended warranty)?

–Steps in promoting a new product

?The first task in promoting any new product is to create awareness (perception) that the product exists. ?The second is to provide enough compelling information (learning and persuasion) about the product for prospective customers to make an informed decision. ⊙

?Finally, advertising needs to be persuasive enough to stimulate customers' desire (motivation) to satisfy their needs and wants by trying the product.

?Advertising's primary mission is to reach prospective customers and influence their awareness, attitudes,

and buying behavior. To do this, an advertiser must make the marketing communications process work efficiently.

?Personal processes

in consumer behavior

?Personal processes govern the way we discern raw data (stimuli) and translate them into feelings, thoughts, beliefs, and actions. These are the "perception," the "learning," and the "motivation" processes.

?Perception is the personalized way we sense, interpret, and comprehend stimuli.

?Stimulus is the physical data we receive through out senses.

?Cognition - the concept of comprehending the stimuli.

?Mental Files - We store memories in our minds according to a mental filing system.

?We rank files by importance, price, and quality features.

?We resist opening new files.

?We avoid filing new information that is inconsistent with what is already filed.

?Mental files drive the perceptual screens - a major challenge to advertisers.

?How consumers process information

?Learning

①is the mental process of memory, thinking and rational application of knowledge to practical problems.

②is a trial-and-error process.

?Persuasion is linked to learning and is a change of belief, attitude, or behavioral intention is caused by promotional communication.

?①Learning produces attitudes and interests.

?②Learning leads to habits and brand loyalty.

?③Learning defines needs and wants. ⊙

?Brand loyalty - the consumer's conscious or unconscious decision to repurchase a brand continually. It occurs because the consumer "perceives" the brand offers the right product features.

?Consumer Behavior:

Results of Learning

?The Consumer Motivation Process

?Motivation - the underlying drives that contribute to the individ ual…s purchasing actions stemming from the conscious or unconscious goal of satisfying our needs and wants.

?Needs - the basic, often-instinctive, human forces that motivate a person to do something.

?Wants - "needs" we learn during our lifetime.

?Maslow?s h ierarchy of needs

Motivation as a means of satisfying human needs

–Five types of needs:

?Physiological: food, water, sleep, exercise, sex

?Safety: security, shelter, normalcy in daily life

?Love and belongingness: affection and acceptance as part of a family or group

?Esteem or status: respect from others; need to feel competent, confident, important, and appreciated; self-respect

?Self-actualization: the need to realize one?s own potential, to achieve dreams and ambitions; hunger for knowledge and understanding; to do things for the sake of doing

them

?Interpersonal Influences

?Family Influence.

?Society's Influence: Societal Divisions; Reference Groups; Opinion Leaders. ⊙

?Culture and Subculture.

?Culture refers to the set of values, ideas, and attitudes that are accepted by a homogenous group of people and transmitted to the next generation.

?Subcultures

?Subculture - a segment within a culture that shares a set of meanings, values or activities that differ in certain respects from those of the overall culture.

?Subcultures tend to transfer their beliefs and values from generation to generation.

①geographic regions

②human characteristics such as age and ethnic background. ⊙

?Nonpersonal influences

?Time - all marketing activities must be planned with the consumer's time clock in mind e.g., when the timing is right for purchase.

?Place - marketers carefully weigh consumer demand when deciding where to build stores or offer their products.

?Environment - many environments (ecological, social, political, technical, economic, household, and point-of-sale location) can affect the purchase decision.

?Influences on

Consumer Behavior

?The purchase decision and postpurchase evaluation

?Evaluative criteria - the standards used to judge the features and benefits of alternative products. ?Postpurchase dissonance: It holds that people strive to justify their behavior by reducing the dissonance, or inconsistency, between their cognition (their perceptions or beliefs) and reality.

?Intelligent Consumer Behaviors

? 1. They seek reliable sources of information.

? 2. They maintain a healthy lifestyle.

? 3. They select practitioners with great care.

? 4. They undergo appropriate screening筛选tests and, when illness strikes, use self-care and professional care as needed.

? 5. They communicate effectively.

? 6. When a health problem arises, they take an active role in its management.

?7. They understand the logic of science and why scientific testing is needed to test and to determine which theories and practices are valid.

?8. They are wary of treatments that lack scientific support and a plausible rationale.

?9. They are familiar with the economic aspects of health care.

?10. They report frauds, quackery, and other wrongdoing to appropriate agencies and law enforcement officials.

?Exercises

? 1. Consumer behavior refers to the acts for consumers to buy and use economic goods and services.

? 2. It is of great value for advertisers to study behavior because such studies will enable them to find out their target groups and understand the consumer behavior of these groups in the marketplace.

? 1. Which of the following occurs during the first stage in the consumer decision making process?

? A. Internal search B. External search

? C. Problem Recognition D. Alternative evaluation

? 2. The three general categories of customers are___.

? A. need-driven, need-satisfied, and need-perceived customers

? B. need-satisfied, need-unfound, and need-unrealized customers

? C. exchange-driven, market-driven, and need-driven customers

? D. current customers, prospective customers, and centers of influence

?Unit 11

?Advertising Media

?Published media

?National daily newspapers

?Sunday newspapers

?Local and regional newspapers

?Consumer magazines

?Specialist magazines

?Trade and professional press

?Internet

?Visual and aural media

?Television (terrestrial and digital)?

?Radio

?Cinema?

?Billboards

?Transport

?Direct mailing

?Profiles of Media Types

?Choosing Among Major Media Types

?Media planning

?Media planning is the process of designing a strategic course of action that shows how advertising space and time can be used to present the message in order to achieve the advertiser’s goals.

?The purpose of media planning is to conceive, analyze, and select channels of communication that will direct advertising messages to the right people in the right place at the right time.

?Media planning involves many decisions:

?Where should you advertise?

?Which media vehicles should be used?

?When during the year should the advertising be concentrated?

?How often should we run the advertising?

?What are the opportunities for integrating media?

The goal of a media plan is to be efficient: to gain maximum exposure at minimum cost.

?As the complexity of the field increases, media decisions become more critical and clients more demanding.

?Advertisers want agencies to be more than efficient. They want creative and well-negotiated buys. ?

?Advertising agencies face challenges

? 1. Increasing media options.

?Today, there are more media to choose from, and each offers more choices.

?The "media menu" needs to include everything that carries a message to and/or from customers and other stakeholders. The proliferation of toll-free phone numbers, faxes, the Internet, and

company Web sites, make customers feedback easier and more immediate.

? 2. Increasing fragmentation of the audience: consumers are selective in choosing what particular articles to read, which cable or network TV shows they watch, and what radio programs they listen to. ⊙

? 3. Increasing costs –CPM (cost per thousand每千人成本) to each of the major media rose faster than inflation.

? 4. Increasing complexity in the media buying. A good media specialist must be an ―advertising generalist.‖

? 5. Increasing competition. ⊙

?The Media-Planning Framework

?Media planning is done early because media are how the customers make contact with the product.

?Developing a media plan involves the same process as marketing or advertising planning.

? 1. Review marketing and ad objectives.

? 2. Set measurable objectives that can be achieved by the media.

? 3. Determine a strategy to achieve the objectives.

? 4. Set down tactical details.

?Quantitative criteria for evaluating the media plan

? 1. cost per thousand (千人成本)

? 2. reach (到达率)

? 3. frequency (广告频度)

? 4. impressions (视听众暴露度)

? 5. gross rating points (毛评点).

?Audience reach

?Reach refers to the number of different people or households exposed at least once to an ad or campaign during a given period of time, usually four weeks.

?The term "effective reach" describes the quality of exposure. It measures the number or percentage of the audience who receive enough exposures for the message to have the desired effect.

?Exposure frequency

?Frequency refers to the number of times the same person or household is exposed to a message in a specified time span. It measures the intensity of a media schedule, based on repeated exposures to the message.

?Repetition is the key to memory. Effective frequency measures the average number o f times a person must see or hear a message before it becomes effective.

?Good media planning is both an art and a science.

?Effective reach describes the quality of the exposure, measuring the number or percentage of the audience who receive enough exposures to truly receive the message. Some researchers maintain three OTSs (opportunities-to-see) over a four-week period are necessary.??Effective frequency is the average number of times a person must see or hear a message before it becomes effective (between a minimum level that achieves awareness and a maximum level that becomes overexposure that leads to "wear-out" and irritates customers).?

?Advertisers develop media strategies by blending the elements of the media mix.

?Markets - the various targets of a media plan: trade and consumer

audiences; global, national, or regional audiences; or certain ethnic or socioeconomic groups.

?Money - how much money to budget and where to allocate funds.?

?Media - all communications vehicles available to a marketer

?Mechanics - the complex mechanics of advertising and nontraditional media.

?Methodology - the overall strategy of selecting and scheduling media vehicles to achieve the desired reach, freq uency and continuity objectives.?

?Reasons for using a mixed media

? 1. Reach people unavailable through only one medium

? 2. Provide repeat exposure in a less-expensive secondary medium after attaining optimum reach in the first.

? 3. Use the intrinsic value of an additional medium to extend creative effectiveness of the ad campaign.?

? 4. Deliver coupons in print media when the primary vehicle is broadcast.

? 5. Produce synergy, where the total effect appears to be gre ater than the sum of the parts.?

?Exercises

?I. True or False

? 1. most of newspaper advertising revenues come from local advertising.

? 2. As a means of reaching a mass audience, no other medium today has the unique creative capabilities of newspaper.

? 3. In advertising, media selection and scheduling are the only media decisions that advertisers should make.

? 4. Media planning should be integrated into the marketing decision process and involves many steps.

?II. Multiple choice

? 1. As an advertising medium, ___ is the greatest handicap of broadcast television.

? A. the absence of clutter.

? B. its lack of immediacy.

? C. its tendency to dull the impact of an ad.

? D. high cost of production and air time.

? 2. ___ advertising offers the lowest cost per exposure of any major advertising medium.

? A. Direct mail B. Print

? C. outdoor D. Broadcast

Unit 12 Public Relations

What is ―PR‖

Public Relations (PR) is the management function that focuses on the relationships and communications that individuals and organizations have with their constituent groups (called publics) for the purpose of creating mutual goodwill.

Every company or organization has relationships with groups of people affected by its actions: employees, customers, stockholders, competitors, suppliers, legislators, or community people. ⊙

difference between Advertising and PR

Advertising - reaches its audience through media for which the advertiser pays; advertising appears just as the advertiser designed it, with the advertiser's bias built in. Knowing this, the public views ads with some skepticism.

Public relations - is less precise and guaranteed than advertising because people receive public relations communications as new articles, editorial interviews, or feature stories after the messages have been edited - filtered -by the media. The public thinks PR comes from the medium and thus accepts and trusts PR more readily.

Six primary objectives of PR

1. Promoting goodwill. This is an image-building function. Industry events or community activities that reflect favorably on a film are highlighted. ?

2. Promoting a product or service. Press release or events that increase public awareness of a firm’s brands can be pursued through public relations ⊙2003Mobius Award\SEA.AVI

3. Preparing internal communications. Disseminating information and correcting misinformation within a firm can reduce the impact of rumors and increase employee support. ⊙2003Mobius Award\WATER.AVI

4. Counteracting negative publicity. This is the damage control function, not attempting to cover up negative events, but trying to prevent the negative publicity from damaging the company/ brand image. ⊙

5. Lobbying. It assists a firm in dealing with government officials and pending legislation.

6. Giving advice and counsel. Assisting management in determining what position to take on public issues, including preparing employees for public appearances, and helping management anticipate public reactions.

Integrating PR into Promotional Mix

1. Determine and evaluate public attitudes.

2. establish a PR plan.

a. define PR problems.

b. plan and program.

c. take action and communicate.

d. evaluate the program.

3. develop and executing the PR program.

⊙

Vehicles for PR program

Press releases. ⊙百度打击google.wmv

Feature stories. ⊙

Company newsletters.

Interview and press conferences.

Sponsored events.

Publicity. ⊙

Advertising and PR in the eyes of practitioners

Advertising professionals are sales or marketing oriented; tend to use advertising an d public relations as "good news" vehicles.

Public relations people view PR as a management discipline that encompasses a wide range of activities - marketing , advertising, investor relations, government affairs - that build relationships with all publics. To PR pros, public relations should be integrated "corporate" communications, which is certainly broader than what most people consider integrated "marketing" communications

When PR activities are used as a marketing tool, the term marketing public relations (MPR) is often used.

In an IMC program, advertising and MPR should be closely coordinated.

Values of MPR

1. Building marketplace excitement.

2. Creating advertising news.

3. Introducing a product. ⊙

4. Providing a value-added customer service.

5. Building brand-to-customer bonds. ⊙

6. Influencing the influentials.

7. Defending products at risk.

8. Giving consumers a reason to buy.

Advantages of PR

1. Credibility. The fact that the media are not being compensated for providing the information may lead receivers to consider the news more truthful and credible.⊙

2. Cost. In both absolute and relative terms, the cost of PR is very low, especially when th e possible effects are considered.

3. Avoidance of clutter. Because they are typically perceived as news items, PR messages are not subject to the clutter of ads. ⊙

4. Lead generation. Information about technological innovations, medical breakthroughs, and the results almost immediately in a multitude of inquires. These inquires may give the firm some quality sales leads.⊙

5. Ability to reach specific groups. Because some products appeal to only small market segment, it is not feasible to engage in advertising or promotion to reach them. In that case, PR works as the best way of communication.

6. Image building. Effective PR helps to develop a positive image for the organization, which serves to be an insurance against later misfortune.⊙

PR strategies

1. Proactive strategy: is dictated by marketing objectives, seeks to publicize a company and its brands and takes the offensive rather than the defensive.

2. Reactive strategy: is dictated by influences outside the control of a company, focuses on problems to be solved rather than opportunities, and require a company to take defensive measures.

What a PR professional do?

As a PR professional, your job is to get free publicity. You're responsible for getting the company's name out there with no hype, just news.

You'll be writing press releases, organizing news conferences and producing company newsletters. You'll even be a liaison between the media and your company.

a jack-of-all trade

public speaking, being interviewed on radio/TV, attending conferences, exhibitions and trade shows, arranging press launches, organizing opening days or visits to the plant and premises, coordinating studio and location photography and acting as the client's spokesperson.

You need to be >>>

You need to be a sponge. Make the most of your time and on-the-job training. Listen, observe and learn everything you can.

Be a grasshopper. You'll be handling several different projects at once so you have to be multi-task oriented. You have to give each project 100 percent of your attention without neglecting the other

projects.

Show your colors. Be a chameleon. You better like people. You'll be dealing with th em a lot. And you have to adapt to any situation and be open-minded at all times.

Learn how to dance. No, not literally. You must have energy and stamina. There will be many nights you're rundown and burning the midnight oil but you'll still have to keep that smile on your face.

Long live the king! You're the court jester. Nobody's calling you a fool, but you'll be the one generating ideas so be prepared to advise the king.

You don't need all of these traits but a little bit of each will be helpful.

Exercises I. True or False

1. Public relations communications is usually openly sponsored.

2. To be effective, publicity must be newsworthy.

3. The purpose of public relations is to favorably influence public opinion, build goodwill, and establish and maintain a satisfactory relationship for the organization.

4. The public relations function mainly engages in dealing with any negative events related to a firm’s activities.

?Unit 13. Advertising Agency

?

?The organizations in advertising

?Advertisers (or clients) - companies that advertise themselves and their products.

?Advertising agencies - companies that plan, create and prepare client's ad campaigns and promotional materials.

?Suppliers - includes the photographers, illustrators, printers, digital service bureaus, color film separators, video production houses, and others who assist both advertisers and agencies in preparing advertising materials. Also includes consultants, research firms, and other professional services that work with both advertisers and agencies.

?Media - companies that sell time (electronic media) and space (print media) to carry the advertiser's message to the target audience.

?Advertising Agencies

?Defined by American Association of Advertising Agencies (AAAA), an advertising agency is an independent organization of creative people and business people that specialize in developing and preparing marketing and advertising plans, advertisements, and other promotional tools.

?

The purpose of agencies is to:

?Interpret the public or target market.

?Analyze the product's present and potential market.?

?Formulate a plan to carry the advertiser' message to consumers, dealers, wholesalers, etc.

?Design and produce ads.?

?Contract for media space and time.

?Verify media insertions.

?Invoice for services and media used.

?Specialized Functions

?Two major categories

? 1. A full-service advertising agency supplies advertising services in all areas of communication

and promotion which includes planning, creating, and producing ads, performing research and selecting media. ?

?They also provide nonadvertising services such as packaging, public relations, sales promotion, annual reports, trade show exhibits, and sales training materials.

?They help their clients market internationally or globally as needed.?微软XBOX人生篇.wmv ? 2.Specialized service agencies

? a. Creative Boutiques that are organizations of creative specialists who work to produce fresh, distinctive ideas, but don’t provide the research, marketing, and sales expertise full-service agencies offer.?

? b. Media-Buying Services that are media specialists experienced in purchasing and packaging radio and television time, often at special discount rates.

? C. An Interactive agency specializes in digital page design for the World Wide Web and Internet.

⊙

?The in-house agency

(广告代理公司专属的)转包制作子公司

?Definition: the advertising department in a firm.

?Advantage: 1. greater coordination and control in all phases of a firm.

? 2. Save the money of communicating external agency.

?Limitations: 1. a lack of objectivity, thereby constraining the advertising execution.

? 2. may not match the breadth and depth of expertise available in an external agency.

?Agencies make money three ways

?Media commissions - typically 15% on any space or time purchased on behalf of the client is allowed by the media to be retained from the total payment by the client.媒体佣金?Markups(加价) - typically 17.65% is added onto the cost of outside services (type, photography, printing, etc.) purchased on behalf of clients. Today, many agencies find that markups fails to cover their costs of handling work (and they use markups of 20 or 25 %).

?Fees - the fee system:

?Fee-commission combination - combination of basic monthly fee and media commissions earned.

?Straight fee or retainer (律师费)method - agencies charge for all their services and credit any media commissions earned to the client.

?Incentive system - agency earns more if the campaign attains specific, agreed-on goals.奖励制度

?Noncommercial Ads

?The client-agency relationship

How agencies get clients

?Referrals推荐

?Presentations - informal or formal speculative业务陈述

?Networking and community relations

?Soliciting and advertising for new business

?Stages in the client-agency relationship

?Prerelationship stage - the period before the agency has been hired; the first-impression stage when all are on their best behavior, trying to get the business or get the best agency.

?Development stage- The honeymoon period immediately after the agency has been retained.

? 1.Rules are set and relationship established.

? 2.First taste of reality of relationship.

?Maintenance stage- Maintenance stage is the day-to-day working relationship.

?Termination stage -Period when all problems are tested which may or may not be resolved;

Irreconcilable difference may occur.

?Factors affecting the client-agency relationship

?Chemistry - between client and agency staffs.

?Communication - constant, open, honest communication vital to success. ⊙

?Conduct - what everyone in the relationship does - both the work process and the work product. ?Changes

? a. Personnel

? b. Competitive situation

? c. Environment?

?Exercises: I. True or False

? 1. The American Association of Advertising Agencies (AAAA) is a department of the Fed eral Trade Commission.

? 2. Agencies work for their clients, not for the media or suppliers.

? 3. An advertising agency must be independent of the advertiser and can be classified by their geographic scope, the range of services they offer, and the type of business they handle.

? 4. All advertising agencies can offer their clients a full range of marketing, communication, and promotion services.

? 2. Multiple Choice

? 1. Variables such as language, customs, tastes, values, and life styles are part of a country’s _________.

? A. cultural environment B. infrastructure

? C. regulatory environment D. demographic environment

? 2. Direct marketing agencies, sales promotion agencies, and public relations firms are examples of ___.

? A. different types of advertising agencies

? B. media organizations C. in-house agencies D. specialized marketing communication services.

? 3. which of the following is NOT one of the four stages of the agency / client relationship?

? A. Prerelationship B. Maturity

? C. Maintenance D. Develeopment

? 4. ____ are the liaison between the agency and the client.

? A. Management supervisors

? B. Interactive executives

? C. Account executives

? D. Relationship manager

? 5. The three ways for agencies to make money are ___.

? A. channel commissions, trade allowances, and markups.

? B. media commissions, markups, and markdowns.

? C. channel commissions, trade allowances, and media fees or retainers.

? D. media commissions, markups, and fees or retainers.

? 6. Many factors influence the client / agency relationship. Generally, they can be grouped into the four Cs. The four Cs are ____?

? A. chemistry, communication, conduct, and changes

? B. customer, communication, changes, and competition