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Chapter 19-Managing Advertising,Sales Promotion and Public Relations(ppt 20)英文

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Chapter 19-Managing Advertising,Sales Promotion and Public Relations(ppt 20)英文内容简介

Objectives
Developing & Managing an Advertising Program
Deciding on Media & Measuring Effectiveness
Sales Promotion
Public Relations

Advertising Objectives
 Specific Communication Task
  Accomplished with a Specific Target Audience  
  During a Specific Period of Time

Advertising Budget Factors

 

Simplified Rating Sheet for Ads

Advertising Evaluation
Why the increase in Sales Promotion?
Growing retailer power
Declining brand loyalty
Increased promotional sensitivity
Brand proliferation
Fragmentation of consumer market
Short-term focus
Increased managerial accountability
Competition
Clutter


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