
科特勒营销管理29ppt课件.ppt
15页Objectives7Developing&ManaginganAdvertisingProgramDecidingonMedia&MeasuringEffectivenessSalesPromotionEJ旦】EEPerausaiveAivertisingBuiizSciectivsDemandEMarketShare&ConsumerBaseCompetition&CaAdvertisingFrequencyETelevisionHighabsolutecostsilessaudienceselectDirectMailAudienceselectivity;"exib"‖r'noadcompe-巳tiionwithinsamemediumiallowspersonalizationRelativehighcosti“junkmail“imageuMagazinesHihpeocaohicand【_^m^苇raph『selactivyity「ity「eF“CdLcion;Longadpurchaseleadtime;wastecirculation;noguaranteeofpositionFlexibility;highrepeatexposure;lowcost;lowmessagecompetitionLitteaudienceselectivity;creativeEutheTargetMarket「sAttentionandInterestfypicalTechnicalMessageExpertiseExecutions【y_esPersonalitySymbol-Musical丨E一czoo0PenicehialCommunicationEffectsSalesEffectslstheAdCommunicatingWell2lstheAdIncreasingSales?czoo0PrenicehialWhytheincreaseinSalesPromotion?EDecliningbrandloyaltyssBrandproliferationFragmentationofconsumermarketReaT国1CompetitionClutteraaa3aELong-TermPromotionalAllocationR._一-亏'′.I“TradePromo口610上08一0L20什Cons.Promo005100EE9294“1996YeareoopeeialCoXDirect19thAnnualSurveyofPromotionalPracticesChannelsofSalesPromotionsMANUF4CTUREREaRETAILERPromotionsFetaiPromotionsaECONSUWERE。












