广告模型研究

广告模型讨论广告模型讨论amonamon © 2024 © 2024本专题讨论的重点不在于对浩繁的广告手段/方法的操作一一进行详尽阐述，而在于提供制定、实施、评估促销策略的思路。现代市场营销不仅要求企业开展适销对路的产品，制定吸引顾客的价格，改善物流 ，以使目标顾客易于猎取他们所需要的产品/效劳；而且更要求企业塑造/控制其市场/品牌形象，设计并传播包括企业文化理念、产品外观、特色、购置条件、功能效用等在内的各种信息，即进行促销与沟通活动。促销即促进销售。通过各种媒介和手段，在生产者和消费者之间进行信息沟通，使消费者能了解企业和了解企业的产品。促销的本质不是推销产品，而是信息沟通。图 1 传统的促销形式如上图，促销策略讨论对象传统上包括广告、销售促进、人员推销、公共关系等 4块。因此，促销的决策可分为三项：如何将 4 种促销方式进行最正确组合，或既定的促销费用如何在 4 种促销方式上进行分配，以取得最大的促销效果；如何选择促销方式及具体的促销手段或媒介；如何测度各种促销方案尤其是广告的效果。广 告广 告人员推销人员推销Any Paid Form of NonpersonalPresentation by an Identified Sponsor.Any Paid Form of NonpersonalPresentation by an Identified Sponsor.销售促进Short-term Incentives to Encourage Trial or Purchase.公共关系Protect and/or Promote Company’s Image/products.Personal Presentations.广 告广 告人员推销人员推销Any Paid Form of NonpersonalPresentation by an Identified Sponsor.Any Paid Form of NonpersonalPresentation by an Identified Sponsor.Any Paid Form of NonpersonalPresentation by an Identified Sponsor.Any Paid Form of NonpersonalPresentation by an Identified Sponsor.Any Paid Form of NonpersonalPresentation by an Identified Sponsor.Any Paid Form of NonpersonalPresentation by an Identified Sponsor.销售促进Short-term Incentives to Encourage Trial or Purchase.Short-term Incentives to Encourage Trial or Purchase.公共关系Protect and/or Promote Company’s Image/products.Protect and/or Promote Company’s Image/products.Personal Presentations.Personal Presentations.第四局部第四局部广告模型...