英文版广告学原理与实务课件2演示教学.ppt

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1、英文版广告学原理与实务课件2KeyPointsDefinetheroleofadvertisingwithinmarketingExplainhowthefourkeyconceptsinmarketingrelatetoadvertisingIdentifythekeyplayersinmarketingandhowtheorganizationoftheindustryaffectsadvertisingListandexplainthesixcriticalstepsinthemarketingprocessSum

2、marizethestructureoftheadvertisingagencyindustryAnalyzethechangesinthemarketingworldandwhattheyportendforadvertising2-2WhatisMarketing?Thewayaproductisdesigned,tested,produced,branded,packaged,priced,distributed,andpromoted2-3KeyConceptsinMarketingThemarketingcon

3、ceptExchangeBrandingAddedvalueMarketingshouldfocusfirstonidentifyingtheneedsandwantsofthecustomerTocompeteeffectively,marketersmustfocusonthecustomers’problemsandtrytodevelopproductstosolvethem2-4KeyConceptsinMarketingThemarketingconceptExchangeBrandingAddedvalue

4、TheactoftradingadesiredproductorservicetoreceivesomethingofvalueinreturnMoneyisexchangedforgoods2-5KeyConceptsinMarketingThemarketingconceptExchangeBrandingAddedvalueTheprocessofcreatingadistinctiveandspecialmeaningforaproductBrandequityisreputation,meaning,andva

5、luethatthebrandnameorsymbolhasacquiredovertime2-6KeyConceptsinMarketingThemarketingconceptExchangeBrandingAddedvalueAmarketingoradvertisingactivitymakesaproductmorevaluable,useful,orappealing2-7TheKeyPlayersandMarketsThemarketerSuppliersandvendorsDistributorsandr

6、etailersTheorganization,company,ormanufacturerproducingtheproductandofferingitforsaleTheadvertiserorclient(fromtheagency’spointofview)2-8TheKeyPlayersandMarketsThemarketerSuppliersandvendorsDistributorsandretailersOthercompaniesthatmanufacturethematerialsandingre

7、dientsusedinproducingtheproduct2-9TheKeyPlayersandMarketsThemarketerSuppliersandvendorsDistributorsandretailersVariouscompaniesthatareinvolvedinmovingaproductfromitsmanufacturertothebuyer2-10TypesofMarketsMarketWheretheexchangebetweenbuyerandsellertakesplaceApart

8、iculartypeofbuyerMarketshareThepercentageofthetotalmarketinaproductcategorythatbuysaparticularbrandConsumerBusiness-to-businessInstitutionalChannel2-11TypesofM