[精选]Lecture3广告管理概览.pptx

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1、Advertising&SalesPromotionLecture3AdvertisingManagementOverviewAndCampaignPlanning7–1Shimpchapter7Yeshinchapters4to8Understandthemagnitudeofadvertisingandthepercentageofsalesrevenuecompaniesinvestinthismarcomtool.Appreciatethatadvertisingcanbeextraordinarilyeffectivebuttha

2、tthereisriskanduncertaintywheninvestinginthispractice.Recognizethevariousfunctionsthatadvertisingperforms.Exploretheadvertisingmanagementprocessfromtheperspectiveofclientsandtheiragencies.ChapterObjectivesAfterreadingthischapteryoushouldbeableto:©2010South-Western,apartofCen

3、gageLearning.Allrightsreserved.7–2Understandthefunctionsagenciesperformandhowtheyarecompensated.Exploretheissueofwheninvestinginadvertisingiswarrantedandwhendisinvestingisjustified.Examineadvertisingelasticityasameansforunderstandingthecontentionthat“strongadvertisingisadepo

4、sitinthebrandequitybank.”ChapterObjectives(cont’d)Afterreadingthischapteryoushouldbeableto:©2010South-Western,apartofCengageLearning.Allrightsreserved.7–3IsAdvertisingRocketScience?“Thetruthisthatadvertisingisharderthanrocketscience.It’snewswhenarocketlaunchfails.It’snewswhe

5、nanadcampaignlaunchsucceeds.”©2010South-Western,apartofCengageLearning.Allrightsreserved.7–4IntroductionAdvertisingDefinedApaid,mediatedformofcommunicationfromanidentifiablesource,designedtopersuadethereceivertotakesomeaction,noworinthefutureTypesofAdvertisingBusinesstoCons

6、umer(B2C)BusinesstoBusiness(B2B)©2010South-Western,apartofCengageLearning.Allrightsreserved.7–5©2010South-Western,apartofCengageLearning.Allrightsreserved.7–6Figure7.1ExampleoftheUseofHumorinB2BAdvertisingTheMagnitudeofAdvertisingthat’s$360,000,000,000!!!©2010South-Western,

7、apartofCengageLearning.Allrightsreserved.7–7UnitedStates:$294billion($1,000perperson)Global:$360billionUKAdSpendPatterns©2010South-Western,apartofCengageLearning.Allrightsreserved.7–8©2010South-Western,apartofCengageLearning.Allrightsreserved.7–9Table7.1Top20SpendersinU.S

8、Advertising,2006($million)TheMagnitudeofAdvertising(cont’d)Advertising-to-S