英文版廣告學原理與實務課件2演示教學

1、英文版廣告學原理與實務課件2Key Points Define the role of advertising within marketing Explain how the four key concepts in marketing relate to advertising Identify the key players in marketing and how the organization of the industry affects advertising List and explain the six critical steps in the marketing pr

2、ocess Summarize the structure of the advertising agency industry Analyze the changes in the marketing world and what they portend for advertising What is Marketing? The way a product is designed, tested, produced, branded, packaged, priced, distributed, and promotedKey Concepts in Marketing The mark

3、eting concept Exchange Branding Added value Marketing should focus first on identifying the needs and wants of the customer To compete effectively, marketers must focus on the customers problems and try to develop products to solve themKey Concepts in Marketing The marketing concept Exchange Brandin

4、g Added value The act of trading a desired product or service to receive something of value in return Money is exchanged for goodsKey Concepts in Marketing The marketing concept Exchange Branding Added value The process of creating a distinctive and special meaning for a product Brand equity is repu

5、tation, meaning, and value that the brand name or symbol has acquired over timeKey Concepts in Marketing The marketing concept Exchange Branding Added value A marketing or advertising activity makes a product more valuable, useful, or appealingThe Key Players and Markets The marketer Suppliers and v

6、endors Distributors and retailers The organization, company, or manufacturer producing the product and offering it for sale The advertiser or client (from the agencys point of view)The Key Players and Markets The marketer Suppliers and vendors Distributors and retailers Other companies that manufact

7、ure the materials and ingredients used in producing the productThe Key Players and Markets The marketer Suppliers and vendors Distributors and retailers Various companies that are involved in moving a product from its manufacturer to the buyerTypes of Markets Market Where the exchange between buyer

8、and seller takes place A particular type of buyer Market share The percentage of the total market in a product category that buys a particular brandConsumerBusiness-to-businessInstitutionalChannelTypes of Markets Consumer Business-to-business (Industrial) Institutional ChannelThe Marketing ProcessCo

9、nduct research and develop a situation analysisSet objectives for the marketing effortAssess consumer needs and wantsDifferentiate and position the productDevelop the marketing mix strategyEvaluate the effectiveness of the strategyMarketing Mix Strategies Product Place Price Promotion The product is

10、 both the object of the advertising and the reason for marketing Product category A class of similar productsMarketing Mix Strategies Product Place Price Promotion The channels used in moving the product from manufacturer to buyerMarketing Mix Strategies Product Place Price Promotion Based on the co

11、st of making and marketing the product and on expected profit Customary PsychologicalMarketing Mix Strategies Product Place Price Promotion Use face-to-face contact between marketer and prospective customer Used to create immediate salesHow Agencies WorkFull-Service Agencies Include the four major s

12、taff functions Account management Creative services Media planning and buying Account planning Also have accounting, traffic, production, and HR departmentsSpecialized Agencies Specialize in certain functions, audiences, industries or markets Creative boutique Media-buying servicesHow Agencies WorkA

13、ccount Management Acts as a liaison between the client and the agency Responsible for interpreting the clients marketing strategyCreative Development People who write People who design ideas for ads and commercials People who convert these ideas into commercialsHow Agencies WorkMedia Planning/Buying

14、 Recommends to the client the most efficient means of delivering the message Responsible for buying, planning, and researchAccount Planning Gathers all information on the market and consumers and acts as the voice of the consumer Prepares comprehensive recommendationsHow Agencies WorkInternal Agency

15、 Services Traffic department Print production departmentRevenues and Profits Commission Fee RetainerInternational Marketing An international brand is available virtually anywhere in the world The shift requires new tools for advertisers, including one language, one control mechanism, and one strateg

16、ic plan The choice of an agency depends on the decision to standardize messages or localize them to accommodate local culturesThe Dynamics of Modern Marketing Integrated marketing All areas of the marketing mix work closely together to present the brand in a coherent and consistent way Relationship marketing Marketing