Chapter 19-Managing Advertising,Sales Promotion and Public Relations(ppt 20)英文

Objectives
Developing & Managing an Advertising Program
Deciding on Media & Measuring Effectiveness
Sales Promotion
Public Relations

Advertising Objectives
Specific Communication Task
Accomplished with a Specific Target Audience
During a Specific Period of Time

Advertising Budget Factors

Simplified Rating Sheet for Ads

Advertising Evaluation
Why the increase in Sales Promotion?
Growing retailer power
Declining brand loyalty
Increased promotional sensitivity
Brand proliferation
Fragmentation of consumer market
Short-term focus
Increased managerial accountability
Competition
Clutter

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