Kotler Keller ?????? 14? ?? ?? 18?. ?? ??????

Mar 31, 20152 likes1,523 views

Korea Institute of Marketing Education

1
????????
2015 ?????????? www.marketingkorea.org

2
Chapter 18.
Managing Mass
Communications: Advertising,
Sales Promotions, Events
and Experiences,
and Public Relations

3
Advertising
Sales Promotion
Event and Experience
Public Relations

6
? Objectives - Mission
? Advertising Budget - Money
? Advertising Campaign - Message
? Reach, Frequency, and Impact - Media
? Media Types and Vehicles - Media
? Media Timing and Allocation - Media
? Advertising Effectiveness - Measurement
Deciding on Advertising

7
? ?? ?? - Mission
? ?? ?? - Money
? ?? ??? - Message
? ???? ?? - Media
? ?? ??? ??? - Media
? ?? ???? ?? - Media
? ?? ?? ?? - Measurement
?? ????

8
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10
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? ???? ??
? ?? ?? ????
?? ????
[1] ?? ??

12
??? ??
? ??: Awareness
? ??: Knowledge
? ??: Liking
? ??: Preference
? ??: Conviction
? ??: Purchase

13
? ??? ? ???(??, ??)
? ????(??, ??, ??, ??)
? ???? ??(??)
? ?? ?? ????(??, ??)
?? ????
[1] ?? ??(??)

?? ????
[1] advertising objectives
Persuasive advertising
Reinforcement advertising
Informative advertising
Reminder advertising

15
?? ????
[1] ?? ??
??? ??
??????
??? ??
?? ??
Liking(??), preference(??),
conviction(??), and purchase(??) ??
???? ??
��?? ??? ??? ???��?? ??? ???
??? ??? ?? ??(??, ??)
??? ?? ??? ??

16
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19
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20
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21
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22
? ???(Reach): ?? ?? ?? ?? ? ? ??? ?
? ?? ??
? ??(Frequency): ?? ?? ?? ? ?? ?? ???
???? ???? ??
? ??(Impact): 1? ??? ?? ?? ??
?? ????
[4] ???? ??

23
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[4] ???? ??
? ??? ???? ???(??? ??)
? ???? ??? ?? ??? ???
? ??? ?? ???? ??? ? ?
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? ???? ???? ?? ?
?? ??? ????? ???(R)? ???? ??(F)? ?
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25
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[5] ?? ??? ???
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? TV
? DM
? ???
? ??
? ??

27
?? ????
[5] ?? ??? ???
? ???
? ??? ???? ??
? TV? ??? / SBS 8? ??? ???
? ??? ??? / ???? 1? 5? ??? ???
? ???? ??? / MBC ??????? ??? .

28
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29
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[6] ?? ???? ??
??? Concentration
??? Flighting
??? Pulsing
??? Continuity

30
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31
?? ????
[7] ?? ?? ??
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? ?????? ??: ??? ??, ??, ??
? ?? ??: ?? ?? .

33
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IncentiveReason
vs.
??? ??? ????? ????

34
??? ??? ????? ????
??: reason to buy
SP: reason to buy now

35
??? ????? ??
? Consumer promotion
? Trade promotion
? Sales force promotion

36
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37
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48
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57
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58
MPR? ??
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59
MPR??
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Kotler Keller ?????? 14? ?? ?? 18?. ?? ??????

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Kotler Keller ?????? 14? ?? ?? 18?. ?? ??????

1. 1 ???????? 2015 ?????????? www.marketingkorea.org

2. 2 Chapter 18. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

3. 3 Advertising Sales Promotion Event and Experience Public Relations

4. 4 ?? ??? ???? ???? ?? PR

5. 5 ??

6. 6 ? Objectives - Mission ? Advertising Budget - Money ? Advertising Campaign - Message ? Reach, Frequency, and Impact - Media ? Media Types and Vehicles - Media ? Media Timing and Allocation - Media ? Advertising Effectiveness - Measurement Deciding on Advertising

7. 7 ? ?? ?? - Mission ? ?? ?? - Money ? ?? ??? - Message ? ???? ?? - Media ? ?? ??? ??? - Media ? ?? ???? ?? - Media ? ?? ?? ?? - Measurement ?? ????

8. 8 ?? ?? ?? ?? ?? ??? ???? ?? ???? ? ??? ????? ? ?? ???? ??

9. 9

10. 10 ? ??? ? ??? ? ???? ? ???? ?? ? ?? ?? ???? ?? ???? [1] ?? ??

11. 11 ??? ??

12. 12 ??? ?? ? ??: Awareness ? ??: Knowledge ? ??: Liking ? ??: Preference ? ??: Conviction ? ??: Purchase

13. 13 ? ??? ? ???(??, ??) ? ????(??, ??, ??, ??) ? ???? ??(??) ? ?? ?? ????(??, ??) ?? ???? [1] ?? ??(??)

14. ?? ???? [1] advertising objectives Persuasive advertising Reinforcement advertising Informative advertising Reminder advertising

15. 15 ?? ???? [1] ?? ?? ??? ?? ?????? ??? ?? ?? ?? Liking(??), preference(??), conviction(??), and purchase(??) ?? ???? ?? ��?? ??? ??? ???��?? ??? ??? ??? ??? ?? ??(??, ??) ??? ?? ??? ??

16. 16 ?? ?? ?? ?? ?? ??? ???? ?? ???? ? ??? ????? ? ?? ???? ??

17. 17 ? ???? ?? ????? ? ?????? ??? ???? ????? ? ??? ????, ??? ??? ?? ??? ? ? ????? ? ?? ?? ???? ???? ???? ?? ? ?? ?? ????? ?? ???? [2] ?? ??

18. 18 ?? ???? [2] ?? ??

19. 19 ?? ?? ?? ?? ?? ??? ???? ?? ???? ? ??? ????? ? ?? ???? ??

20. 20 ? ??? ??? ?? ? ?????? ??? ?? ? ??? ??? ??(??, ??? ??) ?? ???? [3] ?? ???

21. 21 ?? ?? ?? ?? ?? ??? ???? ?? ???? ? ??? ????? ? ?? ???? ??

22. 22 ? ???(Reach): ?? ?? ?? ?? ? ? ??? ? ? ?? ?? ? ??(Frequency): ?? ?? ?? ? ?? ?? ??? ???? ???? ?? ? ??(Impact): 1? ??? ?? ?? ?? ?? ???? [4] ???? ??

23. 23 ?? ???? [4] ???? ?? ? ??? ???? ???(??? ??) ? ???? ??? ?? ??? ??? ? ??? ?? ???? ??? ? ? ? ??? ??? ???? ??? ? ? ???? ???? ?? ? ?? ??? ????? ???(R)? ???? ??(F)? ? ????

24. 24 ?? ?? ?? ?? ?? ??? ???? ?? ???? ? ??? ????? ? ?? ???? ??

25. 25 ? ?? ?? ?? ???? [5] ?? ??? ??? ? ????? ? ???? ? ??? ? ?? ? ??? ? ?? ? TV ? DM ? ??? ? ?? ? ??

26. 26

27. 27 ?? ???? [5] ?? ??? ??? ? ??? ? ??? ???? ?? ? TV? ??? / SBS 8? ??? ??? ? ??? ??? / ???? 1? 5? ??? ??? ? ???? ??? / MBC ??????? ??? .

28. 28 ?? ?? ?? ?? ?? ??? ???? ?? ???? ? ??? ????? ? ?? ???? ??

29. 29 ?? ???? [6] ?? ???? ?? ??? Concentration ??? Flighting ??? Pulsing ??? Continuity

30. 30 ?? ?? ?? ?? ?? ??? ???? ?? ???? ? ??? ????? ? ?? ???? ??

31. 31 ?? ???? [7] ?? ?? ?? ? ?? ?? ? ?????? ??: ??? ??, ??, ?? ? ?? ??: ?? ?? .

32. 32 ??? ???? Sales Promotion

33. 33 ?? ??? ???? IncentiveReason vs. ??? ??? ????? ????

34. 34 ??? ??? ????? ???? ??: reason to buy SP: reason to buy now

35. 35 ??? ????? ?? ? Consumer promotion ? Trade promotion ? Sales force promotion

36. 36 ??? ????? ?? ? ??? ???? ? ???? ????(????) ? ???? ? ?? ????(????)

37. 37 ??? ????? ?? ? ??? ????: ??, ??, ????, ?, ??, ??? ?, ????, ???, ????, ??? ??, ?? ?? ? ? ???? ????: ??? ??, ??? ??, ???? ? ???? ? ?? ????: ???, ??????, ??? ? ??

38. 38 ??? ????? ?? ? ??? ???? ???? ? ????? ?? ????? ? ??? ??? ??? ?? ?? ? ???? ??? ???? ???? ?? ?? ?

39. 39 ??? ????? ?? ? ??? ???? ???? ? ??? ?? ? ???? ?? ??? ? ???? ??? ?? ?? ? ?? ??? ??? ? ???? ?? ?? ??? ???? ?? ?? ??? ??? ??

40. 40 ??? ????? ?? ? ??? ??? ?? ? ?? ??? ?? ? ??? ???, ?? ??? ?? ? ??? ??? ??? ??

41. 41 ???? ??

42. 42

43. 43 ???? ?? ? ?? ????? ??????? ?? ? ? ?? ?? ? ??? ?? ? ? ?? ? ??? ??? ?? ?? ? ?? ??? ?? ? (????) ??? ?? ?? ? ??? ?? ??? ?? ??? ?? ? ??? ??? ??? ? ??? ??? ????? ?

44. 44

45. 45

46. 46

47. 47

48. 48 ???? ? ????? ???? ??? ?? 2~3? ? ??? ??? ????? ?

49. 49

50. 50

51. 51

52. 52 ?? ? ???? ?? ??? ?? ? ???? ??? ?? ??? ???? ? ? ??? ?? ???? ?? ? ??? ??? ?? ??? ???

53. 53

54. 54

55. 55 PR