2018-3-9 广告与整合品牌营销 The World of Advertising and Integrated brand Promotion (1) 主讲人:沈涵博士 复旦大学旅游学系 Learning objectives 学习目标 Know what advertising and integrated brand promotion(IBP) are and what they can do 了解什么是广告和整合品牌营销以及他们能够用来做什么 Discuss a basic model of communication 讨论一个关于传播的基本模型 Describe the different ways of classifying audiences for advertising and IBP 讨论关于广告和整合品牌营销的受众分类的不同方法 Understand advertising as a business process 了解作为一个业务流程的广告 Understand the various types of advertisin 理解不同的广告类型
2018-3-9 1 1 The World of Advertising and Integrated Brand Promotion （1） 广告与整合品牌营销 I 主讲人：沈涵 博士 复旦大学旅游学系 Learning Objectives 学习目标 • Know what advertising and integrated brand promotion (IBP) are and what they can do 了解什么是广告和整合品牌营销以及他们能够用来做什么 • Discuss a basic model of communication 讨论一个关于传播的基本模型 • Describe the different ways of classifying audiences for advertising and IBP 讨论关于广告和整合品牌营销的受众分类的不同方法 • Understand advertising as a business process 了解作为一个业务流程的广告 • Understand the various types of advertising 理解不同的广告类型 2
2018-3-9 Consumer preferences and new technologies are reshaping the communication environment 消费者偏好和新技术重塑传播环境 Acupuncture marketing -Where one goes narrow and deep with your messages 灸营销一-聚焦和深入挖掘信息 Mobile marketing: Communicating with target markets through mobile devices like smartphones or iPad or Surface tablet devices ·移动营销-和目标市场通过移动设备像智能手机、iPad Surface平板设备进行沟通 old media/New media传统媒体新媒体 New media does not change the purpose of advertising and IBP 新媒体没有改变广告和BP的目标 ·关于品牌的高效传播 Firms of all sizes use advertising and IBP to build brand 所有公司都采用广告和BP建构品牌 Consumers' emphasis on brands has increased 消费者对品牌越来越重视
2018-3-9 2 The New World of Advertising and Integrated Brand Promotion (IBP) 广告和整合品牌营销新观 • Consumer preferences and new technologies are reshaping the communication environment 消费者偏好和新技术重塑传播环境 • Acupuncture marketing - Where one goes narrow and deep with your messages • 针灸营销 – 聚焦和深入挖掘信息 • Mobile marketing: Communicating with target markets through mobile devices like smartphones or iPad or Surface tablet devices • 移动营销 – 和目标市场通过移动设备像智能手机、iPad or Surface平板设备进行沟通 3 Old Media/New Media传统媒体/新媒体 • New media does not change the purpose of advertising and IBP • 新媒体没有改变广告和IBP的目标 • Communicating effectively about the brand • 关于品牌的高效传播 • Firms of all sizes use advertising and IBP to build brands • 所有公司都采用广告和IBP建构品牌 • Consumers’ emphasis on brands has increased • 消费者对品牌越来越重视 4
2018-3-9 Advertising告 Paid, mass-mediated attempt to persuade 有偿大规模中介劝服性 Essentials for advertising告的要素 Paid-If a communication is not paid for, it's not advertising 有偿如果某种传播是免费就不是广告 Client or sponsor: company or organization that pays for advertising 客户或者赞助商支付广告的公司或组织 Mass mediated- Delivering through a medium designed to reach a large number of people 中介通过一种中介将信息传播给大量人群 Attempting to persuade Communications designed to get someone to do something 说服性-让某人做某事的传播方式 Integrated Brand Promotions整合品牌营销 Process of using a wide range of promotional tools working together to create widespread brand 使用大量的营销工具制造品牌曝光 Uses a wide ranges of tools使吏用各种工具 Advertising in mass media大众媒体上打广告 Sales promotions促销 Point-of-purchase materials售点材料 Direct marketing直接营销 Personal selling人员推销 Internet advertising网络广
2018-3-9 3 Advertising广告 Paid, mass-mediated attempt to persuade 有偿,大规模中介,劝服性 Essentials for advertising广告的要素 • Paid - If a communication is not paid for, it’s not advertising • 有偿-如果某种传播是免费,就不是广告 • Client or sponsor: company or organization that pays for advertising • 客户或者赞助商: 支付广告的公司或组织 • Mass mediated - Delivering through a medium designed to reach a large number of people • 中介-通过一种中介将信息传播给大量人群 • Attempting to persuade - Communications designed to get someone to do something • 说服性 – 让某人做某事的传播方式 5 Integrated Brand Promotions整合品牌营销 Process of using a wide range of promotional tools working together to create widespread brand exposure 使用大量的营销工具制造品牌曝光 •Uses a wide ranges of tools使用各种工具 • Advertising in mass media大众媒体上打广告 • Sales promotions促销 • Point-of-purchase materials售点材料 • Direct marketing直接营销 • Personal selling人员推销 • Internet advertising网络广告 6
2018-3-9 ntegrated Brand promotions整合品牌营销 Social networks/blog社交网络博客 Event sponsorship活动赞助 Branded entertainment娱乐营销 Outdoor signage户外看板 Billboards, transit, and aerial advertising告牌、传播和空中广告 Public relation公共关系 nfluencer marketing影响者营销 Corporate advertising公司形象广告 案例分析: sooth valentines day
2018-3-9 4 Integrated Brand Promotions整合品牌营销 • Social networks/blogs社交网络/博客 • Podcasting/smartphone messaging播客/手机短信 • Event sponsorship活动赞助 • Branded entertainment娱乐营销 • Outdoor signage户外看板 • Billboards, transit, and aerial advertising广告牌、传播和空中广告 • Public relations公共关系 • Influencer marketing影响者营销 • Corporate advertising公司形象广告 7
2018-3-9 Distinctions within advertising广告定义区分 Advertisement: Specific message that an organization has created to persuade audience 广告:某一组织创建的用来说服受众的特殊信息 Advertising campaig Series of coordinated advertisements that communicat a reasonably cohesive and integrated theme about a brand 广告活动:为了传播贴合某一品牌形象的整合主题的系列广告 Advertising as a Communication Process 作为一个传播过程的广告 Model of mass-mediated communication ·中介的传播模型 Occurs not face-to-face but through a medium 通过媒介传递而不是面对面 构成要素 Production- By the sender of a m 产者信息的发送者 Reception- By the receiver of a message 接收者信息的接收者 Accommodation and negotiation- Lie between the production and reception phases 适应和谈判位于生产者和接收者之间
2018-3-9 5 • Advertisement: Specific message that an organization has created to persuade an audience • 广告：某一组织创建的用来说服受众的特殊信息 • Advertising campaign: Series of coordinated advertisements that communicate a reasonably cohesive and integrated theme about a brand • 广告活动：为了传播贴合某一品牌形象的整合主题的系列广告 Advertising as a CommunicationProcess 作为一个传播过程的广告 • Model of mass-mediated communication • 中介的传播模型 • Occurs not face-to-face but through a medium • 通过媒介传递而不是面对面 • Components • 构成要素 • Production - By the sender of a message • 生产者-信息的发送者 • Reception - By the receiver of a message • 接收者-信息的接收者 • Accommodation and negotiation - Lie between the production and reception phases • 适应和谈判-位于生产者和接收者之间 10