Post on 07-Feb-2018
1
_
2
3
/(product/brand advertising)
(pioneering advertising)
(primary demand) (competitive advertising)
(selective demand)
(institutional advertising)
4
(direct-response
advertisingDR Ad) (business-to-
business advertisingB2B Ad)
(public service advertising)
(advocacy advertising)
(co-op advertisingcooperative advertising)
5
(5M)
6
7
8
DVD Players
Avis vs. Hertz
DVD Players
(
80%3 )
9
-
AIDA AIETA
Attention
Interest
Desire
Action
(Awareness)
(Interest)
(Evaluation)
(Trial)
(Adoption)
---------------
---------------
10
11
(91-1231)
2030 DyDo
DyDo20 3010% 35%
20 30
203091-1231DyDo10%35%
12
Reach
Frequency
Impact
GRP
Gross Rating Point
WE
Weighted Exposures
x
x
13
(share of voice)
(share of voice)
14
(objective-and-task method)
1 2 3
1 2 3
15
16
()
(..) (TVDM...) (..) (When)
17
() (cost per thousand, CPM)
CPM1000
CPP CPP CPRPCost PER RATing Point)
CPRCPR
18
19
20
(
) 1. 2. 3. 4.
21
:
:
:
:
22
(1/2)
(advertising platform)
(unique selling proposition, USP)
23
(2/2)
24
25
26
()
Marlbolo
27
(slice of life) (teaser) shock
advertising
(testimonial) (celebrity
endorsement) (demonstration)
(product-as-hero)
28
(spokesperson)(endorser)
(attractiveness) (trustworthiness) (expertise)
29
XXL
30
31
32
(copy testing)
(1/4)
33
2/4
(direct rating)
(portfolio test)
(laboratory test)
34
3/4
(recall test)
(recognition test)
(unaided recall test)
(aided recall test)
35
4/4
1.
2.
36
37
The end Q & A
_ (5M) 7- (objective-and-task method)():(1/2)(2/2) () 29(1/4)2/4 3/4 4/4 37