Advertising, Sales Advertising, Sales Promotion, & Public Promotion, & Public Relations Relations Chapter 17 Chapter 17
Dec 28, 2015
Advertising, Sales Promotion, Advertising, Sales Promotion, & Public Relations& Public Relations
Chapter 17Chapter 17
Advertising TypesAdvertising Types
Product Product AdvertisementsAdvertisements PioneeringPioneering CompetitiveCompetitive ReminderReminder
Institutional Institutional AdvertisementsAdvertisements Advocacy Advocacy Pioneering InstitutionalPioneering Institutional Competitive Competitive
InstitutionalInstitutional Reminder InstitutionalReminder Institutional
Source: http://www.mccannerickson.ie/tag/recession/
Developing the ProgramDeveloping the Program
Identifying the Target AudienceIdentifying the Target Audience Specifying Advertising ObjectivesSpecifying Advertising Objectives Setting the Advertising BudgetSetting the Advertising Budget Designing the AdvertisementDesigning the Advertisement
Types of appealsTypes of appeals Creating the MessageCreating the Message
Developing the ProgramDeveloping the Program Selecting the Right MediaSelecting the Right Media
Two goals of media selectionTwo goals of media selection Maximize ________Maximize ________ Minimize _________Minimize _________ ReachReach RatingRating Gross Rating PointsGross Rating Points
Developing the ProgramDeveloping the Program
Different mediaDifferent media TelevisionTelevision RadioRadio MagazinesMagazines
10.3% of global ad 10.3% of global ad spendingspending
NewspapersNewspapers Internet Internet
12.6% of global ad 12.6% of global ad spendingspending
AdvergamingAdvergaming OutdoorOutdoor Cell phonesCell phones
Source: http://donnygamble.com/mobile-marketing-advertising/
Developing the ProgramDeveloping the Program
Scheduling the AdvertisingScheduling the Advertising Three factorsThree factors
Buyer turnoverBuyer turnover Purchase frequencyPurchase frequency Forgetting rateForgetting rate
Three approachesThree approaches ContinuousContinuous FlightingFlighting PulsePulse
Executing the AdvertisingExecuting the Advertising
PretestingPretesting Portfolio testsPortfolio tests Jury testsJury tests Theater testsTheater tests
Carrying out the AdvertisingCarrying out the Advertising Full-service agencyFull-service agency Limited-service agencyLimited-service agency In-house agencyIn-house agency
Evaluating the AdvertisingEvaluating the Advertising
Posttesting the AdvertisingPosttesting the Advertising Aided recallAided recall Unaided recallUnaided recall Attitude testAttitude test Inquiry testInquiry test Sales testSales test
Making Needed ChangesMaking Needed Changes
Sales PromotionSales Promotion
$100 billion annually$100 billion annually Consumer-Oriented Consumer-Oriented
PromotionsPromotions CouponsCoupons DealsDeals PremiumsPremiums ContestsContests SweepstakesSweepstakes SamplesSamples Continuity programsContinuity programs Point-of-purchase displaysPoint-of-purchase displays RebatesRebates Product PlacementProduct Placement
Source: http:..www.creativemag.com
Source: kathysfastfoodtoys.com
Sales PromotionsSales Promotions
Trade-Oriented PromotionsTrade-Oriented Promotions Allowances and discountsAllowances and discounts Cooperative advertisingCooperative advertising Training of Distributors’ SalesforcesTraining of Distributors’ Salesforces
Public RelationsPublic Relations
Public relations toolsPublic relations tools New-product publicityNew-product publicity Consumer EducationConsumer Education SponsorshipsSponsorships Company websitesCompany websites
Publicity toolsPublicity tools News ReleaseNews Release News ConferenceNews Conference Public Service Public Service
AnnouncementsAnnouncements
Source: http://socialtimes.com