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© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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Text of © 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

PowerPoint PresentationADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS
WHAT’S THE FUTURE OF ADVERTISING? THE
ANSWER IS PERSONAL!
Product Advertisements
Institutional Advertisements
DEVELOPING THE
ADVERTISING PROGRAM
DEVELOPING THE
ADVERTISING PROGRAM
DEVELOPING THE
ADVERTISING PROGRAM
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
U.S. advertising expenditures,
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
DEVELOPING THE
ADVERTISING PROGRAM
Basic Terms
The language of the media buyer
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
DEVELOPING THE
ADVERTISING PROGRAM
DEVELOPING THE
ADVERTISING PROGRAM
Advantages and disadvantages of
DEVELOPING THE
ADVERTISING PROGRAM
EXECUTING THE
ADVERTISING PROGRAM
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Alternative structures of advertising agencies used to carry out the advertising program
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
EXECUTING THE
ADVERTISING PROGRAM
Full-service agency
Limited-service agencies
In-house agencies
EVALUATING THE
ADVERTISING PROGRAM
Consumer-Oriented Sales Promotion
Consumer-Oriented Sales Promotion
Sales promotion alternatives
Trade-Oriented Sales Promotions
Allowances and Discounts
SALES PROMOTION
Publicity Tools
PUBLIC RELATIONS
INCREASING THE VALUE
Advertising
Any paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor.
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Product Advertisements
Advertisements that focus on selling a good or service and take three forms: (1) pioneering (or informational), (2) competitive (or persuasive), and (3) reminder.
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Institutional Advertisements
Advertisements designed to build goodwill or an image for an organization, rather than promote a specific good or service.
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Reach
The number of people or households exposed to an advertisement.
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Rating
The percentage of households in a market that are tuned to a particular TV show or radio station.
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Frequency
The average number of times a person in the target audience is exposed to a message or advertisement.
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Gross Rating Points
A reference number for advertisers, created by multiplying reach (expressed as a percentage of the total market) by frequency.
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Cost per Thousand
The cost of reaching 1,000 individuals or households with an advertising message in a given medium.
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Infomercials
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Pretests
Tests conducted before an advertisement is placed to determine whether it communicates the intended message or to select among alternative versions of an advertisement.
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Full-Service Agency
An advertising agency providing the most complete range of services, including market research, media selection, copy development, artwork, and production.
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Limited-Service Agencies
Specializes in one aspect of the advertising process such as providing creative services to develop the advertising copy or buying previously unpurchased media space.
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In-House Agencies
A company’s own advertising staff, which may provide full services or a limited range of services.
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Posttests
Tests conducted after an advertisement has been shown to the target audience to determine whether it has accomplished its intended purpose.
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Consumer-Oriented
Sales Promotions
Sales tools used to support a company’s advertising and personal selling efforts directed to ultimate consumers, examples include coupons, sweepstakes, and samples.
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Product Placement
Using a brand-name product in a movie, television show, video, or a commercial for another product.
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Trade-Oriented
Sales Promotions
Sales tools used to support a company’s advertising and personal selling efforts directed to wholesalers, distributors, or retailers.
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Cooperative Advertising
Advertising programs by which a manufacturer pays a percentage of the retailer’s local advertising expense for advertising the manufacturer’s products.
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Publicity Tools
Methods of obtaining nonpersonal presentation of an organization, good, or service without direct cost.
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