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