Dr. Hurrem Yilmaz

ADVERTISING, SALES PROMOTION,

ANDPUBLIC RELATIONS

CHAPTER

1515

Dr. Hurrem Yilmaz

• Product Advertisements

• Institutional Advertisements

TYPES OF ADVERTISEMENTS

Dr. Hurrem Yilmaz

• Designing the Advertisement• Message Appeal- information and persuasive

content in the form of an appeal

• Message Content

DEVELOPING THE ADVERTISING PROGRAM

Dr. Hurrem Yilmaz

DEVELOPING THE ADVERTISING PROGRAM

• Basic Terms Reach Rating Frequency Gross Rating Points Cost Per Thousand

Dr. Hurrem Yilmaz

• Scheduling the Advertising

CONTINUOUS

FLIGHTING

PULSE

DEVELOPING THE ADVERTISING PROGRAM

Dr. Hurrem Yilmaz

•News Release

•News Conference

•Public Service Announcements (PSAs)

Publicity Tools

Dr. Hurrem Yilmaz

Sales Promotion Tools

• Coupons encourage trial but more expensive than face value

• Deals respond to competitor action but reduce perceived value

• Premiums offer additional merchandise but consumers may be purchasing only for the premium

• Contests create involvement but require creative thinking

• Sweepstakes are popular and substantially regulated

• Samples are expensive

• Loyalty programs encourage repeat purchase but expensive to run

• Displays provide visibility but difficult to place in retail space

• Rebates simulate demand but are easily copied

• Product Placement provides positive message in a noncommercial setting but is difficult to control

Dr. Hurrem Yilmaz

• Pretesting the Advertising• Portfolio Tests• Jury Tests• Theater Tests

EXECUTING THE ADVERTISING PROGRAM

Dr. Hurrem Yilmaz

• Posttesting the Advertising• Aided Recall (Recognition-Readership)• Unaided Recall• Attitude Tests• Inquiry Tests• Sales Tests

EVALUATING THE ADVERTISING PROGRAM