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Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
Chap15 econ 161
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Chap15 econ 161

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  • Transcript

    • 1. Chapter 15 Advertising, Sales Promotion, and Public Relations
    • 2. Learning Goals
      • Know the major decisions involved in developing an advertising program.
      • Learn how sales promotion campaigns are developed and implemented.
      • Learn how companies use public relations to communicate with their publics.
      • Understand the roles of advertising, sales promotion, and public relations in the promotion mix.
    • 3.
      • Located in Coconut Grove, FL
      • Winners of several creative awards
      • Known for guerrilla tactics, unconventional media and holistic marketing strategies
      • Often suggests changes in the client’s procedures, products and processes to enhance brand image
      • Clients include Virgin Airline, MINI cars, Ikea furniture, Molson beer, Truth and Burger King
      Case Study Crispin Porter & Bogusky 15 -
    • 4. Learning Goals
      • Know the major decisions involved in developing an advertising program.
      • Learn how sales promotion campaigns are developed and implemented.
      • Learn how companies use public relations to communicate with their publics.
      • Understand the roles of advertising, sales promotion, and public relations in the promotion mix.
    • 5. Definition
      • Advertising
        • Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
    • 6. Advertising
      • Signage in ancient times offers evidence of early advertising.
      • Modern ad spending tops $245 billion in U.S. annually, $498 billion worldwide.
      • Business firms, not-for-profit, social agencies, and professionals all advertise.
    • 7. Major Advertising Decisions Figure 15.1 15 -
    • 8. Advertising
      • Setting objectives
      • Setting the budget
      • Developing the advertising strategy
      • Evaluating advertising campaigns
      • Advertising objectives can be classified by primary purpose:
        • Inform
          • Introducing new products
        • Persuade
          • Becomes more important as competition increases
          • Comparative advertising
        • Remind
          • Most important for mature products
      Key Decisions
    • 9.
      • Kleenex is a well-known brand. The purpose of this ad is to remind the consumer.
      Marketing in Action 15 -
    • 10. Advertising
      • Setting objectives
      • Setting the budget
      • Developing the advertising strategy
      • Evaluating advertising campaigns
      • Methods of budget setting were listed in chapter 14
      • Several factors should be considered when setting the ad budget:
        • Stage in the PLC
        • Market share
        • Level of competition
        • Ad clutter
        • Degree of brand differentiation
      Key Decisions
    • 11. Setting the Budget
      • What factors must this company consider when setting its budget?
      Marketing in Action Click on image of Website for Product Description 15 -
    • 12. Advertising
      • Setting objectives
      • Setting the budget
      • Developing the advertising strategy
      • Evaluating advertising campaigns
      • Creative challenges
        • Advertising clutter
        • TiVo and PVR’s
      • Creating ad messages
        • Message strategy
          • Creative concept or Big Idea
          • Advertising appeal
        • Message execution
          • Many execution styles
          • Tone, format, illustration, headline, copy
      Key Decisions
    • 13. Advertising
      • Slice of Life
      • Lifestyle
      • Fantasy
      • Mood or Image
      • Musical
      • Personality Symbol
      • Technical Expertise
      • Scientific Evidence
      Creative Execution Styles
      • Testimonial Evidence or Endorsement
    • 14. A Fantasy and Slice of Life Executional Style Marketing in Action 15 -
    • 15. Advertising
      • Setting objectives
      • Setting the budget
      • Developing the advertising strategy
      • Evaluating advertising campaigns
      • Select advertising media
        • Decide on level of reach, frequency and impact
        • Choose among the major media types by considering:
          • Consumer media habits, nature of the product, types of messages, and costs
        • Select specific media vehicles
        • Decide on media timing
      Key Decisions
    • 16. Advertising
      • Newspapers
      • Television
      • Direct Mail
      • Radio
      • Magazines
      • Outdoor
      Major Media Types
      • Internet
    • 17. Media Selection
      • What media types make sense for Segway Scooters? Why?
      Marketing in Action 15 -
    • 18. Advertising
      • Setting objectives
      • Setting the budget
      • Developing the advertising strategy
      • Evaluating advertising campaigns
      • Measuring communications effect
        • Copy testing
      • Measuring sales effect
        • Compare past sales with past advertising expenditures
        • Experiments
      Key Decisions
    • 19. Evaluating Advertising
      • L.L. Bean is evaluating the different elements of the marketing mix to determine which led to this website visit
      Marketing in Action 15 -
    • 20. Measuring Online Advertising Effectiveness
      • Concerns are growing regarding the effectiveness of television, especially with the rise of TiVo.
      • While the overall Ad Industry grows at about 8% per year, Internet advertising is growing by 29%.
      • The effectiveness of ads on television are difficult to measure, as opposed to the Internet where feedback is instant and the customers leave trails.
      Marketing in Action Source: Advertising Age 15 -
    • 21.
      • Web tracking software enables marketers to analyze the effectiveness of their online efforts.
      • WebTrends is one of many companies whose products provide web analytics to optimize your marketing and advertising campaigns.
      Marketing in Action Measuring Online Advertising Effectiveness Click on report to visit website 15 -
    • 22. Advertising
      • Organizing the Advertising Function
        • Small vs. large companies
        • Nature of advertising agencies
          • Advantages of advertising agencies
          • Consolidation and growth of agencies
          • Creative boutiques
    • 23. Advertising
      • Advertising to International Markets
        • Standardizing worldwide advertising
          • Advantages include lower advertising costs, greater global advertising coordination, and consistent global image
          • Drawbacks include ignoring differences in culture, demographics, and economic conditions
        • Most marketers think globally but act locally
    • 24. Learning Goals
      • Know the major decisions involved in developing an advertising program.
      • Learn how sales promotion campaigns are developed and implemented.
      • Learn how companies use public relations to communicate with their publics.
      • Understand the roles of advertising, sales promotion, and public relations in the promotion mix.
    • 25. Definition
      • Sales Promotion
        • Sales promotions are short-term incentives to encourage the purchase or sale of a product or service.
    • 26. Sales Promotion
      • Sales Promotions
        • Can be targeted at final buyers, retailers and wholesalers, business customers, and members of the sales force.
        • The use of sales promotions has been growing rapidly.
        • 78% are to the trade with 22% to end consumers
    • 27. Sales Promotion
      • Objectives -- Consumer Promotions:
        • Increase short-term sales or long-term market share
        • Generate product trial
      • Objectives -- Trade Promotions:
        • Obtaining distribution and shelf space
        • Encouraging retailers to advertise the brand
      • Objectives -- Sales Force Promotions:
        • Signing up new accounts
    • 28. Sales Promotion
      • Samples
      • Coupons
      • Cash Refunds (Rebates)
      • Price packs (cents-off deals)
      • Advertising Specialties
      • Premiums
      • Patronage Rewards
      • Point-of-Purchase Communications
      • Contests, Games, and Sweepstakes
      Consumer Promotion Tools
    • 29. Sales Promotion
      • This print ad is combined with a consumer sales promotion
      Marketing in Action 15 -
    • 30. Sales Promotion
      • Trade Promotion Tools
        • Discounts (also called price-off, off-list, and off-invoice)
        • Allowances
          • Advertising allowances
          • Display allowances
        • Free goods
        • Push money
        • Specialty advertising items
    • 31. Sales Promotion
      • Business Promotion Tools
        • Includes many of the same tools used in consumer and trade promotions
        • Two additional tools:
          • Conventions and trade shows
          • Sales contests
    • 32. Sales Promotion
      • Key Decisions When Developing the Sales Promotion Program:
        • Size of the incentive
        • Conditions for participation
        • Promotion and distribution of the actual sales promotion program
        • Length of the promotional program
        • Evaluation
    • 33. Learning Goals
      • Know the major decisions involved in developing an advertising program.
      • Learn how sales promotion campaigns are developed and implemented.
      • Learn how companies use public relations to communicate with their publics.
      • Understand the roles of advertising, sales promotion, and public relations in the promotion mix.
    • 34. Definition
      • Public Relations:
        • Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.
    • 35. Press Releases are Important for Public Safety Concerns Marketing in Action The News Reports The P.R. Response 15 -
    • 36. Public Relations
      • Press Relations
      • Product Publicity
      • Public Affairs
      • Lobbying
      • Investor Relations
      • Development
      Public Relations Functions
    • 37. Public Relations
      • Role and Impact of Public Relations
        • Strong impact on public awareness at lower cost than advertising
        • Greater credibility than advertising
        • Publicity is often underused
        • Good public relations can be a powerful brand-building tool
    • 38. Public Relations
      • News
      • Speeches
      • Buzz Marketing
      • Corporate Identity Materials
      • Mobile Marketing
      • Special Events
      • Written Materials
      • Audiovisual Materials
      • Public Service Activities
      • Internet
      Public Relations Tools
    • 39. Public Relations
      • From pizza to doctors, many magazines and websites publish “Best of” lists.
      Marketing in Action 15 -
    • 40. Learning Goals
      • Know the major decisions involved in developing an advertising program.
      • Learn how sales promotion campaigns are developed and implemented.
      • Learn how companies use public relations to communicate with their publics.
      • Understand the roles of advertising, sales promotion, and public relations in the promotion mix.

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