Advertising, Sales Promotion, & Public Relations


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Advertising, Sales Promotion, & Public Relations

  1. 1. Integrated Marketing Communication: Advertising, Sales Promotion, and Public Relations 12
  2. 2. Integrated Marketing Communication
  3. 3. Push vs. Pull Promotion Strategy
  4. 4. Major Decisions in Advertising
  5. 5. Developing Advertising Strategy <ul><li>Consists of two major elements: </li></ul><ul><ul><li>Creating advertising messages </li></ul></ul><ul><ul><li>Selecting advertising media </li></ul></ul>
  6. 6. Comparative Advertising Progresso makes side-by-side comparisons of its soup versus Campbell’s, inviting consumers to “Enjoy a better soup…with a more adult taste.”
  7. 7. Message Execution Slice of Life Lifestyle Fantasy Mood or Image Musical Personality Symbol Technical Expertise Scientific Evidence Testimonial Evidence or Endorsement Typical Approaches
  8. 8. Message Execution <ul><li>Choose a tone </li></ul><ul><li>Use memorable, attention-getting words </li></ul><ul><li>Choose correct format elements </li></ul><ul><ul><li>Illustration </li></ul></ul><ul><ul><li>Headline </li></ul></ul><ul><ul><li>Copy </li></ul></ul>
  9. 9. Humor in Advertising These days, it seems as though almost every company is using humor in its advertising, even the scholarly American Heritage Dictionary.
  10. 10. Selecting Advertising Media <ul><li>Reach </li></ul><ul><ul><li>Percentage of people exposed to ad </li></ul></ul><ul><li>Frequency </li></ul><ul><ul><li>Number of times a person is exposed to ad </li></ul></ul><ul><li>Media Impact </li></ul><ul><ul><li>The qualitative value of a message exposure through a given medium </li></ul></ul>
  11. 11. Choosing Media Type <ul><li>Factors to consider: </li></ul><ul><ul><li>Media habits of target consumers </li></ul></ul><ul><ul><li>Nature of the product </li></ul></ul><ul><ul><li>Type of message </li></ul></ul><ul><ul><li>Cost </li></ul></ul><ul><ul><li>Media vehicles </li></ul></ul><ul><ul><ul><li>Specific media within each general media type </li></ul></ul></ul>
  12. 12. Deciding on Media Timing <ul><li>Must decide how to schedule the advertising over the course of a year </li></ul><ul><ul><li>Follow seasonal pattern </li></ul></ul><ul><ul><li>Oppose seasonal pattern </li></ul></ul><ul><ul><li>Same coverage all year </li></ul></ul><ul><li>Choose the pattern of the ads </li></ul><ul><ul><li>Continuity </li></ul></ul><ul><ul><li>Pulsing </li></ul></ul>
  13. 13. Evaluating Advertising Measure the communication effects of an ad. “ Copy Testing” Measure the sales effects of an ad. Is the ad increasing sales?
  14. 14. Consumer Sales Promotion Tools Sample Coupons Cash Refunds “ Rebates” Price Packs “ Cents-Off Deals” Premiums Advertising Specialties Offers a trial amount of a product Savings when purchasing specified products Refund of part of the purchase price by mail Reduced prices marked on the label or package by producer Goods offered free or low cost as an incentive to buy a product Articles imprinted with an advertiser’s name given as gifts
  15. 15. Consumer Sales Promotion Tools Patronage Rewards Point-of-Purchase Promotions Contest Sweepstakes Games Cash or other award offered for regular use of a product or service Displays or demonstrations at the point of purchase or sale Consumers submit an entry to be judged by a panel Consumers submit their names for a drawing Consumers receive something each time they buy which may help them win a prize
  16. 16. Trade Promotion Persuade resellers to carry a brand Give a brand shelf space Promote brand in advertising Push brand to customers Discounts Allowances Free Goods Push Money Specialty Advertising Items Objectives Tools
  17. 17. Public Relations <ul><li>Public relations involves 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. </li></ul>
  18. 18. Public Relations Functions <ul><li>Press relations or press agency </li></ul><ul><li>Product publicity </li></ul><ul><li>Public affairs </li></ul><ul><li>Lobbying </li></ul><ul><li>Investor relations </li></ul><ul><li>Development </li></ul>
  19. 19. Public Relations Tools <ul><li>News </li></ul><ul><li>Speeches </li></ul><ul><li>Special events </li></ul><ul><li>Buzz marketing </li></ul><ul><li>Mobile marketing </li></ul><ul><li>Written materials </li></ul><ul><li>Audiovisual materials </li></ul><ul><li>Corporate identity materials </li></ul><ul><li>Public service activities </li></ul><ul><li>Company Web site </li></ul>