Advertising, Sales Promotion, & Public Relations

Integrated Marketing Communication: Advertising, Sales Promotion, and Public Relations 12

Integrated Marketing Communication

Push vs. Pull Promotion Strategy

Major Decisions in Advertising

Developing Advertising Strategy

Consists of two major elements:

Creating advertising messages

Selecting advertising media

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.”

Message Execution Slice of Life Lifestyle Fantasy Mood or Image Musical Personality Symbol Technical Expertise Scientific Evidence Testimonial Evidence or Endorsement Typical Approaches

Message Execution

Choose a tone

Use memorable, attention-getting words

Choose correct format elements

Illustration

Headline

Copy

Humor in Advertising These days, it seems as though almost every company is using humor in its advertising, even the scholarly American Heritage Dictionary.

Selecting Advertising Media

Reach

Percentage of people exposed to ad

Frequency

Number of times a person is exposed to ad

Media Impact

The qualitative value of a message exposure through a given medium

Choosing Media Type

Factors to consider:

Media habits of target consumers

Nature of the product

Type of message

Cost

Media vehicles

Specific media within each general media type

Deciding on Media Timing

Must decide how to schedule the advertising over the course of a year

Follow seasonal pattern

Oppose seasonal pattern

Same coverage all year

Choose the pattern of the ads

Continuity

Pulsing

Evaluating Advertising Measure the communication effects of an ad. “ Copy Testing” Measure the sales effects of an ad. Is the ad increasing sales?

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

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

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

Public Relations

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.

Public Relations Functions