Advertising, Sales Promotion, & Public Relations
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Advertising, Sales Promotion, & Public Relations
- 1. Integrated Marketing Communication: Advertising, Sales Promotion, and Public Relations 12
- 3. Push vs. Pull Promotion Strategy
- 4. Major Decisions in Advertising
- 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. Message Execution Slice of Life Lifestyle Fantasy Mood or Image Musical Personality Symbol Technical Expertise Scientific Evidence Testimonial Evidence or Endorsement Typical Approaches
- 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.
- 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. 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. 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. 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