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Promotion Marketing activities used to communicate to consumers about the organization, its products, its activities, and ...
Basic Promotion Methods and Strategy Planning Target Market Product Place Promotion Price Personal  Selling Mass  Selling ...
Basic Promotional Objectives Informing Persuading Reminding BASIC PROMOTION OBJECTIVES
Promotion Seeks to Shift the Demand Curve Quantity Price D 2 D 1 0 TO BE MORE INELASTIC
Promotion Seeks to Shift the Demand Curve Quantity Price D 2 D 1 0 TO THE RIGHT
Promotion Seeks to Shift the Demand Curve Quantity Price D 2 D 1 0 BOTH TO THE RIGHT AND MORE INELASTIC
The Promotional Mix
The Promotional Mix Personal Selling Advertising Sales Promotion Public Relations
Advertising A   paid  form of non-personal communication through the  mass media
Advertising <ul><li>very broad audience </li></ul><ul><li>cost efficient </li></ul><ul><li>externalities (public image) </...
Personal Selling Face-to-face  contact with consumers designed to inform and persuade consumers to buy
Personal Selling <ul><li>very persuasive </li></ul><ul><li>direct feedback </li></ul><ul><li>individually message design <...
Sales Promotion An activity or material that offers a  direct inducement  to purchase
Example of Sales Promotion Activities Coupons Aisle displays Sports sponsorship Trading stamps Samples Contests Point-of-p...
Example of Sales Promotion Activities Coupons Aisle displays Sports sponsorship Trading stamps Samples Contests Point-of-p...
Example of Sales Promotion Activities Coupons Aisle displays Sports sponsorship Trading stamps Samples Contests Point-of-p...
Sales Promotions <ul><li>effective for changing behavior in the short run </li></ul><ul><li>very flexible </li></ul><ul><l...
Publicity Non-paid  form of  non-personal  communication through the mass media
Publicity <ul><li>very effective for maintaining company image </li></ul><ul><li>credible source or information </li></ul>...
Objectives of Promotion <ul><li>Create Awareness </li></ul>
 
 
 
Objectives of Promotion <ul><li>Create Awareness </li></ul><ul><li>Stimulate Demand </li></ul>
 
Objectives of Promotion <ul><li>Create Awareness </li></ul><ul><li>Stimulate Demand </li></ul><ul><li>Encourage Product Tr...
http://www.usatoday.com/money/advertising/adtrack/2003-08-24-viagra_x.htm
Objectives of Promotion <ul><li>Create Awareness </li></ul><ul><li>Stimulate Demand </li></ul><ul><li>Encourage Product Tr...
 
Objectives of Promotion <ul><li>Create Awareness </li></ul><ul><li>Stimulate Demand </li></ul><ul><li>Encourage Product Tr...
http://advertisementave.com/tv/ad.asp?adid=294
 
Objectives of Promotion <ul><li>Facilitate Reseller Support </li></ul>
 
Objectives of Promotion <ul><li>Facilitate Reseller Support </li></ul><ul><li>Combat Competitive Promotional Efforts </li>...
 
 
 
Objectives of Promotion <ul><li>Facilitate Reseller Support </li></ul><ul><li>Combat Competitive Promotional Efforts </li>...
 
Factors Affecting Promotional Methods
Factors Affecting Promotional Methods <ul><li>Promotional Resources, Objectives, and Policies </li></ul><ul><li>Characteri...
Comparison of Push and Pull Promotional Policies PUSH POLICY Producer Wholesaler Retailer Consumer Producer Wholesaler Ret...
Use of Elements of the Promotional Mix
Use of Elements of the Promotional Mix <ul><li>During the product life cycle : </li></ul><ul><ul><li>introduction stage </...
Use of Elements of the Promotional Mix <ul><li>During the product life cycle : </li></ul><ul><li>For product with differen...
Use of Elements of the Promotional Mix <ul><li>During the product life cycle : </li></ul><ul><li>For product with differen...
Use of Elements of the Promotional Mix <ul><li>During the product life cycle : </li></ul><ul><li>For product with differen...
Integrated Marketing Communications
 
Advertising
 
 
 
Advertising A  paid  form of  non-personal  communication through the  mass media
The Communication Process Source Encoding Coded Message Medium of trans- mission Coded Message Decoding Receiver or  audie...
Multistep Flow Model of Communications Message Opinion leaders Other sources Receiver Receiver Receiver Receiver Receiver ...
The Uses of Advertising <ul><li>To promote the organization and its products </li></ul><ul><li>To stimulate demand </li></...
Different Types of Advertising Institutional
 
Different Types of Advertising Advocacy
 
Different Types of Advertising Product
 
Different Types of Advertising Pioneer
 
Approaches to  Advertising
Approaches to Advertising <ul><li>Competitive </li></ul><ul><li>Comparative </li></ul><ul><li>Reminder </li></ul><ul><li>R...
Developing an Advertising Campaign
Developing an Advertising Campaign Identify & Analyze Target Audience Define the Advertising Objective Create the Advertis...
Step 1:  Identifying and Analyzing Target Audiences
Target Audience Profile <ul><li>Demographic </li></ul><ul><li>Geographic </li></ul><ul><li>Psychographic </li></ul><ul><li...
Steps 2 & 3:  Define and Create Advertising Objective
Awareness Interest Evaluation Trial Adoption Hierarchy of  Effects Model
Advertising objective must be: <ul><li>designed for a well defined target market </li></ul><ul><li>be measurable </li></ul...
Step 4:  Determining the Advertising Budget
Approaches to Determining the Advertising Appropriation <ul><li>Objective-and-Task </li></ul>
Approaches to Determining the Advertising Appropriation <ul><li>Percent-of-Sales </li></ul>%
Approaches to Determining the Advertising Appropriation <ul><li>Competitive Parity (Matching) </li></ul>
Approaches to Determining the Advertising Appropriation <ul><li>All you can afford </li></ul>
Step 5:  Developing the Media Plan
Broadcast Media Selection Characteristics  TELEVISION Intrusiveness Very High Product Demonstration Excellent Package Iden...
Broadcast Media Selection Characteristics   RADIO Intrusiveness High Product Demonstration Poor Package Identification Poo...
Print Media Selection Characteristics   MAGAZINE Intrusiveness Low Product Demonstration Fair Package Identification Excel...
Print Media Selection Characteristics   NEWSPAPER Intrusiveness Low Product Demonstration Fair Package Identification Good...
Outdoor Media Selection Characteristics   OUTDOOR Intrusiveness Very Low Product Demonstration Poor Package Identification...
The Language of  the Media Buyer
“ Reach” The number of different people or households exposed to an advertisement
“ Rating” The percentage of households in a market that are tuned to a particular TV show or radio station
“ Frequency” The average number of times an individual is exposed to an advertisement
“ Gross Rating Points” (The number of different people or households exposed to an advertisement) X ( The average number o...
“ Cost Per Thousand” (CPM) (The cost of advertising)  / (The number of thousands of individuals who were exposed)
Media Scheduling <ul><li>Steady </li></ul><ul><li>Seasonal Pulse </li></ul><ul><li>Periodic Pulse </li></ul><ul><li>Errati...
Unit sales Time Period of promotion  Sales temporarily increase, then  decrease, then return to  regular level Media Sched...
Unit sales Time Period of promotion  Sales temporarily increase and then return to regular level (or no effect) Media Sche...
Unit sales Time Period of promotion  Sales increase  and then remain  at higher level Media Scheduling
Step 6:  Creating the Advertising Message
Creating the Advertising Platform The central or core issue(s) to be communicated Waterman
Creating the Advertising Platform The central or core issue(s) to be communicated
Creating the Advertising Platform The central or core issue(s) to be communicated
Creating the Advertising Platform The central or core issue(s) to be communicated
Selecting a Creative Approach <ul><li>Informative </li></ul><ul><li>Argument/reason why </li></ul><ul><li>Psychological ap...
Creating the Advertising Message <ul><li>Copy </li></ul><ul><li>Storyboard </li></ul><ul><li>Artwork </li></ul><ul><li>Ill...
Step 7:  Executing the Campaign
Executing the Campaign <ul><li>Planning and Coordination </li></ul><ul><li>Detailed Schedules </li></ul><ul><li>Quality of...
Step 8:  Evaluating the Campaign
Evaluating Advertising Effectiveness <ul><li>Pretests </li></ul><ul><li>Consumer Jury </li></ul><ul><li>Posttest </li></ul...
 
The problem with advertising
 
Ad timing
 
New Venues
http://www.sub-media.com/
Experiential Advertising
 
New Opportunities
 
Sales Promotions
Sponsorship Promotion Expenditures
 
“ Get Tooned” Campaign
Co-Promoters Blockbuster Nestle Quick Libby’s Juicy Juice
Types of Sales Promotions
Example of Sales Promotion Activities Coupons Aisle displays Sports sponsorship Trading stamps Samples Contests Point-of-p...
Sales Promotion Methods for Consumers <ul><li>Coupons </li></ul><ul><li>Deals </li></ul><ul><li>Premiums </li></ul><ul><li...
Sales Promotion Methods for Consumers  (continued) <ul><li>Continuity Programs </li></ul><ul><li>Point of Purchase (POP) d...
Sales Promotion Methods for the Trade <ul><li>Buy-Back Allowances </li></ul><ul><li>Buying Allowances </li></ul><ul><li>Fr...
Publicity
Publicity Public relation activities designed to create and maintain a favorable image of the organization in the mind of ...
Public Relations Customers  Suppliers  Employees  Stockholders Media  Educators  Investors  Government  Society  Firm
Publicity <ul><li>News Release </li></ul><ul><li>Feature Article </li></ul>FLASH . . . CAR TIPS OVER IN TEST! Consumer  Or...
Publicity <ul><li>Press </li></ul><ul><li>Conference </li></ul>
Unfavorable Publicity <ul><li>USAir: Sioux City, Iowa crash </li></ul><ul><li>Tylenol </li></ul><ul><li>Dow/Corning, Silic...
Dealing with Unfavorable Public Relations <ul><li>Safety Programs, Inspections and Quality Control </li></ul><ul><li>Prede...
Public Service Advertising
The Advertising Council, Inc.
The Advertising Council, Inc. <ul><li>not-for-profit </li></ul><ul><li>cooperative, industry-based effort </li></ul><ul><l...
History <ul><li>1942 War Advertising Council </li></ul><ul><li>1945 Advertising Council, Inc. </li></ul>
The AdCouncil planning, creating, and implementing nation public service campaigns
Criteria for selection <ul><li>must be national topic or problem </li></ul><ul><li>must suggest specific actions an indivi...
Selection of Issues <ul><li>Non-partisan </li></ul><ul><li>Non-political </li></ul><ul><li>Non-profit </li></ul><ul><li>Se...
Issues <ul><li>1945-1960 “Only you can prevent forest fires” </li></ul><ul><li>“ Keep America beautiful” </li></ul><ul><li...
Advertising campaigns in action
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Presentation Promotion The Supreme Marketing Activities

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Presentation Promotion The Supreme Marketing Activities

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Presentation Promotion The Supreme Marketing Activities

  1. 1. http://www.visit4info.com/details.cfm?adid=15674
  2. 6. http://www.energizer.com/advertising/default.asp
  3. 8. http://www.apple.com/ipod/ads/saturday_hip_hop/480.html
  4. 9. Promotion Marketing activities used to communicate to consumers about the organization, its products, its activities, and to directly or indirectly expedite exchanges.
  5. 10. Basic Promotion Methods and Strategy Planning Target Market Product Place Promotion Price Personal Selling Mass Selling Sales Promotion Advertising Publicity
  6. 11. Basic Promotional Objectives Informing Persuading Reminding BASIC PROMOTION OBJECTIVES
  7. 12. Promotion Seeks to Shift the Demand Curve Quantity Price D 2 D 1 0 TO BE MORE INELASTIC
  8. 13. Promotion Seeks to Shift the Demand Curve Quantity Price D 2 D 1 0 TO THE RIGHT
  9. 14. Promotion Seeks to Shift the Demand Curve Quantity Price D 2 D 1 0 BOTH TO THE RIGHT AND MORE INELASTIC
  10. 15. The Promotional Mix
  11. 16. The Promotional Mix Personal Selling Advertising Sales Promotion Public Relations
  12. 17. Advertising A paid form of non-personal communication through the mass media
  13. 18. Advertising <ul><li>very broad audience </li></ul><ul><li>cost efficient </li></ul><ul><li>externalities (public image) </li></ul><ul><li>high absolute cost </li></ul><ul><li>effectiveness hard to measure </li></ul><ul><li>not directly persuasive </li></ul>cons
  14. 19. Personal Selling Face-to-face contact with consumers designed to inform and persuade consumers to buy
  15. 20. Personal Selling <ul><li>very persuasive </li></ul><ul><li>direct feedback </li></ul><ul><li>individually message design </li></ul><ul><li>suitable for very complex information </li></ul><ul><li>extremely high absolute cost </li></ul><ul><li>message heterogeneity </li></ul>cons
  16. 21. Sales Promotion An activity or material that offers a direct inducement to purchase
  17. 22. Example of Sales Promotion Activities Coupons Aisle displays Sports sponsorship Trading stamps Samples Contests Point-of-purchase materials Trade shows SALES PROMOTION ACTIVITIES Aimed at final consumers or users
  18. 23. Example of Sales Promotion Activities Coupons Aisle displays Sports sponsorship Trading stamps Samples Contests Point-of-purchase materials Trade shows SALES PROMOTION ACTIVITIES Price deals Allowances Sales contests Trade shows Catalogs Merchandising aids Aimed at final consumers or users Aimed at middlemen
  19. 24. Example of Sales Promotion Activities Coupons Aisle displays Sports sponsorship Trading stamps Samples Contests Point-of-purchase materials Trade shows SALES PROMOTION ACTIVITIES Price deals Allowances Sales contests Trade shows Catalogs Merchandising aids Contests Bonuses Meetings Sales aids Travel incentives Training materials Aimed at final consumers or users Aimed at middlemen Aimed at sales force
  20. 25. Sales Promotions <ul><li>effective for changing behavior in the short run </li></ul><ul><li>very flexible </li></ul><ul><li>easily abused </li></ul><ul><li>can lead to promotion wars </li></ul>cons
  21. 26. Publicity Non-paid form of non-personal communication through the mass media
  22. 27. Publicity <ul><li>very effective for maintaining company image </li></ul><ul><li>credible source or information </li></ul><ul><li>lack of control </li></ul><ul><li>media often not willing to cooperate </li></ul>but
  23. 28. Objectives of Promotion <ul><li>Create Awareness </li></ul>
  24. 32. Objectives of Promotion <ul><li>Create Awareness </li></ul><ul><li>Stimulate Demand </li></ul>
  25. 34. Objectives of Promotion <ul><li>Create Awareness </li></ul><ul><li>Stimulate Demand </li></ul><ul><li>Encourage Product Trial </li></ul>
  26. 35. http://www.usatoday.com/money/advertising/adtrack/2003-08-24-viagra_x.htm
  27. 36. Objectives of Promotion <ul><li>Create Awareness </li></ul><ul><li>Stimulate Demand </li></ul><ul><li>Encourage Product Trial </li></ul><ul><li>Increase Consumption Frequency </li></ul>
  28. 38. Objectives of Promotion <ul><li>Create Awareness </li></ul><ul><li>Stimulate Demand </li></ul><ul><li>Encourage Product Trial </li></ul><ul><li>Identify Prospects </li></ul><ul><li>Retain Loyal Customers </li></ul>
  29. 39. http://advertisementave.com/tv/ad.asp?adid=294
  30. 41. Objectives of Promotion <ul><li>Facilitate Reseller Support </li></ul>
  31. 43. Objectives of Promotion <ul><li>Facilitate Reseller Support </li></ul><ul><li>Combat Competitive Promotional Efforts </li></ul>
  32. 47. Objectives of Promotion <ul><li>Facilitate Reseller Support </li></ul><ul><li>Combat Competitive Promotional Efforts </li></ul><ul><li>Reduce Sales Fluctuations </li></ul>
  33. 49. Factors Affecting Promotional Methods
  34. 50. Factors Affecting Promotional Methods <ul><li>Promotional Resources, Objectives, and Policies </li></ul><ul><li>Characteristics of the Target Market </li></ul><ul><li>Characteristics of the Product </li></ul><ul><li>Costs and Availability of Methods </li></ul><ul><li>Push and Pull Channel Policies </li></ul>
  35. 51. Comparison of Push and Pull Promotional Policies PUSH POLICY Producer Wholesaler Retailer Consumer Producer Wholesaler Retailer Consumer Promotes to Promotes to Promotes to Promotes to Demands products from Demands products from Demands products from PULL POLICY = Flow of communication = Flow of product
  36. 52. Use of Elements of the Promotional Mix
  37. 53. Use of Elements of the Promotional Mix <ul><li>During the product life cycle : </li></ul><ul><ul><li>introduction stage </li></ul></ul><ul><ul><li>growth stage </li></ul></ul><ul><ul><li>maturity stage </li></ul></ul><ul><ul><li>decline stage </li></ul></ul>
  38. 54. Use of Elements of the Promotional Mix <ul><li>During the product life cycle : </li></ul><ul><li>For product with different characteristics: </li></ul><ul><ul><li>complexity </li></ul></ul><ul><ul><li>risk </li></ul></ul><ul><ul><li>extended product characteristics </li></ul></ul>
  39. 55. Use of Elements of the Promotional Mix <ul><li>During the product life cycle : </li></ul><ul><li>For product with different characteristics: </li></ul><ul><li>Stage of the consumer buying process: </li></ul><ul><ul><li>prepurchase </li></ul></ul><ul><ul><li>purchase </li></ul></ul><ul><ul><li>postpurchase </li></ul></ul>
  40. 56. Use of Elements of the Promotional Mix <ul><li>During the product life cycle : </li></ul><ul><li>For product with different characteristics: </li></ul><ul><li>Stage of the consumer buying process: </li></ul><ul><li>Push or pull strategy </li></ul>
  41. 57. Integrated Marketing Communications
  42. 59. Advertising
  43. 63. Advertising A paid form of non-personal communication through the mass media
  44. 64. The Communication Process Source Encoding Coded Message Medium of trans- mission Coded Message Decoding Receiver or audience TECHNICAL NOISE Feedback SEMANITC NOISE
  45. 65. Multistep Flow Model of Communications Message Opinion leaders Other sources Receiver Receiver Receiver Receiver Receiver Word of mouth Word of mouth Word of mouth Mass Media Mass Media Mass Media Direct and indirect changes in attitude and behavior
  46. 66. The Uses of Advertising <ul><li>To promote the organization and its products </li></ul><ul><li>To stimulate demand </li></ul><ul><li>Reminding and reinforcing consumers </li></ul><ul><li>Countering advertising of competitors </li></ul><ul><li>Support a sales force </li></ul><ul><li>Minimizing sales fluctuations </li></ul>
  47. 67. Different Types of Advertising Institutional
  48. 69. Different Types of Advertising Advocacy
  49. 71. Different Types of Advertising Product
  50. 73. Different Types of Advertising Pioneer
  51. 75. Approaches to Advertising
  52. 76. Approaches to Advertising <ul><li>Competitive </li></ul><ul><li>Comparative </li></ul><ul><li>Reminder </li></ul><ul><li>Reinforcement </li></ul>
  53. 77. Developing an Advertising Campaign
  54. 78. Developing an Advertising Campaign Identify & Analyze Target Audience Define the Advertising Objective Create the Advertising Objective Determine the Advertising Budget Evaluate Advertising Effective- ness Execute Campaign Create the Advertising Messages Develop the Media Plan
  55. 79. Step 1: Identifying and Analyzing Target Audiences
  56. 80. Target Audience Profile <ul><li>Demographic </li></ul><ul><li>Geographic </li></ul><ul><li>Psychographic </li></ul><ul><li>Behavioral </li></ul><ul><li>Media Usage </li></ul>
  57. 81. Steps 2 & 3: Define and Create Advertising Objective
  58. 82. Awareness Interest Evaluation Trial Adoption Hierarchy of Effects Model
  59. 83. Advertising objective must be: <ul><li>designed for a well defined target market </li></ul><ul><li>be measurable </li></ul><ul><li>cover a specific time period </li></ul>
  60. 84. Step 4: Determining the Advertising Budget
  61. 85. Approaches to Determining the Advertising Appropriation <ul><li>Objective-and-Task </li></ul>
  62. 86. Approaches to Determining the Advertising Appropriation <ul><li>Percent-of-Sales </li></ul>%
  63. 87. Approaches to Determining the Advertising Appropriation <ul><li>Competitive Parity (Matching) </li></ul>
  64. 88. Approaches to Determining the Advertising Appropriation <ul><li>All you can afford </li></ul>
  65. 89. Step 5: Developing the Media Plan
  66. 90. Broadcast Media Selection Characteristics TELEVISION Intrusiveness Very High Product Demonstration Excellent Package Identification Good Short-Term Action Good Cost per Audience Exposure Good Production Cost, Economy Poor Coupon Vehicle ----- Major Market Penetration Excellent Flexibility i. Regional Buys Good ii. Major Markets Excellent iii. Use of Test Cities Excellent
  67. 91. Broadcast Media Selection Characteristics RADIO Intrusiveness High Product Demonstration Poor Package Identification Poor Short-Term Action Excellent Cost per Audience Exposure Excellent Production Cost, Economy Excellent Coupon Vehicle ----- Major Market Penetration Excellent Flexibility i. Regional Buys Good ii. Major Markets Excellent iii. Use of Test Cities Excellent
  68. 92. Print Media Selection Characteristics MAGAZINE Intrusiveness Low Product Demonstration Fair Package Identification Excellent Short-Term Action Fair Cost per Audience Exposure Fair Production Cost, Economy Fair Coupon Vehicle Good to Excellent Major Market Penetration Fair Flexibility i. Regional Buys Fair ii. Major Markets Poor iii. Use of Test Cities Poor
  69. 93. Print Media Selection Characteristics NEWSPAPER Intrusiveness Low Product Demonstration Fair Package Identification Good Short-Term Action Excellent Cost per Audience Exposure Good Production Cost, Economy Fair Coupon Vehicle Good Major Market Penetration Excellent Flexibility i. Regional Buys Excellent ii. Major Markets Excellent iii. Use of Test Cities Excellent
  70. 94. Outdoor Media Selection Characteristics OUTDOOR Intrusiveness Very Low Product Demonstration Poor Package Identification Good Short-Term Action Fair Cost per Audience Exposure Fair Production Cost, Economy Poor Coupon Vehicle ----- Major Market Penetration Good Flexibility i. Regional Buys Good ii. Major Markets Good iii. Use of Test Cities Good
  71. 95. The Language of the Media Buyer
  72. 96. “ Reach” The number of different people or households exposed to an advertisement
  73. 97. “ Rating” The percentage of households in a market that are tuned to a particular TV show or radio station
  74. 98. “ Frequency” The average number of times an individual is exposed to an advertisement
  75. 99. “ Gross Rating Points” (The number of different people or households exposed to an advertisement) X ( The average number of times an individual is exposed to an advertisement) = Reach X Frequency
  76. 100. “ Cost Per Thousand” (CPM) (The cost of advertising) / (The number of thousands of individuals who were exposed)
  77. 101. Media Scheduling <ul><li>Steady </li></ul><ul><li>Seasonal Pulse </li></ul><ul><li>Periodic Pulse </li></ul><ul><li>Erratic Pulse </li></ul><ul><li>Start-up Pulse </li></ul><ul><li>Promotional Pulse </li></ul>
  78. 102. Unit sales Time Period of promotion Sales temporarily increase, then decrease, then return to regular level Media Scheduling
  79. 103. Unit sales Time Period of promotion Sales temporarily increase and then return to regular level (or no effect) Media Scheduling
  80. 104. Unit sales Time Period of promotion Sales increase and then remain at higher level Media Scheduling
  81. 105. Step 6: Creating the Advertising Message
  82. 106. Creating the Advertising Platform The central or core issue(s) to be communicated Waterman
  83. 107. Creating the Advertising Platform The central or core issue(s) to be communicated
  84. 108. Creating the Advertising Platform The central or core issue(s) to be communicated
  85. 109. Creating the Advertising Platform The central or core issue(s) to be communicated
  86. 110. Selecting a Creative Approach <ul><li>Informative </li></ul><ul><li>Argument/reason why </li></ul><ul><li>Psychological appeal </li></ul><ul><li>Repeat assertion </li></ul><ul><li>Command </li></ul><ul><li>Imitation </li></ul><ul><li>Symbolic association </li></ul>
  87. 111. Creating the Advertising Message <ul><li>Copy </li></ul><ul><li>Storyboard </li></ul><ul><li>Artwork </li></ul><ul><li>Illustrations </li></ul><ul><li>Layout </li></ul>
  88. 112. Step 7: Executing the Campaign
  89. 113. Executing the Campaign <ul><li>Planning and Coordination </li></ul><ul><li>Detailed Schedules </li></ul><ul><li>Quality of Work Evaluated </li></ul><ul><li>Changes Made During the Campaign </li></ul>
  90. 114. Step 8: Evaluating the Campaign
  91. 115. Evaluating Advertising Effectiveness <ul><li>Pretests </li></ul><ul><li>Consumer Jury </li></ul><ul><li>Posttest </li></ul><ul><li>Recognition Test </li></ul><ul><li>Unaided Recall Test </li></ul><ul><li>Aided Recall Test </li></ul>
  92. 117. The problem with advertising
  93. 119. Ad timing
  94. 121. New Venues
  95. 122. http://www.sub-media.com/
  96. 123. Experiential Advertising
  97. 125. New Opportunities
  98. 127. Sales Promotions
  99. 128. Sponsorship Promotion Expenditures
  100. 130. “ Get Tooned” Campaign
  101. 131. Co-Promoters Blockbuster Nestle Quick Libby’s Juicy Juice
  102. 132. Types of Sales Promotions
  103. 133. Example of Sales Promotion Activities Coupons Aisle displays Sports sponsorship Trading stamps Samples Contests Point-of-purchase materials Trade shows SALES PROMOTION ACTIVITIES Price deals Allowances Sales contests Trade shows Catalogs Merchandising aids Contests Bonuses Meetings Sales aids Travel incentives Training materials Aimed at final consumers or users Aimed at middlemen Aimed at sales force
  104. 134. Sales Promotion Methods for Consumers <ul><li>Coupons </li></ul><ul><li>Deals </li></ul><ul><li>Premiums </li></ul><ul><li>Contests </li></ul><ul><li>Sweepstakes </li></ul>
  105. 135. Sales Promotion Methods for Consumers (continued) <ul><li>Continuity Programs </li></ul><ul><li>Point of Purchase (POP) displays </li></ul><ul><li>Rebates </li></ul>
  106. 136. Sales Promotion Methods for the Trade <ul><li>Buy-Back Allowances </li></ul><ul><li>Buying Allowances </li></ul><ul><li>Free Merchandise </li></ul><ul><li>Cooperative Advertising </li></ul><ul><li>Premium (or Push) Money </li></ul>
  107. 137. Publicity
  108. 138. Publicity Public relation activities designed to create and maintain a favorable image of the organization in the mind of the consumer
  109. 139. Public Relations Customers Suppliers Employees Stockholders Media Educators Investors Government Society Firm
  110. 140. Publicity <ul><li>News Release </li></ul><ul><li>Feature Article </li></ul>FLASH . . . CAR TIPS OVER IN TEST! Consumer Organization Wants Recall.
  111. 141. Publicity <ul><li>Press </li></ul><ul><li>Conference </li></ul>
  112. 142. Unfavorable Publicity <ul><li>USAir: Sioux City, Iowa crash </li></ul><ul><li>Tylenol </li></ul><ul><li>Dow/Corning, Silicon breast implants </li></ul><ul><li>Dodge Caravan </li></ul>
  113. 143. Dealing with Unfavorable Public Relations <ul><li>Safety Programs, Inspections and Quality Control </li></ul><ul><li>Predetermined Plans for Negative Events </li></ul>
  114. 144. Public Service Advertising
  115. 145. The Advertising Council, Inc.
  116. 146. The Advertising Council, Inc. <ul><li>not-for-profit </li></ul><ul><li>cooperative, industry-based effort </li></ul><ul><li>address socially-relevant, public policy issues </li></ul>
  117. 147. History <ul><li>1942 War Advertising Council </li></ul><ul><li>1945 Advertising Council, Inc. </li></ul>
  118. 148. The AdCouncil planning, creating, and implementing nation public service campaigns
  119. 149. Criteria for selection <ul><li>must be national topic or problem </li></ul><ul><li>must suggest specific actions an individual must take </li></ul><ul><li>must not promote and organization directly </li></ul>
  120. 150. Selection of Issues <ul><li>Non-partisan </li></ul><ul><li>Non-political </li></ul><ul><li>Non-profit </li></ul><ul><li>Selected by an advisory committee </li></ul>
  121. 151. Issues <ul><li>1945-1960 “Only you can prevent forest fires” </li></ul><ul><li>“ Keep America beautiful” </li></ul><ul><li>1960-1980 “The mind is a terrible thing to waste” </li></ul><ul><li>“ Runaway teenage hotline” </li></ul><ul><li>1980 “Earthshare” </li></ul><ul><li>“ Life’s too short - stop the hate” </li></ul><ul><li>1990 “Breaking the cycle of disadvantage” </li></ul>
  122. 152. Advertising campaigns in action

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