advertising and sales promotion

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advertising and sales promotion

  1. 1. Advertising andSales Promotion For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
  2. 2. Chapter 16 Objectives When you finish this chapter, you should 1. Understand why a marketing 6. Understand what advertising manager sets specific objectives agencies do—and how they are to guide the advertising effort. paid. 2. Understand when the various 7. Understand how to advertise kinds of advertising are needed. legally. 3. Understand how to choose the 8. Understand the importance and “best” medium. nature of sales promotion. 4. Understand the main ways that 9. Know the advantages and advertising on the Internet differs limitations of different types of from advertising in other media. sales promotion. 5. Understand how to plan the "best" 10. Understand the important new message—that is, the copy thrust. terms. For use only with Perreault and McCarthy texts.16-2 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
  3. 3. Strategy Planning for Advertising Target Market Product Place Promotion Price Personal Mass Sales Selling Selling Promotion Advertising Publicity Target Kind of Who will do Media types Copy thrust the work? audience advertisingExhibit 16-1 For use only with Perreault and McCarthy texts.16-3 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
  4. 4. Setting Advertising Objectives Introduce New Products Position Brands Obtain Outlets Ongoing Contact Strategy Support Sales Force Decisions in Setting Get Immediate Action Advertising Objectives Maintain Relationships For use only with Perreault and McCarthy texts.16-4 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
  5. 5. Kinds of Advertising Pioneering Competitive Kinds of Product Advertising Reminder For use only with Perreault and McCarthy texts.16-5 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
  6. 6. Choosing Media Television Yellow Pages Newspaper Magazine Major Kinds of Media Direct Mail Outdoor Radio Internet For use only with Perreault and McCarthy texts.16-6 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
  7. 7. Advertising on the Internet Many Forms ?????? Seek Direct Response ?????? ?????? More Exposure ?????? Better Targeting ?????? Context Ads/Pointcasting Pay for Results For use only with Perreault and McCarthy texts.16-7 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
  8. 8. Planning the Message Get Attention Hold Interest Arouse Desire Obtain Action For use only with Perreault and McCarthy texts.16-8 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
  9. 9. Measuring Advertising Effectiveness ???? Consider the Total Mix Consider the Total Mix ???? ???? Research and Testing Research and Testing May Improve Odds May Improve Odds ???? ???? Build Upon Build Upon What Works What Works For use only with Perreault and McCarthy texts.16-9 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
  10. 10. Issues in Managing Sales Promotion + + Immediate Growth Results + + Positives - Negatives - Erodes Hard to Brand Manage Loyalty - - For use only with Perreault and McCarthy texts.16-10 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
  11. 11. Possible Effects of Sales Promotion Unit Sales Period of promotion Sales temporarily increase, then decrease, then return to regular level TimeExhibit 16-6A For use only with Perreault and McCarthy texts.16-11 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
  12. 12. Possible Effects of Sales Promotion Unit Sales Period of promotion Sales temporarily increase and then return to regular level TimeExhibit 16-6B For use only with Perreault and McCarthy texts.16-12 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
  13. 13. Possible Effects of Sales Promotion Unit Sales Period of promotion Sales increase and then remain at higher level TimeExhibit 16-6C For use only with Perreault and McCarthy texts.16-13 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
  14. 14. Key Terms Institutional Advertising Product Advertising Pioneering Competitive Direct Type Indirect Type Comparative Reminder Advertising Allowances Cooperative Advertising Copy Thrust Advertising Agencies Corrective Advertising For use only with Perreault and McCarthy texts.16-14 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill

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