LSPR Introduction to Advertising

1. ADVERTISING AND THE
PROMOTION MIX
CHAPTER 2

2. PROMOTION
Is element of the marketing
mix that provide
information and
communicates
persuasively to the target
audience about a brand
to attract the target
audience to consume the
brand

3. PROMOTION MIX
• Advertising
• Marketing Public Relations
• Sales Promotion
• Direct Marketing
• Personal Selling

4. ADVERTISING
Advertising is a means of
communication which use
media to convey the
advertising message to
persuade and convince
consumers and customers
of the benefits and
advantages of the brands
being advertised. For this
purpose airtime and space
is bought.

5. CLASS DISCUSSION
Based on the definition of
advertising, what are the
characteristics of
advertising
• -
• -

6. MARKETING PUBLIC RELATIONS
Public Relations is a
promotion technique
which looks after
reputation and image of
organizations, corporations
by building understanding
and support
Marketing PR is the same but
concerns to brand

7. MARKETING PUBLIC…
Media Relations is used is a
vital marketing public
relations strategy. The
objectives:
• Educate, inform the
customers about benefits
of the brand, of dealing
with a particular
organization
Technique used:
• News releases
• Media statements

8. SALES PROMOTION
Sales Promotion is a
promotion techniques
which persuades the
target audience to the
brand by giving incentives
such as
Discounts, gifts, etc

9. DIRECT MARKETING
Direct Marketing is a
promotion technique
which directly approach to
inform and influence using
direct mail shots, leaflets,
catalogues, etc

10. PERSONAL SELLING
Personal Selling is a
promotion technique
which uses professional
sales persons to directly
inform and influence the
consumers to purchase the
products.

11. CLASS DISCUSSION
• WHY ARE THERE MORE
THAN 1 PROMOTION
TECHNIQUES?

12. ASSIGNMENTS
What are the strengths and
weaknesses of
• Advertising
• Marketing Public Relations
• Sales Promotions
• Direct Marketing
• Personal Selling

13. ASSIGNMENTS
• Read Media Relations in
chapter 2. Choose a
media relation activity and
discuss
• Read Sponsorship in
chapter 2. find a
sponsorship activity and
discuss