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Advertising, Sales Promotion, & Public Relations<br />Marketing<br />Chapter 16<br />
Advertising<br />Paid, non personal communication through various media<br />Growth in the number of multinational corpora...
Product & Institutional Ad<br />Types of Advertising<br />Product<br />non personal selling of a good or service<br />Inst...
Advertising Objectives<br />Informative<br />Develop initial demand for a good <br />Persuasive<br />Develop demand for an...
Advertising Strategies<br />Comparative<br />Direct or indirect promotional <br />    comparisons with competitive <br /> ...
Advertising Strategies (cont.)<br />Retail<br />All advertising by stores that sell directly to the consumer<br />Cooperat...
Advertising Strategies (cont.)<br />Interactive<br />Web page<br />Banner ads on web (click here)<br />Video screens on gr...
Creating an Advertisement<br />Research<br />To create better ads<br />Objectives<br />Message<br />Customer benefits; mea...
Creating an Advertisement (cont)<br />Developing & Preparing Ads<br />An advertisement should:<br />gain attention and int...
Creating an Advertisement (cont.)<br />	Major elements of a print ad:<br />Headline<br />Illustration - 65%<br />Body copy...
Media Selection<br />Television (network, national, local and cable)<br />Advantages - mass coverage, repetition, flexibil...
Media Selection (cont.)<br />Radio (network, national, and local)<br />Advantages - immediacy, low cost, flexibility, prac...
Newspapers (largest advertising medium)<br />Advantages - flexibility, community prestige, intensive coverage, reader cont...
Circuit CityNewspaperInsertA Free Standing Insert From Circuit City -- One of the Top Five Newspaper Advertisers in the U....
Magazines <br />Advantages - selectivity of target markets, quality reproduction, long life, and prestige<br />Disadvantag...
Figure 16.8 – Targeting Different Consumer Interests through Magazine Advertising<br />
Success MagazineMagazine’s Ad Targeting Entrepreneurs<br />Copyright © 2001 by Harcourt, Inc.   All rights reserved.<br />
Direct Mail - (sales letters, postcards, leaflets, folders, broadsides, booklets, catalogs, and house organs)<br />Advanta...
Outdoor advertising (posters, billboards,painted bulletins or displays, and electric spectaculars)<br />Advantages - commu...
Interactive Media<br />Enhances two way  communication & encourages audience participation<br />E-mail – cheaper than dire...
Other Media<br />Transit advertising – subways, buses, taxis, car wrapping<br />Cinema advertising – growing<br />T-shirts...
Media Scheduling<br />Reach - # of different people exposed to ad <br />Frequency - # of times the people are exposed<br /...
Advertising Agencies<br />Marketing specialist firm used to assist advertisers in planning & implementing advertising prog...
Public Relations<br />Refers to the firm’s communications relationships with customers, suppliers, stockholders, employees...
Measuring Effectiveness<br />Pre-testing<br />Assess the ads effectiveness before it appears<br />Post-testing<br />Less e...
Ethics in Non-Personal Selling<br />Cookies<br />Text files that are automatically downloaded when a site is visited<br />...
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Ch.16

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Ch.16

  1. 1. Advertising, Sales Promotion, & Public Relations<br />Marketing<br />Chapter 16<br />
  2. 2. Advertising<br />Paid, non personal communication through various media<br />Growth in the number of multinational corporations<br />
  3. 3. Product & Institutional Ad<br />Types of Advertising<br />Product<br />non personal selling of a good or service<br />Institutional<br />promoting a concept, an idea, philosophy, or the goodwill of an industry, company, organization, person, or government agency.<br />It is closely related to public relations<br />
  4. 4. Advertising Objectives<br />Informative<br />Develop initial demand for a good <br />Persuasive<br />Develop demand for an existing good<br />Used during the growth and early part of the maturity stages<br />Reminder<br />Reinforce previous promotion<br />Keep the name in front of the public<br />A Reminder Ad<br />
  5. 5. Advertising Strategies<br />Comparative<br />Direct or indirect promotional <br /> comparisons with competitive <br /> brands<br />Celebrity testimonials<br />Improve product recognition and credibility<br />Spokesperson must be credible source of information<br />
  6. 6. Advertising Strategies (cont.)<br />Retail<br />All advertising by stores that sell directly to the consumer<br />Cooperative<br />Sharing advertising costs between the retailer<br />Usually half and half<br />
  7. 7. Advertising Strategies (cont.)<br />Interactive<br />Web page<br />Banner ads on web (click here)<br />Video screens on grocery carts<br />Changing electronic signs on taxis<br />Kiosks<br />Text Messaging <br />
  8. 8. Creating an Advertisement<br />Research<br />To create better ads<br />Objectives<br />Message<br />Customer benefits; meaningful, believable, distinctive appeal<br />Ad campaign – combines the ad with a single theme via different media<br />
  9. 9. Creating an Advertisement (cont)<br />Developing & Preparing Ads<br />An advertisement should:<br />gain attention and interest<br />inform and/or persuade<br />eventually lead to buying action<br />Often neglected<br />
  10. 10. Creating an Advertisement (cont.)<br /> Major elements of a print ad:<br />Headline<br />Illustration - 65%<br />Body copy<br />Signature<br />Company name, phone, slogan, trademark<br />
  11. 11. Media Selection<br />Television (network, national, local and cable)<br />Advantages - mass coverage, repetition, flexibility, and prestige<br />Disadvantages - high cost and fragmentation of the message<br />Objective of media selection- to reach the target audience without advertising beyond the identifiable limits of the potential market.<br />
  12. 12. Media Selection (cont.)<br />Radio (network, national, and local)<br />Advantages - immediacy, low cost, flexibility, practical and low-cost audience selection, and mobility<br />Disadvantages - fragmentation of the message, temporary nature of the message, and less research information that for television<br />
  13. 13. Newspapers (largest advertising medium)<br />Advantages - flexibility, community prestige, intensive coverage, reader control of exposure, coordination with national advertising<br />Disadvantages - short life span, hasty reading, and poor reproduction<br />
  14. 14. Circuit CityNewspaperInsertA Free Standing Insert From Circuit City -- One of the Top Five Newspaper Advertisers in the U.S. <br />Copyright © 2001 by Harcourt, Inc. All rights reserved.<br />
  15. 15. Magazines <br />Advantages - selectivity of target markets, quality reproduction, long life, and prestige<br />Disadvantages - high priced and long lead time<br />
  16. 16. Figure 16.8 – Targeting Different Consumer Interests through Magazine Advertising<br />
  17. 17. Success MagazineMagazine’s Ad Targeting Entrepreneurs<br />Copyright © 2001 by Harcourt, Inc. All rights reserved.<br />
  18. 18. Direct Mail - (sales letters, postcards, leaflets, folders, broadsides, booklets, catalogs, and house organs)<br />Advantages - selectivity, intensive coverage, speed, format inflexibility, complete information, and personalized<br />Disadvantages - high cost, dependence on the quality of the mailing list, and people’s annoyance with it.<br />
  19. 19. Outdoor advertising (posters, billboards,painted bulletins or displays, and electric spectaculars)<br />Advantages - communication of quick and simple ideas, and repetition<br />Good in high traffic areas<br />Disadvantages - brevity and public concern<br />
  20. 20. Interactive Media<br />Enhances two way communication & encourages audience participation<br />E-mail – cheaper than direct mail<br />Web sites<br />Kiosks<br />Internet<br />Commercial on-line services<br />
  21. 21. Other Media<br />Transit advertising – subways, buses, taxis, car wrapping<br />Cinema advertising – growing<br />T-shirts, ball fields, floors<br />Directory advertising - <br />Advertisement on hot air balloons, blimps, banners behind airplanes<br />
  22. 22. Media Scheduling<br />Reach - # of different people exposed to ad <br />Frequency - # of times the people are exposed<br />Reach X Frequency = gross rating point<br />
  23. 23. Advertising Agencies<br />Marketing specialist firm used to assist advertisers in planning & implementing advertising programs<br />Paid by media commission<br />
  24. 24. Public Relations<br />Refers to the firm’s communications relationships with customers, suppliers, stockholders, employees, the government, and the general public.<br />Publicity is not paid for by an identified sponsor<br />
  25. 25. Measuring Effectiveness<br />Pre-testing<br />Assess the ads effectiveness before it appears<br />Post-testing<br />Less effective than pre-testing because of cost efficiency<br />Unaided recall<br />Split runs<br />
  26. 26. Ethics in Non-Personal Selling<br />Cookies<br />Text files that are automatically downloaded when a site is visited<br />Puffery & Deception<br />Exaggerated claims of a product’s superiority<br />Unethical Sales Promotion & PR<br />Not fulfilling rebate offers<br />Bribery <br />

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