This document discusses advertising, public relations, and sales promotions. It outlines the steps in planning an advertising campaign, including identifying the target audience, setting objectives, determining budget, conveying the message, evaluating media, creating ads, and assessing impact. It also discusses advertising objectives, appeals, media selection, and regulations. For public relations, it notes the importance of building relationships and having a PR toolkit. Finally, it outlines different types of sales promotions, such as coupons, deals, premiums, contests, and their advantages and disadvantages.

1. 19-1
CHAPTER
ADVERTISING, PUBLIC
RELATIONS, AND SALES
PROMOTIONS
19

2. 19-2
L E A R N I N G O B J E C T I V E S
Describe the steps in designing and executing an
advertising campaign.
Identify three objectives of advertising.
Describe the different ways that advertisers appeal to
consumers.
Identify the various types of media.
Identify agencies that regulate advertising.
Describe the elements of a public relations toolkit.
Identify the various types of sales promotions.
Advertising, Public Relations,
and Sales Promotions
LO1
LO2
LO3
LO4
LO5
LO6
LO7

3. 19-3
Steps in Planning and
Executing an Ad Campaign
Identify target audience
Set advertising objectives
Determine the advertising Budget
Convey the message
Evaluate and select media
Create advertisements
Assess impact
Advertising
Age

4. 19-4
Identify Target Audience
Conduct research
Use the information to set
the tone
Select the media
Getty Images/Comstock Images

5. 19-5
Set Advertising Objectives
Push strategyPull strategy
©Brand X Pictures/PunchStock
©Comstock/PunchStock

6. 19-6
Advertising Objectives
Inform
Persuade
Remind

7. 19-7
Product-focused
advertisements
Institutional
advertisements
Focus of Advertisements
©2000Image100Ltd

8. 19-8
Social Marketing
Public Service
Advertising (PSA)
Under Federal
Communication Commission
rules, broadcasters must
devote a specific amount of
free airtime to PSAs
Courtesy of the National Crime Prevention Council, ww.ncpc.org

9. 19-9
Determining Advertising Budget
Considerations:
Role that advertising plays in their attempt to meet their overall
promotional objectives
Expenditures vary over the course of the Product Life Cycle
Nature of the market and the product influence the size of the budget
Super
Bowl Ads

10. 19-10
Convey the Message
Unique selling
proposition (USP)
Red Bull . . . Gives You Wings
United Negro College Fund . . . A mind is a terrible thing to waste.
Nike . . . Just Do It.
State Farm Insurance . . . Like a good neighbor, State Farm is there
TNT . . . We know drama

11. 19-11
The Appeal
Emotional appeal
Informational appeal
©Procter&Gamble
©Procter&Gamble

12. 19-12
Evaluate and Select Media
Media planning
Media mix
Media buy
©Photodisc/Getty Images The McGraw-Hill Companies,
Inc/John Flournoy,
photographer
Ryan McVay/Getty Images Photodisc/Getty Images

13. 19-13
Choosing the Right Medium

14. 19-14
Determine the Advertising Schedule
Continuous
Pulsing
Flighting
©Procter & Gamble

15. 19-15
Create Advertisements
Ads
The type of
medium
determines the
execution style
Creativity plays
a major role in
the execution
stage
Creativity
should not
overshadow
the message
The execution
style must
match the
medium and
objectives

16. 19-16
Assess Impact
Using Marketing Metrics
Pretesting
Tracking
Protesting

17. 19-17
CHECK YOURSELF
1. What are the steps involved in planning an ad
campaign?
2. What are the differences between
informational, persuasive, and reminder
advertising?
3. What are the pros and cons of the different
media types?
4. How can the effectiveness of advertising be
evaluated?

18. 19-18
Regulatory and Ethical Issues
in Advertising

19. 19-19
Public Relations
TOMS
Shoes

20. 19-20
CHECK YOURSELF
1. Why do companies utilize public relations as
part of their IMC strategy?
2. What are the elements of a public relations
toolkit?

21. 19-21
Sales Promotion
 Can be targeted at
either the end user
consumers or channel
members
 Can be used in either
push or pull strategies
Courtesy Payless Shoe Source, Inc.

22. 19-22
Types of Sales Promotion
Promotion Advantages Disadvantages
Coupons
• Stimulates demand.
• Allows for direct tracing of sales.
• Has low redemption rates.
• Has high cost.
Deals
• Encourages trial.
• Reduces consumer risk.
• May reduce perception of value.
Premiums
• Builds goodwill.
• Increases perception of value.
• Consumers buy for premium, not product.
• Has to be carefully managed.
Contests
• Increases consumer involvement.
• Generates excitement.
• Requires creativity.
• Must be monitored.
Sweepstakes • Increases involvement with the product. • Sales often decline after the sweepstakes is over.
Samples
• Encourages trial.
• Offers direct involvement.
• Has high cost to the firm.
Loyalty Programs
• Creates loyalty.
• Encourages repurchase.
• Has high cost to the firm.
POP Displays
• Provides high visibility.
• Encourages brand trial.
• Is difficult to get a good location in the store.
• Can be costly to the firm.
Rebates
• Stimulates demand.
• Increases value perception.
• Is easily copied by competitors.
• May just advance future sales.
Product Placement
• Displays products nontraditionally.
• Demonstrates product uses.
• Firm often has little control over display.
• Product can be overshadowed.

23. 19-23
CHECK YOURSELF
1. What are various forms of sales promotions?
2. What factors should a firm consider when
evaluating a sales promotion?