Post on 05-Jan-2016
AdvertisingSales PromotionPublic Relations
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
13
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
AdvertisingNon-personal
communication from an identified sponsor using
mass media
Advertising Types
PRODUCT INSTITUTIONAL ADVOCACY
PSA’S RETAIL DO IT YOURSELF
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Product advertising
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Institutional advertising
PSA’s
Advocacy advertising
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
RetailRetail advertisingadvertising
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Do it yourself
advertising
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Ad agency services
Account management
Creative services
Market research
Media planning
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Ethics and advertising
Manipulative
Deceptive
Bad taste
Creates wants for bad things
Develop Ad Campaign
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Establish objectives
Create the ads
Pretest the ad message
Choose media type and schedule
Evaluate ad effectiveness
Understand target audience
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Understand Target
1
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Establish objectives
2
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Create the ads 3
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
TYPES OF APPEAL
USP
Comparative
Demonstration
Testimonial
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
TYPES OF APPEAL
Slice of life
Lifestyle
Emotions: fear, sex, humor appeals
Slogans, jingles
Pretest Ads
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
4
Plan Media
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
5
Traditional Media
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
New Media
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Media scheduling
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 20112 Pearson Education, Inc. Publishing as Prentice Hall
Media Schedule for a Video Game
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Media schedulingAdvertising exposure
Impressions
Reach
Frequency
Gross rating points (GRPs)
Cost per thousand (CPM)
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Continuous
Pulsing
Flighting
Patterns
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Evaluate the advertising
Unaided Recall
Aided Recall
Attitude change
6
Sales Promotion
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Programs designed to build interest in or encourage purchase of a product during a specified time period
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Sales Promotion aimed at Trade
Sales Promotion aimed at Trade
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Allowances, deals
Trade shows
Promotional products
POP
Incentives
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Sales Promotion aimed at Consumers
Sales Promotion aimed at Consumers
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Coupons, rebates
Loyalty programs
Contests
PremiumsCross
promotions
Sampling
POP activities
Product placements
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Public Relations
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Communication used to build good relationships with an organization’s publics.
Influence legislation
Highlight good works
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Launch new products Enhance image
PR Objectives
Public Relations activitiesPress releases
Lobbying
Speech writing
Sponsorships
Corporate identity
Special events
Media relations
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2012 Pearson Education, Inc. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall