Advertising Sales Promotion Public Relations Copyright © 2012 Pearson Education, Inc. Publishing as...

AdvertisingSales PromotionPublic Relations

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

13


AdvertisingNon-personal

communication from an identified sponsor using

mass media

Advertising Types

PRODUCT INSTITUTIONAL ADVOCACY

PSA’S RETAIL DO IT YOURSELF



Product advertising


Institutional advertising

PSA’s

Advocacy advertising


RetailRetail advertisingadvertising


Do it yourself

advertising


Ad agency services

Account management

Creative services

Market research

Media planning


Ethics and advertising

Manipulative

Deceptive

Bad taste

Creates wants for bad things

Develop Ad Campaign


Establish objectives

Create the ads

Pretest the ad message

Choose media type and schedule

Evaluate ad effectiveness

Understand target audience


Understand Target

1


Establish objectives

2


Create the ads 3


TYPES OF APPEAL

USP

Comparative

Demonstration

Testimonial


TYPES OF APPEAL

Slice of life

Lifestyle

Emotions: fear, sex, humor appeals

Slogans, jingles

Pretest Ads


4

Plan Media


5

Traditional Media


New Media


Media scheduling



Media Schedule for a Video Game


Media schedulingAdvertising exposure

Impressions

Reach

Frequency

Gross rating points (GRPs)

Cost per thousand (CPM)


Continuous

Pulsing

Flighting

Patterns


Evaluate the advertising

Unaided Recall

Aided Recall

Attitude change

6

Sales Promotion


Programs designed to build interest in or encourage purchase of a product during a specified time period


Sales Promotion aimed at Trade

Sales Promotion aimed at Trade


Allowances, deals

Trade shows

Promotional products

POP

Incentives


Sales Promotion aimed at Consumers

Sales Promotion aimed at Consumers


Coupons, rebates

Loyalty programs

Contests

PremiumsCross

promotions

Sampling

POP activities

Product placements

Public Relations


Communication used to build good relationships with an organization’s publics.

Influence legislation

Highlight good works


Launch new products Enhance image

PR Objectives

Public Relations activitiesPress releases

Lobbying

Speech writing

Sponsorships

Corporate identity

Special events

Media relations


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Copyright © 2012 Pearson Education, Inc. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall

Advertising Sales Promotion Public Relations Copyright © 2012 Pearson Education, Inc. Publishing as...

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