Download Advertising, Promotions, and Publicity

Advertising, Promotions, and Publicity
Chapter 15
Advertising History
U.S. advertisers spend in excess of $212 billion each year;
Worldwide spending exceeds $414 billion.
Advertising is used by:
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What is Advertising?
Advertising is Any Paid Form of Non-personal Presentation and Promotion of Ideas, Goods, or Services by an
Identified Sponsor.
Setting Advertising Objectives
Advertising Objective - specific communication task accomplished with a specific target audience during a
specific period of time
_____________________ - inform consumers or build primary demand
_____________________ - build selective demand
_____________________ - compares one brand to another
_____________________ - keeps consumers thinking about a product
Setting the Promotion Budget
After determining its advertising objectives, the marketer must set the advertising budget for each product and
market. (From Chapter 14)
_____________________ - based on what the company can afford
_____________________ - based on a certain percentage of current or forecasted sales
_____________________ - based on determining objectives & tasks, then estimating costs
_____________________ - based on the competitor’s promotion budget
Setting the Advertising Budget
Factors to be considered when setting the advertising budget:
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Developing Advertising Strategy
Advertising Strategy Consists of Two Major Elements and Companies are realizing the Benefits of Planning
These Two Elements Jointly.
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Developing Advertising Strategy: Creating Ad Messages
Plan a Message Strategy
Develop a Message
Creative Concept “Big Idea”
Advertising Appeals
---Developing Advertising Strategy: Message Execution
Turning the “Big Idea” Into an Actual Ad to Capture the Target Market’s Attention and Interest.
Typical message execution styles:
Testimonial Evidence
Slice of Life
Scientific Evidence
Lifestyle
Technical Expertise
Fantasy
Personality Symbol
Mood or Image
Musical
Advertising Strategy: Selecting Advertising Media
Step 1. Decide on Reach, Frequency, and Impact
Step 2. Choosing Among Major Media Types
Step 3. Selecting Specific Media Vehicles
Step 4. Deciding on Media Timing
Major Media Types
Newspapers
Television
Direct mail
Radio
Magazines
Outdoor
Internet
Evaluating Advertising
Communication Effects -
Sales Effects -
International Advertising Decisions
Adaptation of global advertising
Advertising media differ considerably in availability & cost
Regulation in advertising practices
Comparison ads not acceptable in all countries
Programs must be matched to local cultures and customs
What is Sales Promotion ?
Sales promotion is a mass communication technique that offers short-term incentives to encourage purchase or
sales of a product or service.
Rapid Growth of Sales Promotion
Sales promotion can take the form of . . .
----Rapid growth in the industry has been achieved because:
 Product managers are facing more pressure to increase their current sales,
 Companies face more competition,
 Advertising efficiency has declined,
 Consumers have become more deal oriented.
Sales Promotion Objectives
Increase short-term sales or help build long-term market share.
Get retailers to:
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Major Consumer Sales Promotion Tools
Samples
Coupons
Cash Refunds
Price Packs
Premium
Major Consumer Sales Promotion Tools – (con’t)
Advertising Specialties
Patronage Rewards
Point-of-Purchase
Contests
Sweepstakes
Game
Major Trade Sales Promotion Tools
Trade Promotion Objectives
 Persuade Retailers or Wholesalers to Carry a Brand
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Give a Brand Shelf Space
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Promote a Brand in Advertising
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Push a Brand to Consumers
Major Business Sales Promotion Tools
Business-Promotion Tools
 Conventions
Trade-Promotion Tools
 Discounts
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Allowances
Business-Promotion Objectives
 Generate Business Leads
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Trade Shows
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Stimulate Purchases
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Sales Contests
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Reward Customers
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Motivate Salespeople
Developing the Sales Promotion Program
 Decide on the Size of the Incentive
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Set Conditions for Participation
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Determine How to Promote and Distribute the Promotion Program
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Determine the Length of the Program
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Evaluate the Program
What is Public Relations?
Public relations involves building good relations with the company’s various publics by obtaining favorable
publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and
events.
Major Public Relations Functions
Public Relations Departments May Perform Any of All of the Following Functions:
Press Relations or Agentry -
Product Publicity -
Public Affairs-
Lobbying -
Investor Relations -
Development -
Major Public Relations Tools
News
Speeches
Special Events
Written Materials
Audio/Visual Materials
Corporate Identity Materials
Public Service Activities
Web Site
Major Public Relations Decisions
 Setting Public Relations Objectives
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Choosing the Public Relations Messages and Vehicles
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Implementing the Public Relations Plan
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Evaluating Public Relations Results