Download 17. Advertising

chapter
seventeen
advertising,
public relations,
and sales promotions
McGraw-Hill/Irwin
Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
Advertising, Public Relations,
and Sales Promotions
LEARNING OBJECTIVES
LO1 Describe the steps in designing and executing an
advertising campaign.
LO2 Identify three objectives of advertising.
LO3 Describe the different ways that advertisers
appeal to consumers.
LO4 Identify the various types of media.
LO5 Identify agencies that regulate advertising.
LO6 Describe the elements of a public relations
toolkit.
LO7 Identify the various types of sales promotions.
17-2
Steps in Planning and
Executing an Ad Campaign
Advertising Age Website
17-3
Set Advertising Objectives
Pull strategy
Push strategy
©Comstock/PunchStock
©Brand X Pictures/PunchStock
17-4
Advertising Objectives
Inform
Persuade
Remind
17-5
Focus of Advertisements
Product-focused
advertisements
©2000 Image 100 Ltd
Institutional
advertisements
17-6
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
17-7
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
17-8
The Appeal
©Procter & Gamble
©Procter & Gamble
Informational appeal
Emotional appeal
17-9
Evaluate and Select Media
Media planning
©Photodisc/Getty Images
The McGraw-Hill Companies,
Inc/John Flournoy, photographer
Ryan McVay/Getty Images
Photodisc/Getty Images
Media mix
Media buy
17-10
Choosing the Right Medium
17-11
Determine the Advertising Schedule
Continuous
Pulsing
Flighting
©Procter & Gamble
17-12
Assess Impact
Using Marketing Metrics
Pretesting
Tracking
Protesting
17-13
Regulatory and Ethical Issues
in Advertising
17-14
Public Relations
TOMS Shoes Website
17-15
Types of Sales Promotion
17-16
Evaluated Sales Promotions
using Marketing Metrics
Realized margin
Cost of additional inventory
Potential increase in sales
Long-term impact
Potential loss from switches from more profitable items
Additional sales by customers
17-17