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Transcript
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: 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: Developing Advertising Strategy Advertising Strategy Consists of Two Major Elements and Companies are realizing the Benefits of Planning These Two Elements Jointly. 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: 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 Give a Brand Shelf Space Promote a Brand in Advertising Push a Brand to Consumers Major Business Sales Promotion Tools Business-Promotion Tools Conventions Trade-Promotion Tools Discounts Allowances Business-Promotion Objectives Generate Business Leads Trade Shows Stimulate Purchases Sales Contests Reward Customers Motivate Salespeople Developing the Sales Promotion Program Decide on the Size of the Incentive Set Conditions for Participation Determine How to Promote and Distribute the Promotion Program Determine the Length of the Program 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 Choosing the Public Relations Messages and Vehicles Implementing the Public Relations Plan Evaluating Public Relations Results