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Transcript
Advertising, Sales Promotion and Public Relations What is Advertising? • Any form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor. • U.S. advertisers spend in excess of $175 billion each year. • Advertising is used by: – Business firms, –Nonprofit organizations, –Professionals, –Social Agencies. Major Decisions in Advertising Objectives Setting Budget Decisions Message Decisions Media Decisions Campaign Evaluation Setting Objectives Advertising Objectives • Specific Communication Task • Accomplished with a Specific Target Audience • During a Specific Period of Time Informative Advertising Persuasive Advertising Build Primary Demand Build Selective Demand Comparison Advertising Reminder Advertising Compares One Brand to Another Keeps Consumers Thinking About a Product. Setting the Advertising Budget Advertising Budget Methods Affordable, Percentage of Sales, Competitive-Parity and Objective-and-Task Product Differentiation Advertising Frequency Stage in the Product Life Cycle Factors in Setting the Advertising Budget Competition and Clutter Market Share Click to add Strategy title Advertising Creating Advertising Messages Plan a Message Strategy General Message to Be Communicated to Customers Develop a Message Focus on Customer Benefits Creative Concept “Big Idea” Visualization or Phrase Advertising Appeals Combination of Both Meaningful Believable Distinctive Advertising Strategy Message Execution Turning the “Big Idea” Into an Actual Ad to Capture the Target Market’s Attention and Interest. Testimonial Evidence Scientific Evidence Technical Expertise Slice of Life Typical Message Execution Styles Personality Symbol Lifestyle Fantasy Mood or Image Musical Advertising Strategy Selecting Advertising Media Step 1. Decide on Reach, Frequency, and Impact Step 2. Choosing Among Major Media Types Media Habits of Target Consumers Nature of the Product Type of Message Cost Step 3. Selecting Specific Media Vehicles Specific Media Within a Given Type, i.e. Magazines. Must Balance Media Cost Against Media Factors: Audience Quality & Attention, Editorial Quality Step 4. Deciding on Media Timing Scheduling of Advertising Over the Course of a Year Pattern of Ads: Continuity or Pulsing Advertising Evaluation Advertising Program Evaluation Communication Effects Sales Effects Is the Ad Communicating Well? Is the Ad Increasing Sales? Ways to Handle Advertising Sales Departments in Small Companies Advertising Departments in Larger Companies Advertising Agency Firm that Assists Companies in Planning, Preparing, Implementing and Evaluating Their Advertising Programs. International Advertising Decisions Adaptation of Global Advertising Advertising Media Costs & Availability Regulation of Advertising Practices What is Sales Promotion? • Mass communication technique that offers short-term incentives to encourage purchase or sales of a product or service. • 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. Consumer - Promotion Tools Short-Term Incentives to Encourage Purchase or Sales of a Product or Service. Consumer-Promotion Objectives Entice Consumers to Try a New Product Lure Customers Away From Competitors’ Products Get Consumers to “Load Up’ on a Mature Product Hold & Reward Loyal Customers Consumer Relationship Building Consumer-Promotion Tools Samples Coupons Cash Refunds Advertising Specialties Patronage Patronage Rewards Rewards Contests Price Packs Premiums Sweepstakes Games Point-of-Purchase Displays Trade - Promotion Tools Short-Term Incentives That are Directed to Retailers and Wholesalers. Trade-Promotion Objectives Trade-Promotion Tools Persuade Retailers or Wholesalers to Carry a Brand Price-Offs Premiums Give a Brand Shelf Space Allowances Promote a Brand in Advertising Patronage Displays Rewards Buy-Back Guarantees Discounts Push a Brand to Consumers Free Goods Contests Push Money Specialty Advertising Items Business - Promotion Tools Short-Term Incentives That are Directed to Industrial Customers. Business-Promotion Objectives Business-Promotion Tools Generate Business Leads Conventions Stimulate Purchases Trade Shows Reward Customers Sales Contests 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? • 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 functions are: – Press Relations or Press Agents – Product Publicity – Public Affairs – Lobbying – Investor Relations –Development Major Public Relations Tools Web Site Public Service Activities News Corporate Identity Materials Speeches Special Events Audiovisual Materials Written Materials Click to add title Major Public Relations Decisions Setting Public Relations Objectives Choosing the Public Relations Messages and Vehicles Implementing the Public Relations Plan Evaluating Public Relations Results