Download Advertising, Sales Promotion, and Public Relations Chapter 19

19-1
Chapter 19
Advertising,
Sales Promotion,
and Public
Relations
19-2
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter Goals
• Nature and scope of advertising, sales promotion, and
public relations
• Characteristics of the major types of communication tools
• How advertising campaigns are developed and media are
selected
• Alternative ways firms organize the advertising efforts
• How sales promotion is managed to maximize effectiveness
• The role of public relations in the promotion mix
19-3
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
Advertising
Verbal and/or
visual
Nonpersonal
message
Delivery
through
media
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Identified sponsor
Payment
By sponsor
To media
Carrying
message
Advertising Expenditures
19-5
10 National Advertisers
19-6
Types of Advertising
TARGET: Consumer or Business
TYPE OF DEMAND: Primary or Selective
MESSAGE: Product or Institutional
SOURCE: Commercial or Social
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Advertising Campaign
Advertising
Campaign
All tasks involved
in transforming a theme
into a coordinated advertising program
to accomplish a specific goal
for a product or brand
Involves
Several different messages
Over an extended time
Using a variety of media
19-8
Developing an Advertising
Campaign
Framework for an advertising campaign
Identify
the
Establish
Set
Target
Promotional Promotional Determine
promotional
audience
goals
budget
theme
19-9
Budgets
Vertical
Cooperative
Advertising
Advertising
allowance
Horizontal
Cooperative
Advertising
19-10
Creating a Message
Attention
Influence
Execution
Appeal
19-11
Selecting Media
Type
Of
Media
Category
Of
Medium
19-12
Specific
Media
Vehicles
Selecting Media: General Factors
Objectives
of the
Ad
Time
and
Location
19-13
Audience
Coverage
Requirements
of the
Message
Media
Cost
Media
NEWSPAPERS
RADIO
YELLOW PAGES
OUT-OF-HOME
19-14
DIRECT MAIL
TV
MAGAZINES
INTERACTIVE
Cost of Advertising
19-15
Evaluating the Advertising Effort
Difficulty
Of Evaluation
19-16
Methods
Used to
Measure
Effectiveness
Organizing for Advertising
Internal Departments
Advertising Agencies
Inside department
and
Outside Agency
19-17
Sales Promotion
Demand-stimulating devices
to supplement advertising
and facilitate personal selling
Trade
Promotions
19-18
Consumer
Promotions
Developing Sales Promotion Plans
Determine
Objectives
and
Strategies
19-19
Determine
Budgets
Direct
The
Sales
Select
Promotion Appropriate
Effort
Techniques
Major Sales Promotion Devices
19-20
Examples of Product Placements
19-21
Public Relations
Management tool
designed to favorably
influence attitudes
toward an organization,
Its products,
and its policies
19-22
Benefits of Publicity
Lower Costs
Increased attention
More information
Timeliness
19-23
Limitations of Publicity
Loss of control
Limited exposure
Publicity is not free
19-24
Key Terms and Concepts
 Advertising
 Advertising media
 Business-to-Consumer
advertising
 Cost per thousand
 Primary-demand advertising
 Selective-demand advertising
 Comparison advertising
 Product advertising
 Institutional advertising
 Direct tests
 Indirect tests
 Advertising agency
 Sales promotion
 Public relations
 Publicity
 Advertising campaign
 Cooperative advertising
19-25
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.