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CHAPTER 15 NOTES ADVERTISING AND SALES PROMOTION Total spending is big--and growing internationally Advertising doesn't employ that many people ADVERTISING OBJECTIVES ARE A STRATEGY DECISION Advertising objectives must be specific The marketing manager sets the overall direction OBJECTIVES DETERMINE KIND OF ADVERTISING NEEDED PRODUCT ADVERTISING--tries to sell a specific product. INSTITUTIONAL ADVERTISING--tries to promote an organization's image, reputation--rather than a specific product. Product advertising--know us, like us, remember us PIONEERING ADVERTISING--tries to develop primary demand for a product category rather than demand for a specific brand. COMPETITIVE ADVERTISING--tries to develop selective demand for a specific brand rather than a product category. DIRECT TYPE ADVERTISING--competitive advertising that aims for immediate buying action. INDIRECT TYPE ADVERTISING--competitive advertising that points out product advantages to affect future buying decisions. COMPARATIVE ADVERTISING--advertising that makes specific brand comparisons--using actual product names. REMINDER ADVERTISING--advertising to keep the product's name before the public. Vertical cooperation--advertising allowances, cooperative advertising ADVERTISING ALLOWANCES--price reductions to firms in the channel to encourage them to advertise or otherwise promote the firm's products locally. COOPERATIVE ADVERTISING--middlemen and producers sharing in the cost of ads. Specify promotion objectives Match your market with the media Advertisers pay for the whole audience Some media help zero in on specific target markets Specialized media are small--but gaining "Must buys" may use up available funds ADVERTISING ON THE INTERNET: NEW OPPORTUNITIES AND NEW CHALLENGES Most Internet ads seek a direct response Some websites are better for reaching target customers Context advertising links ad to content being viewed Pointcasting determines which customers see an ad At some websites, ads are free if they don't get results PLANNING THE "BEST" MESSAGE--WHAT TO COMMUNICATE COPY THRUST--what the words and illustrations of an ad should communicate. Let AIDA help guide message planning Getting Aention Holding Interest Arousing Desire Obtaining Action ADVERTISING AGENCIES OFTEN DO THE WORK ADVERTISING AGENCIES--specialists in planning and handling mass-selling details for advertisers. Some firms pay the agency based on results MEASURING ADVERTISING EFFECTIVENESS IS NOT EASY Success depends on the total marketing mix Research and testing can improve the odds AD FAIRNESS/TRUTHFULNESS CAN BE AN ISSUE FTC controls unfair practices in the United States CORRECTIVE ADVERTISING--ads to correct deceptive advertising. SALES PROMOTION: DO SOMETHING DIFFERENT TO STIMULATE CHANGE The nature of sales promotion Sales promotion objectives and situation should influence decision PROBLEMS IN MANAGING SALES PROMOTION Does sales promotion erode brand loyalty? Sales promotion is hard to manage Sales promotion for final consumers or users Sales promotion for middlemen Sales promotion for own employees