Advertising, Sales Promotion, and Public Relations

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Advertising, Sales Promotion, and Public Relations :

Advertising, Sales Promotion, and Public Relations Wajiha iffat

Learning Goals:

Learning Goals Define the roles of advertising, sales promotion, and public relations in the promotion mix Describe the major decisions involved in developing an advertising program Explain how sales-promotion campaigns are developed and implemented Explain how companies use public relations to communicate with their publics

Learning Goals:

Learning Goals Know the major decisions involved in developing an advertising program. Learn how sales promotion campaigns are developed and implemented. Learn how companies use public relations to communicate with their publics. Understand the roles of advertising, sales promotion, and public relations in the promotion mix.

Advertising:

Advertising Advertising Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Advertising:

Advertising Signage in ancient times offers evidence of early advertising. Modern ad spending tops $11 billion in Canada annually, $498 billion worldwide. Business firms, not-for-profit, social agencies, and professionals all advertise.

Key Advertising Decisions:

Key Advertising Decisions Setting objectives Setting the budget Developing the advertising strategy Evaluating advertising campaigns Advertising objectives can be classified by primary purpose: Inform Introducing new products Persuade Becomes more important as competition increases Comparative advertising Remind Most important for mature products

Key Advertising Decisions:

Key Advertising Decisions Setting objectives Setting the budget Developing the advertising strategy Evaluating advertising campaigns Methods of budget setting were listed in chapter 14 Several factors should be considered when setting the ad budget: Stage in the PLC Market share Level of competition Ad clutter Degree of brand differentiation

Key Advertising Decisions:

15- 8 Key Advertising Decisions Setting objectives Setting the budget Developing the advertising strategy Evaluating advertising campaigns Creative challenges Advertising clutter TiVo and PVRs Creating ad messages Message strategy Creative concept or Big Idea Advertising appeal Message execution Many execution styles Tone, format, illustration, headline, copy

Advertising:

Advertising Slice of Life Lifestyle Fantasy Mood or Image Musical Testimonial Evidence or Endorsement Personality Symbol Technical Expertise Scientific Evidence Creative Execution Styles

Key Advertising Decisions:

Key Advertising Decisions Setting objectives Setting the budget Developing the advertising strategy (cont.) Evaluating advertising campaigns Select advertising media Decide on level of reach, frequency and impact Choose among the major media types by considering: Consumer media habits, nature of the product, types of messages, and costs Select specific media vehicles Decide on media timing

Advertising:

Newspapers Television Direct Mail Radio Magazines Outdoor Internet Advertising Major Media Types

Key Advertising Decisions:

Key Advertising Decisions Setting objectives Setting the budget Developing the advertising strategy (cont.) Evaluating advertising campaigns Measuring communications effect Copy testing Measuring sales effect Compare past sales with past advertising expenditures Experiments

Learning Goals:

Learning Goals Know the major decisions involved in developing an advertising program. Learn how sales promotion campaigns are developed and implemented. Learn how companies use public relations to communicate with their publics. Understand the roles of advertising, sales promotion, and public relations in the promotion mix.

Sales Promotion:

Sales Promotion Sales Promotion Sales promotions are short-term incentives to encourage the purchase or sale of a product or service.

Sales Promotion:

Sales Promotion Sales Promotions Can be targeted at final buyers, retailers and wholesalers, business customers, and members of the sales force. The use of sales promotions has been growing rapidly. Today, sales promotion accounts for 76% of all marketing expenditures.

Sales Promotion:

Sales Promotion Factors contributing to growth of sales promotion: Greater focus on increasing sales in the short-term Greater competition Decline in advertising efficiency Consumers are more “deal-oriented”

Sales Promotion Objectives:

Sales Promotion Objectives Objectives -- Consumer Promotions: Increase short-term sales or long-term market share Generate product trial Objectives -- Trade Promotions: Obtaining distribution and shelf space Encouraging retailers to advertise the brand Objectives -- Sales Force Promotions: Signing up new accounts

Major Sales Promotion Tools:

Major Sales Promotion Tools Consumer Promotion Tools Samples Coupons Cash Refunds (Rebates) Price packs (cents-off deals) Advertising Specialties Premiums Patronage Rewards Point-of-Purchase Communications Contests, Games, and Sweepstakes

Major Sales Promotion Tools:

15- 19 Major Sales Promotion Tools Trade Promotion Tools Discounts (also called price-off, off-list, and off-invoice) Allowances Advertising allowances Display allowances Free goods Push money Specialty advertising items

Major Sales Promotion Tools:

15- 20 Major Sales Promotion Tools Business Promotion Tools Includes many of the same tools used in consumer and trade promotions Two additional tools: Conventions and trade shows Sales contests

Sales Promotion:

15- 21 Sales Promotion Key Decisions When Developing the Sales Promotion Program: Size of the incentive Conditions for participation Promotion and distribution of the actual sales promotion program Length of the promotional program Evaluation

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