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© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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Page 1: © 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Page 2: © 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Page 3: © 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

WHAT’S THE FUTURE OF ADVERTISING? THE ANSWER IS PERSONAL!

ADVERTISING, SALES PROMOTION, AND PUBLIC

RELATIONS

Page 4: © 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

• Product Advertisements

• Institutional Advertisements

TYPES OF ADVERTISEMENTS

Page 5: © 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

• Identifying the Target Audience

• Specifying Advertising Objectives

• Setting the Advertising Budget

DEVELOPING THE ADVERTISING PROGRAM

Page 6: © 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

• Designing the Advertisement• Message Content

• Creating the Actual Message

DEVELOPING THE ADVERTISING PROGRAM

Page 7: © 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

DEVELOPING THE ADVERTISING PROGRAM

• Selecting the Right Media• Choosing a Medium and a Vehicle

within That Medium

Page 8: © 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

U.S. advertising expenditures, U.S. advertising expenditures, by category (data in millions of dollars)by category (data in millions of dollars)

Page 9: © 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

DEVELOPING THE ADVERTISING PROGRAM

• Basic Terms Reach Rating Frequency Gross Rating Points Cost Per Thousand

Page 10: © 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The language of the media buyerThe language of the media buyer

Page 11: © 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

• Different Media Alternatives• Television

Infomercials

• Radio

• Magazines

• Newspapers

DEVELOPING THE ADVERTISING PROGRAM

Page 12: © 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

• Different Media Alternatives• Internet

• Outdoor

• Other Media

• Selection Criteria

• Scheduling the Advertising

DEVELOPING THE ADVERTISING PROGRAM

Page 13: © 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Advantages and disadvantages of Advantages and disadvantages of major advertising mediamajor advertising media

Page 14: © 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

• Scheduling the Advertising

DEVELOPING THE ADVERTISING PROGRAM

Page 15: © 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

• Pretesting the Advertising• Portfolio Tests

• Jury Tests

• Theater Tests

EXECUTING THE ADVERTISING PROGRAM

Page 16: © 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Alternative structures of advertising agencies used to Alternative structures of advertising agencies used to carry out the advertising programcarry out the advertising program

Page 17: © 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

• Carrying Out the Advertising Program Full-service agency Limited-service agencies In-house agencies

EXECUTING THE ADVERTISING PROGRAM

Page 18: © 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

• Posttesting the Advertising• Aided Recall (Recognition-Readership)

• Unaided Recall

• Attitude Tests

• Inquiry Tests

• Sales Tests

• Making Needed Changes

EVALUATING THE ADVERTISING PROGRAM

Page 19: © 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

• The Importance of Sales Promotion

• Consumer-Oriented Sales Promotion• Coupons

• Deals

• Premiums

• Contests

• Sweepstakes

SALES PROMOTION

Page 20: © 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

• Consumer-Oriented Sales Promotion • Samples

• Continuity Programs

• Point-of-Purchase Displays

• Rebates

• Product Placement

SALES PROMOTION

Page 21: © 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Sales promotion alternativesSales promotion alternatives

Page 22: © 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

• Trade-Oriented Sales Promotions• Allowances and Discounts

• Cooperative Advertising

• Training of Distributor’s Salesforces

SALES PROMOTION

Page 23: © 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

• Publicity Tools

PUBLIC RELATIONS

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© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

• Building Long-Term Relationships with Promotions

• Self-Regulation

INCREASING THE VALUE OF PROMOTION