Advertising, Sales Promotion, Advertising, Sales Promotion, & Public Relations& Public Relations

Chapter 19Chapter 19

Advertising TypesAdvertising Types Product AdvertisementsProduct Advertisements

PioneeringPioneering CompetitiveCompetitive ReminderReminder

Institutional AdvertisementsInstitutional Advertisements Advocacy Advocacy Pioneering InstitutionalPioneering Institutional Competitive InstitutionalCompetitive Institutional Reminder InstitutionalReminder Institutional

Developing the ProgramDeveloping the Program Identifying the Target AudienceIdentifying the Target Audience Specifying Advertising ObjectivesSpecifying Advertising Objectives Setting the Advertising BudgetSetting the Advertising Budget Designing the AdvertisementDesigning the Advertisement

Types of appealsTypes of appeals Creating the MessageCreating the Message

Developing the ProgramDeveloping the Program Selecting the Right MediaSelecting the Right Media

Two goals of media selectionTwo goals of media selection Different mediaDifferent media

Developing the ProgramDeveloping the Program Scheduling the AdvertisingScheduling the Advertising

Three factorsThree factors Buyer turnoverBuyer turnover Purchase frequencyPurchase frequency Forgetting rateForgetting rate

Three approachesThree approaches ContinuousContinuous FlightingFlighting PulsePulse

Executing the AdvertisingExecuting the Advertising PretestingPretesting

Portfolio testsPortfolio tests Jury testsJury tests Theater testsTheater tests

Carrying out the AdvertisingCarrying out the Advertising Full-service agencyFull-service agency Limited-service agencyLimited-service agency In-house agencyIn-house agency

Evaluating the AdvertisingEvaluating the Advertising Posttesting the AdvertisingPosttesting the Advertising

Aided recallAided recall Unaided recallUnaided recall Attitude testAttitude test Inquiry testInquiry test Sales testSales test

Making Needed ChangesMaking Needed Changes

Sales PromotionSales Promotion $100 billion annually$100 billion annually Consumer-Oriented PromotionsConsumer-Oriented Promotions Trade-Oriented PromotionsTrade-Oriented Promotions

Allowances and discountsAllowances and discounts Cooperative advertisingCooperative advertising Training of Distributors’ SalesforcesTraining of Distributors’ Salesforces

Public RelationsPublic Relations Publicity toolsPublicity tools

News ReleaseNews Release News ConferenceNews Conference Public Service AnnouncementsPublic Service Announcements

Increasing the Value of Increasing the Value of PromotionPromotion

Emphasize Long-term RelationshipsEmphasize Long-term Relationships Focus on individual preferencesFocus on individual preferences

Self-regulationSelf-regulation