© 2002 mcgraw-hill companies, inc., mcgraw-hill/irwin
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© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
© 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
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Product Advertisements
• Institutional Advertisements
TYPES OF ADVERTISEMENTS
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• Identifying the Target Audience
• Specifying Advertising Objectives
• Setting the Advertising Budget
DEVELOPING THE ADVERTISING PROGRAM
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Designing the Advertisement• Message Content
• Creating the Actual Message
DEVELOPING THE ADVERTISING PROGRAM
© 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
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U.S. advertising expenditures, U.S. advertising expenditures, by category (data in millions of dollars)by category (data in millions of dollars)
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DEVELOPING THE ADVERTISING PROGRAM
• Basic Terms Reach Rating Frequency Gross Rating Points Cost Per Thousand
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The language of the media buyerThe language of the media buyer
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• Different Media Alternatives• Television
Infomercials
• Radio
• Magazines
• Newspapers
DEVELOPING THE ADVERTISING PROGRAM
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• Different Media Alternatives• Internet
• Outdoor
• Other Media
• Selection Criteria
• Scheduling the Advertising
DEVELOPING THE ADVERTISING PROGRAM
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Advantages and disadvantages of Advantages and disadvantages of major advertising mediamajor advertising media
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• Scheduling the Advertising
DEVELOPING THE ADVERTISING PROGRAM
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• Pretesting the Advertising• Portfolio Tests
• Jury Tests
• Theater Tests
EXECUTING THE ADVERTISING PROGRAM
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Alternative structures of advertising agencies used to Alternative structures of advertising agencies used to carry out the advertising programcarry out the advertising program
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• Carrying Out the Advertising Program Full-service agency Limited-service agencies In-house agencies
EXECUTING THE ADVERTISING PROGRAM
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• Posttesting the Advertising• Aided Recall (Recognition-Readership)
• Unaided Recall
• Attitude Tests
• Inquiry Tests
• Sales Tests
• Making Needed Changes
EVALUATING THE ADVERTISING PROGRAM
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• The Importance of Sales Promotion
• Consumer-Oriented Sales Promotion• Coupons
• Deals
• Premiums
• Contests
• Sweepstakes
SALES PROMOTION
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• Consumer-Oriented Sales Promotion • Samples
• Continuity Programs
• Point-of-Purchase Displays
• Rebates
• Product Placement
SALES PROMOTION
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Sales promotion alternativesSales promotion alternatives
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• Trade-Oriented Sales Promotions• Allowances and Discounts
• Cooperative Advertising
• Training of Distributor’s Salesforces
SALES PROMOTION
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• Publicity Tools
PUBLIC RELATIONS
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• Building Long-Term Relationships with Promotions
• Self-Regulation
INCREASING THE VALUE OF PROMOTION