advertising, publicity, and sales promotion - mycsu planning, advertising, publicity, and sales...

Chapter 15Advertising,

Publicity, and

Sales

Promotion

Copyright 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

15-2

At the end of this presentation, you should be able to:

1. understand why a marketing manager sets specific objectives to guide the advertising effort.

2. understand when the various kinds of advertising are needed.

3. understand how to choose the best medium.

4. understand the main ways that digital advertising differs from advertising in other media.

5. understand how to plan the "best" messagethat is, the copy thrust.

15-3

At the end of this presentation, you should be able to:

6. understand what advertising agencies do.

7. understand how to advertise legally.

8. understand the importance of and different types of publicity.

9. understand the importance and nature of sales promotion.

10.know the advantages and limitations of different types of sales promotion.

11.understand important new terms.

15-4

Strategy Planning, Advertising,

Publicity, and Sales Promotion (Exhibit 15-1)

CH 15: Advertising,

Publicity, & Sales

Promotion

Advertising

spending

Advertising

strategy

decisions

Advertising

& the law

Sales

promotion

decisions

CH 14: Personal

Selling and

Customer Service

CH 13: Promotion

Intro To Integrated

Marketing

Communications

Publicity

15-5

International

Dimensions Are Important

15-6

Advertising Spending as Percent

of Sales for Illustrative Product Categories (Exhibit 15-2)

15-7

Advertising Spending as Percent

of Sales for Illustrative Product Categories (Exhibit 15-2)

15-8

The Decision to Position a New

Product

Copyright 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

15-9

Setting Ad Objectives is a

Strategy Decision

Obtain Outlets

Ongoing Contact

Support Sales Force

Get Immediate Action

Introduce New Products

Advertising

Objectives

Should Be

Specific

Maintain Relationships

Position Brands

15-10

Whats the Advertising

Objective?

Copyright 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

15-11

Examples of Different Types of Advertising

over Adoption Process Stages(Exhibit 15-3)

Teaser campaigns

Pioneering ads

Jingles/slogans

Viral advertising

Announcements

Awareness

Informative or

descriptive ads

Image/celebrity ads

Search ads

E-mail ads

Demonstration of

benefits

Interest

Competitive ads

Persuasive copy

Comparative ads

Testimonials

Search ads

Evaluation and

Trial

Reminder ads

Informative why

ads

Confirmation

Direct-action retail

ads

Point-of-purchase

ads

Price deal offers

Decision

15-12

Coordinating Advertising Across

the Channel to Achieve Objectives

Cooperative

AdvertisingKey

Issues

Advertising

Allowances

15-13

Types of Advertising

(Exhibit 15-4)

Institutional

Advertising

Pioneering

Advertising

Product

Advertising

Competitive

Advertising

Reminder

Advertising

Types of

Advertising

15-14

Competitive Advertising

15-15

Interactive Exercise: Types of

Advertising

https://online.columbiasouthern.edu/CSU_Content/courses/Business/BBA/BBA3201/14P/Videos/Chapter 15/Advertising.exehttps://online.columbiasouthern.edu/CSU_Content/courses/Business/BBA/BBA3201/14P/Videos/Chapter 15/Advertising.exe

15-16

Institutional Advertising

Remember Our Name

Informs, Persuades,

or Reminds

Focuses on Name

and Prestige of a

Company

Develops Goodwill

15-17

Checking Your Knowledge

A television ad for Target encourages consumers to go to their nearest Target store for a big end-of-season sale coming up in two weeks. This type of advertising is:

A. pioneering.

B. reminder.

C. indirect competitive.

D. direct competitive.

E. institutional.

15-18

Checking Your Knowledge

Community Bank sends an advertisement via direct mail to several thousand customers, quoting special low financing rates on new vehicles for a limited time only. The ad names some other financial institutions and shows their respective loan rates. Community Bank promises to beat any rate offered for a comparable term. This type of advertising is:

A. pioneering.

B. indirect competitive.

C. comparative.

D. reminder.

E. institutional.

15-19

Choosing the Best Medium

How To Deliver the Message

Promotion Objectives

Target Market

Characteristics

Funds Available

Nature of the Media

15-20

Estimated U.S. Ad Spending, Percent Growth, and Advantages and Disadvantages of Major Advertising Media (Exhibit 15-5)

Media2013 Ad

Spending

(billions)

Project-

ed %

Growth

2013-14

Advantages Disadvantages

Television

& cable64.3 3.8

Demos, image

building, good

attention, wide reach,

cable selective

Clutterads

compete for attention,

expensive

Direct

mail48.2 -1.7

Highly targeted,

flexible, can

personalize

Relatively costly per

contact, junk mail,

hard to retain attention

Internet 36.3 18.4

Ads link to detailed

website, pay for

results, easy to track

results

Hard to compare

costs with

other media

News

papers23.0 -8.0

Flexible, timely, local

market

Clutterads

compete for attention,

poor photo quality

15-21

Estimated U.S. Ad Spending, Percent Growth, and Advantages and Disadvantages of Major Advertising Media (Exhibit 15-5)

Media2010 Ad

spending.

(billions)

2010 %

of Total

SpendAdvantages Disadvantages

Magazine 17.4 -3.4

Involved readers ,

very targeted, good

detail & pass along

Inflexible, long lead

times, cost can be

high

Outdoor

& cinema8.7 5.0 Captive audience

Glance medium;

younger

audience for cinema

Radio 17.2 1.9Wide reach, low cost

segmented audience

Weak attention, many

different rates, short

exposure

Yellow

Pages8.1 -9.0

Reaches local

customers ready to

buy, inexpensive

Many competitors

listed in same place,

hard to differentiate

15-22

An Emphasis on Targeting

Specialized Media Are Gaining

Traditional Media Are

More Targeted

Direct Mail Has Grown

Must Buys May Use Up

Funds

Key

Issues

15-23

Interactive Exercise:

Promotion Planning

https://online.columbiasouthern.edu/CSU_Content/courses/Business/BBA/BBA3201/14P/Videos/Chapter 15/PromotionPlanning.exehttps://online.columbiasouthern.edu/CSU_Content/courses/Business/BBA/BBA3201/14P/Videos/Chapter 15/PromotionPlanning.exe

15-24

Digital Advertising

Text AdsFacebook

and Google Know

Behavioral Targeting

Key

Issues

Direct Response

Desired

Big Data

Pay Per Click

Advertising

Advertisers Know Your Location

15-25

Planning the Best Message

What to Communicate

15-26

Planning the Best Message

Example

Copyright 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

15-27

AIDA Attention, Interest, Desire, and Action

Obtain Action

Arouse Desire

Hold Interest

Get Attention

Can Global Messages Work?

15-28

Checking Your Knowledge

A famous athlete is featured in a commercial for a pain-relieving rub that can help soothe muscle aches and pains. He says, If it works for me, itll surely work for you. This testimonial is mainly aimed at the _________ stage of the AIDA model.

A. attention

B. interest

C. desire

D. action

E. confirmation

15-29

A Unique Selling Proposition

Copyright 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

15-30

Advertising Agencies Often Do

the WorkSpecialists

Big agencies do most

of the work

Ethical issues in

advertising agencies

AdvertisingAgencies

15-31

Measuring Advertising

Effectiveness Is Not Easy

Research and

Testing May

Improve Odds

Success Depends

on the

Total Marketing Mix

Hindsight May Lead

to Foresight

15-32

How to Avoid Unfair Advertising

StandardsAre Changing

G