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  • 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

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