advertising, sales promotion and public relation

8/6/2019 Advertising, Sales Promotion and Public Relation

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What is Advertising?

Advertising is any paid form ofnonpersonal

presentation and promotion ofideas, goods,

or services by an identified sponsor.


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The Five Ms of Advertising


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Setting Advertising Objectives

3

Informative Advertising

Inform Consumers or

Build Primary Demand

i.e CD Players

Comparison Advertising

Compares One Brand to

Another

i.e. Avis vs. Hertz

Persuasive AdvertisingBuild Selective Demand

i.e Sony CD Players

Reminder Advertising

Keeps Consumers Thinking

About a Product

i.e. Coca-Cola

Advertising Objective

Specific Communication Task

Accomplished with a Specific

TargetAudience

During a Specific Period ofTime


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Factors to Consider in Setting an Advertising

Budget

Stage in the product life cycle

Market share and consumer base

Competition and clutter

Advertising frequency

Product substitutability


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Developing the

Advertising Campaign

Message generation

and evaluation

Creative development

and execution

Legal and social issues


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Television

Advantages

Reaches broad spectrum of

consumers

Low cost per exposure Ability to demonstrate

product use

Ability to portray image and

brand personality

Disadvantages

Brief

Clutter

High cost of production

High cost of placement

Lack of attention by viewers


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Print Ads

Advantages

Detailed product

information

Ability to

communicate user

imagery.

Flexibility Ability to segment.

Disadvantages

Passive medium

Clutter

Unable to

demonstrate product

use.


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Print Ad Components

Headline

Picture

SignatureCopy


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Print Ad Evaluation Criteria

Is the message clear at a glance?

Is the benefit in the headline?

Does the illustration support the headline?

Does the first line of the copy support or explain the

headline and illustration?

Is the ad easy to read and follow?

Is the product easily identified?

Is the brand or sponsor clearly identified?


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Communicating to the Rural

Audience

Large variations in language and culture Campaigns have to be tailor made for product

and region

Product demonstrations in haats, mandis, andmelas (fairs) are useful

TV and print media do not reach all villages andall customers

Wall paintings and signboards very popular

Folk theatre, magic shows and puppet shows arealso used as a media vehicle


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Media Selection

Reach

Frequency

Impact

Exposure


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Choosing Among Major Media Types

Target audience and media habits

Product characteristics

Message characteristics Cost


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Major Media Types

Newspapers

Television

Direct mail

Radio

Magazines

Outdoor

Yellow Pages

Newsletters

Brochures

Telephone

Internet


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Place AdvertisingPlace Advertising

Billboards

Public spaces

Product placement

Point-of-purchase


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What is Sales Promotion?

Sales promotions consist of a collection of

incentive tools, mostly short term, designed to

stimulate quicker or greater purchase of

particular products or services by consumers

or the trade.


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Sales Promotion Objectives

Increase short-term sales or help build long-term market share.

Get retailers to:

carry new items and more inventory,

advertise products,

give products more shelf space

buy product ahead.

In general, sales promotion should focus onconsumer relationship building.

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Sales Promotion Tactics

Consumer-directed

Samples

Coupons

Cash refund offers Price offs

Premiums

Prizes

Patronage rewards Free trials

Tie-in promotions

Trade-directed

Price offs

Allowances

Free goods Sales contests

Spiffs

Trade shows

Specialty advertising


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Major Consumer Sales Promotion Tools

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SampleSample

CouponsCoupons

Cash RefundsCash Refunds

Price PacksPrice Packs

PremiumsPremiums

AdvertisingSpecialties

AdvertisingSpecialties

Trial amount of a productTrial amount of a product

Savings when purchasing specifiedproducts

Savings when purchasing specifiedproducts

Refund of part of the purchase priceRefund of part of the purchase price

Reduced prices marked on the label orpackage

Reduced prices marked on the label orpackage

Goods offered free or low cost as anincentive to buy a product

Goods offered free or low cost as anincentive to buy a product

Articles imprinted with an advertisersname given as gifts

Articles imprinted with an advertisersname given as gifts


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Major Consumer Sales Promotion Tools

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Patronage RewardsPatronage Rewards

Point-of-PurchasePoint-of-Purchase

ContestsContests

SweepstakesSweepstakes

GameGame

Cash or other rewards for the use of acertain product

Cash or other rewards for the use of acertain product

Displays and demonstrations that takeplace at the point of sale

Displays and demonstrations that takeplace at the point of sale

Consumers submit an entry to be judgedConsumers submit an entry to be judged

Consumers submit their names for a drawConsumers submit their names for a draw

Presents consumers with something everytime they buy

Presents consumers with something everytime they buy


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WHAT IS PUBLIC RELATIONS?

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Public Relations Involves BuildingGood Relations by Obtaining

Favorable Publicity, Building Up a Good

Corporate Image, and Handling or

Heading off Unfavorable Rumors,Stories, and Events.


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Major Public Relations Functions

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Press Relations or Agentry

Product Publicity

Public Affairs

Lobbying

Investor Relations

Development

Public Relations

Departments May

Perform Any of All of the

Following Functions:


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Coordinating relationships with online, print, and

electronic media.

Reprinting speeches, annual reports, etc. for the

public

Managing institutional and nonprofit organizationimage

Coordinating the organizational online face

Conducting opinion research

Managing gift-giving

Coordinating special events


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Major Public Relations Tools

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News

ee es

e ial

Events

Written

MaterialsAudiovisual

Materials

Cor orate

Identity

Materials

Publi

ervi e

A tivities

Web ite


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Major Public Relations Decisions

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Setting Public Relations Objectives

Choosing the Public Relations Messagesand Vehicles

Implementing the Public Relations Plan

Evaluating Public Relations Results

advertising, sales promotion and public relation

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