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Chapter 15: Advertising and Sales Promotion

Chapter 15: Advertising and Sales Promotion. 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.

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Chapter 15: Advertising and Sales Promotion

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  1. Chapter 15: Advertising and Sales Promotion

  2. 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 advertising on the Internet differs from advertising in other media. 5. Understand how to plan the "best" message—that is, the copy thrust. 6. Understand what advertising agencies do—and how they are paid. 7. Understand how to advertise legally. 8. Understand the importance and nature of sales promotion. 9. Know the advantages and limitations of different types of sales promotion. 10. Understand the important new terms. Chapter 15 Objectives When you finish this chapter, you should 15-2

  3. Target Market Product Place Promotion Price Personal Selling Mass Selling Sales Promotion Advertising Publicity Who will do the work? Copy thrust Media types Target audience Kind of advertising Strategy Planning for Advertising Exhibit 15-1 15-3

  4. Introduce New Products Position Brands Strategy Decisions in Setting Advertising Objectives Obtain Outlets Ongoing Contact Support Sales Force Get Immediate Action Maintain Relationships Setting Advertising Objectives 15-4

  5. Pioneering Competitive Kinds of Product Advertising Reminder Kinds of Advertising 15-5

  6. Television Yellow Pages Newspaper Magazine Major Kinds of Media Direct Mail Outdoor Radio Internet Choosing Media 15-6

  7. Many Forms ?????? ?????? ?????? ?????? ?????? Seek Direct Response More Exposure Better Targeting Context Ads/Pointcasting Pay for Results Advertising on the Internet 15-7

  8. Get Attention Hold Interest Arouse Desire Obtain Action Planning the Message 15-8

  9. Consider the Total Mix ???? ???? ???? ???? ???? Research and Testing May Improve Odds Build Upon What Works Measuring Advertising Effectiveness 15-9

  10. + Immediate Results + + Growth + Positives Negatives - Erodes Brand Loyalty - - Hard to Manage - Issues in Managing Sales Promotion 15-10

  11. Unit Sales Period of promotion Sales temporarily increase, then decrease, then return to regular level Time Possible Effects of Sales Promotion Exhibit 15-5A 15-11

  12. Possible Effects of Sales Promotion Unit Sales Period of promotion Sales temporarily increase and then return to regular level Time Exhibit 15-5B 15-12

  13. Possible Effects of Sales Promotion Unit Sales Period of promotion Sales increase and then remain at higher level Time Exhibit 15-5C 15-13

  14. Key Terms Institutional Advertising Product Advertising Pioneering Competitive Direct Type Indirect Type Comparative Reminder Advertising Allowances Cooperative Advertising Copy Thrust Advertising Agencies Corrective Advertising 15-14

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