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Advertising, Sales Promotion, & Public Relations

Advertising, Sales Promotion, & Public Relations. Chapter 19. Advertising Types. Product Advertisements Pioneering Competitive Reminder Institutional Advertisements Advocacy Pioneering Institutional Competitive Institutional Reminder Institutional. Developing the Program.

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Advertising, Sales Promotion, & Public Relations

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  1. Advertising, Sales Promotion, & Public Relations Chapter 19

  2. Advertising Types • Product Advertisements • Pioneering • Competitive • Reminder • Institutional Advertisements • Advocacy • Pioneering Institutional • Competitive Institutional • Reminder Institutional

  3. Developing the Program • Identifying the Target Audience • Specifying Advertising Objectives • Setting the Advertising Budget • Designing the Advertisement • Types of appeals • Creating the Message

  4. Developing the Program • Selecting the Right Media • Two goals of media selection • Different media

  5. Developing the Program • Scheduling the Advertising • Three factors • Buyer turnover • Purchase frequency • Forgetting rate • Three approaches • Continuous • Flighting • Pulse

  6. Executing the Advertising • Pretesting • Portfolio tests • Jury tests • Theater tests • Carrying out the Advertising • Full-service agency • Limited-service agency • In-house agency

  7. Evaluating the Advertising • Posttesting the Advertising • Aided recall • Unaided recall • Attitude test • Inquiry test • Sales test • Making Needed Changes

  8. Sales Promotion • $100 billion annually • Consumer-Oriented Promotions • Trade-Oriented Promotions • Allowances and discounts • Cooperative advertising • Training of Distributors’ Salesforces

  9. Public Relations • Publicity tools • News Release • News Conference • Public Service Announcements

  10. Increasing the Value of Promotion • Emphasize Long-term Relationships • Focus on individual preferences • Self-regulation

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