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ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS

ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS WHAT’S THE FUTURE OF ADVERTISING? THE ANSWER IS PERSONAL! TYPES OF ADVERTISEMENTS Product Advertisements Institutional Advertisements DEVELOPING THE ADVERTISING PROGRAM Identifying the Target Audience

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ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS

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  1. ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS WHAT’S THE FUTURE OF ADVERTISING? THE ANSWER IS PERSONAL!

  2. TYPES OF ADVERTISEMENTS • Product Advertisements • Institutional Advertisements

  3. DEVELOPING THE ADVERTISING PROGRAM • Identifying the Target Audience • Specifying Advertising Objectives • Setting the Advertising Budget

  4. DEVELOPING THE ADVERTISING PROGRAM • Designing the Advertisement • Message Content • Creating the Actual Message

  5. DEVELOPING THE ADVERTISING PROGRAM • Selecting the Right Media • Choosing a Medium and a Vehicle within That Medium

  6. U.S. advertising expenditures, by category (data in millions of dollars)

  7. DEVELOPING THE ADVERTISING PROGRAM • Basic Terms • Reach • Rating • Frequency • Gross Rating Points • Cost Per Thousand

  8. The language of the media buyer

  9. DEVELOPING THE ADVERTISING PROGRAM • Different Media Alternatives • Television • Infomercials • Radio • Magazines • Newspapers

  10. DEVELOPING THE ADVERTISING PROGRAM • Different Media Alternatives • Internet • Outdoor • Other Media • Selection Criteria • Scheduling the Advertising

  11. Advantages and disadvantages of major advertising media

  12. DEVELOPING THE ADVERTISING PROGRAM • Scheduling the Advertising

  13. EXECUTING THE ADVERTISING PROGRAM • Pretesting the Advertising • Portfolio Tests • Jury Tests • Theater Tests

  14. Alternative structures of advertising agencies used to carry out the advertising program

  15. EXECUTING THE ADVERTISING PROGRAM • Carrying Out the Advertising Program • Full-service agency • Limited-service agencies • In-house agencies

  16. EVALUATING THE ADVERTISING PROGRAM • Posttesting the Advertising • Aided Recall (Recognition-Readership) • Unaided Recall • Attitude Tests • Inquiry Tests • Sales Tests • Making Needed Changes

  17. SALES PROMOTION • The Importance of Sales Promotion • Consumer-Oriented Sales Promotion • Coupons • Deals • Premiums • Contests • Sweepstakes

  18. SALES PROMOTION • Consumer-Oriented Sales Promotion • Samples • Continuity Programs • Point-of-Purchase Displays • Rebates • Product Placement

  19. Sales promotion alternatives

  20. SALES PROMOTION • Trade-Oriented Sales Promotions • Allowances and Discounts • Cooperative Advertising • Training of Distributor’s Salesforces

  21. PUBLIC RELATIONS • Publicity Tools

  22. INCREASING THE VALUE OF PROMOTION • Building Long-Term Relationships with Promotions • Self-Regulation

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