1 / 23

Lecture on Types of Advertising

Lecture on Types of Advertising. www.AssignmentPoint.com. 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.

ppaulette
Download Presentation

Lecture on Types of Advertising

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Lecture on Types of Advertising www.AssignmentPoint.com

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

  3. TYPES OF ADVERTISEMENTS • Product Advertisements • Institutional Advertisements

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

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

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

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

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

  9. The language of the media buyer

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

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

  12. Advantages and disadvantages of major advertising media

  13. DEVELOPING THE ADVERTISING PROGRAM • Scheduling the Advertising

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

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

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

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

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

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

  20. Sales promotion alternatives

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

  22. PUBLIC RELATIONS • Publicity Tools

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

More Related