After completing this chapter, students will: Understand why a marketing manager sets specific objectives to guide the advertising effort, understand when the various kinds of advertising are needed, understand how to choose the best medium, understand how to plan the best message - that is, the copy thrust, understand what advertising agencies do and how they are paid,...
Trang 1
Advertising and
Sales Promotion
Trang 2Strategic Planning for Advertising
Sales Promotion
Mass Selling
Personal Selling
Target Market
Price Promotion
Place Product
Copy thrust Media types
Kind of advertising
Target
audience
Who will do the work?
Publicity Advertising
Trang 3Introduce New Products
Position Brands
Obtain Outlets
Ongoing Contact
Support Sales Force
Get Immediate Action
Maintain Relationships
Strategy
Decisions
in Setting
Advertising
Objectives
Setting Advertising Objectives
Trang 4Kinds
of Product Advertising
Kinds of Advertising
Trang 5Choosing Media
Television
Direct Mail
Radio
Newspaper
Major Kinds
of Media
Yellow Pages
Outdoor
Internet Magazine
Transit
Trang 6Many Forms
Seek Direct Response
More Exposure
Better Targeting Context Ads/Pointcasting
Pay for Results
??????
??????
??????
??????
??????
Advertising on the Internet
Trang 7Get Attention
Hold Interest
Arouse Desire
Obtain Action
Planning the Message
Trang 8Build Upon What Works
Build Upon What Works
Research and Testing May Improve Odds
Research and Testing May Improve Odds
Consider the Total Mix
????
????
????
????
????
Measuring Advertising Effectiveness
Trang 9Issues in Managing Sales Promotion
+ Growth
+
-Erodes Brand Loyalty
-Hard to Manage
-Positives
Negatives
+ Immediate Results
+
Trang 10Possible Effects of Sales Promotion
Sales temporarily increase, then decrease, then return to regular level
Period of promotion
Unit Sales
Time
Trang 11Possible Effects of Sales Promotion
Sales temporarily increase and then return to regular level
Period of promotion
Unit Sales
Trang 12Possible Effects of Sales Promotion
Sales increase and then remain
at higher level
Period of promotion
Unit Sales
Time