Chapter 15: Advertising, sales promotion, and public relations. After reading this chapter you should be able to: Explain the differences between product advertising and institutional advertising and the variations within each type; describe the steps used to develop, execute, and evaluate an advertising program; explain the advantages and disadvantages of alternative advertising media;...
Trang 2LO2 Describe the steps used to develop,
execute, and evaluate an advertising program.
Explain the advantages and disadvantages of alternative advertising media.
LO3
LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 15, YOU SHOULD BE ABLE TO:
Explain the differences between product advertising and institutional advertising and the variations within each type.
LO1
Trang 3LO4 Discuss the strengths and weaknesses
of consumer-oriented and oriented sales promotions.
trade-Recognize public relations as an important form of communication.
LO5
LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 15, YOU SHOULD BE ABLE TO:
Trang 4WHERE CAN YOU WATCH TV?
WHERE CAN’T YOU?
Online TV (OTV)
Trang 5• Competitive (or Persuasive)
• Reminder
Product Advertisements
• Comparative
• Reinforcement
Trang 6Campbell’s, 1&1, and Red Bull
What is the type and purpose of each advertisement?
LO1
Trang 7Dial Soap
What is the type and purpose of this advertisement?
LO1
Trang 9Chevron and Bridgestone
What is the type and purpose of each advertisement?
LO1
Trang 10Got Milk? and U.S Army
What is the type and purpose of each advertisement?
LO1
Trang 11DEVELOPING THE ADVERTISING PROGRAM
Trang 12DEVELOPING THE ADVERTISING PROGRAM
DESIGNING THE ADVERTISEMENT
LO2
Message Content
• Informational Element
• Persuasive Element
Types of Appeals
• Fear Appeals
• Sex Appeals
• Humorous Appeals
Trang 13World Wide Fund, Candie’s, and Geico
What is the appeal and purpose of each advertisement?
LO2
Trang 14DEVELOPING THE ADVERTISING PROGRAM
DESIGNING THE ADVERTISEMENT
Trang 15DEVELOPING THE ADVERTISING PROGRAM
SELECTING THE RIGHT MEDIA
Trang 16FIGURE 15-1 Television, direct mail, and
newspapers account for more than 65% of
all advertising expenditures (in $millions)
Trang 17DEVELOPING THE ADVERTISING PROGRAM
SELECTING THE RIGHT MEDIA
• Gross Rating Points (GRPs)
• Cost per Thousand (CPM)
= Reach × Frequency
Trang 18USING MARKETING DASHBOARDS
What is the Best Way to Reach 1,000 Customers?
Cost per Thousand (CPM) Impressions
CPM ($) = Advertising Cost ($)
Impressions Generated (#)
1,000
LO2
Trang 19FIGURE 15-2 Advertisers must consider the
advantages and disadvantages of the many
media alternatives
Trang 20DEVELOPING THE ADVERTISING PROGRAM
DIFFERENT MEDIA ALTERNATIVES
LO3
Television
• Out-of-Home TV
• Online TV (OTV)
Trang 21DEVELOPING THE ADVERTISING PROGRAM
DIFFERENT MEDIA ALTERNATIVES
Trang 22DEVELOPING THE ADVERTISING PROGRAM
DIFFERENT MEDIA ALTERNATIVES
LO3
Radio
• Satellite Radio • Drive Times
Trang 23DEVELOPING THE ADVERTISING PROGRAM
DIFFERENT MEDIA ALTERNATIVES
LO3
• Regional Issues
Magazines
Trang 24DEVELOPING THE ADVERTISING PROGRAM
DIFFERENT MEDIA ALTERNATIVES
LO3
Newspapers
• Falling Circulation & Ad Revenue
• New Types of News Organizations
• Online and Mobile
Trang 25DEVELOPING THE ADVERTISING PROGRAM
DIFFERENT MEDIA ALTERNATIVES
LO3
Yellow Pages
Trang 26DEVELOPING THE ADVERTISING PROGRAM
DIFFERENT MEDIA ALTERNATIVES
Trang 27MAKING RESPONSIBLE DECISIONS
Who is Responsible for Click Fraud?
LO3
Pay-to-Read
Click Bots
Webtipping
Trang 28DEVELOPING THE ADVERTISING PROGRAM
OTHER MEDIA ALTERNATIVES
LO3
Outdoor
• Transit Advertising
• Billboards
Trang 29DEVELOPING THE ADVERTISING PROGRAM
OTHER MEDIA ALTERNATIVES
Trang 30DEVELOPING THE ADVERTISING PROGRAM
SCHEDULING THE ADVERTISING
Trang 31DEVELOPING THE ADVERTISING PROGRAM
SCHEDULING THE ADVERTISING
LO3
Approaches
• Continuous (Steady) Schedule
• Pulse (Burst) Schedule
• Flighting (Intermittent) Schedule
Trang 32EXECUTING THE ADVERTISING PROGRAM
PRETESTING THE ADVERTISING
Trang 33EXECUTING THE ADVERTISING PROGRAM
CARRYING OUT THE ADVERTISING PROGRAM
LO3
Full-Service Agency
Limited-Service Agencies
In-House Agencies
Trang 34FIGURE 15-A Alternative structures of
advertising agencies used to carry out the
advertising program
Trang 35ASSESSING THE ADVERTISING PROGRAM
POSTTESTING THE ADVERTISING
Trang 36FIGURE 15-B Sales promotions can be
used to achieve many objectives
Trang 38SALES PROMOTION
CONSUMER-ORIENTED SALES PROMOTION
LO4
Deals
Trang 39SALES PROMOTION
CONSUMER-ORIENTED SALES PROMOTION
LO4
Premiums
• Self-Liquidating: Free Toy in Happy Meal
• Deal-Prone & Value Seeing Consumers
Trang 40SALES PROMOTION
CONSUMER-ORIENTED SALES PROMOTION
Contests
LO4
Trang 42SALES PROMOTION
CONSUMER-ORIENTED SALES PROMOTION
LO4
Samples
Trang 43SALES PROMOTION
CONSUMER-ORIENTED SALES PROMOTION
LO4
Loyalty Programs
Trang 44SALES PROMOTION
CONSUMER-ORIENTED SALES PROMOTION
LO4
Point-of-Purchase Displays
Trang 45SALES PROMOTION
CONSUMER-ORIENTED SALES PROMOTION
LO4
Rebates
Trang 46SALES PROMOTION
CONSUMER-ORIENTED SALES PROMOTION
Product Placement
LO4
Trang 47SALES PROMOTION
TRADE-ORIENTED SALES PROMOTION
LO4
Trade-Oriented Sales Promotion
Allowances and Discounts