In chapter 16, 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,...
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Advertising and
Sales Promotion
Trang 2Chapter 16 Objectives
1 Understand why a marketing
manager sets specific objectives
to guide the advertising effort.
2 Understand when the various
kinds of advertising are needed.
3 Understand how to choose the
“best” medium.
4 Understand the main ways that
advertising on the Internet differs
from advertising in other media.
5 Understand how to plan the "best"
message—that is, the copy thrust.
6 Understand what advertising
agencies do—and how they are paid.
7 Understand how to advertise
legally.
8 Understand the importance and
nature of sales promotion.
9 Know the advantages and
limitations of different types of sales promotion.
10 Understand the important new
terms.
Trang 3Strategy 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 4Introduce 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 5Kinds
of Product Advertising
Kinds of Advertising
Trang 6Yellow Pages
Outdoor
Internet
Magazine Television
Direct Mail
Radio
Newspaper
Major Kinds
of Media
Choosing Media
Trang 7Many Forms
Seek Direct Response
More Exposure
Better Targeting Context Ads/Pointcasting
Pay for Results
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Advertising on the Internet
Trang 8Get Attention
Hold Interest
Arouse Desire
Obtain Action
Planning the Message
Trang 9Build Upon What Works
Build Upon What Works
Research and Testing May Improve Odds
Research and Testing May Improve Odds
Consider the Total Mix
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Measuring Advertising Effectiveness
Trang 10Issues in Managing Sales Promotion
+ Growth
+
-Erodes Brand Loyalty
-Hard to Manage
-Positives Negatives
+ Immediate Results
+
Trang 11Possible Effects of Sales Promotion
Exhibit 166A
Sales temporarily increase, then decrease, then return to regular level
Period of promotion Unit Sales
Time
Trang 12Possible Effects of Sales Promotion
Sales temporarily increase and then return to regular level
Period of promotion Unit Sales
Trang 13Possible Effects of Sales Promotion
Sales increase and then remain
at higher level
Period of promotion Unit Sales
Time
Exhibit 166C
Trang 14Institutional Advertising
Product Advertising
Pioneering
Competitive
Direct Type Indirect Type Comparative Reminder
Advertising Allowances
Cooperative Advertising
Copy Thrust
Advertising Agencies
Corrective Advertising
Key Terms