Transcript Chap017
chapter seventeen advertising, public relations, and sales promotions McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Advertising, Public Relations, and Sales Promotions LEARNING OBJECTIVES LO1 Describe the steps in designing and executing an advertising campaign. LO2 Identify three objectives of advertising. LO3 Describe the different ways that advertisers appeal to consumers. LO4 Identify the various types of media. LO5 Identify agencies that regulate advertising. LO6 Describe the elements of a public relations toolkit. LO7 Identify the various types of sales promotions. 17-2 Steps in Planning and Executing an Ad Campaign Advertising Age Website 17-3 Set Advertising Objectives Pull strategy Push strategy ©Comstock/PunchStock ©Brand X Pictures/PunchStock 17-4 Advertising Objectives Inform Persuade Remind 17-5 Focus of Advertisements Product-focused advertisements ©2000 Image 100 Ltd Institutional advertisements 17-6 Determining Advertising Budget Considerations: Role that advertising plays in their attempt to meet their overall promotional objectives Expenditures vary over the course of the Product Life Cycle Nature of the market and the product influence the size of the budget 17-7 Convey the Message Unique selling proposition (USP) Red Bull . . . Gives You Wings United Negro College Fund . . . A mind is a terrible thing to waste. Nike . . . Just Do It. State Farm Insurance . . . Like a good neighbor, State Farm is there TNT . . . We know drama 17-8 The Appeal ©Procter & Gamble ©Procter & Gamble Informational appeal Emotional appeal 17-9 Evaluate and Select Media Media planning ©Photodisc/Getty Images The McGraw-Hill Companies, Inc/John Flournoy, photographer Ryan McVay/Getty Images Photodisc/Getty Images Media mix Media buy 17-10 Choosing the Right Medium 17-11 Determine the Advertising Schedule Continuous Pulsing Flighting ©Procter & Gamble 17-12 Assess Impact Using Marketing Metrics Pretesting Tracking Protesting 17-13 Regulatory and Ethical Issues in Advertising 17-14 Public Relations TOMS Shoes Website 17-15 Types of Sales Promotion 17-16 Evaluated Sales Promotions using Marketing Metrics Realized margin Cost of additional inventory Potential increase in sales Long-term impact Potential loss from switches from more profitable items Additional sales by customers 17-17