chapter 17 mkt120 advertising, pr & sales
DESCRIPTION
TRANSCRIPT
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marketingGREWAL / LEVYM 17
ADVERTISING, PUBLIC RELATIONS, AND SALES PROMOTIONS
Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
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LEARNING OBJECTIVESLEARNING OBJECTIVES
Learning Objectives
How do firms plan advertising campaigns?
Why do firms advertise and engage in public relations
What appeals do advertisers use?
How do firms determine which media to use?
What legal and ethical issues are of concern to advertisers?
Why do firms integrate public relations into their IMC strategy?
How do sales promotions supplement a firm’s IMC strategy?
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Steps in Planning an Ad Campaign
Advertising Age Website
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Set Advertising Objectives
Push strategyPush strategyPull strategyPull strategy
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Advertising Objectives
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Designing an ad for a delicate topic for parents and kids
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Museum of Modern Art, NY
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Informative Advertising
Communicates to create and build brand awareness
Retailers aim to push the consumer through the buying cycle to final purchase
Often used to inform customers about upcoming sales events or arrival of new merchandise
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Persuasive Advertising
Generally occurs in the growth and early maturity stages of the Product Life Cycle when competition is most intense
May be used to reposition an established brand in the later stage of the Product Life Cycle
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Reminder Advertising
Communication used to remind or prompt repurchases
Occurs after the products have gained market acceptance
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Product-focused advertisementsProduct-focused advertisements
Institutional advertisements
Institutional advertisements
Focus of Advertisements
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Social Marketing
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The AdCouncil
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TRUTH Campaign Commercial
The TRUTH Takes Hold
How to get young consumers to quit smoking?
Part of the tobacco settlement: “raising generation that would be smoke free”
TRUTH uses a hard-hitting media campaign
In your face ads
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Convey the Message
Unique selling proposition (USP)
Verizon…….It’s the Network
Nokia…..Connecting People17-15
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Creative Advertisements
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Symbols Help to Convey Messages
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Evaluate and Select Media
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Mass and Niche Media
Mass media reach large anonymous
audience
Mass media reach large anonymous
audience
Niche media reach a smaller more targeted
audience
Niche media reach a smaller more targeted
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Viral Marketing Campaign
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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
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Choosing the Right Medium
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Create Advertisements
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Assess Impact
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Puffery
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Public Relations
TOMS Shoes Website
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Regulatory and Ethical Issues in Advertising
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Sales Promotions
Can be targeted at either the end user consumers or channel members
Can be used in either push or pull strategies
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Types of Sales Promotion
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Sales Promotion
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Using Sales Promotion Tools
Cross-promoting
Cross-promoting
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Cross Promotion
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The Gap
What is The Gap’s current strategy?
How does it differ from previous campaigns?
How is it similar?
Gap Commercial
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The difference between advertising and publicity is that publicity is:
A. more effective.
B. is almost always used in conjunction with consumer satisfaction surveys.
C. not a paid form of marketing communication.
D. designed to remind consumers while advertising is used to interview consumers.
E. is designed for selective demand and not universal
F. demand.
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The three objectives of advertising are to:
A. create, stimulate, or ignore.
B. beg, borrow, or steal.
C. pay, buy, or barter.
D. inform, persuade, or remind.
E. push, pull, or sell.
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Primary vs. Selective Demand
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“We are your local university” ad campaign is a(n) ________________ campaign.
A. product focused
B. consumer generated
C. primary demand
D. institutional advertising
E. continuous coupon deal
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1. What are the steps involved in planning an ad campaign?
2. What is the difference between informational, persuasive and reminder advertising?
3. What are the pros and cons of the different media types?
Check Yourself
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“You have tried the rest; now try the best!” is an example of advertising:
A. simplicity.
B. streaming.
C. puffery.
D. selectivity.
E. sincerity.
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1. Why do companies utilize public relations as part of their DML strategy?
2. What are the elements of a public relations toolkit?
Check Yourself
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1. What are various forms of sales promotions?
Check Yourself
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The Appeal
Emotional appealEmotional appeal
Informational appeal
Informational appeal
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Determine the Advertising Schedule
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