Session11_Adv_Promo_PR_PS_DM_students

Session11_Adv_Promo_PR_PS_DM_students - Session 11...

Info iconThis preview shows pages 1–10. Sign up to view the full content.

View Full Document Right Arrow Icon
1 Session 11 Advertising, Sales Promotion, Public Relations, Personal Selling, and Direct Marketing Ch 15. Advertising, Sales Promotion and Public Relations Ch 16. Personal Selling and Direct Marketing Jooseop Lim Assistant Professor Department of Marketing John Molson School of Business Concordia University Comm 224 Marketing Management / Mark 201 Introduction to Marketing
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
2 Advertising vs. Promotion Promotions Advertising Time frame Effect on current sales Carryover effect on sales Effect on brand equity Major role
Background image of page 2
3 Steps in Developing Effective Ad Campaigns
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
4 MISSION (Objectives) Informative Advertising Persuasive Advertising Reminder Advertising Reminding consumers about the existence of product/brand Reminding consumers where to buy the product Reminding consumers during the off-seasons
Background image of page 4
5 MONEY (Budgets) Four common methods Affordable Percentage-of-Sales Competitive-Parity Objective-and-task Depending on a stage in the PLC Introduction: Mature: Depending on market share Depending on a competition level Depending on a level of differentiability
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
6 + Advertising Spending as % of Sales for Various Product Categories
Background image of page 6
7 Message AIDA (Attention-Interest-Desire-Action); Buyer readiness stages (Awareness Knowledge Liking Preference Conviction Purchase) Identify consumer benefits to be used in appeals Develop the creative concept (big idea) The creative concept will guide the choice of specific appeals : Pointing out benefits that make the product more desirable or interesting to consumers : Consumers should be able to believe the promised benefits : Advertisers should be able to tell how the product can Message execution Execution style: Slice of life, Lifestyle, Fantasy, Image, Personality symbol, Technical expertise, Scientific evidence, Testimonial evidence Tone: Positive, Humour Memorable and attention-getting words: “Do You Yahoo!?” Format: Illustration Headline Copy
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
8 Media Major types: TV, Radio, Magazine, Newspaper, Outdoor, Direct Mail, Internet 144 commercial TV channels, 941 radio stations, 105 newspapers, 1600 magazine, catalogues, direct-mail, and online Ads in Canada Clutter Importance of attention getting Importance of well-planned and entertaining messages Selecting advertising media Decision on reach, frequency, and impact Decision on media types Decision on media vehicle Decision on media timing
Background image of page 8
9 Media (Continued) Selecting advertising media (Continued) Decision on reach, frequency, and impact
Background image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 10
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 04/18/2008 for the course MKT 224 taught by Professor Lim during the Winter '08 term at Concordia Canada.

Page1 / 30

Session11_Adv_Promo_PR_PS_DM_students - Session 11...

This preview shows document pages 1 - 10. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online