Ch14_NE - Advertising, Sales Promotion, and Public...

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Prepared by Deborah Baker Prepared by Deborah Baker Texas Christian University Texas Christian University Canadian Adaptation by Miguel Morales Canadian Adaptation by Miguel Morales Saint Mary’s University Saint Mary’s University COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Advertising, Sales Promotion,  and Public Relations Chapter 14
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2 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Learning Objectives 1. Discuss the effect of advertising on  market share and consumers. 2.  Identify the major types of  advertising. 3.  Discuss the creative decisions in  developing an advertising campaign.
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3 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Learning Objectives (continued) 4.  Describe media evaluation and  selection techniques. 5. Define and state the objectives of  sales promotion  6. Discuss the most common forms of  consumer sales promotion 
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4 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Learning Objectives (continued) 7. List the most common forms of  trade sales promotion . 8. Discuss the role of public relations  in the promotional mix. 9. Describe the major types of public  relations activities.
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5 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Advertising Canadian advertising spending exceeds  $10 billion per year Industry employs only 54,000  For every $1.00 of merchandise sold in  the toy industry, about 12¢ to 15¢ is  spent on advertising the toy to  consumers.
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6 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Top 10 Marketing Communications  Service Companies in Canada Exhibit 14.1
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7 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Advertising and Market Share New brands spend proportionately more  for advertising than old ones. A certain level of exposure is needed to  affect purchase habits.  Beyond a certain level, diminishing  returns set in.
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8 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Advertising and the Consumer The average Canadian viewer is exposed to  hundreds of ads each day. Advertising may change a consumer’s  attitude toward a product. Advertising can affect consumer  ranking of brand attributes.
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COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Major Types of Advertising Institutional Advertising Product Advertising    Designed to enhance a company’s  image rather than promote a  particular product. Designed to tout the benefits of a 
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Ch14_NE - Advertising, Sales Promotion, and Public...

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