Week 8 - PowerPoint slides covering chapters 16 & 17

Info iconThis preview shows pages 1–15. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 16 Advertising and Sales Promotion
Background image of page 1

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

View Full DocumentRight Arrow Icon
Marketing Strategy Planning Process
Background image of page 2
CH 16: Advertising & Sales Promotion Advertising spending Advertising strategy decisions Advertising and the law Sales promotion decisions CH 15: Personal Selling and Customer Service CH 14: Promotion Intro. To Integrated Marketing Communications Strategy Planning, Advertising, and Sales Promotion (Exhibit 16-1)
Background image of page 3

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

View Full DocumentRight Arrow Icon
International Dimensions Are Important
Background image of page 4
Advertising Spending as Percent of Sales for Illustrative Product Categories (Exhibit 16-2a)
Background image of page 5

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

View Full DocumentRight Arrow Icon
Retail Ad Spending (Exhibit 16-2b)
Background image of page 6
Obtain Outlets Ongoing Contact Support Sales Force Maintain Relationships Get Immediate Action Introduce New Products Position Brands Advertising Advertising Objectives Objectives Should be Should be Specific Specific Setting Ad Objectives Is a Strategy Decision
Background image of page 7

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

View Full DocumentRight Arrow Icon
Objectives Guide Implementation (Exhibit 16-3) Teaser campaigns Pioneering ads Jingles/slogans Viral advertising Announcements Awareness Informative or descriptive ads Image/celebrity ads Search ads E-mail ads Demonstration Interest Competitive ads Persuasive copy Comparative ads Testimonials Evaluation and Trial Reminder ads Informative “why” ads Confirmation Direct-action retail ads Point-of-purchase ads Price deal offers Decision
Background image of page 8
Institutional Advertising Pioneering Advertising Product Advertising Competitive Advertising Reminder Advertising Direct Indirect Comparative Types of Advertising Objectives Determine the Kinds of Advertising (Exhibit 16-4)
Background image of page 9

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

View Full DocumentRight Arrow Icon
Competitive Advertising Emphasizes Selective Demand
Background image of page 10
A Competitive Ad That’s Comparative
Background image of page 11

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

View Full DocumentRight Arrow Icon
Reminder Advertising Reinforces a Favorable Relationship
Background image of page 12
Sheds Favorable Light Connects Divisions of a Company Advocates Causes and Ideas Institutional Advertising – Remember Our Name
Background image of page 13

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

View Full DocumentRight Arrow Icon
Cooperative Advertising Integrated Communications Advertising Allowances Key Issues Vertical Cooperation Ethical Concerns Coordinating Advertising Efforts with Cooperative Relationships
Background image of page 14
Image of page 15
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 44

Week 8 - PowerPoint slides covering chapters 16 & 17

This preview shows document pages 1 - 15. Sign up to view the full document.

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