kotler_mm13e_im_18 - LC HPROMOTIONS, EVENTS AND...

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ALES PROMOTIONS, EVENTS AND EXPERIENCES, AND PUB 18 C H A P T E R LEARNING OBJECTIVES After reading this chapter, students should: Know what steps are involved in developing an advertising program Know how sales promotion decisions are made Know what are the guidelines for effective brand-building events and experiences Know how companies can exploit the potential of public relations and publicity CHAPTER SUMMARY Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. Advertisers include not only business firms but also charitable, nonprofit, and government agencies. Developing an advertising program is a five-step process: (1) Set advertising objectives; (2) establish a budget; (3) choose the advertising message and creative strategy; (4) decide on the media; and (5) evaluate communication and sales effects. Sales promotion consists of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade. Sales promotion includes tools for consumer promotion, trade promotion, and business and sales force promotion (trade shows and conventions, contests for sales reps, and specialty advertising). In using sales promotion, a company must establish its objectives, select the tools, develop the program, pretest the program, implement and control it, and evaluate the results. Events and experiences are a means to become part of special and more personally relevant moments in consumers’ lives. Involvement with events can broaden and deepen the relationship of the sponsor with its target market, but only if managed properly. Public relations (PR) involves a variety of programs designed to promote or protect a company’s image or its individual products. Many companies today use marketing public relations (MPR) to support the marketing department in corporate or product promotion and image making. MPR can affect public awareness at a fraction of the cost of 394
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Chapter-by-Chapter Instructional Material advertising, and is often much more credible. The main tools of PR are publications, events, news, speeches, public service activities, and identity media. DETAILED CHAPTER OUTLINE Although there has been an enormous increase in the use of personal communications by marketers in recent years, the fact remains that mass media, if used correctly, can still dramatically improve the fortunes of a brand or company. Marketers are trying to come to grips with how to best use mass media in the new communication environment. 1. 2. DEVELOPING AND MANAGING AN ADVERTISING PROGRAM Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. A)
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This note was uploaded on 11/29/2010 for the course KELLER MM522 taught by Professor Kissi during the Spring '10 term at Keller Graduate School of Management.

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kotler_mm13e_im_18 - LC HPROMOTIONS, EVENTS AND...

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