Ch. 13 Advertising, Sales Promotion, & Public Relations

Ch. 13 Advertising, Sales Promotion, & Public...

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Advertising, Sales Promotion, and Public Relations [Promotion of the 4 P’s] Ch. 13
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2 Chapter Objectives Tell what advertising is and describe the major types of advertising Describe the process of developing an advertising campaign Explain how marketers evaluate advertising Explain what sales promotion is and describe the different types of trade and consumer sales promotion activities Explain the role of public relations Describe the steps in developing a public relations campaign
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3 Three Vehicles of Promotion & Communication Advertising Sales promotion Public Relations
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4 Advertising: The Image of Marketing Advertising : nonpersonal communication paid for by an identified sponsor using mass media to persuade or inform an audience
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5 Types of Advertising Product advertising : focuses on a specific good/service Institutional advertising : promotes the activities, personality, or point of view of an organization or company Advocacy advertising: Boeing -’defense’; Exon -’saving the environment; Ameren/U.E. -’cutting trees’ Public service announcement (PSA)—non-profits: United Way organizations’; ‘Mothers against drunk driving’
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6 Types of Advertising (cont’d) Retail and local advertising : encourages customers to shop at a specific store or use a local service Do-it-yourself advertising “Generation C” (born between 1982 & 1996=14-28) phenomenon: consumer-generated ad content on the Web (blogs, etc.)
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7 Creation of Advertising Plan? Advertising campaign : a coordinated, comprehensive plan that carries out promotion objectives and results in a series of ads placed in media over a period of time
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8 Who Creates Advertising? (cont’d) Limited-service agency (one or more specialized services, e.g., media buying, creative development, etc.) Full-service agency Account management Creative services Research and marketing services Media planning
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9 Steps in Developing an Advertising Campaign Step 1: Identify the target audiences Step 2: Establish message and budget objectives While expensive, advertising serves to inform, persuade, and remind Step 3: Design the Ads Creative strategy: process that turns a concept into an advertisement with an advertising appeal that is the central idea
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Ch. 13 Advertising, Sales Promotion, & Public...

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