kotcha15 - Chapter 15 Advertising, Sales Promotion, and...

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1     Chapter 15 Advertising, Sales Promotion, and  Public Relations
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2 Advertising Advertising is centuries old. U.S. advertisers spend in excess of $212  billion each year; worldwide spending  exceeds $414 billion. Advertising is used by: Business firms, Nonprofit organizations, Professionals, and Social agencies. 
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3 What is Advertising?   Advertising is Any Paid Form  of Nonpersonal Presentation  and Promotion of Ideas,  Goods, or Services by an  Identified Sponsor.
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4 Major Advertising Decisions  (Fig. 15.1) Objectives Setting •Communication  objectives •Sales Objectives Budget  Decisions •Affordable Approach •Percent of sales •Competitive parity •Objective and task Message Decisions •Message Strategy •Message Execution Media Decisions •Reach, Frequency, Impact •Major Media Types •Specific Media Types •Media Timing Campaign Evaluation •Communication Impact •Sales Impact
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5 Informative Advertising Inform Consumers or Build Primary Demand i.e CD Players Comparison Advertising Compares One Brand to Another i.e. Avis vs. Hertz Persuasive Advertising Build Selective Demand i.e Sony CD Players Reminder Advertising Keeps Consumers Thinking About a Product i.e. Coca-Cola Advertising Objective Specific Communication  Task    Accomplished with a Specific  Target  Audience      During a Specific Period of  Time Setting Advertising Objectives
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6                 Affordable                    Based on What the    Company Can Afford          Objective-and-Task      Based on Determining  Estimating Costs       Percentage of Sales Based on a Certain Percentage of Current or Forecasted Sales Competitive-Parity Based on the Competitor’s Promotion Budget After Determining Its Advertising Objectives, the  Marketer Must Set the  Advertising Budget  for  Each Product and Market. (From Chapter 14) Setting the Promotion Budget
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7 Setting the Advertising  Budget Factors to be  considered when  setting the advertising  budget: Stage in the product  life cycle, Market share, Competition and  clutter, Product differentiation.
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8 Creating the  Advertising                 Messages Selecting the  Advertising Media Advertising Strategy Consists of Two Major Elements 
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This note was uploaded on 06/03/2011 for the course AED 402 taught by Professor Larson during the Spring '11 term at University of Florida.

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kotcha15 - Chapter 15 Advertising, Sales Promotion, and...

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