Marketing_Management_kotler15_basic

Marketing_Management_kotler15_basic - Advertising...

Info iconThis preview shows pages 1–8. Sign up to view the full content.

View Full Document Right Arrow Icon
Advertising,  Advertising,  Sales Promotion, and  Sales Promotion, and  Public Relations Public Relations Chapter 15
Background image of page 1

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

View Full DocumentRight Arrow Icon
  15 - 2 Learning Goals 1. Understand the roles of advertising,  sales promotion, and public relations in  the promotion mix. 2. Know the major decisions  involved in developing an advertising  program. 3. Learn how sales promotion campaigns  are developed and implemented. 4. Learn how companies use public  relations to communicate with their  publics.
Background image of page 2
  15 - 3 Located in Coconut  Grove, FL Winner of several  creative awards Known for guerrilla  tactics, unconventional  media and holistic  marketing strategies Often suggests  changes in the client’s  procedures, products  and processes to  enhance brand image Clients include Virgin  Airline, MINI cars, Ikea  furniture, Molson beer,  Truth and Burger King Case Study  Crispin Porter & Bogusky
Background image of page 3

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

View Full DocumentRight Arrow Icon
  15 - 4 Definition Advertising Any paid form of nonpersonal  presentation and promotion of ideas,  goods, or services by an identified  sponsor. Goal 1:  Understand the roles of advertising, sales promotion and public relations
Background image of page 4
  15 - 5 Advertising Signage in ancient times offers  evidence of early advertising. Modern ad spending tops $245  billion in U.S. annually, $498 billion  worldwide. Business firms, not-for-profit, social  agencies, and professionals all  advertise. Goal 1:  Understand the roles of advertising, sales promotion and public relations
Background image of page 5

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

View Full DocumentRight Arrow Icon
  15 - 6 Advertising Setting objectives Setting the budget Developing the  advertising strategy Evaluating advertising  campaigns Advertising objectives can  be classified by primary  purpose: Inform Introducing new products Persuade Becomes more important  as competition increases Comparative advertising Remind Most important for mature  products Key Decisions  Key Decisions  Goal 2:  Know the major decisions involved in developing an advertising program
Background image of page 6
  15 - 7 Advertising Setting objectives Setting the budget Developing the  advertising strategy Evaluating advertising  campaigns Methods of budget setting  were listed in chapter 14
Background image of page 7

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

View Full DocumentRight Arrow Icon
Image of page 8
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 10/01/2011 for the course MKT 702 taught by Professor Eminesozer during the Fall '11 term at University of Michigan.

Page1 / 25

Marketing_Management_kotler15_basic - Advertising...

This preview shows document pages 1 - 8. Sign up to view the full document.

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