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Unformatted text preview: Chapter 15-Advertising and Sales Promotion Saturday, April 30, 2011 11:35 AM 1. Advertising , Sales Promotion, and Marketing Strategy Planning 1.a. The results that marketers actually achieve with advertising and sales promotion are very uneven->half money spent on these activities is wasted (managers dont know what half) 1.a. Different decisions marketing managers have to make: 1.a.i. Advertising objectives and what they want to achieve 1.a.ii. Who the target audience is 1.a.i. What kind of advertising to use 1.a.i. Which media to use to reach target customers 1.a.ii. What to say (the copy thrust) 1.a.iii. Who will do the work (the firm's own marketing or advertising people or outside agencies) 1.a. International dimensions are important 1.a.i. Basic strategy planning decisions for advertising and sales promotion are the same regardless of where in the world the target market is->look and feel of advertising and sales promotion vary a lot in different countries 1. Advertising is Big Business 1.a. Total spending is big-and growing internationally 1.a.i. Advertising in the US still accounts for over 43% of worldwide ad spending 1.a. Most advertisers aren't really spending that much 1.a.i. US corporations spend an average of only about 2.5% of their sales dollars on advertising 1.a.ii. Producers of consumer products generally spend a larger percent than firms that produce business products 1.a.i. Percent is smaller for retailers and wholesalers than for producers 1.a. Advertising doesn't employ that many people 1. Advertising Objectives are a Strategy Decision 1.a. Advertising objectives must be specific 1.a.i. Every ad and every advertising campaign should have clearly defined objectives 1.a. The marketing manager sets the overall direction 1.a.i. Help position the firm's brand or marketing mix by informing and persuading target customers or intermediaries about its benefits 1.a.i. Help introduce new products to specific target markets 1.a.i. Help obtain desirable outlets and tell customers where they can buy a product 1.a.i. Provide ongoing contact with target customers, even when a salesperson isn't available 1.a.i. Prepare the way for salespeople by presenting the company's name and the merits of its products 1.a.i. Get immediate buying action 1.a.i. Help to maintain relationships with satisfied customers and encourage more purchases 1.a. If you want half the market, say so! 1.a.i. If a marketing manager wants specific results, they should be clearly stated 1.a. Objectives guide implementation too 1. Objectives Determine the Kinds of Advertising Needed 1.a. Product advertising: tries to sell a product 1.a.i. Three types which focus on getting consumers to know, like, and remember something 1.a.ii. Pioneering, competitive, and reminder 1.a. Institutional advertising: promotes an organization's image, reputation, or ideas rather than a specific product 1.a. Pioneering advertising builds primary demand 1.a.i. Pioneering advertising: tries to develop primary demand for a product...
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- Fall '11