For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited. Chapter 16: Advertising and Sales Promotion.

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For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited. Chapter 16: Advertising and Sales Promotion

For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited Strategic Planning for Advertising Sales Promotion Mass Selling Personal Selling Target Market Price Promotion Place Product Copy thrust Media types Kind of advertising Target audience Who will do the work? PublicityAdvertising Exhibit 16-2

For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited. Introduce New Products Position Brands Obtain Outlets Ongoing Contact Support Sales Force Get Immediate Action Maintain Relationships Strategy Decisions in Setting Advertising Objectives 16-3 Setting Advertising Objectives

For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited. Reminder Pioneering Competitive Kinds of Product Advertising 16-4 Kinds of Advertising

For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited. Choosing Media 16-5 Television Direct Mail Radio Newspaper Major Kinds of Media Yellow Pages Outdoor Internet Magazine Transit

For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited. Many Forms Seek Direct Response More Exposure Better Targeting Context Ads/Pointcasting Pay for Results Advertising on the Internet 16-6

For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited. Get Attention Hold Interest Arouse Desire Obtain Action Planning the Message 16-7

For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited. Build Upon What Works Build Upon What Works Research and Testing May Improve Odds Research and Testing May Improve Odds Consider the Total Mix Measuring Advertising Effectiveness 16-8

For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited. Issues in Managing Sales Promotion Growth + - Erodes Brand Loyalty - Hard to Manage - Positives Negatives + Immediate Results +

For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited. Possible Effects of Sales Promotion Sales temporarily increase, then decrease, then return to regular level Period of promotion Unit Sales Time 16-10

For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited. Possible Effects of Sales Promotion Sales temporarily increase and then return to regular level Period of promotion Unit Sales Time

For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited. Possible Effects of Sales Promotion Sales increase and then remain at higher level Period of promotion Unit Sales Time