Lecture on Types of Advertising

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Presentation transcript:

Lecture on Types of Advertising www.AssignmentPoint.com

ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS WHAT’S THE FUTURE OF ADVERTISING? THE ANSWER IS PERSONAL!

TYPES OF ADVERTISEMENTS Product Advertisements Institutional Advertisements

DEVELOPING THE ADVERTISING PROGRAM Identifying the Target Audience Specifying Advertising Objectives Setting the Advertising Budget

DEVELOPING THE ADVERTISING PROGRAM Designing the Advertisement Message Content Creating the Actual Message

DEVELOPING THE ADVERTISING PROGRAM Selecting the Right Media Choosing a Medium and a Vehicle within That Medium

U.S. advertising expenditures, by category (data in millions of dollars)

DEVELOPING THE ADVERTISING PROGRAM Basic Terms Reach Rating Frequency Gross Rating Points Cost Per Thousand

The language of the media buyer

DEVELOPING THE ADVERTISING PROGRAM Different Media Alternatives Television Infomercials Radio Magazines Newspapers

DEVELOPING THE ADVERTISING PROGRAM Different Media Alternatives Internet Outdoor Other Media Selection Criteria Scheduling the Advertising

Advantages and disadvantages of major advertising media

DEVELOPING THE ADVERTISING PROGRAM Scheduling the Advertising

EXECUTING THE ADVERTISING PROGRAM Pretesting the Advertising Portfolio Tests Jury Tests Theater Tests

Alternative structures of advertising agencies used to carry out the advertising program

EXECUTING THE ADVERTISING PROGRAM Carrying Out the Advertising Program Full-service agency Limited-service agencies In-house agencies

EVALUATING THE ADVERTISING PROGRAM Posttesting the Advertising Aided Recall (Recognition-Readership) Unaided Recall Attitude Tests Inquiry Tests Sales Tests Making Needed Changes

SALES PROMOTION The Importance of Sales Promotion Consumer-Oriented Sales Promotion Coupons Deals Premiums Contests Sweepstakes

SALES PROMOTION Consumer-Oriented Sales Promotion Samples Continuity Programs Point-of-Purchase Displays Rebates Product Placement

Sales promotion alternatives

SALES PROMOTION Trade-Oriented Sales Promotions Allowances and Discounts Cooperative Advertising Training of Distributor’s Salesforces

PUBLIC RELATIONS Publicity Tools

INCREASING THE VALUE OF PROMOTION Building Long-Term Relationships with Promotions Self-Regulation