Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Chapter 8

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Effective Advertising and Sales Promotion 8.1Developing an Effective Advertising Campaign 8.2Marketing Research for Advertising 8.3Developing an Effective Sales Promotion Strategy 2 CHAPTER 8

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. 8.1Developing an Effective Advertising Campaign Goals Explain the need for creativity in advertising. Describe the desired results of an advertising campaign. Terms creative brief synergy brainstorming 3 CHAPTER 8

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. The Need for Creativity in Advertising Elements of creativity in advertising Make a connection with the target audience Have an element of unexpectedness Use mischief in the form of tricks, pranks, and playfully naughty behavior to keep the audience interested Provide concrete images Use storytelling Build momentum Synergy from teams 4 CHAPTER 8

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Determine the Desired Results of an Advertising Campaign Build brand awareness Communicate product benefits Encourage trial purchases Create, change, or reinforce consumers’ attitudes about a brand Attain brand loyalty 5 CHAPTER 8

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. 8.2Marketing Research for Advertising Goals Explain the marketing research process. Describe the benefits and limitations of marketing research. Terms sample primary market research survey focus group secondary market research marketing-information system 6 CHAPTER 8

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. What Is Marketing Research? Marketing research is the process of planning, collecting, and analyzing the data needed to solve marketing problems. Marketing research provides information about consumers, products, services, brand awareness, advertising, prices, wants and needs, and much more. CHAPTER 8 7

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Steps in Marketing Research CHAPTER 8 8 Identify and define the problem Develop the research design Determine the method for collecting data Collect the data Analyze the data Report and present the data

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Primary Market Research Types of primary market research Advertising and primary market research CHAPTER 8 9

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Secondary Market Research Advantages and disadvantages Secondary market research sources Internal company reports Trade and professional associations Nonprofit organizations Government reports Business websites News and media sources CHAPTER 8 10

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Marketing-Information Systems Organized method of collecting, storing, processing, and reporting information that is needed to make marketing decisions CHAPTER 8 11

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Benefits of Marketing Research Reduces the risk of doing business Helps a company identify threats and opportunities Guides a company’s communication with consumers Helps companies track their progress CHAPTER 8 12

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Limitations of Marketing Research Marketing research is not an easy task Gathering and processing data can be very expensive and time consuming The value of the research findings depends on the accuracy of the data collected Marketing research does not guarantee success Marketing research data must be protected CHAPTER 8 13

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. 8.3Developing an Effective Sales Promotion Strategy Goals Identify consumer sales promotions. Identify trade sales promotions. Terms coupon rebate premium sampling push money deal loader trade allowance 14 CHAPTER 8

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Consumer Sales Promotion Coupons Price deals Rebates Premiums Loyalty marketing programs Sampling Contests and sweepstakes Point-of-purchase displays 15 CHAPTER 8

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Trade Sales Promotions Push money Deal loader Buying loader Display loader Trade allowance Buying allowance Advertising allowance Slotting allowances Free merchandise Training 16 CHAPTER 8