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Presentation transcript:

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.

TYPES OF ADVERTISEMENTS PRODUCT ADVERTISEMENTS LO1  Advertising Advertising Pioneering (or Informational) Competitive (or Persuasive) Reminder  Product Advertisements Product Advertisements Comparative Reinforcement 19-2

TYPES OF ADVERTISEMENTS INSTITUTIONAL ADVERTISEMENTS LO1  Institutional Advertisements Institutional Advertisements Advocacy Pioneering Institutional Competitive Institutional Reminder Institutional 19-3

DEVELOPING THE ADVERTISING PROGRAM LO2  Identifying the Target Audience  Specifying the Advertising Objectives  Setting the Advertising Budget 19-4

DEVELOPING THE ADVERTISING PROGRAM DESIGNING THE ADVERTISEMENT LO2  Message Content Informational Element Persuasive Element  Types of Appeals Fear Appeals Sex Appeals Humorous Appeals 19-5

DEVELOPING THE ADVERTISING PROGRAM DESIGNING THE ADVERTISEMENT LO2  Creating the Actual Message Celebrity Spokespeople Ideas and Artwork Cost 19-6

DEVELOPING THE ADVERTISING PROGRAM SELECTING THE RIGHT MEDIA LO2  Advertising Media Maximize Exposure Minimize Costs  Media Planning Goals 19-7

DEVELOPING THE ADVERTISING PROGRAM SELECTING THE RIGHT MEDIA LO2  Basic Terms Reach Rating Frequency Gross Rating Points (GRPs) Cost per Thousand (CPM) = Reach × Frequency 19-8

FIGURE 19-3 FIGURE 19-3 Advertisers must consider the advantages and disadvantages of the many media alternatives 19-9

DEVELOPING THE ADVERTISING PROGRAM SCHEDULING THE ADVERTISING LO3  Factors to Consider Buyer Turnover Forgetting Rate Purchase Frequency 19-10

DEVELOPING THE ADVERTISING PROGRAM SCHEDULING THE ADVERTISING LO3  Approaches Continuous (Steady) Schedule Pulse (Burst) Schedule Flighting (Intermittent) Schedule 19-11

EXECUTING THE ADVERTISING PROGRAM PRETESTING THE ADVERTISING LO3  Pretests Pretests Portfolio Tests Theater Tests Jury Tests 19-12

FIGURE 19-5 FIGURE 19-5 Alternative structures of advertising agencies used to carry out the advertising program 19-13

FIGURE 19-6 FIGURE 19-6 Sales promotions can be used to achieve many objectives 19-14

SALES PROMOTION CONSUMER-ORIENTED SALES PROMOTION LO4  Consumer-Oriented Sales Promotion Consumer-Oriented Sales Promotion  Coupons 19-15

SALES PROMOTION CONSUMER-ORIENTED SALES PROMOTION LO4  Deals 19-16

SALES PROMOTION CONSUMER-ORIENTED SALES PROMOTION LO4  Premiums Self-Liquidating 19-17

SALES PROMOTION CONSUMER-ORIENTED SALES PROMOTION  Contests LO

SALES PROMOTION CONSUMER-ORIENTED SALES PROMOTION  Sweepstakes Value-Based Experience-Based LO

SALES PROMOTION CONSUMER-ORIENTED SALES PROMOTION  Samples LO

SALES PROMOTION CONSUMER-ORIENTED SALES PROMOTION  Loyalty Programs LO

SALES PROMOTION CONSUMER-ORIENTED SALES PROMOTION  Point-of-Purchase Displays LO

SALES PROMOTION CONSUMER-ORIENTED SALES PROMOTION  Rebates LO

SALES PROMOTION CONSUMER-ORIENTED SALES PROMOTION  Product Placement Product Placement LO

SALES PROMOTION TRADE-ORIENTED SALES PROMOTION LO4  Trade-Oriented Sales Promotion Trade-Oriented Sales Promotion  Allowances and Discounts Merchandise Allowance Finance Allowance Case Allowance  Free Goods  Floor Stock Protection  Freight Allowance 19-25

SALES PROMOTION TRADE-ORIENTED SALES PROMOTION LO4  Cooperative Advertising Cooperative Advertising  Training of Distributors’ Salesforces 19-26