2/24/2016MKT2011. Advertising “ Advertising may be described as the science of arresting the human intelligence long enough to get money from it.” 2/24/2016MKT2012.

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Presentation transcript:

2/24/2016MKT2011

Advertising “ Advertising may be described as the science of arresting the human intelligence long enough to get money from it.” 2/24/2016MKT2012

Advertising Objectives Advertising Reminder Persuasive Informative 2/24/2016MKT2013

Developing Advertising Strategy Creating advertising message – Breaking through the clutter – Madison and Vine – Message strategy – Creative concept 2/24/2016MKT2014

Message Execution Musical Fantasy Slice of life Mood or Image Lifestyle Execution 2/24/2016MKT2015 Personality symbol Technical Expertise Scientific Evidence Testimonial Evidence or Endorsement

Selecting Advertising Media Deciding on reach, frequency and impact Choosing among major media types Selecting specific media vehicle Deciding media timing 2/24/2016MKT2016

Sales Promotion a direct inducement that offers extra value or an incentive to purchase / sell the product to the - sales force OR - distribution channel OR - the ultimate consumer with the primary objective of creating an immediate sale (ie. result)” 2/24/2016MKT2017

An Example of a Dr.Pepper Coupon Promotion 2/24/2016MKT2018

Sales Promotion Ultimately seeking to motivate behavioural change by offering an attractive reward. Contrasts with advertising, which attempts to change attitudes / perceptions / knowledge levels. 2/24/2016MKT2019

Sales Promotion Tools - Consumer Sales Promotion tools Contests and games of skill and chance Contests and games of skill and chance Samples / Free trial Point-of- Purchase Point-of- Purchase Redeemable coupons Redeemable coupons Patronage Rewards Patronage Rewards Cash-back Offers (Rebate) Cash-back Offers (Rebate) Premiums Advertising Specialties (Promotional Product) Advertising Specialties (Promotional Product) Cents-off deals or Price Packs Cents-off deals or Price Packs EXAMPLES??? 2/24/2016MKT20110

An Example of a Price Reduction Promotion 2/24/2016MKT20111

Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories and events. General Public Employees SuppliersStockholders Customers FIRM The Role of Public Relations 2/24/2016MKT20112

A News Story Written About The New Jacket 2/24/2016MKT20113