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Lecture on Types of Advertising

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Presentation on theme: "Lecture on Types of Advertising"— Presentation transcript:

1 Lecture on Types of Advertising

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

3 TYPES OF ADVERTISEMENTS
Product Advertisements Institutional Advertisements

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

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

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

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

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

9 The language of the media buyer

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

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

12 Advantages and disadvantages of major advertising media

13 DEVELOPING THE ADVERTISING PROGRAM
Scheduling the Advertising

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

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

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

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

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

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

20 Sales promotion alternatives

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

22 PUBLIC RELATIONS Publicity Tools

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

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