1. Advertising Any paid form of nonpersonal presentation
and promotion of ideas, goods, or
services by an identified sponsor.

2. Figure 18.1 The Five M’s of Advertising

3. Advertising Objectives
Informative
advertising
Persuasive
advertising
Reminder
advertising
Reinforcement
advertising

4. Factors to Consider in Setting an Advertising Budget
Stage in the product life cycle
Market share and consumer base
Competition and clutter
Advertising frequency
Product substitutability

5. Developing the Advertising Message
Message generation:
Inductive (Talk to Consumer)
Deductive (Observation)
Message Evaluation and Selection
Desirability
Exclusiveness
Believability
Message Execution:
Rational Positioning
Emotional Positioning
Social responsibility review

6. Message Execution Style Tone Words
Format: Ad Size, Color and illustration

7. Media Selection
Reach
Frequency
Impact
Exposure

8. Figure 1.2 Relationship among Trial, Awareness, and the Exposure Function

9. Choosing Among Major Media Types
Target audience and media habits
Product characteristics
Message characteristics
Cost

10. Major Media Types Newspapers Television Direct mail Radio Magazines
Outdoor
Yellow pages
Newsletters
Brochures
Telephone
Internet

11. Television Advantages Reaches broad spectrum of consumers
Low cost per exposure
Ability to demonstrate product use
Ability to portray image and brand personality
Disadvantages
Brief
Clutter
High cost of production
High cost of placement
Lack of attention by viewers

12. Print Ads Advantages Detailed product information
Ability to communicate user imagery
Flexibility
Ability to segment
Disadvantages
Passive medium
Clutter
Unable to demonstrate product use

13. Print Ad Components
Headline
Picture
Signature
Copy

14. Print Ad Evaluation Criteria
Is the message clear at a glance?
Is the benefit in the headline?
Does the illustration support the headline?
Does the first line of the copy support or explain the headline and illustration?
Is the ad easy to read and follow?
Is the product easily identified?
Is the brand or sponsor clearly identified?

15. Place Advertising Billboards Public spaces Product placement
Point-of-purchase

16. Selecting Specific Vehicles
Circulation
Audience
Effective audience
Effective ad-exposed audience

17. Figure 18.3 Classification of Advertising Timing Patterns

18. Deciding on Geographical Allocation
National Buys (Place ads on national TV networks)
Spot Buys (Buys TV time in just a few markets or in regional editions of magazines)

19. Evaluating Advertising Effectiveness
Communication Effect Research
Consumer feedback method
Portfolio tests
Laboratory tests
Sales-Effect Research

20. Sales Promotion Collection of incentive tools, mostly
short term, designed to stimulate
quicker or greater purchase
of particular products or services
by consumers or the trade.

21. Sales Promotion Tactics
Consumer-directed
Samples
Coupons
Cash refund offers
Price offs
Premiums
Prizes
Patronage rewards
Free trials
Tie-in promotions
Trade-directed
Price offs
Allowances
Free goods
Sales contests
Spiffs
Trade shows
Specialty advertising

22. Using Sales Promotions
Establish objectives
Select tools
Develop program
Pretest
Implement and control
Evaluate results

23. Direct Marketing
Direct marketing uses consumer-direct channels to reach and deliver offerings to consumers without intermediaries.
Direct marketing is growing and offers consumers key benefits.
Firms are recognizing the importance of integrated direct marketing efforts.

24. Major Direct Marketing Tools
Face-to-face selling
Direct mail
Catalog marketing
Telemarketing
Direct-response TV marketing
Kiosk marketing
E-marketing

25. Direct Marketing Steps in Developing a Direct-Mail Campaign:
Step 1: Set objectives
Step 2: Identify target markets
Step 3: Define the offer
Step 4: Test the elements
Step 5: Measure results