1. Advertising Sales Promotion Public Relations Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 13

2. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Advertising Non-personal communication from an identified sponsor using mass media

3. Advertising Types PRODUCTINSTITUTIONALADVOCACYPSA’SRETAILDO IT YOURSELF Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

4. Product advertising

5. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

6. Institutional advertising PSA’s Advocacy advertising

7. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Retail advertising

8. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Do it yourself advertising

9. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Ad agency services Account management Creative services Market research Media planning

10. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Ethics and advertising Manipulative Deceptive Bad taste Creates wants for bad things

11. Develop Ad Campaign Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Establish objectives Create the ads Pretest the ad message Choose media type and schedule Evaluate ad effectiveness Understand target audience

12. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Understand Target 1

13. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Establish objectives 2

14. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Create the ads 3

15. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall TYPES OF APPEAL USP Comparative Demonstration Testimonial

16. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall TYPES OF APPEAL Slice of life Lifestyle Emotions: fear, sex, humor appeals Slogans, jingles

17. Pretest Ads Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 4

18. Plan Media Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 5

19. Traditional Media Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

20. New Media Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

21. Media scheduling Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

22. Copyright © 20112 Pearson Education, Inc. Publishing as Prentice Hall Media Schedule for a Video Game

23. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Media scheduling Advertising exposure Impressions Reach Frequency Gross rating points (GRPs) Cost per thousand (CPM)

24. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Continuous Pulsing Flighting Patterns

25. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Evaluate the advertising Unaided Recall Aided Recall Attitude change 6

26. Sales Promotion Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Programs designed to build interest in or encourage purchase of a product during a specified time period

27. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Sales Promotion aimed at Trade

28. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Allowances, deals Trade shows Promotional products POPIncentives

29. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

30. Sales Promotion aimed at Consumers

31. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Coupons, rebates Loyalty programs ContestsPremiums Cross promotions SamplingPOP activities Product placements

32. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

33. Public Relations Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Communication used to build good relationships with an organization’s publics.

34. Influence legislation Highlight good works Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Launch new products Enhance image PR Objectives

35. Public Relations activities Press releases Lobbying Speech writing Sponsorships Corporate identity Special events Media relations Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

36. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2012 Pearson Education, Inc. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall