Download
1 / 24

14ASP - PowerPoint PPT Presentation


  • 267 Views
  • Updated On :

ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS WHAT’S THE FUTURE OF ADVERTISING? THE ANSWER IS PERSONAL! TYPES OF ADVERTISEMENTS Product Advertisements Institutional Advertisements DEVELOPING THE ADVERTISING PROGRAM Identifying the Target Audience

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about '14ASP' - johana


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
Advertising sales promotion and public relations l.jpg
ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS

WHAT’S THE FUTURE OF ADVERTISING? THE ANSWER IS PERSONAL!


Slide4 l.jpg

TYPES OF ADVERTISEMENTS

  • Product Advertisements

  • Institutional Advertisements


Developing the advertising program l.jpg
DEVELOPING THE ADVERTISING PROGRAM

  • Identifying the Target Audience

  • Specifying Advertising Objectives

  • Setting the Advertising Budget


Developing the advertising program6 l.jpg
DEVELOPING THE ADVERTISING PROGRAM

  • Designing the Advertisement

    • Message Content

    • Creating the Actual Message


Developing the advertising program7 l.jpg
DEVELOPING THE ADVERTISING PROGRAM

  • Selecting the Right Media

    • Choosing a Medium and a Vehicle within That Medium


U s advertising expenditures by category data in millions of dollars l.jpg
U.S. advertising expenditures, by category (data in millions of dollars)


Developing the advertising program9 l.jpg
DEVELOPING THE ADVERTISING PROGRAM

  • Basic Terms

    • Reach

    • Rating

    • Frequency

    • Gross Rating Points

    • Cost Per Thousand



Developing the advertising program11 l.jpg
DEVELOPING THE ADVERTISING PROGRAM

  • Different Media Alternatives

    • Television

      • Infomercials

    • Radio

    • Magazines

    • Newspapers


Developing the advertising program12 l.jpg
DEVELOPING THE ADVERTISING PROGRAM

  • Different Media Alternatives

    • Internet

    • Outdoor

    • Other Media

    • Selection Criteria

  • Scheduling the Advertising


Advantages and disadvantages of major advertising media l.jpg
Advantages and disadvantages of major advertising media


Developing the advertising program14 l.jpg
DEVELOPING THE ADVERTISING PROGRAM

  • Scheduling the Advertising


Executing the advertising program l.jpg
EXECUTING THE ADVERTISING PROGRAM

  • Pretesting the Advertising

    • Portfolio Tests

    • Jury Tests

    • Theater Tests



Executing the advertising program17 l.jpg
EXECUTING THE out the advertising programADVERTISING PROGRAM

  • Carrying Out the Advertising Program

    • Full-service agency

    • Limited-service agencies

    • In-house agencies


Evaluating the advertising program l.jpg
EVALUATING THE out the advertising programADVERTISING PROGRAM

  • Posttesting the Advertising

    • Aided Recall (Recognition-Readership)

    • Unaided Recall

    • Attitude Tests

    • Inquiry Tests

    • Sales Tests

  • Making Needed Changes


Slide19 l.jpg

SALES PROMOTION out the advertising program

  • The Importance of Sales Promotion

  • Consumer-Oriented Sales Promotion

    • Coupons

    • Deals

    • Premiums

    • Contests

    • Sweepstakes


Slide20 l.jpg

SALES PROMOTION out the advertising program

  • Consumer-Oriented Sales Promotion

    • Samples

    • Continuity Programs

    • Point-of-Purchase Displays

    • Rebates

    • Product Placement


Sales promotion alternatives l.jpg
Sales promotion alternatives out the advertising program


Slide22 l.jpg

SALES PROMOTION out the advertising program

  • Trade-Oriented Sales Promotions

    • Allowances and Discounts

    • Cooperative Advertising

    • Training of Distributor’s Salesforces


Slide23 l.jpg

PUBLIC RELATIONS out the advertising program

  • Publicity Tools


Increasing the value of promotion l.jpg
INCREASING THE VALUE out the advertising programOF PROMOTION

  • Building Long-Term Relationships with Promotions

  • Self-Regulation


ad