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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

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ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS

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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

  • Specifying Advertising Objectives

  • Setting the Advertising Budget


DEVELOPING THE ADVERTISING PROGRAM

  • Designing the Advertisement

    • Message Content

    • Creating the Actual Message


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)


DEVELOPING THE ADVERTISING PROGRAM

  • Basic Terms

    • Reach

    • Rating

    • Frequency

    • Gross Rating Points

    • Cost Per Thousand


The language of the media buyer


DEVELOPING THE ADVERTISING PROGRAM

  • Different Media Alternatives

    • Television

      • Infomercials

    • Radio

    • Magazines

    • Newspapers


DEVELOPING THE ADVERTISING PROGRAM

  • Different Media Alternatives

    • Internet

    • Outdoor

    • Other Media

    • Selection Criteria

  • Scheduling the Advertising


Advantages and disadvantages of major advertising media


DEVELOPING THE ADVERTISING PROGRAM

  • Scheduling the Advertising


EXECUTING THE ADVERTISING PROGRAM

  • Pretesting the Advertising

    • Portfolio Tests

    • Jury Tests

    • Theater Tests


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


EXECUTING THE ADVERTISING PROGRAM

  • Carrying Out the Advertising Program

    • Full-service agency

    • Limited-service agencies

    • In-house agencies


EVALUATING THE ADVERTISING PROGRAM

  • Posttesting the Advertising

    • Aided Recall (Recognition-Readership)

    • Unaided Recall

    • Attitude Tests

    • Inquiry Tests

    • Sales Tests

  • Making Needed Changes


SALES PROMOTION

  • The Importance of Sales Promotion

  • Consumer-Oriented Sales Promotion

    • Coupons

    • Deals

    • Premiums

    • Contests

    • Sweepstakes


SALES PROMOTION

  • Consumer-Oriented Sales Promotion

    • Samples

    • Continuity Programs

    • Point-of-Purchase Displays

    • Rebates

    • Product Placement


Sales promotion alternatives


SALES PROMOTION

  • Trade-Oriented Sales Promotions

    • Allowances and Discounts

    • Cooperative Advertising

    • Training of Distributor’s Salesforces


PUBLIC RELATIONS

  • Publicity Tools


INCREASING THE VALUE OF PROMOTION

  • Building Long-Term Relationships with Promotions

  • Self-Regulation


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