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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
ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS

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

slide4

TYPES OF ADVERTISEMENTS

  • Product Advertisements
  • Institutional Advertisements
developing the advertising program
DEVELOPING THE ADVERTISING PROGRAM
  • Identifying the Target Audience
  • Specifying Advertising Objectives
  • Setting the Advertising Budget
developing the advertising program6
DEVELOPING THE ADVERTISING PROGRAM
  • Designing the Advertisement
    • Message Content
    • Creating the Actual Message
developing the advertising program7
DEVELOPING THE ADVERTISING PROGRAM
  • Selecting the Right Media
    • Choosing a Medium and a Vehicle within That Medium
developing the advertising program9
DEVELOPING THE ADVERTISING PROGRAM
  • Basic Terms
    • Reach
    • Rating
    • Frequency
    • Gross Rating Points
    • Cost Per Thousand
developing the advertising program11
DEVELOPING THE ADVERTISING PROGRAM
  • Different Media Alternatives
    • Television
      • Infomercials
    • Radio
    • Magazines
    • Newspapers
developing the advertising program12
DEVELOPING THE ADVERTISING PROGRAM
  • Different Media Alternatives
    • Internet
    • Outdoor
    • Other Media
    • Selection Criteria
  • Scheduling the Advertising
developing the advertising program14
DEVELOPING THE ADVERTISING PROGRAM
  • Scheduling the Advertising
executing the advertising program
EXECUTING THE ADVERTISING PROGRAM
  • Pretesting the Advertising
    • Portfolio Tests
    • Jury Tests
    • Theater Tests
executing the advertising program17
EXECUTING THE ADVERTISING PROGRAM
  • Carrying Out the Advertising Program
      • Full-service agency
      • Limited-service agencies
      • In-house agencies
evaluating the advertising program
EVALUATING THE ADVERTISING PROGRAM
  • Posttesting the Advertising
    • Aided Recall (Recognition-Readership)
    • Unaided Recall
    • Attitude Tests
    • Inquiry Tests
    • Sales Tests
  • Making Needed Changes
slide19

SALES PROMOTION

  • The Importance of Sales Promotion
  • Consumer-Oriented Sales Promotion
    • Coupons
    • Deals
    • Premiums
    • Contests
    • Sweepstakes
slide20

SALES PROMOTION

  • Consumer-Oriented Sales Promotion
    • Samples
    • Continuity Programs
    • Point-of-Purchase Displays
    • Rebates
    • Product Placement
slide22

SALES PROMOTION

  • Trade-Oriented Sales Promotions
    • Allowances and Discounts
    • Cooperative Advertising
    • Training of Distributor’s Salesforces
slide23

PUBLIC RELATIONS

  • Publicity Tools
increasing the value of promotion
INCREASING THE VALUE OF PROMOTION
  • Building Long-Term Relationships with Promotions
  • Self-Regulation