ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS - PowerPoint PPT Presentation

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ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS

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  1. ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS WHAT’S THE FUTURE OF ADVERTISING? THE ANSWER IS PERSONAL!

  2. TYPES OF ADVERTISEMENTS • Product Advertisements • Institutional Advertisements

  3. DEVELOPING THE ADVERTISING PROGRAM • Identifying the Target Audience • Specifying Advertising Objectives • Setting the Advertising Budget

  4. DEVELOPING THE ADVERTISING PROGRAM • Designing the Advertisement • Message Content • Creating the Actual Message

  5. DEVELOPING THE ADVERTISING PROGRAM • Selecting the Right Media • Choosing a Medium and a Vehicle within That Medium

  6. U.S. advertising expenditures, by category (data in millions of dollars)

  7. DEVELOPING THE ADVERTISING PROGRAM • Basic Terms • Reach • Rating • Frequency • Gross Rating Points • Cost Per Thousand

  8. The language of the media buyer

  9. DEVELOPING THE ADVERTISING PROGRAM • Different Media Alternatives • Television • Infomercials • Radio • Magazines • Newspapers

  10. DEVELOPING THE ADVERTISING PROGRAM • Different Media Alternatives • Internet • Outdoor • Other Media • Selection Criteria • Scheduling the Advertising

  11. Advantages and disadvantages of major advertising media

  12. DEVELOPING THE ADVERTISING PROGRAM • Scheduling the Advertising

  13. EXECUTING THE ADVERTISING PROGRAM • Pretesting the Advertising • Portfolio Tests • Jury Tests • Theater Tests

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

  15. EXECUTING THE ADVERTISING PROGRAM • Carrying Out the Advertising Program • Full-service agency • Limited-service agencies • In-house agencies

  16. EVALUATING THE ADVERTISING PROGRAM • Posttesting the Advertising • Aided Recall (Recognition-Readership) • Unaided Recall • Attitude Tests • Inquiry Tests • Sales Tests • Making Needed Changes

  17. SALES PROMOTION • The Importance of Sales Promotion • Consumer-Oriented Sales Promotion • Coupons • Deals • Premiums • Contests • Sweepstakes

  18. SALES PROMOTION • Consumer-Oriented Sales Promotion • Samples • Continuity Programs • Point-of-Purchase Displays • Rebates • Product Placement

  19. Sales promotion alternatives

  20. SALES PROMOTION • Trade-Oriented Sales Promotions • Allowances and Discounts • Cooperative Advertising • Training of Distributor’s Salesforces

  21. PUBLIC RELATIONS • Publicity Tools

  22. INCREASING THE VALUE OF PROMOTION • Building Long-Term Relationships with Promotions • Self-Regulation