Professional Documents
Culture Documents
Developing & Managing an Advertising Program Deciding on Media & Measuring Effectiveness Sales Promotion Public Relations
Budget Decisions
Message Decisions Media Decisions
Campaign Evaluation
2000 Prentice Hall
Advertising Objectives
Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time
Persuasive Advertising
Build Selective Demand
Informative Advertising
Build Primary Demand
Comparison Advertising
Compares One Brand to Another
Reminder Advertising
Keeps Consumers Thinking About a Product.
Mission
Sales goals Advertising objectives
Stage in PLC Market share and consumer base Competition and clutter Advertising frequency Product substitutability
Measurement
Communication impact Sales impact
Media
Reach, frequency, impact Major media types Specific media vehicles Media timing Geographical media allocation
Product Substitutability
2000 Prentice Hall
Advertising Frequency
Television
Advantages: Combines sight, sound, motion; high attention; high reach; appealing to senses Limitations: High absolute costs; high clutter; fleeting exposure; less audience selectivity
Direct Mail
Advantages: Audience selectivity; flexibility, no ad competition within same medium; allows personalization
Limitations: Relative high cost; junk mail image
2000 Prentice Hall
Limitations: Audio only; fleeting exposure; lower attention; nonstandardized rates; fragmented audiences
Magazines
Advantages: High geographic and demographic selectivity; credibility and prestige; high-quality reproduction; long life; good pass-along readership Limitations: Long ad purchase lead time; waste circulation; no guarantee of position
Outdoor
Advantages: Flexibility; high repeat exposure; low cost; low message competition
2000 Prentice Hall
Level (1)
Rising (2)
(5)
Continuous
(6)
(7)
(8)
(9) (9)
Intermittent
(10)
(11)
(12)
Month
20
Poor ad
40
60
80
Good ad
100
Great ad
__Total
Mediocre Average ad ad
Advertising Strategy
Message Execution
Turning the Big Idea Into an Actual Ad to Capture the Target Markets Attention and Interest. Testimonial
Evidence Scientific Evidence Technical Expertise Personality Symbol Slice of Life
Lifestyle
Fantasy
Mood or Image
Musical
2000 Prentice Hall
Advertising Evaluation
Advertising Program Evaluation
Communication Effects
Is the Ad Communicating Well?
Sales Effects
Is the Ad Increasing Sales?
60 50 40 30 20 10 0
1986 88 90 92 94 1996
Cons. Promo
Push
Push
Retail Promotions
CONSUMER
Pull
Consumer Promotion
Consumer-Promotion Objectives
Entice Consumers to Try a New Product Lure Customers Away From Competitors Products Get Consumers to Load Up on a Mature Product Hold & Reward Loyal Customers Consumer Relationship Building
Consumer-Promotion Tools
Samples Coupons Cash Refunds Price Packs Premiums Advertising Specialties Patronage Patronage Rewards Rewards Contests Sweepstakes
Games
Point-of-Purchase Displays
2000 Prentice Hall
Deal Proneness,
Liechtenstein, Burton, & Netemeyer, Journal of Retailing, Summer 1997
Examination of deal proneness among consumers in a supermarket setting Surveys & Grocery Receipts used Eight types of deals: Cent-off, One-free, Gift, Display, Rebate, Contest, Sale, & Coupon
Deal Proneness,
Liechtenstein, Burton, & Netemeyer
Cluster analysis yielded two interpretable results: 49% are deal prone, 51% not 24% High Deal prone, 50% intermediate, 26% deal insensitive Deal-proneness a generalized construct - (crosses type of promotion) Younger & Less educated more likely to be deal prone
Trade Promotions
Trade-Promotion Objectives
Persuade Retailers or Wholesalers to Carry a Brand
Give a Brand Shelf Space Promote a Brand in Advertising Push a Brand to Consumers
Trade-Promotion Tools
Price-Offs Allowances Premiums
Buy-Back Guarantees
Free Goods Contests
Business-to-Business Promotion
Business-Promotion Objectives
Generate Business Leads Stimulate Purchases Reward Customers Motivate Salespeople
Business-Promotion Tools
Conventions Trade Shows Sales Contests
Speeches
Written Materials
Special Events
Review
Developing & Managing an Advertising Program Deciding on Media & Measuring Effectiveness Sales Promotion Public Relations