advertising sales promotion public relations copyright © 2012 pearson education, inc. publishing as...
TRANSCRIPT
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AdvertisingSales PromotionPublic Relations
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
AdvertisingNon-personal
communication from an identified sponsor using
mass media
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Advertising Types
PRODUCT INSTITUTIONAL ADVOCACY
PSA’S RETAIL DO IT YOURSELF
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Product advertising
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Institutional advertising
PSA’s
Advocacy advertising
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
RetailRetail advertisingadvertising
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Do it yourself
advertising
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Ad agency services
Account management
Creative services
Market research
Media planning
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Ethics and advertising
Manipulative
Deceptive
Bad taste
Creates wants for bad things
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Develop Ad Campaign
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Establish objectives
Create the ads
Pretest the ad message
Choose media type and schedule
Evaluate ad effectiveness
Understand target audience
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Understand Target
1
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Establish objectives
2
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Create the ads 3
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TYPES OF APPEAL
USP
Comparative
Demonstration
Testimonial
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
TYPES OF APPEAL
Slice of life
Lifestyle
Emotions: fear, sex, humor appeals
Slogans, jingles
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Pretest Ads
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4
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Plan Media
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5
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Traditional Media
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New Media
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Media scheduling
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Media Schedule for a Video Game
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Media schedulingAdvertising exposure
Impressions
Reach
Frequency
Gross rating points (GRPs)
Cost per thousand (CPM)
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Continuous
Pulsing
Flighting
Patterns
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Evaluate the advertising
Unaided Recall
Aided Recall
Attitude change
6
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Sales Promotion
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Programs designed to build interest in or encourage purchase of a product during a specified time period
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Sales Promotion aimed at Trade
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Sales Promotion aimed at Trade
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Allowances, deals
Trade shows
Promotional products
POP
Incentives
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Sales Promotion aimed at Consumers
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Sales Promotion aimed at Consumers
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Coupons, rebates
Loyalty programs
Contests
PremiumsCross
promotions
Sampling
POP activities
Product placements
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Public Relations
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Communication used to build good relationships with an organization’s publics.
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Influence legislation
Highlight good works
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Launch new products Enhance image
PR Objectives
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Public Relations activitiesPress releases
Lobbying
Speech writing
Sponsorships
Corporate identity
Special events
Media relations
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mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2012 Pearson Education, Inc. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall