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Chapter 15: Advertising & Sales Promotions
Developing Integrated Marketing Communications
Copyright © Cengage Learning. All rights reserved 15 | 1
Chapter Overview
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2
Learning Objectives
1. Describe integrated marketing communicationscommunications.
2. Understand the role of promotion.3. Explain the purposes of the three types of
advertising.4. Describe the advantages and disadvantages
of the major advertising media.5. Identify the major steps in developing an
advertising campaign.
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Learning Objectives (cont’d)
6. Recognize the various kinds of salespersons, the steps in the personal selling process andthe steps in the personal‐selling process, and the major sales management tasks.
7. Describe sales promotion objectives and methods.
8. Understand the types and uses of public l tirelations.
9. Identify the factors that influence the selection of promotion mix ingredients.
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3
What Is Integrated Marketing Communications?
• Coordination of promotion efforts for maximum informational and persuasive impact oninformational and persuasive impact on customers
• Results in a consistent message to customers, long‐term customer relationships, and the efficient use of promotional resources− Mass media advertising has given way to targeted promotional
l ( bl TV di il d h I )tools (e.g., cable TV, direct mail, and the Internet)− The overall cost of marketing communications has risen
significantly, pressuring managers to make the most efficient use of marketing resources
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The Role of Promotion• Promotion
– Commonly the object of two misconceptions• Promotional activities make up the entire field of marketingPromotional activities make up the entire field of marketing• Promotional activities are unnecessary and cause higher prices
• Role of promotion– To facilitate exchanges directly or indirectly by informing
individuals, groups, or organizations and influencing them to accept a firm’s products or to have more positive feelings about the firm
• Convey product and service information directly to target market• Convey product and service information directly to target market segments
• Provide information to interest groups, regulatory agencies, investors, and the general public
– To maintain positive relationships between a company and various groups in the marketing environment
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4
Information Flows Into andOut of an Organization
• A promotional activity’s effectiveness d d th i f ti il bl tdepends on the information available to marketers
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Source: William M. Pride and O. C. Ferrell, Marketing: Concepts and Strategies, 15th ed. (Mason, Ohio: South-Western/Cengage Learning, 2010). Adapted with permission.
The Promotion Mix
• The particular combination of promotion methods a firm uses to reach a target market– Advertising
• A paid nonpersonal message communicated to a select audience through a mass medium
– Personal selling• Personal communication aimed at informing customers and
persuading them to buy a firm’s products– Sales promotion
• The use of activities or materials as direct inducements toThe use of activities or materials as direct inducements to customers or salespersons
– Public relations• Communication activities used to create and maintain favorable
relations between an organization and various public groups, both internal and external
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5
Possible Ingredients for an Organization’s Promotion Mix
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Source: William M. Pride and O. C. Ferrell, Marketing: Concepts and Strategies, 15th ed. (Mason, Ohio: South-Western/Cengage Learning, 2010). Adapted with permission.
Types of Advertising by Purpose
• Primary‐demand advertising– Used to increase demand for all brands of a product in a specific
industry• Selective‐demand (brand) advertising
– Used to sell a particular brand of product– Immediate‐response advertising
• To persuade customers to buy the product within a short time
– Reminder advertising• To keep the firm’s name fresh in the public’s mind
d– Comparative advertising• Compares specific characteristics of two or more brands to show the
advertiser’s brand is better
• Institutional advertising– Designed to enhance a firm’s image or build its reputation
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6
Advertising Spending by Media and Total Dollars Spent
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Source: Robert Coen, “Insider’s Report,” July 2008, p. 4.
Advertising Media• The forms of communication through
which advertising reaches its audience• Newspapers• Newspapers
– Relatively inexpensive and timely; short life span
• Magazines– Reach a specific market segment; more
prestigious than newspapers; high cost; lack of ltimeliness
• Direct mail– Most selective; effectiveness can be measured;
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7
Advertising Media (cont’d)
• Yellow pages advertising– Print and online; local; purchased for 1 yearp y
• Out‐of‐home advertising– Short promotional messages on billboards, posters,
signs, and vehicles; focuses on geographic area; fairly inexpensive
• Television– The primary medium for larger firms trying to reach
national or regional markets– Network time; local time; sponsoring a show; spot
time; infomercialsCopyright © Cengage Learning. All
rights reserved 15 | 13
Advertising Media (cont’d)
• Radio– Offers selectivity; most accessible medium; can
be less expensive than other media
• Internet– Increasingly popular; can be expensive;
potentially large audience; can target precisely; effectiveness is questionableq
– Banner and button ads; sponsorship ads; keyword ads; interstitials
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8
Using the Internet• Advertising Age is the industry’s preeminent
source of marketing, advertising, and media news, information, and analysis.
http://www.adage.com
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Major Steps in Developing an Advertising Campaign
1. Identify and analyze the target audience2. Define the advertising objectives3. Create the advertising platform4. Determine the advertising budget5. Develop the media plan6. Create the advertising message7. Execute the campaign8 Evaluate advertising effectiveness8. Evaluate advertising effectiveness
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9
BMW’s Advertising Campaign
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Advertising Agencies• Independent firms that plan, produce, and
place advertising for their clientsplace advertising for their clients
• Large agencies also help with sales promotion and public relations
• Media usually pay a commission to agencies
• Firms may use both in‐house advertising y gdepartments and an independent agency
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10
Top 10 National Advertisers1. Procter & Gamble Co.2. AT&T3 V i C i ti3. Verizon Communications 4. General Motors 5. Time Warner6. Ford Motor Co.7. GlaxoSmithKline8. Johnson & Johnson9. Walt Disney Co.10. Unilever
Copyright © Cengage Learning. All rights reserved 15 | 19
Source: Reprinted with permission of June 23, 2008 issue of Advertising Age. Copyright, Crain Communications Inc., 2008.
Top Ten Brands in Product Placement
Brand Occurrences on TVCoca-Cola Soft Drinks 2,99024 Hour Fitness Centers 1,765 Chef Revival Apparel 1,308AT&T Wireless Text Messaging 701Pussycat Dolls Nightclubs 602
Nike Sport Footwear 575Freemotion Fitness Exercise Equipment 409
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Source: Nielsen Product Placement, January-June 2008, http://blog.nielsen.com/nielsenwire/consumer/top-10-product-placement-brands-010108-063008/; accessed February 22, 2009.
Chicago Bears Football Team 383Nike Apparel 378Precor Exercise Equipment 374
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Social and Legal Considerations in Advertising
• Criticisms– Advertising is wastefulAdvertising is wasteful
– Advertising is deceptive
• Benefits– Advertising is the most effective and least expensive means of
communicating to a large number of individuals and organizations
Advertising encourages and is a means of competition; it thus– Advertising encourages and is a means of competition; it thus leads to new/better products, more choice, lower prices
– Advertising revenues support our mass communication media
– Advertising provides job opportunities
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Debate Issue: Is It Appropriate for Marketers to Advertise to Children?
YES
• Children have billions of
NO
• Television advertising alters ’ f lidollars in discretionary
income and spend almost all of it.
• Children buy regularly.
• Children are heavily influenced by television
one’s sense of reality, making children more prone toward “need gratification” and more susceptible to peer pressure.
• Most purchase decisions are made by parentsinfluenced by television
advertising.
• Children directly influence more than $40 billion in adult purchases each year.
made by parents.
• On certain issues, children are easily deceived.
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12
Personal Selling• The most adaptable promotion method
• The most expensive promotion method
• Kinds of salespersons
– Order getter• Responsible for creative selling: selling a firm’s products to
new customers and increasing sales to present customers
– Order taker• Handles repeat sales in ways that maintain positive
relationships with customers
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Personal Selling (cont’d)
• Kinds of salespersons (cont’d)– Sales support personnel
• Employees who aid in selling but are more involved in locating prospects, educating customers, building goodwill for the firm, and providing follow‐up service
• Missionary salespersons– Visit retailers to encourage an initial purchase of the
manufacturer’s products from wholesalers
• Trade salespersons• Trade salespersons– Work with customers to promote and increase retail sales of
the manufacturer’s products
• Technical salespersons– Assist current customers with technical matters related to the
manufacturer’s productsCopyright © Cengage Learning. All
rights reserved 15 | 24
13
The Personal‐Selling Process (cont’d)
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Source: William M. Pride and O. C. Ferrell, Marketing: Concepts and Strategies, 15th ed. (Mason, Ohio: South-Western/Cengage Learning,
2010). Adapted with permission.
Managing Personal Selling• Setting sales objectives
– Concrete, quantifiable terms
S ifi d ti i d– Specified time period
– Specified geographic area
• Adjusting the size of the sales force to meet changes in the firm’s marketing plan and the marketing environment
• Attracting and hiring effective salespersons
• Training salespersons
• Compensating salespersons
• Motivating salespersons
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14
Sales Promotion
• Activities or materials that are direct inducements to customers or salespersons
• Objectives– To draw new customers– To encourage trial of a new product– To invigorate the sales of a mature brand– To boost sales to current customers– To reinforce advertising– To increase traffic in retail stores– To steady irregular sales patterns– To build up reseller inventories– To neutralize competitive promotional efforts– To improve shelf space and displays
Copyright © Cengage Learning. All rights reserved 15 | 27
Sales Promotion Methods• Consumer sales promotion method
– Designed to attract consumers to particular retail stores and to motivate them to purchase certain new or established products
• Trade sales promotion method– Designed to encourage wholesalers and retailers to stock
and actively promote a manufacturer’s product• Factors influencing the choice of sales promotion method
– Objectives of the sales promotional effortP d t h t i ti– Product characteristics
– Target market profile– Distribution channels– Availability of resellers– Competitive and regulatory forces in the environment
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15
Sales Promotion Methods (cont’d)
• Rebate– A return of part of the purchase price of a product
• Coupon– Reducing the purchase price of a particular item by a stated
amount at the time of purchase• Sample
– A free product given to customers to encourage trial• Premium
– A gift a producer offers to a customer in return for buying itsA gift a producer offers to a customer in return for buying its product
• Frequent‐user incentives– A program that rewards customers who engage in repeat
(frequent) purchases
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Sales Promotion Methods (cont’d)
• Point‐of‐purchase displays– Promotional material in the retail store designed to inform g
customers and encourage purchases• Trade shows
– Industry‐wide exhibits at which many sellers display their products
• Buying allowance– A temporary price reduction to resellers for purchasing specified
titi f d tquantities of a product• Cooperative advertising
– A manufacturer agrees to pay a certain amount of the retailer’s media cost for advertising the manufacturer’s product
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16
Public Relations
• A broad set of communication activities used to create and maintain favorable relationships between an organization and various public groups, both internal and external– Customers, employees, stockholders, suppliers, educators, the
media, government officials, society in general• Types of public relations tools
– Written and spoken communications• Brochures, newsletters, company magazines, annual reports, news
releases corporate‐identity materials speechesreleases, corporate identity materials, speeches– Event sponsorship
• Special events such as concerts and charity functions that the firm underwrites wholly or partially
Copyright © Cengage Learning. All rights reserved 15 | 31
Public Relations (cont’d)
• Publicity– Communication in news‐story form about an
organization, its products, or both
News releaseFeature articleCaptioned photograph
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p p g pPress conference
17
The Uses of Public Relations
• To promote people, places, activities, ideasT h th t ti f th i ti• To enhance the reputation of the organization by increasing awareness of company products and activities
• To create specific positive company images• To maintain the public visibility of the
company• To reduce the effects of negative events on
the company’s reputation
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Class Exercise
• For each promotion method listed below, provide an example of a product that could be promoted an example of a product that could be promotedusing that method.– Selective‐demand advertising– Institutional advertising– Primary‐demand advertising– Personal selling– Free sampleFree sample– Coupon– Feature article– Press conference
Copyright © Cengage Learning. All rights reserved 15 | 34
18
Promotion Planning
• Promotional campaign– A plan for combining and using the four
promotional methods—advertising, personal selling, sales promotion, and public relations—in a particular promotion mix to achieve one or more marketing goals
• What will be the role of promotion in the overall• What will be the role of promotion in the overall marketing mix?
• To what extent will each promotional method be used in the promotion mix?
Copyright © Cengage Learning. All rights reserved 15 | 35
Promotion and Marketing Objectives• Providing product information to target
markets
• Increasing market share by convincing new customers to purchase
• Positioning the product relative to the images customers have of competing products
• Stabilizing sales by increasing sales during slack periods or for products that are declining
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19
Developing the Promotion Mix• Marketers may use several promotion
mixes at the same time for different dproducts
• The promotion mix ingredients depend on– Organizational resources and objectives
– Target market characteristics
Product characteristics– Product characteristics
– The cost and availability of promotional methods
Copyright © Cengage Learning. All rights reserved 15 | 37
Chapter Quiz1. “Drink More Milk” and “Got Milk?” are examples of
a) public relations.b) institutional advertisingb) institutional advertising.c) primary-demand advertising.d) publicity.e) selective-demand advertising.
2. When Coca-Cola introduced its new Vanilla Coke, it primarily used ____________ advertising in order to quickly reach a national market
Copyright © Cengage Learning. All rights reserved 15 | 38
quickly reach a national market.a) newspaperb) televisionc) radiod) magazinee) outdoor
20
Chapter Quiz (cont’d)
3. The two main complaints about advertising by critics are that it
a) is malicious, and it causes unnecessary competitioncompetition.
b) encourages society to lie and steal.c) is useless, and it is mean.d) wastes financial resources, and consumers are
hurt in the end due to higher prices.e) is wasteful, and it can be deceptive.
4. The first step in the personal‐selling process isa) approaching the prospect.b) h bb) answering the objections.c) making the presentation.d) prospecting.e) closing the sale.
Copyright © Cengage Learning. All rights reserved 15 | 39
Chapter Quiz (cont’d)
5. The development of a product image in buyers’ minds relative to their image of competing products is called
a) promoting.b) publicizing.c) positioning.d) placing.e) postinge) posting.
Copyright © Cengage Learning. All rights reserved 15 | 40
21
Answers to Chapter Quiz1. “Drink More Milk” and “Got Milk?” are examples of
a) public relations.b) institutional advertising.b) institutional advertising.c) primary-demand advertising. (Correct)d) publicity.e) selective-demand advertising.
2. When Coca-Cola introduced its new Vanilla Coke, it primarily used _______ advertising in order to quickly reach a national market.
Copyright © Cengage Learning. All rights reserved 15 | 41
q ya) newspaperb) television (Correct)c) radiod) magazinee) outdoor
Answers to Chapter Quiz (cont’d)
3. The two main complaints about advertising by critics are that it
a) is malicious, and it causes unnecessary competition.b) l d lb) encourages society to lie and steal.c) is useless, and it is mean.d) wastes financial resources, and consumers are hurt in
the end due to higher prices.e) is wasteful, and it can be deceptive. (Correct)
4. The first step in the personal‐selling process isa) approaching the prospect.b) answering the objectionsb) answering the objections.c) making the presentation.d) prospecting. (Correct)e) closing the sale.
Copyright © Cengage Learning. All rights reserved 15 | 42
22
Answers to Chapter Quiz (cont’d)
5. The development of a product image in buyers’ minds relative to their image of competing products is called
a) promoting.b) publicizing.c) positioning. (Correct)d) placing.e) postinge) posting.
Copyright © Cengage Learning. All rights reserved 15 | 43
204
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Pride/Hughes/Kapoor, BUSINESS, 10th editionFigure 15.1 Information Flows Into and Out of an Organization
Source: William M. Pride and O. C. Ferrell, Marketing: Concepts and Strategies, 15th ed. (Mason, Ohio: South-Western/Cengage Learning, 2010). Adapted with permission.
Info
rma
tion
Flo
ws In
to a
nd
Ou
t of a
n
Org
an
iza
tion
Information about
customers and
the marketing
environment
Organization
Promotion
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205
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Pride/Hughes/Kapoor, BUSINESS, 10th editionFigure 15.2 Possible Ingredients of a Promotion Mix
Possible Ingredients of a
Promotion Mix
Source: William M. Pride and O. C. Ferrell, Marketing: Concepts and Strategies, 15th ed. (Mason, Ohio: South-Western/Cengage Learning, 2010). Adapted with permission.
Advertising
Sales promotion
Publicrelations
Personalselling
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206
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Pride/Hughes/Kapoor, BUSINESS, 10th editionFigure 15.3 Percent of Ad Dollars Spent on Selected Media
Source: Robert Coen, “Insider’s Report,” July 2008, p. 4.
Perc
en
t of A
d D
olla
rs S
pe
nt o
n
Sele
cte
d M
ed
ia
Television
Direct m
ail
New
spapers
Radio
Yellow Pages
Magazines
Internet
24
.4%
($6
9.8
billion)
21
.7%
($6
1.7
billion)
13
.7%
($3
8.8
billion)
6.6
% ($
18
.7 billion)
5.0
% ($
14
.2 billion)
4.9
% ($
13
.9 billion)
4.1
% ($
11
.8 billion)
Other
19
.6%
($5
6.1
billion)
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207
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Pride/Hughes/Kapoor, BUSINESS, 10th editionFigure 15.4 The Six Steps of the Personal-Selling Process
The Six Steps of the Personal-
Selling Process
Source: William M. Pride and O. C. Ferrell, Marketing: Concepts and Strategies, 15th ed. (Mason, Ohio: South-Western/Cengage Learning, 2010). Adapted with permission.
Prospecting
Approachingthe prospect
Making thepresentation
Answeringobjections
Closing the sale
Following up6
5
4
3
2
1
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208
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Pride/Hughes/Kapoor, BUSINESS, 10th editionFigure 15.A Chapter Outline
Chapter 15 Outline
Developing Integrated Marketing Communications
What Is Integrated Marketing Communications?
The Role of Promotion
The Promotion Mix: An Overview
Advertising
– Types of Advertising by Purpose
– Advertising Media
– Major Steps in Developing an Advertising
Campaign
– Advertising Agencies
– Social and Legal Considerations in Advertising
Personal Selling
– Kinds of Salespersons
– The Personal-Selling Process
– Managing Personal Selling
Sales Promotion
– Sales Promotion Objectives
– Sales Promotion Methods
Public Relations
– Types of Public Relations Tools
– The Uses of Public Relations
Promotion Planning
– Promotion and Marketing Objectives
– Developing the Promotion Mix
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209
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Pride/Hughes/Kapoor, BUSINESS, 10th editionFigure 15.B Class Exercise
Class Exercise
In Chapter 15, a number of different promotional
methods are described along with examples of
goods or services that could be promoted using
them. For each promotion method listed below,
provide an example of a product that could be
promoted using that method.
Promotion Method Example of Good or
Service
1. Selective demand
advertising
2. Institutional
advertising
3. Primary-demand
advertising
4. Personal selling
5. Free sample
6. Coupon
7. Feature article
8. Press conference
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210
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Pride/Hughes/Kapoor, BUSINESS, 10th editionFigure 15.C Debate Issue
Debate Issue
Is it appropriate for marketers to
advertise to children?
YES
• Children have
billions of dollars
in discretionary
income and spend
almost all of it.
• Children buy
regularly.
• Children are
heavily infl uenced
by television
advertising.
• Children directly
infl uence more than
$40 billion in adult
purchases each
year.
NO
• Television
advertising alters
one’s sense of
reality, making
children more prone
toward “need
gratifi cation” and
more susceptible to
peer pressure.
• Most purchase
decisions are made
by parents.
• On certain issues,
children are easily
deceived.
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211
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Pride/Hughes/Kapoor, BUSINESS, 10th editionFigure 15.D Chapter Quiz
Chapter Quiz
1. “Drink More Milk” and “Got Milk?” are examples of
a. public relations.
b. institutional advertising.
c. primary-demand advertising.
d. publicity.
e. Selective-demand advertising.
2. When Coca-Cola introduced its new Vanilla Coke, it primarily
used____________advertising in order to quickly reach a national
market.
a. newspaper
b. television
c. radio
d. magazine
e. outdoor
3. The two main complaints about advertising by critics are that it
a. is malicious, and it causes unnecessary competition.
b. encourages society to lie and steal.
c. is useless, and it is mean.
d. wastes fi nancial resources, and consumers are hurt in the
end due to higher prices.
e. is wasteful, and it can be deceptive.
4. The fi rst step in the personal-selling process is
a. approaching the prospect.
b. answering the objections.
c. making the presentation.
d. prospecting.
e. closing the sale.
5. The development of a product image in buyers’ minds relative to
their image of competing products is called
a. promoting.
b. publicizing.
c. positioning.
d. placing.
e. posting.
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212
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Pride/Hughes/Kapoor, BUSINESS, 10th editionFigure 15.E Types of Advertising
Types of Advertising
SELECTIVE (OR BRAND)
ADVERTISING
Advertising that is used to sell
a particular brand of product
INSTITUTIONAL ADVERTISING
Advertising designed to enhance a fi rm’s image or
reputation
PRIMARY-DEMAND
ADVERTISING
Advertising whose purpose is to increase the demand for all
brands of a good or service
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213
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Pride/Hughes/Kapoor, BUSINESS, 10th editionFigure 15.F General Steps for Developing and Implementing an
Advertising Campaign
Gen
era
l Ste
ps fo
r Develo
pin
g a
nd
Imp
lem
en
ting
an
Ad
vertis
ing
Ca
mp
aig
n
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214
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Pride/Hughes/Kapoor, BUSINESS, 10th editionFigure 15.G Major Publicity-Based Public Relations Tools
Publicity-Based Public
Relations Tools
• News releases
• Feature articles
• Captioned photographs
• Press conferences
• Interviews
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215
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Pride/Hughes/Kapoor, BUSINESS, 10th editionFigure 15.H Factors That Affect a Firm’s Promotional Mix Composition
Factors Affecting Promotional Mix
• Campaign objectives
• Available resources
• Target market
• Product
• Demographics
• Price
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216
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Pride/Hughes/Kapoor, BUSINESS, 10th editionFigure 15.I Definition of Promotion
PROMOTION
Communication about an
organization and its
products that is intended to
inform, persuade, or remind
target market members
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