dr. hurrem yilmaz advertising, sales promotion, and public relations c hapter 15
Post on 11-Jan-2016
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Dr. Hurrem Yilmaz
ADVERTISING, SALES PROMOTION,
ANDPUBLIC RELATIONS
CHAPTER
1515
Dr. Hurrem Yilmaz
• Product Advertisements
• Institutional Advertisements
TYPES OF ADVERTISEMENTS
Dr. Hurrem Yilmaz
• Designing the Advertisement• Message Appeal- information and persuasive
content in the form of an appeal
• Message Content
DEVELOPING THE ADVERTISING PROGRAM
Dr. Hurrem Yilmaz
DEVELOPING THE ADVERTISING PROGRAM
• Basic Terms Reach Rating Frequency Gross Rating Points Cost Per Thousand
Dr. Hurrem Yilmaz
• Scheduling the Advertising
CONTINUOUS
FLIGHTING
PULSE
DEVELOPING THE ADVERTISING PROGRAM
Dr. Hurrem Yilmaz
•News Release
•News Conference
•Public Service Announcements (PSAs)
Publicity Tools
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Sales Promotion Tools
• Coupons encourage trial but more expensive than face value
• Deals respond to competitor action but reduce perceived value
• Premiums offer additional merchandise but consumers may be purchasing only for the premium
• Contests create involvement but require creative thinking
• Sweepstakes are popular and substantially regulated
• Samples are expensive
• Loyalty programs encourage repeat purchase but expensive to run
• Displays provide visibility but difficult to place in retail space
• Rebates simulate demand but are easily copied
• Product Placement provides positive message in a noncommercial setting but is difficult to control
Dr. Hurrem Yilmaz
• Pretesting the Advertising• Portfolio Tests• Jury Tests• Theater Tests
EXECUTING THE ADVERTISING PROGRAM
Dr. Hurrem Yilmaz
• Posttesting the Advertising• Aided Recall (Recognition-Readership)• Unaided Recall• Attitude Tests• Inquiry Tests• Sales Tests
EVALUATING THE ADVERTISING PROGRAM
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