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Advertising

Any paid form of non personal

presentation and promotion of ideas,
goods, or services by an identified sponsor.

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Major Advertising Decisions
 Advertising Objectives
Persuasive
Informative

Advertising

Reminder

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 Informative Advertising
• Aims to create Brand
Awareness and
knowledge of new
products or new
features of existing
products.
•
Persuasive
Aims to create liking,
Advertising
preference,
conviction, and
purchase of a product
or service. Sometimes
Comparative
advertising is used to
persuade.
 Reminder Advertising
• Aims to stimulate
repeat purchase of
products and
services.
• Ex: Coca Cola,
McDonald’s.
Comparative Ad
 Developing Advertising Strategy
• Creating advertising message
– Breaking through the clutter: cost, Zip, Zap, DVR, VOD.
PROBLEM!!!!!!!!!!!!
– Madison and Vine: a term that represents the merging of advertising
and entertainment in an effort to break through the clutter and create
new avenues for reaching consumers with more engaging messages
– Message strategy: to decide what general message will be
communicated to consumers
- Creative concept: The compelling “big idea” that will bring the
advertising message strategy to life in a distinctive and memorable way.
• meaningful
• Believable
• distinctive

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 Message Execution
Lifestyle Fantasy
Mood or Image
Slice of life

Execution Musical

Testimonial
Evidence or
Endorsement Personality
symbol
Scientific Technical
Evidence Expertise

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 Selecting Advertising Media
• Deciding on reach, frequency and impact
• Choosing among major media types
• Selecting specific media vehicle
• Deciding media timing

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 Selecting advertising media
 Reach: is a measure of the percentage of people
in the target market who are exposed to the ad
campaign during a given period of time
 Frequency: is a measure of how many times the
average person in the target market is exposed to
the message.
 Impact : the qualitative value of a message
exposure through a given medium. BBC vs BTV
 Choosing Among Major Media
Types
• Go through Table 15.5 Profiles of Major Media
Types.
Selecting specific media vehicles
Deciding on Media Timing
Personal Selling

• Personal presentation by
the firm’s sales force for
the purpose of making
sales and building
customer relationship
 • An individual representing
Salesperson
a company to customers by
performing one or more of
the following activities:
prospecting,
communicating, selling,
servicing, information
gathering and relationship
building.
 Sales Promotion

a direct inducement that offers

extra value or an incentive to purchase /
sell the product to the
- sales force OR
- distribution channel OR
- the ultimate consumer
with the primary objective of
creating an immediate sale (ie. result)”
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 Sales Promotion Objectives
• Consumer promotion short term buying or
enhance customer brand involvement.
• Trade promotions carry new items or more
inventory, buy ahead, promote, more shelf
space.
• Sales force getting more support, new
accounts.
 Major Sales Promotion Tools (Consumers)
• Sample
• Coupon
• Cash rebates or refunds (money back guarantee)
• Price packs or cents off (2 for the price of 1)
• Premiums (Happy Meal’s Toy)
• Advertising specialties ( Gifts with logo on)
• Point – of – purchase (POP)
• Contest, sweepstakes and game
• Event marketing
 Major Sales Promotion Tools (Trade)
• Discount / price off/off-invoice/off-list
• Allowances
• Free goods
• Push money (cash or gift to dealers or sales
people)
• Free specialty advertising items
 The Role of Public Relations
Building good relations with the company’s various
publics by obtaining favorable publicity, building up a
good corporate image, and handling or heading off
unfavorable rumors, stories and events.

General
Public

Employees Customers
FIRM

Suppliers Stockholders
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 Functions of PR department
• Press relations or press agency: creating and placing newsworthy
information in the news media to attract attention to a person, product
or service.
• Product publicity: publicizing specific products.
• Public affairs: building and maintaining national and local community
relations.
• Lobbying: building and maintaining relations with legislators and
government officials to influence legislation or regulation.
• Investor relations: maintaining relationships with shareholders and
others in the financial community.
• Development: public relations with donors or members of nonprofit
organizations to gain financial or volunteer support.