Professional Documents
Culture Documents
Objectives
Developing & Managing an Advertising Program Deciding on Media & Meas ring !""ectiveness #ales Promotion P blic Relation Principles o" Personal #elling
Advertising Objectives
Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time
Build BuildPrimary PrimaryDemand Demand
Mission
Sales goals Adver& tising objectives
Stage in P)C Mar$et s are and con& sumer base Competition and clutter Advertising fre*uency Product substituta& bility
Measure& ment
Communi& cation impact Sales impact
Media
!eac - fre*uencyimpact Major media types Specific media ve icles Media timing .eograp ical media allocation
Product Substitutability
Advertising 're*uency
#elevision
Advantages( Combines sig t- sound- motion1 ig attention1 ig reac 1 appealing to senses )imitations( 2ig absolute costs1 ig clutter1 fleeting e+posure1 less audience selectivity
Direct Mail
Advantages( Audience selectivity1 fle+ibility- no ad compe& tition ,it in same medium1 allo,s personali3ation )imitations( !elative ig cost1 4jun$ mail5 image
Maga3ines
Advantages( 2ig geograp ic and demograp ic selectivity1 credibility and prestige1 ig &*uality reproduction1 long life1 good pass&along readers ip )imitations( )ong ad purc ase lead time1 ,aste circulation1 no guarantee of position
Outdoor
Advantages( 'le+ibility1 ig repeat e+posure1 lo, cost1 lo, message competition )imitations( )ittle audience selectivity1 creative limitations
)evel 678
!ising 698
'alling 6:8
Alternating 6;8
6?8
Continuous
6>8
6=8
6<8
Inter& mittent
6@8 6@8
67A8
6778
6798
Mont
Advertising Strategy
Message E+ecution
#urning t e 4Big Idea5 Into an Actual Ad to Capture t e #arget Mar$etBs Attention and Interest%
#estimonial #estimonial Evidence Evidence Scientific Scientific Evidence Evidence #ec #ec nical nical E+pertise E+pertise Personality Personality Symbol Symbol Slice Sliceof of)ife )ife )ifestyle )ifestyle 'antasy 'antasy Mood Moodor or Image Image
Advertising Evaluation
Advertising Advertising Program Program Evaluation Evaluation
)ro*ing retailer po*er Declining brand lo'alt' Increased promotional sensitivit' %rand proli"eration $ragmentation o" cons mer mar+et #hort,term "oc s Increased managerial acco ntabilit' Competition Cl tter
Consumer Promotion
Consumer&Promotion Objectives
Entice EnticeConsumers Consumersto to #ry #rya a0e, 0e,Product Product )ure )ureCustomers CustomersA,ay A,ay 'rom 'romCompetitorsB CompetitorsBProducts Products .et .etConsumers Consumersto to4)oad 4)oadGpB GpB on ona aMature MatureProduct Product 2old 2old/ /!e,ard !e,ard )oyal )oyal Customers Customers Consumer Consumer!elations !elations ip ip Building Building
Consumer&Promotion #ools
Samples Samples Coupons Coupons Cas Cas !efunds !efunds Price PricePac$s Pac$s Premiums Premiums Advertising Advertising Specialties Specialties Patronage Patronage !e,ards !e,ards Contests Contests S,eepsta$es S,eepsta$es .ames .ames
Deal Proneness-
.iechtenstein- % rton- & Neteme'erJournal of Retailing- # mmer /990
!1amination o" deal proneness among cons mers in a s permar+et setting # rve's & )rocer' Receipts sed !ight t'pes o" deals2
Deal Proneness-
.iechtenstein- % rton- & Neteme'er
Cl ster anal'sis 'ielded t*o interpretable res lts2 394 are deal prone- 5/4 not 634 7igh Deal prone- 584 intermediate- 694 deal insensitive Deal,proneness a generali:ed constr ct , ;crosses t'pe o" promotion< =o nger & .ess ed cated more li+el' to be deal prone
Trade Promotions
#rade&Promotion Objectives
Persuade Persuade!etailers !etailersor or C C olesalers olesalersto toCarry Carrya aBrand Brand .ive .ivea aBrand BrandS S elf elfSpace Space Promote Promotea aBrand Brandin in Advertising Advertising Pus Pus a aBrand Brandto toConsumers Consumers
#rade&Promotion #ools
Price&Offs Price&Offs Allo,ances Allo,ances Buy&Bac$ Buy&Bac$ .uarantees .uarantees 'ree 'ree.oods .oods Contests Contests Premiums Premiums Patronage Displays !e,ards Discounts Discounts Pus Pus Money Money Specialty Specialty Advertising Advertising Items Items
Business&Promotion #ools
Conventions Conventions #rade #radeS S o,s o,s Sales SalesContests Contests
Corporate Corporate Identity Identity Materials Materials Audiovisual Audiovisual Materials Materials
Speec Speec es es
Prod ct m st be c stomi:ed Personal contact important M st demonstrate prod ct Prod ct involves trade,in> p
Sales Sales force force objectives objectives Sales Sales force force strategy strategy Sales Sales force force structure structure Sales Sales force force si3e si3e Sales Sales force force compensation compensation
Market
Complexity
Classi"' c stomers b' si:e Determine desirable call "re? encies Determine total sales calls needed per 'ear Determine average n mber o" sales calls per sales representative per 'ear Divide total b' n mber per rep
#valuating Salespeople
s SellerBs reservation price 6seller ,ants s or more8 Seller ,ants to move x to t e rig t
'inal contract
Alternative #teps2
'ind Bem Bem 'ind
.rab Lem Lem .rab S o, o, Lem Lem S Ans,er Lem Lem Ans,er