Five important decisions

1. Setting objectives
– to inform,
persuade, or
remind
2. Setting the advertising budget
• stage in the PLC
• market share
• competition
• advertising frequency
• product differentiation
3.Creating the advertising message
• message generation
• message evaluation
• message execution
4.Selecting advertising media

• reach, frequency, impact

• media types

• media vehicles

• media timing
5.Advertising evaluation

• communication effects

• sales effects
Sales promotion

• A wide variety of short-term incentive tools

– coupons
– premiums
– contests
– buying allowances

• to stimulate consumers, the trade partners,

and the company’s own salesforce
Purposes of sales promotion

• to stimulate consumer trials, to reward

loyal customers, to increase repurchase
rate, to cement long-term relationship with
retailers,……

• used together with advertising or personal

selling
Steps of sales promotion

• Setting sales-promotion objectives

• selecting sales-promotion tools

• pretesting and implementing

• evaluating
Public relations

• Building good relations with the company’s

various publics obtaining favorable publicity

• building up good “corporate image”

• handling or heading off unfavourable

rumors, stories and events
Public relations tools

• Create news
• speeches
• special events
• written materials
• audiovisual materials
• corporate identity materials
• contributing money and time to public-
service activities
Major public relations decisions

• Setting public relations objectives

• choosing public relations messages and vehicle

• implementing the public relations plan

• evaluating public relations results