advertising and sales promotion dsbs 2013-15

8/10/2019 Advertising and Sales Promotion DSBS 2013-15

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ADVERTISING & SALESPROMOTION

PGDM II year DSBS 2013-15


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Only the brave or ignorant can say

exactly what advertising does in themarket place


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Is your Advertising getting results? It sure

is! Last week we advertised for a night-watchman and the next night we were

robbed


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Session-I

Introduction to

Advertising


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Marketing Defined

Marketing is a societal process, by which individuals and

groups obtain what they need and want through creating,

offering, and freely exchanging products and services of value

with others.


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Marketing Mix

Product

Price

Promotion

Place


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Promotional Mix

Sales promotion

Advertising

Sales force

Public relations, Publicity Direct mail, Telemarketing and Internet


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Promotion

The coordination of all seller-initiated efforts to set up

channels of information and persuasion in order to sell goods

and services or promote an idea.


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Elements of Promotional Mix

PromotionalMix

Advertising

Direct

Marketing

Sales

Promotion

Publicity /PR

Personal

Selling

Interactive /Internet

Marketing


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Concept and Definition of Advertisement


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Advertising

Advertising is any paid form of non personal presentation and

promotion of ideas, goods, or services by an identified

sponsor.

52 possible ad objectives (Russell Colley)

Major objectives are: Inform, Persuade or Remind

Art of telling and selling

Can be given at three periodsBefore need arises

By the time of the need

After the need arises


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Paid Aspect

The space or time for an advertising message generally must

be bought. In case of Public Service Announcements (PSA)

whose advertising space or time is donated by the media.


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Non Personal Aspect

Non personal component means that advertising involves

mass media. (e.g. TV, radio, magazines, newspapers) that can

transmit a message to large groups of individuals, often at the

same time.


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Introduction to Advertisement

The activity of attracting public attention to a product orbusiness, as by paid announcements in the print,broadcast, or electronic media.

Paid form of a non personal message communicatedthrough the various media by industry, business firms,nonprofit organizations, or individuals. Advertising ispersuasive and informational and is designed to influencethe purchasing behavior and/or thought patterns of theaudience. Advertising is a marketing tool and may beused in combination with other marketing tools, such assales promotions, personal selling tactics, or publicity.


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What is Advertising?

Three criteria must be met for a communication to beclassified as advertising:

The communication must be paid for.

The communication must be delivered through mass media.

The communication must be

attempting to persuade.


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5 Ms of Advertising

Mission

Money

Message

Media Measurement


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Advertising characteristics

Paid form

About ideas, goods or services

Maximum control over the message

Inform and persuade Has its selected market

Less credible

Subjective

Product brand related message

Non personal communication

By an identified sponsor


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Forms of Advertisements

Advocacy

Comparative

Cooperative

Direct-mail

Informational

Institutional

Outdoor

Persuasive

Product

Reminder

Point-of-purchase

Specialty advertising.


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Classification of Advertising

For whom (target audience- Industrial, Consumer)

Geographic coverage (local, regional, national, international)

Media used (print, electronic, direct mail, outdoor)

Aim(financial, demand, social messages, direct action)


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Audience Geography

Global

International

NationalRegional

Local


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Audiences for Advertising

Household Consumers

Business Organizations

The Trade Channel

Professionals Government


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Functions of advertising

Informs the buyers

Offers an incentive

Reminds the benefits

Stimulates to try the product once Builds brand

Reduces selling costs

Persuades people


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Session II

Social, Ethical & Legal

Aspects


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Social Implications of Advertising


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Social aspects of advertising

Consumerism

Consumer culture

Consumer awareness


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Consumerism

Ability and capability of consumers to purchase various goods

& services

After industrial revolution (preference to consumers)

Advancement in areas of education and research, technology

in all fields have been continuously upgraded

It resulted in increased production, increased employment

opportunities, generation of income, distribution and friendly

consumption.


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Consumer culture

Improves the culture of the consumers

The growth of consumer culture diverted the purchasing

power of middle class people towards the purchase of

products like TV, refrigerator, air cooler, cellular phone, etc


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Consumer awareness

There are more than 20 legislative enactments in India to

protect the rights of the consumers

The ad should help to protect the rights of the consumers

Education and media played a significant role to create

awareness among consumers


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Economic Implications of Advertising


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Role of advertising in Economy

All that ad has to do is to sell a product or service

Ads do the sales job better

Performs economic function by being an art of persuasion

Ads create wide markets


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Effects of Advertising

Effects of advertising on costs

Effects of advertising on total marketing costs

Effects of advertising on total manufacturing costs

Effects of advertising on price

Prevents price competition for a longer period

Effects of advertising on quality

Stimulates product improvement

Effects of advertising on investment and the level of national

income


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Ethical & Legal Implications of Advertising


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Code of Advertising Ethics in India

Advertising shall be designed as to confirm to the laws of the

country and should not offend against morality, decency and

religious susceptibilities of the people.


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General rules of conduct in advertising

Derides any race, caste, color, creed and nationality; Is against any of the directive principles, or any other provision

of the Constitution of India;

Tends to incite people to crime, cause disorder or violence, or

breach of law or glorifies violence or obscenity in any way; Presents criminality as desirable;

Adversely affects friendly relations with foreign States;

Exploits the national emblem, or any part of the constitution

or the person or personality of a national leader or StateDignitary;

Relates to or promotes cigarettes and tobacco products, liquor,

wines and other intoxicants;


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No advertisements message shall in any way be

presented as News.

Advertisements for services concerned with the

following shall not be accepted:- Money lenders;

Chit funds;

Saving schemes and lotteries other than those conducted by

Central and State Government organisations, nationalised orrecognized banks and public sector undertakings;

Matrimonial agencies;


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Unlicensed employment services;

Fortune tellers or sooth-Sayers etc. and those

with claims of hypnotism;

Foreign goods and foreign banks.

Betting tips and guide books etc. relating to

horse-racing or the other games of chance.


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No advertisement shall contain references which are likely to

lead the public to infer that the product advertised or any

advertised or any of its ingredients has some special or

miraculous or super-natural property or quality, which is

difficult of being proved, e.g. cure for baldness, skin whitener,etc.

Advertisements shall not contain disparaging of derogatory

references to another product or service.

Testimonials must be genuine and used in a manner not tomislead the listeners. Advertisers or Advertising Agencies must

be prepared to produce evidence in support of their claims.


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No advertisement of any kind of jewellery (except artificialjewellery) or precious stones shall be accepted.

Information to consumers on matters of weight, quality orprices of products where given shall be accurate.

Advertisements indicating price comparisons or reductionsmust comply with relevant laws.

Advertisements for products specifically offered to womenshall not be advertised as products that are effective ininducing miscarriage.

Advertisements relating to claims about curing of sexualweakness, premature ageing, loss of virility, sexual excessesetc. shall not be accepted.


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There should be no exaggerated claims regarding the composition, character,

action and suitability of the purpose for which it is recommended.

When words such as college, clinic, institute and laboratory are used in

advertisements, such references can be made only when the said

establishment does actually exist.

The portrayal of the female form shall be aesthetic and within the well

established norms of good taste and decency.

Women must not be portrayed in derogatory light and in a manner that

emphasizes passive, submissive qualities and encourages them to play a

subordinate and secondary role in family and in society.

Scientific or statistical excerpts from technical literature etc. may be used

only with a proper sense of responsibility to the ordinary viewer.


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Rules and acts framed to maintain

standards in advertising Drugs and Cosmetics Act, 1940.

Drugs Control Act, 1950.

Drugs and Magic Remedies (Objectionable Advertisement) Act, 1954.

Copyright Act, 1957.

Trade and Merchandise Marks Act, 1958.

Prevention of Food Adulteration Act, 1954.

Pharmacy Act, 1948.

Prize Competition Act, 1955.

Emblems and Names (Prevention of Improper Use) Act, 1950.

Consumer Protection Act, 1986.

Indecent Representation of women (Prohibition) Act, 1986.

AIR / Doordarshan Code.

Code of Ethics for advertisement in India issued by the Advertising Council of India

Code of standards in relation to the advertising of medicines and treatments

Standards of practice for Advertising Agencies


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Ethics in advertising

Advertising should be in conformity with the laws of land

Advertisements should not be done against the cultural, religious and

aesthetic values of the people

It should not propagate hatred and defame the peace of the nation

It should not aim to exploit the illiteracy and superstition of the people togain benefits

Advertisements should disseminate factual information

Advertisement should not hide or divert facts (They can inform the

ingredients of the product and the need for using the product)

Misleading statements (visual or verbal) should be avoided Price, quality, procedure to procure, guarantee and warranty etc. should be

communicated with utmost care and prudence (cautiousness)


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Comparisons which unfairly disparage (criticize) a competitive

product for service should be avoided

No advertisement should encourage or instigate the people to

practice illegal practices

Patent marks of other reputed concerns should not be used to

cheat the consumers

Obscene words / scenes in advertisements should be avoided

Without real intention, it should not be announced that

money will be returned if the purchaser is not satisfied with

the products


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Apart from state advertisements, national symbols

and the photographs of national leaders should not

be used without getting prior permission from the

competent authorities concerned No advertising should canvass for pawn broking,

deposits for unregistered financial firms and

employment bureaus, bogus marriage brokerage,

astrology and magical skills.


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Legal issues of advertising

Article 19 (1) all citizens shall have the right to freedom of

speech & expression.

Article 19(1) a - restricts & prohibits the ads for drugs

Article 19(2)right to information and expression can be

resticted on the following grounds


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Security of the state

Friendly relations with foreign states

Public order

Decency of morality

Contempt of court

Defamation

Incitement (encouragement) of an offence

Sovereignty and integrity of India


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Obvious untruths and exaggeration

Advertisements should not depict children leaning

dangerously outside windows, over bridges or climbing

dangerous hills.

Advertisement should not show children using or playing with

matches or any inflammable or explosive substance

Viz. playing with knives, guns & electrical appliances

Advertisements shall not propagate products the use of which

is banned under law

Comparisons should be factual and accurate.


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Session IIIAdvertising Agency


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Advertising Agency

Advertising agency is defined as an organisation whose

business consists in acquisition as a principal of the right to use

space or time in advertising media and the administration on

behalf of the advertisers, of advertising appropriations made

by them.


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Tasks of an advertising agency

Copy writing

Art pictures & photographs

Media planning & buying of space

Radio & televisionproducing commercial spotsThe work of market research

Production film or tape for use

Public relations

Forwarding the advertising materials to the mediaowners and the clients in time


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Agency should require

Sales ability

Creative ability

Management ability


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Types of Advertising Agencies

Full Service Agencies

Creative Boutique

Interactive Agency

In-House Agency

Media-Buying Agency

Direct Marketing Agency

E-Commerce Agencies

Sales Promotion Agencies

Event-Planning Agencies

Design Firms

Public Relations Firms


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Full-service advertising agency

A full service agency typically includes an array of advertising

professionals to meet all the promotional needs of clients.

Full service agencies are not necessarily large organisations

employing hundreds or even thousands of people.


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Advantages of using a full service ad agency

In-depth knowledge and skills

Obtaining negotiating muscle with the media

Coordinating advertising and marketing efforts

Use services only when they are needed

Availability of high-caliber creative talent

Potential cost efficiencies


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Disadvantages of using a full service ad

agency

Some control is lost

Larger clients are favored over small clients

Occasionally inefficient in media buying

Specialists approach client problems in a stereotyped fashion

Lack of cost accountability

Financial instability of smaller boutiques


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Steps in selecting an advertising agency

The size of the agency.

The relevant experience of the agency.

Conflicts of interest.

Creative reputation and capabilities.Production capabilities.

Media purchasing capabilities.

Other services available.

Client retention rates.

Personal chemistry


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Steps in selecting an advertising agency

Identify and prioritize corporate goals.

Develop agency selection process and criteria.

Initially screen firms based on credentials, size, capabilities,

relevant experience and conflict of interests.

Request client references.

Do background check with other firms and media agents.

Request written and oral presentation.

Meet creatives, media buyers, account executives and otherpersonnel that will work with account.


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Capabilities of an ad agency

Marketing & media planning

Research & analysis

Advertising campaignslocal, regional & national

Creative concept / copywriting

Logo / corporate identity development

Graphic design & production

Direct marketing programs

Media placement Public relations / special event planning


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Ad agency Remuneration

Three methods used to compensate ad agencies

Commission

Negotiated fee

Percentage charges


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Compensation of Ad Agencies

Initially agencies just sold space for the media and made

money

Marketed space for the press and the magazines

Paid on the basis of amount of space they sold by the media


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Media Commissions

Media commission is an amount paid by the media to an

agency which has bought space or time for its clients

Generally 15% on the space sold by an agency


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Reasons for losing clients

The clients dissatisfaction with the agencys performance

with regard to advertising quality or service

Poor communication between the client and the agency

personnel hinders a good working relationship

Personality clashes between client and agency personnel

Unrealistic client demands, which reduce the accounts

profitability for the agency


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New managers in clients organisation may want to use an

agency with which they already have established ties.

Often when agencies merge, there is a conflict of interest as

two close competitors may be on the merged agencys

account list.

Changes in the clientsmarketing strategy may lead to change

of agency.

When the companyssales decline, the advertising agency is

viewed as unsuitable and the agency changed


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The client may insist upon adopting a compensation method

to which the agency disagrees

When some companies or agencies outgrow in size, either may

think the other unsuitable and sever the ties


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Session IVAdvertisement Media


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What media to use?

Media Planning and Types

What channel will be most effective to reach target market(s)

Depends heavily on promotional objectives

What is it the company wants to convey? Action of the product

itself? Credibility of company or service? Brand name?


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Major Types of Advertising Media

Newspapers

Magazines

Radio

Television

Outdoor Media

Internet

Alternative Media


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Considerations for selecting Media

The media mix decisions Cost per contact

Reach

Frequency

Target audience characteristics

Mediums flexibility

Noise level

Life span of medium


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Session V

Communication Process:Source, Message & Channel

factors

The Communications Process


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Attractive sources are appropriate for image-relatedd t


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products

+


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The Semiotic (symbols & signs) Perspective


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Object

Brand such as

Marlboro

Sign or symbol

representing intendedmeaning (Cowboy)

Interpretant/

intended meaning

(masculine,ruggedindividualistic)

Object

Brand such as

Marlboro

Sign or symbol

representing intendedmeaning (Cowboy)

( y g ) p

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Three Components to every marketing message

What is the symbolic meaning of the Snuggle bear?


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y g gg

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +


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Forms of Personal Communication


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Grammar

Vocabulary

Inflection

FacialExpression

Gesture

Body Language

Vocabulary

Grammar

Inflection

(modulation)

Gesture

FacialExpression


Verbal

Nonverbal

Communications Channels


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Personal ChannelsPersonal Channels


NonpersonalChannels

Personal Selling

Word of Mouth

Print

Media

Broadcast

Media

Experiential Overlap


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ReceiverExperience

SenderExperience

Different Worlds

ReceiverExperienceSender

Experience

Moderate Commonality

ReceiverExperience

SenderExperience

High Commonality

ReceiverExperience

Levels of Audience Aggregation


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Mass Markets

Market Segments

Niche Markets

Small Groups

Individuals

Niche Markets

Market Segments

Mass Markets


Small Groups

Models of the Response Process


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Models of Obtaining Feedback


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Exposure, Presentation

Attention

Comprehension

Message Acceptance/Yielding

Retention

Purchase Behavior

Circulation Reach

Listener, Reader,Viewer Recognition

Recall, Checklists

Brand Attitudes,Purchase Intent

Recall Over Time

Inventory, POPConsumer Panel

RetentionRecall Over Time

Message Acceptance/Yielding

Brand Attitudes,Purchase Intent

ComprehensionRecall, Checklists

AttentionListener, Reader,Viewer Recognition

Exposure, PresentationCirculation Reach

Effectiveness Test Persuasion Process

Alternative Response Hierarchies


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High Low

H

igh

Low

Topical Involvement

Perceiv

edproduct

differentiation

Learning Model Low Involvement

Model

Dissonance/

Attribution Model

Cognitive

AffectiveConative

Conative

Affective

Cognitive

Cognitive

Conative

Affective

Clever Ads Encourage LowInvolvement Learning


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Involvement Learning

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin + Computers are high-involvement,highly differentiated products


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highly differentiated products

2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin + Cognitive Response


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A method for examining consumers cognitiveprocessing of advertising messages by looking at

their cognitive responses to hearing, viewing, or

reading communications.

Examines types of thoughts that are evoked by anadvertising message.

Consumers write down or verbally report theirreactions to a message.

A Model of Cognitive Response


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Cognitive Response Categories


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Counter Arguments Support Arguments

Source Derogation Source Bolstering

Thoughts About

the Ad Itself

Thoughts About

the Ad Itself

Source BolsteringSource Derogation

Support ArgumentsCounter Arguments

Affect Attitude

Toward the Ad


Product/Message Thoughts

Source - Oriented Thoughts

AdExecution Thoughts

Elaboration Likelihood Model


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Focuses on the way consumers respond to persuasive

messages based on the amount and nature of elaborationor processing of information

Peripheral route topersuasionabilityand motivation to

process a message is

low and receiverfocuses more on

peripheral cues ratherthan message content

Central route topersuasionabilityand motivation to

process a message is

high and closeattention is paid tomessage content

Routes to attitude change

Celebrity Endorsers Can Be Peripheral Cues


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2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin + How Advertising Works


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Advertising Input

Message content, mediascheduling, repetition

Filters

Motivation, ability,

(involvement)

Consumer

Cognition, Affect, Experience

Consumer Behavior

Choice, consumption,

loyalty, habit, etc.

Advertising Input

Message content, mediascheduling, repetition

Filters

Motivation, ability,

(involvement)

Consumer

Cognition, Affect, Experience



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Session VI Case Study

Dove: Campaigning for Real Beauty


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Session VII

Establishing Objectives and Budgeting

Promotional Programs

Value of Objectives


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Focus &

Coordination

Plans &

Decisions

Measurement

& Control

Plans &

Decisions

Focus &

Coordination


Objectives

Characteristics of Objectives


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Attainable

Measurable

Specific

Realistic

Specific

Measurable

Attainable

Realistic

Not Mutually

Exclusive


Objectives

Advertising Can Shape Corporate Images


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+

Marketing Versus Communications Objectives


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Vs.

Marketing Objectives

Generally stated in thefirms marketing plan

Achieved through theoverall marketing plan

Quantifiable, such assales, market share, ROI

To be accomplished in agiven period of time

Must be realistic andattainable to be effective

Marketing Objectives


Communications

Objectives

Derived from the overallmarketing plan

More narrow thanmarketing objectives

Based on particularcommunications tasks

Designed to deliverappropriate messages

Focused on a specifictarget audience

Many Different Factors Affect Sales


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The

EconomyDistribution Technology Price Policy

Promotion CompetitionProduct

Quality

Price PolicyTechnologyDistribution

Product

QualityCompetitionPromotion


$ALE$


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Direct Response Ads Seek Sales


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+

Many Ads Seek Communications Objectives


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+

Advertising and Movement Toward Action


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Teaser campaigns

AffectiveRealm of emotions.

Ads change attitudes and

feelings

CognitiveRealm of thoughts.

Ads provide information

and facts.

ConativeRealm of motives.Ads stimulate or direct

desires.

Image copyStatus, glamour appeals

AnnouncementsDescriptive copyClassified adsSlogans, jingles, skywriting

Competitive ads

Argumentative copy

Point of purchase

Retail store ads, DealsLast-chance offersPrice appeals, Testimonials

Purchase

Conviction

Preference

Liking

Knowledge

Awareness

Image Ads Can Have a StrongEffect on Preference


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+

The DAGMAR Approach


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DefineAdvertising

Goals forMeasuring

Advertising

Results

DAGMAR Difficulties


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Attitude - Behavior

Relationship

Response Hierarchy

Problems

Response Hierarchy

Problems

Attitude - Behavior

Relationship

Sales Objectives

NeededInhibits CreativityCostly and Impractical

Sales Objectives

NeededCostly and Impractical


Legitimate Problems

Questionable Objections

Advertising-Based View of Communications


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Advertising Through Media

Acting on Consumers


Balancing Objectives and Budgets


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Dollars Goals

What were

willing and able

to spend

What we need to

achieve our

objectives


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BASIC Principle of Marginal Analysis


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Increase Spending

Decrease Spending

HoldSpending

If the increased cost is less than theincremental (marginal) return

If the increased cost is equal to theincremental (marginal) return.

If the increased cost is more than theincremental (marginal) return

Assumptions for Marginal Analysis


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Sales are the

principal objectiveof advertising andpromotion

Sales are the result of

advertising and

promotion, and

nothing else

Advertising Sales/Response Functions


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Incr

ementalSales

Advertising Expenditures

A. Concave-

DownwardResponse Curve

Incr

ementalSales

Advertising Expenditures

Range A Range B Range C

B. S-Shaped

ResponseFunction

Hig

hSpending

LittleEffect

Init

ialSpending

Litt

leEffect

MiddleLevel

Hig

hEffect

Top-Down Budgeting


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The Promotion Budget Is Set to Stay Within the Spending

Limit

Top Management Sets the Spending LimitTop Management Sets the Spending Limit


Top-Down Budgeting Methods


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Affordable

Method

Affordable

Method

Competitive

Parity

Percentage

of Sales

Return on

Investment

Arbitrary

Allocation

Percentage

of Sales

Competitive

Parity

Arbitrary

Allocation


Top

Management

Bottom-Up Budgeting


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Total Budget Is Approved by

Top Management

Cost of Activities are Budgeted

Activities to Achieve ObjectivesAre Planned

Promotional Objectives Are Set

Cost of Activities are Budgeted

Activities to Achieve ObjectivesAre Planned

Promotional Objectives Are Set


Objective and Task Method


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Estimate Costs Associated with Tasks

(determine costs of advertising, promotions, etc)

Determine Specific Tasks(advertise on market area television and radio and

local newspapers)

Establish Objectives(create awareness of new product among 20 percentof target market)

Determine Specific Tasks(advertise on market area television and radio and

local newspapers)

Establish Objectives(create awareness of new product among 20 percentof target market)



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Ad Spending and Share of Voice


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Decreasefind a

Defensible NicheIncrease to Defend

Attack With Large SOV

Premium

Maintain Modest

Spending PremiumCompetitors

ShareofV

oice

High

Low

HighLow

Your Share of Market

Session VIII


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Creative Strategy : Planning & Development

Advertising Creativity


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Determining whatthe advertising

message will say or communicate

Determining whatthe advertising

message will say or communicate


Creative

Strategy

Creative

Tactics

Determining howthe messagestrategy will be executed

The Ideal Power Idea Should . . .


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Let Prospects Vividly Experience the Goods

Allow You to Brand the Advertising

Revolve Around the Clinching Benefit

Be Likely to Attract the Prospects Attention

Be Describable in a Simple Word or Phrase

Allow You to Brand the Advertising

Revolve Around the Clinching Benefit

Be Likely to Attract the Prospects Attention

Be Describable in a Simple Word or Phrase



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Young's Creative Process


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Getting Raw Material, Data, Immersing One'sSelf in the Problem to Get the Background.

Immersion

Ruminating on the Data Acquired, Turning ItThis Way and That in the Mind.

Digestion

Ceasing Analysis and Putting the Problem Outof Conscious Mind fora Time.

Incubation

A Sudden Inspiration or Intuitive RevelationAbout a Potential Solution.

Illumination

Studying the Idea, Evaluating It, and DevelopingIt for Practical Usefulness.

Verification

Getting Raw Material, Data, Immersing One'sSelf in the Problem to Get the Background.

Immersion

Ruminating on the Data Acquired, Turning ItThis Way and That in the Mind.

Digestion

Ceasing Analysis and Putting the Problem Outof Conscious Mind fora Time.

Incubation

A Sudden Inspiration or Intuitive RevelationAbout a Potential Solution.

Illumination



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Getting Creative Input


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Read anything related

to the product or

market!

Listen to what people

are talking about!

Use the product to

become familiar with

it!

Ask everyone involved

for information!Work in and learnabout the clients

business!

Ask everyone involved

for information!

Listen to what people

are talking about!

Use the product to

become familiar with

it!Read anything related

to the product or

market!


Verification and Revision of Ideas


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Evaluate Ideas Generated

Reject Inappropriate Ideas

Refine Remaining Ideas

Give Them Final Expression

Directed Focus Groups

Message Communication Studies

Portfolio Tests

Viewer Reaction Profiles

Portfolio Tests

Message Communication Studies

Directed Focus Groups

Give Them Final Expression

Refine Remaining Ideas

Reject Inappropriate Ideas

Evaluate Ideas Generated


Objective

Techniques

The 10 greatest ad slogans of all time


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1. De Beers Diamonds are forever2. Nike Just do it!

3. Coca Cola The pause that refreshes

4. Miller Lite Tastes great, less filling

5. Avis We try harder

6. Maxwell House Good to the last drop

7. Wheaties Breakfast of champions

8. Clairol Does she . . . or doesnt she?

9. Morton Salt When it rains it pours

10. Wendys Wheres the beef?

Company or Brand Campaign Theme

BMWs Slogan Has Helped Build Its Brand Image


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+

An Advertising Campaign


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Integrated

Interrelated Coordinated

In Different Media Over a Time Period

Integrated

Interrelated Coordinated

In Different Media


Marketing

Communication Activities

Centered on a Theme orIdea

Advertising Campaign Themes


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The Ultimate Driving

Machine

BMW

At a place called

Miller time

Miller

Lite

Like a Rock

Chevy

TrucksBMW

Miller

Lite


The central message that will be communicatedin all of the various IMC activities

Successful Long-Running Campaigns


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Nike Just do it

Allstate Insurance Youre in good hands with Allstate

Hallmark cards When you care enough to send

the very best

Budweiser This Buds for you

Intel Intel inside

State Farm Insurance Like a good neighbor,

State Farm is there

Chevy Trucks Like a rock

Dial soap Arent you glad you use Dial?

Company or Brand Campaign Theme

This ad is part of a new advertising campaign theme forMiller Lite beer


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+

Building a Copy Platform Outline


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6. Supporting Information and Requirements

5. Creative Strategy Statement

4. Selling Idea or Key Benefits to Communicate

3. Specify Target Audience

2. Advertising and Communications Objectives

1. Basic Problem Advertising Must Address

5. Creative Strategy Statement

4. Selling Idea or Key Benefits to Communicate

3. Specify Target Audience

2. Advertising and Communications Objectives

1. Basic Problem Advertising Must Address


Major Selling Ideas


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Positioning the BrandUse a Unique

Selling Position

Create the Brand ImagePositioning Find the Inherent Drama

Create a Brand ImageUse a Unique

Selling Position


Seeking the Major Idea

Approaches to the Major Selling Idea: USP


133/328

Buy this

produce and

you'll benefit

this way orenjoy this

reward

Must be unique

to this brand or

claim; something

rivals can't ordon't offer

UniqueBenefit UniqueBenefit


Unique Selling Proposition

The promise

must be strong

enough or

attractiveenough to move

people

Potent

Perspectives of Great Ad Men on the Major SellingIdea


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Brand image or personality is

particularly important when

brands are similar

Every ad must contribute

to the complex symbol

that is the brand image.

Brand image or personality is

particularly important when

brands are similar


David Ogilvy

Find the inherent drama or

characteristic of the product that

makes consumers buy it

(Inherent drama) is often

hard to find but it is always

there, and once found it isthe most interesting and

believable of all

advertising appeals.

Leo Burnett

Creating a Brand Image


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Often used for products such as soft drinks, perfume,

liquor, clothing, airlines

The creativity sales strategy is based on a strong,

memorable brand identity through image advertising

Used when competing brands are so similar it is

difficult to find or create a unique attribute

The creativity sales strategy is based on a strong,

memorable brand identity through image advertising

Used when competing brands are so similar it is

difficult to find or create a unique attribute


Approaches to the Major Selling Idea:Inherent Drama


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Inherent DramaMessages generally presented in a warm,

emotional way Hallmark, Maytag, Kellog

Focus on consumer benefits with an emphasis

on the dramatic element in expressing them

Messages generally presented in a warm,

emotional way Hallmark, Maytag, Kellog

Approaches to the Major Selling Idea:Positioning


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Establish a particular place in the customers

mind for the product or service

Establish a particular place in the customers

mind for the product or service


Positioning

Based on product attributes/ benefits,

price/quality, use or application, type of user,

problem solved

This Ad Positions 3M as Highly Innovative


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+

Session IX


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Session IX

Creative Strategy:Implementation and Evaluation

Appeals and Execution Style


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To influence consumer feelings towarda product,service or cause

To influence consumer feelings towarda product,service or cause

The approach used to attract the

attention of consumers

The way an appeal is turned into an

advertising message

The way the message is presented tothe consumer

The approach used to attract the

attention of consumers

The way an appeal is turned into an

advertising message

Advertising

Appeals

Execution

Style

Types of Rational Appeals


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Popularity: Stresses the brands popularity

News: News announcement about the product

Price: Makes price offer the dominant point

Competitive: Makes comparisons to other brands

Feature: Focus on dominant traits of the product

News: News announcement about the product

Price: Makes price offer the dominant point

Competitive: Makes comparisons to other brands

Feature: Focus on dominant traits of the product


A Rational, Popularity Appeal


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+

Appealing to Personal States or Feelings


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Achievement Accomplishment

Actualization AffectionAmbition Arousal

Stimulation Comfort

Excitement Fear

Grief Happiness

Joy Love

Nostalgia Pleasure

Pride SafetySecurity Self-esteem

Sentiment Sorrow

Achievement Accomplishment

Actualization AffectionAmbition Arousal

Stimulation Comfort

Excitement Fear

Grief Happiness

Joy Love

Nostalgia Pleasure

Pride SafetySecurity Self-esteem



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Transformational Ads


145/328

Richer

MoreExciting

Warmer

Feelings

Meanings

Images

Beliefs

MoreExciting

WarmerRicher

Beliefs

Images

Meanings

Feelings


MoreEnjoyable

It must make the

product useexperience . . .

The ads

create . . .

Norwegian Uses Transformational Advertising


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+

Norwegian Uses Transformational Advertising


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+

Levels of Relationship with Brands


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Emotions


Personality

Product Benefits

Personality

Product Benefits

MasterCard Creates an Emotional Bond


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+

Ad Execution Techniques


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Personality SymbolPersonality Symbol

Straight-sell

Scientific

Demonstration

Comparison

Dramatization

Humor

Slice of life

Testimonial

Animation

FantasyFantasyDramatization

Comparison

AnimationDemonstration

TestimonialScientific

Slice of lifeStraight-sell


Apple Uses a Testimonial


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+

Crest Whitestrips Uses a Demonstration


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+

Headline:

Headline:

Print Ad Components


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Layout:

How Elements Are Blended Into a Finished Ad

Visual Elements:

Illustrations Such As Drawings or Photos

Body Copy:The Main Text Portion of a Print Ad

Subheads:

Smaller Than the Headline, Larger Than the Copy

Words in the Leading Position of the Ad

Visual Elements:

Illustrations Such As Drawings or Photos

Body Copy:The Main Text Portion of a Print Ad

Subheads:

Smaller Than the Headline, Larger Than the Copy

Words in the Leading Position of the Ad


Altoids Uses a Headline Effectively


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+

Headlines Can Capture Attention


155/328


+

Print Ad Layout


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Format Arrangement of the Elements on the Printed Page

SizeExpressed in Columns, Column Inches or Portionsof a Page

ColorBlack & White or Two-, Three-, or Four-colorPrinting

WhiteSpace

Marginal and Intermediate Space That RemainsUnprinted

Format Arrangement of the Elements on the Printed Page

ColorBlack & White or Two-, Three-, or Four-colorPrinting

SizeExpressed in Columns, Column Inches or Portionsof a Page


Top 10 Jingles of the CenturyCompany Jingle


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1. McDonalds You deserve a break today

2. U.S. Army Be all that you can be

3. Pepsi Cola Pepsi Cola Hits the Spot

4. Campbells Soup Mm, Good Mm Good

5. Chevrolet See the USA in your Chevrolet

6. Oscar Mayer I wish I was an Oscar Mayer Wiener

7. Wrigleys gum Double your pleasure, double your fun

8. Winston Winston tastes good like a cigarette should

9. Coca-Cola Its the real thing

10. Brylcreem BrylcreemA little dabll do ya


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Preproduction Tasks


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Select a Director

Cost Estimation andTiming

Choose ProductionCompany

Bidding

PreproductionMeeting

Production TimetableProduction Timetable

Cost Estimation andTiming

Bidding

Choose ProductionCompany

Select a Director


Preproduction

Production Tasks


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Location Versus Set

Shoots

Night/weekend

Shoots

Talent

Arrangements

Night/weekend

Shoots

Location Versus Set

Shoots


Production

Postproduction Tasks


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Editing Processing

Sound Effects

Audio/Video

Mixing

OpticalsClient/agency

Approval

Duplicating

Release/

Shipping

Duplicating

Client/agency

ApprovalOpticals

Audio/Video

Mixing

Sound Effects

ProcessingEditing


Postproduction

Consistent With Brands Marketing Objectives?

Consistent With Brands Marketing Objectives?

Evaluation Guidelines for Creative Output


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g j

Consistent With Brands Advertising Objectives?

Consistent With Creative Strategy, Objectives?

Does It Communicate What Its Suppose to?

Approach Appropriate to Target Audience?

Communicate Clear, Convincing Message?

Does Execution Overwhelm the Message?

Appropriate to the Media Environment?

g j

Consistent With Brands Advertising Objectives?

Consistent With Creative Strategy, Objectives?

Does It Communicate What Its Suppose to?

Approach Appropriate to Target Audience?

Communicate Clear, Convincing Message?

Does Execution Overwhelm the Message?

Appropriate to the Media Environment?


Is the Advertisement Truthful and Tasteful?


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A series of decisions in ol ing the deli er of messages

A series of decisions in ol ing the deli er of messages

Media Terminology

Media


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A series of decisions involving the delivery of messages

to audiences

Goals to be attained by the media strategy and

program

Decisions on how the media objectives can be attained

The various categories of delivery systems, including

broadcast and print media

Either radio or television network or local station

broadcasts

A series of decisions involving the delivery of messages

to audiences

Goals to be attained by the media strategy and

program

Decisions on how the media objectives can be attained

The various categories of delivery systems, including

broadcast and print media


Media

Planning

Media

Objectives

MediaStrategy

Media

Broadcast

Media

Publications such as newspapers magazines direct

Publications such as newspapers magazines direct

Media Terminology

Print


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Publications such as newspapers, magazines, direct

mail, outdoor, etc.

The specific carrier within a medium category

Number of different audience members exposed atleast once in a given time period

The potential audience that might receive the message

through the vehicle

The number of times the receiver is exposed to the

media vehicle in a specific time period

The potential audience that might receive the message

through the vehicle

Number of different audience members exposed atleast once in a given time period

The specific carrier within a medium category

Publications such as newspapers, magazines, direct

mail, outdoor, etc.


Print

Media

Media Vehicle

Reach

Coverage

Frequency

Developing the Media Plan

Marketing Creative

MarketingSituation Creative

Situation


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Selecting Media Within Class

Selecting Broad Media Classes

Determining Media Strategy

Media Use Decision

Print

Media Use Decision

Broadcast

Media Use Decision

Other Media

Selecting Media Within Class

Determining Media Strategy

Selecting Broad Media Classes


Setting Media ObjectivesSetting Media Objectives

Marketing

Strategy Plan

Creative

Strategy Plan

Marketing

Strategy Plan

Situation

Analysis

Creative

Strategy Plan

Situation

Analysis

Media Planning Difficulties


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Measurement

Problems Lack of Information

Inconsistent

Terms

Time

Pressure

Inconsistent

Terms

Lack of Information

Measurement

Problems


Problemsin Media

Planning

Analyze the Market

Analyze the Market

Developing the Media Plan


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Evaluate Performance

Implement Media Strategy

Develop Media Strategy

Establish Media Objectives

Analyze the Market

Implement Media Strategy

Develop Media Strategy

Establish Media Objectives

Analyze the Market


Brand and Category Analysis


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Percentage of brand to total U.S. salesin market

Percentage of total U.S. populationin market

BDI = X 100

Brand Development Index



170/328


Percentage of total product categorysales in market

Percentage of total U.S. populationin market

CDI = X 100

Category Development Index



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High market share

Good market potential

High market share

Good market potential


Lo

wC

DI

H

ighCDI

High BDI

Low market share Good

market potential

Low market share Good

market potential

Low BDI

High market share

Monitor for sales decline

High market share

Monitor for sales decline

Low market share

Poor market potential


High BDI

Low BDI


172/328

The market usually represents

good sales potential for both

the product and the brand.

The market usually represents

good sales potential for both

the product and the brand.


Low

CDI

HighCDI

High BDI

The product category shows high

potential but the brand isnt

doing well; the reason should be

determined.

The product category shows high

potential but the brand isnt

doing well; the reason should be

determined.

Low BDI

The category isnt selling well

but the brand is; may be a good

market in which to advertise but

should be monitored for salesdecline.

The category isnt selling well

but the brand is; may be a good

market in which to advertise but

should be monitored for salesdecline.

Both the product category and

the brand are doing poorly; not

likely to be a good place to

advertise.

Target Audience Coverage

Population excluding target market


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Target

Market

Proportion

Full

Market

Coverage

Partial

Market

Coverage

Coverage

Exceeding

Market


Population excluding target market

Target marketMedia coverage

Media overexposure

Three Scheduling Methods


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Continuity

Pulsing

Flighting

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Reach and Frequency

A. Reach of One Program B. Reach of Two Programs


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Total market audience reached Total market audience reached

C. Duplicated Reach of Both

Total reached with both shows

D. Unduplicated Reach of Both

Total reach less duplicate

Graph of Effective Reach

Fi 10 22


176/328


Figure 10-22

+


177/328

Message Factors Determining Frequency


178/328

Message Complexity

Message Uniqueness

New Vs. Continuing Campaigns

Image Versus Product Sell

Message Variation

Wearout

Advertising Units

Wearout

Message Variation

Image Versus Product Sell

New Vs. Continuing Campaigns

Message Uniqueness

Message Complexity


Message

or Creative

Factors

Media Factors Determining Frequency


179/328

Clutter

Number of Media

Used

Repeat Exposures

Editorial

Environment

Scheduling

AttentivenessAttentiveness

Number of Media

Used

Editorial

Environment

Repeat Exposures

Clutter


Media Factors

Determining Relative Cost of Media-Print


180/328


Cost of ad space(absolute cost)

Circulation

CPM = X 1,000

Cost per thousand (CPM)

Determining Relative Cost of Media-Broadcast


181/328


CPRP =Cost of commercial time

Program rating

Cost per rating point (CPRP)

Television Pros and ConsAdvantages Disadvantages


182/328

Short Message Life

High Production Cost

Low Selectivity

High Absolute Cost

Clutter

Mass Coverage

High Reach

Impact of Sight, Soundand Motion

High Prestige

Low Cost Per Exposure

Attention Getting

Favorable Image

High Production Cost

High Absolute Cost

Short Message Life

Low Selectivity

Favorable Image

Attention Getting

Low Cost Per Exposure

High Prestige

Impact of Sight, Soundand Motion

High Reach

Mass Coverage


Radio Pros and ConsAdvantages Disadvantages


183/328

Clutter

Fleeting Message

Audio Only

Low Attention Getting

Local Coverage

Low Cost

High Frequency

Flexible

Low Production Cost

Well-segmented Audience


Clutter

Audio Only

Well-segmented Audience

Low Production Cost

Flexible

High Frequency

Low Cost

Local Coverage


Long Lead Time for

Long Lead Time for

Magazine Pros and ConsAdvantages

Disadvantages


184/328

Visual Only

Long Lead Time for

Ad Placement

Lack of Flexibility

Segmentation Potential

Quality Reproduction

High Information Content

Longevity

Multiple Readers

Visual Only

Long Lead Time for

Ad Placement

Multiple Readers

Longevity


Quality Reproduction

Segmentation Potential


Newspaper Pros and ConsAdvantages Disadvantages


185/328

Clutter

Poor Reproduction Quality

Short Life


High Coverage

Low Cost

Short Lead Time for Placing Ads

Ads Can Be Placed in InterestSections

Timely (Current Ads)

Reader Controls Exposure

Can Be Used for Coupons

Selective Reader Exposure

Poor Reproduction Quality


Clutter

Short Life

Can Be Used for Coupons


Timely (Current Ads)

Ads Can Be Placed in InterestSections

Short Lead Time for Placing Ads

Low Cost

High Coverage


Outdoor Pros and ConsAdvantages Disadvantages


186/328

Short Ads

Local Restrictions

Sort Exposure Time

Poor Image

Location Specific

High Repetition

Easily Noticed Poor Image

Short Ads

Sort Exposure Time

Easily Noticed

High Repetition

Location Specific


Direct Mail Pros and ConsAdvantages Disadvantages


187/328

Poor Image (Junk Mail)

High Cost Per Contact

Clutter

High Selectivity



Repeat Exposure Opportunities

Poor Image (Junk Mail)

High Cost Per Contact

Repeat Exposure Opportunities



High Selectivity


Internet Pros and ConsAdvantages Disadvantages


188/328

Websnarl (Crowded Access)

Few Valid MeasurementTechniques

Limited Creative Capabilities

Technology Limitations

Limited Reach

User Selects Product Information

User Attention and Involvement

Interactive Relationship

Direct Selling Potential

Flexible Message Platform

Few Valid MeasurementTechniques

Technology Limitations

Websnarl (Crowded Access)

Limited Creative Capabilities

Flexible Message Platform

Direct Selling Potential

Interactive Relationship

User Attention and Involvement

User Selects Product Information


Session XI

Evaluation of Print media / Support


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Media

Classifications of Magazines


190/328

ByGeography

Local

Regional

National

ByContent

Consumer

Magazines

Farm

Magazines

Business

Magazines

BySize

Large

Flat

Standard

Small or

Pocket

ByGeography

ByAudience

2003 McGraw-Hill Companies Inc McGraw-Hill/Irwin

An Example of a Farm Publication


191/328


+


192/328

Magazine Circulation ConceptsCirculation: Number of individualswho receive a publicationthrough either

subscriptionor store purchase.


193/328

PrimaryCirculation

Pass-Along

Readership

Guaranteed

Circulation

Circulation

Verification

Total Audience (the total

number of primaryand

pass-along readers)

Controlled

Circulation

Controlled

Circulation

Circulation Verification:

Credibility of circulation

figures. Auditing is done

through verification

services.

Guaranteed Circulation: A

rebate is given to advertisers is

guaranteed number is not met.

(Estimations are made below

the average)

Primary Circulation:

(Original subscribers or

purchasers)


p p

Pass-Along Readership: Giving

the magazine by the primary

subscriber or purchaser to an

other person OR read

somewhere.

Purchasing Magazine Advertising Space

Cost elements include many variables such as:


194/328


-Magazine Rates (Primarily a function of circulation)

-Size if the ad

-Position in the publication

-The particular edition chosen: (e.g., geographical or Demographic)

-Any special mechanical or production requirement

-Number and frequency of insertions

-Magazine networks: Offer advertisers the opportunity to buy space in a group ofpublications as a package deal

Declining Ad Revenues

Declining Ad Revenues (affected by, e.g., spending and competition)

The Future of Magazines


195/328

Database Marketing

Advances in Technology

Cross-Mag. & Media Deals

Circulation Management

Stronger Editorial Platforms

Electronic Delivery Methods

Database Marketing: Database MKG for better segme

Advances in Technology: Selective binding & Ink

Cross-Mag. & Media Deals (Packages offered to advertisers)

Circulation Management: Maintaining a circulation level as a major

Stronger Editorial Platforms (for different appeals)


Trends,

Trends,

Trends

Magazines Go Online


196/328


+

Daily

DailyPublication

Frequency

Publication

Frequency

Newspaper Classifications


197/328

Ethnic, Religious, Etc.Ethnic, Religious, Etc.

Weekly

Standard

Tabloid

Business, Financial, Etc.

Special-Audience

National

Supplements

National

Special-Audience

Standard

Frequency

Type

Size

Tabloid

Size

Supplements

Type

WeeklyFrequency


Audience Type

The Dominant Advertising Vehicle

The Dominant Advertising Vehicle

Characteristics of Newspapers


198/328

Local Ads Provide Most of Revenue

Main Community Medium

Dailys Read by About 60% of adults

Over 1,500 Daily Papers in Print

Account for 22% of Ad Dollars

Main Community Medium

Dailys Read by About 60% of adults

Over 1,500 Daily Papers in Print

Account for 22% of Ad Dollars


Mass audience

Mass audience

Unique Newspaper Features


199/328

Cross-section of population

Wide range of content, subjects

Timely coverage, daily issues

Permanent, durable record

Local geographic coverage

Selective readership by area

Readership concentrated in timeReadership concentrated in time

Timely coverage, daily issues

Selective readership by area

Wide range of content, subjects

Local geographic coverage

Cross-section of population


General (Often National)

Local (Mostly Retail)


Local (Mostly Retail)

Newspaper Advertising

Display Ads

Display Ads


200/328

Rates Based on Size, DurationRates Based on Size, Duration


Paid Reading Notices (Editorial Look)

Small Items Arranged by Topic

Classified Display - Combination

Notices by People, Organizations

Legal Notices - Public Reports

Financial Reports

Notices by People, Organizations

Legal Notices - Public Reports

Small Items Arranged by Topic



Prepared Separately by Advertisers

Display Ads

Classified Ads

Public Notices

Financial Reports

Public Notices

Classified Display - Combination

Classified Ads

Paid Reading Notices (Editorial Look)

Display Ads

Printed Inserts

Production Quality

Production Quality

Newspaper Advantages and Drawbacks

Extensive Penetration

Advantages

Disadvantages



201/328

They Have aShort Life Span

yMay Be Low

They Have aShort Life Span

yMay Be Low


Not Psychographically Selective

Not Demographically Selective

There's Heavy Ad Competition


Flexibility

Geographic Selectivity

Involvement, Acceptance

Services Offered

Potentially Poor Placement

May Be Overlapping Circulation

Not Psychographically Selective

Not Demographically Selective

There's Heavy Ad Competition


Flexibility

Geographic Selectivity

Involvement, Acceptance

Services Offered

Potentially Poor Placement

Read by Almost All Consumers

Read by Almost All Consumers

Newspaper Characteristics


202/328

Readers Look at Over 3/4of All PagesReaders Look at Over 3/4of All Pages

Many Shapes, Sizes,Paper, & Printing

Few Limitations on Ad Size

Read Daily in an Ordered Way

Spot and Full Color AvailableSpot and Full Color Available

Few Limitations on Ad Size

Read Daily in an Ordered Way


Wide Audience

Offer

Flexibility

The Future of Newspapers:

The future of newspapers depend on:


203/328


-Competition from other media

-Circulation

-Cross-media buying

-Attracting and Retaining Readers

-Editorials

-Technology

Session XII


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Advertising and Social Media


205/328

Session XIII

Amplifying Perceptions: How JetblueUses Twitter To Drive Engagement

And Satisfaction


206/328

Session XIV

Direct Marketing, Internet & Interactive

Media

Direct Marketing Defined

The total of activities by which the seller directs efforts to a


207/328

Catalog Selling

Direct Selling Direct Action Advertising

Direct MailTelemarketing

TV SellingCatalog Selling

TV Selling

Direct Mail

Direct Action AdvertisingDirect Selling


f y ff

target audience using one or more media for the purpose ofsoliciting a response by phone, mail , or personal visit f rom a

prospective customer.

Consumer Credit Cards

Consumer Credit Cards

Growth of Direct Marketing


208/328

Miscellaneous factors(e.g., Changing values, More sophisticatedmarketing techniquesand Improved image of the industries)

Technical Advances

Direct Marketing Syndicates

Changing Structure of Society

Technical Advances

Direct Marketing Syndicates(Companies are opening new opportunitiesfor marketers through (e.g., list development, Catalogs and Sweepstakes)

Changing Structure of Society



209/328

Improve Selection of MarketS t

Improve Selection of MarketS t

Objectives of Database Marketing


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Segments

Stimulate Repeat Purchases

Cross-selling Other Products

Customer RelationshipManagement

Cross-selling Other Products

Stimulate Repeat Purchases

Segments


Objectives

List Services

List Services

Developing a Database


211/328

Direct MarketingAssociation

Standard Rate &Data Service (SRDS)

U.S. Postal Service

Simmons MarketResearch Bureau:(Researchon at home buying via Mail

or Telephone)

U.S. Census BureauNational CensusBureau

Direct MarketingAssociation

Postal Service

Standard Rate &Data Service(Lists ofConsumersand Businesses.

Published in two volumes)


Sources

Direct-Marketing Strategies and Media


212/328

One Step Two StepOne Step

The medium is used

directly to obtain an

order

Often use 800 number

phone orders and credit

card payment

May use one medium

to obtain inquiry and

qualify prospect

Typically follow up

with a second medium

to complete the sale


Direct Response Advertising Types

All forms of advertising designed to obtain


213/328


Direct Mail Pieces and Inserts

Soliciting Inquiry Recipients.

e.g., Direct Mail Pieces andInserts Soliciting Inquiry

Recipients.

immediate, direct response by telephone,mail, orpersonal visit from individual audience members.

TV and CATV Commercials andInfomercials Selling Products by

Phone or Mail Order.

e.g., TV and CATV Commercialsand Infomercials Selling Products

by Phone or Mail Order.

Card Decks, Coupon Booklets andMini-catalogs Seeking Orders for

One or More Products.

e.g., Coupon Booklets and

Vouchers; and Mini-catalogs

Seekin

advertising and sales promotion dsbs 2013-15

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