© 2002 mcgraw-hill companies, inc., mcgraw-hill/irwin

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

WHAT’S THE FUTURE OF ADVERTISING? THE ANSWER IS PERSONAL!

ADVERTISING, SALES PROMOTION, AND PUBLIC

RELATIONS

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• Product Advertisements

• Institutional Advertisements

TYPES OF ADVERTISEMENTS

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• Identifying the Target Audience

• Specifying Advertising Objectives

• Setting the Advertising Budget

DEVELOPING THE ADVERTISING PROGRAM

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• Designing the Advertisement• Message Content

• Creating the Actual Message

DEVELOPING THE ADVERTISING PROGRAM

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DEVELOPING THE ADVERTISING PROGRAM

• Selecting the Right Media• Choosing a Medium and a Vehicle

within That Medium

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U.S. advertising expenditures, U.S. advertising expenditures, by category (data in millions of dollars)by category (data in millions of dollars)

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DEVELOPING THE ADVERTISING PROGRAM

• Basic Terms Reach Rating Frequency Gross Rating Points Cost Per Thousand

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The language of the media buyerThe language of the media buyer

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• Different Media Alternatives• Television

Infomercials

• Radio

• Magazines

• Newspapers

DEVELOPING THE ADVERTISING PROGRAM

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• Different Media Alternatives• Internet

• Outdoor

• Other Media

• Selection Criteria

• Scheduling the Advertising

DEVELOPING THE ADVERTISING PROGRAM

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Advantages and disadvantages of Advantages and disadvantages of major advertising mediamajor advertising media

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• Scheduling the Advertising

DEVELOPING THE ADVERTISING PROGRAM

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• Pretesting the Advertising• Portfolio Tests

• Jury Tests

• Theater Tests

EXECUTING THE ADVERTISING PROGRAM

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Alternative structures of advertising agencies used to Alternative structures of advertising agencies used to carry out the advertising programcarry out the advertising program

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• Carrying Out the Advertising Program Full-service agency Limited-service agencies In-house agencies

EXECUTING THE ADVERTISING PROGRAM

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• Posttesting the Advertising• Aided Recall (Recognition-Readership)

• Unaided Recall

• Attitude Tests

• Inquiry Tests

• Sales Tests

• Making Needed Changes

EVALUATING THE ADVERTISING PROGRAM

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• The Importance of Sales Promotion

• Consumer-Oriented Sales Promotion• Coupons

• Deals

• Premiums

• Contests

• Sweepstakes

SALES PROMOTION

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• Consumer-Oriented Sales Promotion • Samples

• Continuity Programs

• Point-of-Purchase Displays

• Rebates

• Product Placement

SALES PROMOTION

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Sales promotion alternativesSales promotion alternatives

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• Trade-Oriented Sales Promotions• Allowances and Discounts

• Cooperative Advertising

• Training of Distributor’s Salesforces

SALES PROMOTION

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• Publicity Tools

PUBLIC RELATIONS

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• Building Long-Term Relationships with Promotions

• Self-Regulation

INCREASING THE VALUE OF PROMOTION