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Chapter 15 Advertising, Sales Promotion and Public Relations PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong
What is Advertising? Any form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. U.S. advertisers spend in excess of $175 billion each year. Advertising is used by: Business firms, Nonprofit organizations, Professionals, Social Agencies.
Major Decisions in Advertising Objectives Setting Budget Decisions Message Decisions Campaign Evaluation Media Decisions
Setting Objectives Informative Advertising Build  Primary  Demand Persuasive Advertising Build  Selective  Demand Comparison Advertising Compares One Brand to Another Advertising Objectives Specific Communication  Task  Accomplished with a Specific  Target  Audience  During a Specific Period of  Time Reminder Advertising Keeps Consumers Thinking About a Product.
Setting the Advertising Budget Stage in the Product  Life Cycle Competition  and Clutter Market  Share Advertising Frequency Product Differentiation Factors in Setting the Advertising Budget Advertising Budget Methods Affordable, Percentage of Sales, Competitive-Parity and Objective-and-Task
Click to add title Plan a Message Strategy General Message to Be Communicated to Customers Advertising Strategy Creating Advertising Messages Develop a Message Focus on  Customer Benefits Creative Concept “ Big Idea” Visualization or Phrase Combination of Both Advertising Appeals Meaningful Believable Distinctive
Advertising Strategy Message Execution Typical Message Execution Styles Testimonial Evidence Slice of Life Scientific Evidence Lifestyle Technical Expertise Fantasy Musical Personality Symbol Mood or Image Turning the “Big Idea” Into an Actual Ad to Capture the Target Market’s Attention and Interest.
Advertising Strategy Selecting Advertising Media Step 1.  Decide on Reach, Frequency,  and Impact  Step 2.  Choosing Among Major Media Types Media Habits of Target Consumers Nature of the Product Type of Message Cost Step 3.  Selecting Specific Media Vehicles Specific Media Within a Given Type, i.e. Magazines. Must Balance Media Cost Against Media Factors: Audience Quality & Attention, Editorial Quality Step 4.  Deciding on Media Timing Scheduling of Advertising Over the Course of a Year Pattern of Ads: Continuity or Pulsing
Advertising Evaluation Communication Effects Is the Ad Communicating Well? Advertising Program Evaluation Sales Effects Is the Ad Increasing Sales?
Ways to Handle Advertising Sales Departments in Small Companies Advertising Agency Firm that Assists Companies in Planning, Preparing,  Implementing and  Evaluating Their Advertising Programs. Advertising Departments  in Larger Companies
International Advertising Decisions Adaptation of  Global Advertising  Advertising Media Costs & Availability Regulation of  Advertising Practices
Mass communication technique that offers short-term incentives to encourage purchase or sales of a product or service. Rapid growth in the industry has been achieved because: Product managers are facing more pressure  to increase their current sales, Companies face more competition, Advertising efficiency has declined, Consumers have become more deal oriented.   What is Sales Promotion?
Consumer - Promotion Tools Point-of-Purchase Displays Premiums Price Packs Cash Refunds Coupons Samples Short-Term Incentives to Encourage Purchase  or Sales of a Product or Service. Consumer-Promotion Objectives Consumer-Promotion Tools Patronage Rewards Games Sweepstakes Contests Advertising Specialties Patronage Rewards Entice Consumers to  Try a New Product Lure Customers Away From Competitors’ Products Get Consumers to “Load Up’ on a Mature Product Hold & Reward  Loyal  Customers Consumer Relationship  Building
Specialty  Advertising Items Trade - Promotion Tools Contests Free Goods Buy-Back Guarantees Allowances Price-Offs Short-Term Incentives That are Directed to Retailers and Wholesalers. Trade-Promotion Objectives Trade-Promotion  Tools Patronage Rewards Push Money Discounts Premiums Displays Persuade Retailers or  Wholesalers to Carry a Brand Give a Brand Shelf Space Promote a Brand in  Advertising Push a Brand to Consumers
Business - Promotion Tools Short-Term Incentives That are Directed to Industrial Customers. Business-Promotion Objectives Business-Promotion Tools Generate Business Leads Stimulate Purchases Reward Customers Motivate Salespeople Conventions Trade Shows Sales Contests
Developing the Sales Promotion  Program  Decide on the Size of the Incentive Set Conditions for Participation Evaluate the Program Determine How to Promote and Distribute the Promotion Program  Determine the Length of the Program
What is 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. Major functions are: Press Relations or Press Agentry  Product Publicity Public Affairs Lobbying Investor Relations Development
Special Events Written  Materials Corporate  Identity  Materials Speeches News Audiovisual Materials Major Public Relations Tools Public  Service Activities Web Site
Click to add title Setting Public Relations Objectives Choosing the Public Relations Messages  and Vehicles Implementing the Public Relations Plan Evaluating Public Relations Results Major Public Relations Decisions

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4604431

  • 1. Chapter 15 Advertising, Sales Promotion and Public Relations PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong
  • 2. What is Advertising? Any form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. U.S. advertisers spend in excess of $175 billion each year. Advertising is used by: Business firms, Nonprofit organizations, Professionals, Social Agencies.
  • 3. Major Decisions in Advertising Objectives Setting Budget Decisions Message Decisions Campaign Evaluation Media Decisions
  • 4. Setting Objectives Informative Advertising Build Primary Demand Persuasive Advertising Build Selective Demand Comparison Advertising Compares One Brand to Another Advertising Objectives Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time Reminder Advertising Keeps Consumers Thinking About a Product.
  • 5. Setting the Advertising Budget Stage in the Product Life Cycle Competition and Clutter Market Share Advertising Frequency Product Differentiation Factors in Setting the Advertising Budget Advertising Budget Methods Affordable, Percentage of Sales, Competitive-Parity and Objective-and-Task
  • 6. Click to add title Plan a Message Strategy General Message to Be Communicated to Customers Advertising Strategy Creating Advertising Messages Develop a Message Focus on Customer Benefits Creative Concept “ Big Idea” Visualization or Phrase Combination of Both Advertising Appeals Meaningful Believable Distinctive
  • 7. Advertising Strategy Message Execution Typical Message Execution Styles Testimonial Evidence Slice of Life Scientific Evidence Lifestyle Technical Expertise Fantasy Musical Personality Symbol Mood or Image Turning the “Big Idea” Into an Actual Ad to Capture the Target Market’s Attention and Interest.
  • 8. Advertising Strategy Selecting Advertising Media Step 1. Decide on Reach, Frequency, and Impact Step 2. Choosing Among Major Media Types Media Habits of Target Consumers Nature of the Product Type of Message Cost Step 3. Selecting Specific Media Vehicles Specific Media Within a Given Type, i.e. Magazines. Must Balance Media Cost Against Media Factors: Audience Quality & Attention, Editorial Quality Step 4. Deciding on Media Timing Scheduling of Advertising Over the Course of a Year Pattern of Ads: Continuity or Pulsing
  • 9. Advertising Evaluation Communication Effects Is the Ad Communicating Well? Advertising Program Evaluation Sales Effects Is the Ad Increasing Sales?
  • 10. Ways to Handle Advertising Sales Departments in Small Companies Advertising Agency Firm that Assists Companies in Planning, Preparing, Implementing and Evaluating Their Advertising Programs. Advertising Departments in Larger Companies
  • 11. International Advertising Decisions Adaptation of Global Advertising Advertising Media Costs & Availability Regulation of Advertising Practices
  • 12. Mass communication technique that offers short-term incentives to encourage purchase or sales of a product or service. Rapid growth in the industry has been achieved because: Product managers are facing more pressure to increase their current sales, Companies face more competition, Advertising efficiency has declined, Consumers have become more deal oriented. What is Sales Promotion?
  • 13. Consumer - Promotion Tools Point-of-Purchase Displays Premiums Price Packs Cash Refunds Coupons Samples Short-Term Incentives to Encourage Purchase or Sales of a Product or Service. Consumer-Promotion Objectives Consumer-Promotion Tools Patronage Rewards Games Sweepstakes Contests Advertising Specialties Patronage Rewards Entice Consumers to Try a New Product Lure Customers Away From Competitors’ Products Get Consumers to “Load Up’ on a Mature Product Hold & Reward Loyal Customers Consumer Relationship Building
  • 14. Specialty Advertising Items Trade - Promotion Tools Contests Free Goods Buy-Back Guarantees Allowances Price-Offs Short-Term Incentives That are Directed to Retailers and Wholesalers. Trade-Promotion Objectives Trade-Promotion Tools Patronage Rewards Push Money Discounts Premiums Displays Persuade Retailers or Wholesalers to Carry a Brand Give a Brand Shelf Space Promote a Brand in Advertising Push a Brand to Consumers
  • 15. Business - Promotion Tools Short-Term Incentives That are Directed to Industrial Customers. Business-Promotion Objectives Business-Promotion Tools Generate Business Leads Stimulate Purchases Reward Customers Motivate Salespeople Conventions Trade Shows Sales Contests
  • 16. Developing the Sales Promotion Program Decide on the Size of the Incentive Set Conditions for Participation Evaluate the Program Determine How to Promote and Distribute the Promotion Program Determine the Length of the Program
  • 17. What is 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. Major functions are: Press Relations or Press Agentry Product Publicity Public Affairs Lobbying Investor Relations Development
  • 18. Special Events Written Materials Corporate Identity Materials Speeches News Audiovisual Materials Major Public Relations Tools Public Service Activities Web Site
  • 19. Click to add title Setting Public Relations Objectives Choosing the Public Relations Messages and Vehicles Implementing the Public Relations Plan Evaluating Public Relations Results Major Public Relations Decisions