Principles of marketing: Lecture 34

Principles of marketing: Lecture 34 provide students with knowledge about: major advertising decisions; advertising; sales promotion; media scheduling; evaluating advertising effectiveness; advertising program evaluation;... Please refer to this lesson for details!

MGT301 Principles of Marketing Lecture­34 Summary of   Lecture­33 Advertising The Five M’s of Advertising Message Mission Sales goals Advertising objectives Money Message generation Factors to consider: Message evaluation and selection Stage in PLC Market share and consumer base Competition and clutter Advertising frequency Product substitutability Message execution Social-responsibility review Measurement Media Communication impact Reach, frequency, impact Major media types Specific media vehicles Media timing Geographical media allocation Sales impact Major Advertising Decisions Objectives Objectives Setting Setting Budget Budget Decisions Decisions Message Message Decisions Decisions Media Media Decisions Decisions Campaign Campaign Evaluation Evaluation Choose the Media Television Yellow Pages Newspaper Magazine Major Kinds of Media Direct Mail Outdoor Radio Internet Today’s Topics Advertising (cont ) Sales Promotion Media Scheduling Cannot Cannot Reverse Reverse Declining Declining Sales Sales Trend Trend Cannot Cannot Overcome Overcome Inferior Inferior Product Product May May Encourage Encourage Competitive Competitive Retaliation Retaliation May May Hurt Hurt Profit Profit Enough for today. .  Summary Media Scheduling Step Step 1 Decide Decide on on Reach, Reach, Frequency, Frequency, and andImpact Impact Step Step2 Choosing ChoosingAmong AmongMajor MajorMedia MediaTypes Types Step Step3 Selecting Selecting Specific Specific Media MediaVehicles Vehicles Step Step4 Deciding Deciding on on Media Media Timing Timing Evaluating Advertising Effectiveness Advertising Advertising Program Program Evaluation Evaluation Communication Communication Effects Effects Sales Sales Effects Effects Is Isthe theAd AdCommunicating CommunicatingWell? Well? Is Isthe theAd Ad Increasing IncreasingSales? Sales? Sales Promotion Major Consumer Sales Promotion  Tools Major Trade Sales   Promotion Tools Developing the Sales Promotion  Program Decide on the Size of the Incentive Decide on the Size of the Incentive Set Conditions for Participation Set Conditions for Participation Determine How to Promote and Determine How to Promote and Distribute the Promotion Program  Distribute the Promotion Program  Determine the Length of the Program Determine the Length of the Program Evaluate the Program Evaluate the Program Next… Next… Personal Selling MGT301 Principles of Marketing Lecture­34 ... Sales Promotion is a Mass Communication Technique  That Offers Short­Term Incentives to Encourage  Purchase or Sales? ?of? ?a Product or Service Offers Reasons to Buy Now Sales Promotion is a Mass Communication  Technique That Offers Short­Term Incentives to ... Trial amount? ?of? ?a product Trial amount? ?of? ?a product Coupons Coupons Savings when purchasing  Savings when purchasing  specified products specified products Cash Refunds Cash Refunds Refund? ?of? ?part? ?of? ?the purchase ... gross rating points to measure the effectiveness? ?of? ? media scheduling plans    Reach: the number? ?of? ?different people or households  exposed to an advertisement at least one during a  certain time period Frequency: the number? ?of? ?times an individual person