Marketing II The Chang School-Ryerson University Continuing Education Instructor: Armand Gervais Email: agervais@ryerson.ca preferred Web: www.ryerson.ca/~agervais Office: Bus 308 Phone: 416-979-5000 Ext 4215 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Lecture Agenda Don’t Forget Name Tags Chapter 19 Break Time to work in Groups © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin CHAPTER 19 ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO: Explain the differences between product advertising and institutional advertising and the variations within each type Understand the steps used to develop, execute, and evaluate an advertising program © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO: Explain the advantages and dis-advantages of alternative advertising media Understand the strengths and weaknesses of consumer-oriented and trade-oriented sales promotions © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO: Recognize public relations as an important form of communications © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Coca-Cola Soccer Photo © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS WHAT’S THE FUTURE OF ADVERTISING? THE ANSWER IS PERSONAL! Contextual marketing?? © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin TYPES OF ADVERTISEMENTS Product Advertisements Institutional Advertisements © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Jeep Ad Pioneering, competitive, or reminder? © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin PUBLIC RELATIONS Publicity Tools © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin INCREASING THE VALUE OF PROMOTION Building Long-Term Relationships with Promotions Self-Regulation © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Concept Check What is a news release? A: An announcement regarding changes in a company or its product line © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Concept Check What is the difference between government regulation and self-regulation? A: Government regulation involves laws or other controls set by an agency or local, state, or federal government, whereas self-regulation involves ethical guidelines for business practices set by advertising agencies, trade associations, and marketing organizations © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Internet Exercise Recommend three websites for your college or university to advertise on You can use www.adhome.com to help What is the monthly rate for a full banner ad at each of the websites? © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Internet Exercise Describe the profile of the audience for each of the websites © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Internet Exercise Calculate the CPM for each website © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Fallon Worldwide: In the Creativity Business Lee Dungarees Ad – Buddy Lee © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin VIDEO CASE 19-1 Fallon Worldwide: In the Creativity Business Fallon Worldwide stresses its creativity, as shown by comments from the Fallon people in the case (a) In what ways the Lee Dungarees and BMW campaigns reflect their creativity? (b) Compare the sources of the ideas in the two campaigns © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin VIDEO CASE 19-1 Fallon Worldwide: In the Creativity Business In the Lee Dungarees and BMW campaigns, how were (a) the target markets and (b) each brand’s positioning changed from the situation prior to the campaign? © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin VIDEO CASE 19-1 Fallon Worldwide: In the Creativity Business The case does not discuss the media used in the Buddy Lee campaign What media and communication vehicles should it use initially (a) to reach the target market of 17- to 22-year-olds? (b) to continue to reach them after the first couple of years of the campaign? © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin VIDEO CASE 19-1 Fallon Worldwide: In the Creativity Business The case also does not discuss the development of media in BMW’s “The Hire” campaign (a) How could BMW and Fallon launch the films most successfully on the Internet? (b) What other media might they use after that launch? © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin VIDEO CASE 19-1 Fallon Worldwide: In the Creativity Business How might Fallon and its clients measure the success of (a) the Lee Dungarees and (b) the BMW campaigns? © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Feedback for X-box Overall marks were very good, they ranged from F to A Special care should be taken with grammar, spelling and format Errors in executive summary are unacceptable Do not repeat facts from the case in executive summary or tell me what you did in the report Tell me what you learned! I should be able to determine the logic for your recommended marketing mix and the details of that mix from the Executive Summary State issues, conclusions and implications after analysis in appendices Bring this insight into the main report and suggest a course of action Analysis is not just filling in the facts Must make a statement about the implications or identify an issue that relates to the analysis or impacts marketing mix Example: Impact of convergence: One segment that is underserved is older adults 30-50 who may be interested in some of the added features of X360 Since the X360 has a large hard drive it is able to record Television and allow users to watch later If this was easy to like TiVo this segment would be interested in purchasing the X360 © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin To Do’s for Next Class Begin to study for Final Exam Work on Final group project © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin .. .Lecture Agenda Don’t Forget Name Tags Chapter 19 Break Time to work in Groups © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin CHAPTER 19 ADVERTISING, SALES PROMOTION, AND PUBLIC... Explain the advantages and dis-advantages of alternative advertising media Understand the strengths and weaknesses of consumer-oriented and trade-oriented sales promotions © 2003 McGraw-Hill Companies,... variations within each type Understand the steps used to develop, execute, and evaluate an advertising program © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin AFTER READING THIS CHAPTER YOU SHOULD