After completing this chapter, students will: Understand why a marketing manager sets specific objectives to guide the advertising effort, understand when the various kinds of advertising are needed, understand how to choose the best medium, understand how to plan the best message - that is, the copy thrust, understand what advertising agencies do and how they are paid,...
Chapter 16: Advertising and Sales Promotion For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Strategic Planning for Advertising Target Market Product Place Promotion Personal Selling Mass Selling Advertising Target audience Kind of advertising Price Sales Promotion Publicity Media types Copy thrust Who will the work? Exhibit 162 162 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Setting Advertising Objectives Introduce New Products Position Brands Obtain Outlets Ongoing Contact Strategy Decisions in Setting Advertising Objectives 163 Support Sales Force Get Immediate Action Maintain Relationships For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Kinds of Advertising Pioneering Competitive Kinds of Product Advertising Reminder 164 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Choosing Media Yellow Pages Television Magazine Newspaper Major Kinds of Media Transit Direct Mail Outdoor Radio 165 Internet For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Advertising on the Internet ?????? ?????? ?????? ?????? ?????? Many Forms Seek Direct Response More Exposure Better Targeting Context Ads/Pointcasting Pay for Results 166 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Planning the Message Get Attention Hold Interest Arouse Desire Obtain Action 167 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Measuring Advertising Effectiveness ???? ???? ???? ???? ???? 168 Consider Consider the the Total Total Mix Mix Research Research and and Testing Testing May May Improve Improve Odds Odds Build Build Upon Upon What What Works Works For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Issues in Managing Sales Promotion + + Immediate Growth Results + + Positives - Negatives Erodes Hard to Brand Manage Loyalty 169 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Possible Effects of Sales Promotion Unit Sales Period of promotion Sales temporarily increase, then decrease, then return to regular level Time 1610 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Possible Effects of Sales Promotion Unit Sales Period of promotion Sales temporarily increase and then return to regular level Time 1611 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Possible Effects of Sales Promotion Unit Sales Period of promotion Sales increase and then remain at higher level Time 1612 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited ...Strategic Planning for Advertising Target Market Product Place Promotion Personal Selling Mass Selling Advertising Target audience Kind of advertising Price Sales Promotion Publicity Media types... of Sales Promotion Unit Sales Period of promotion Sales increase and then remain at higher level Time 1612 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill... McGraw-Hill Ryerson Limited Issues in Managing Sales Promotion + + Immediate Growth Results + + Positives - Negatives Erodes Hard to Brand Manage Loyalty 169 For use with Shapiro, Wong, Perreault,