Lecture Marketing: The core (5/e): Chapter 15 – Kerin, Hartley, Rudelius

Chapter 15: Advertising, sales promotion, and public relations. After reading this chapter you should be able to: Explain the differences between product advertising and institutional advertising and the variations within each type; describe the steps used to develop, execute, and evaluate an advertising program; explain the advantages and disadvantages of alternative advertising media;...

                                McGraw­Hill/Irwin                                                                                         Copyright © 2013 by The McGraw­Hill Companies, Inc.  All rights reserved LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 15, YOU SHOULD BE ABLE TO: LO1 Explain the differences between product advertising and institutional advertising and the variations within each type LO2 Describe the steps used to develop, execute, and evaluate an advertising program LO3 Explain the advantages and disadvantages of alternative advertising media 15­2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 15, YOU SHOULD BE ABLE TO: LO4 Discuss the strengths and weaknesses of consumer-oriented and tradeoriented sales promotions LO5 Recognize public relations as an important form of communication 15­3 WHERE CAN YOU WATCH TV? WHERE CAN’T YOU?  Online TV (OTV) 15­4 LO1 TYPES OF ADVERTISEMENTS PRODUCT ADVERTISEMENTS  Advertising  Product Advertisements • Pioneering (or Informational) • Reminder • Competitive (or Persuasive) • Reinforcement • Comparative 15­5 LO1 Campbell’s, 1&1, and Red Bull What is the type and purpose of each advertisement? 15­6 LO1 Dial Soap What is the type and purpose of this advertisement? 15­7 LO1  TYPES OF ADVERTISEMENTS INSTITUTIONAL ADVERTISEMENTS Institutional Advertisements • Advocacy • Pioneering Institutional • Competitive Institutional • Reminder Institutional 15­8 LO1 Chevron and Bridgestone What is the type and purpose of each advertisement? 15­9 LO1 Got Milk? and U.S Army What is the type and purpose of each advertisement? 15­10 LO3 ASSESSING THE ADVERTISING PROGRAM POSTTESTING THE ADVERTISING  Posttests  Aided Recall  Unaided Recall • Noted  Attitude Tests • Seen-Associated  Inquiry Tests • Read Most  Sales Tests 15­35 FIGURE 15-B Sales promotions can be used to achieve many objectives 15­36 LO4 SALES PROMOTION CONSUMER-ORIENTED SALES PROMOTION  Consumer-Oriented Sales Promotion  Coupons 15­37 SALES PROMOTION LO4  CONSUMER-ORIENTED SALES PROMOTION Deals 15­38 LO4  SALES PROMOTION CONSUMER-ORIENTED SALES PROMOTION Premiums • Self-Liquidating: Free Toy in Happy Meal • Deal-Prone & Value Seeing Consumers 15­39 LO4  SALES PROMOTION CONSUMER-ORIENTED SALES PROMOTION Contests 15­40 LO4  SALES PROMOTION CONSUMER-ORIENTED SALES PROMOTION Sweepstakes • Value-Based Prizes • Experience-Based Prizes 15­41 LO4  SALES PROMOTION CONSUMER-ORIENTED SALES PROMOTION Samples 15­42 LO4  SALES PROMOTION CONSUMER-ORIENTED SALES PROMOTION Loyalty Programs 15­43 LO4  SALES PROMOTION CONSUMER-ORIENTED SALES PROMOTION Point-of-Purchase Displays 15­44 LO4  SALES PROMOTION CONSUMER-ORIENTED SALES PROMOTION Rebates 15­45 LO4  SALES PROMOTION CONSUMER-ORIENTED SALES PROMOTION Product Placement 15­46 LO4 SALES PROMOTION TRADE-ORIENTED SALES PROMOTION  Trade-Oriented Sales Promotion  Allowances and Discounts • Merchandise Allowance • Case Allowance  Free Goods • Finance Allowance  Floor Stock Protection  Freight Allowance 15­47 LO4 SALES PROMOTION TRADE-ORIENTED SALES PROMOTION  Cooperative Advertising  Training of Distributors’ Salesforces 15­48 PUBLIC RELATIONS LO5  Publicity Tools • News Release • Public Service Announcement (PSA) • News Conference 15­49 ... 15 8 LO1 Chevron and Bridgestone What is the type and purpose of each advertisement? 15 9 LO1 Got Milk? and U.S Army What is the type and purpose of each advertisement? 15 10 LO2 DEVELOPING THE. .. PROGRAM  Identifying the Target Audience  Specifying the Advertising Objectives  Setting the Advertising Budget 15 11 LO2 DEVELOPING THE ADVERTISING PROGRAM DESIGNING THE ADVERTISEMENT  Message... Appeals 15 12 LO2 World Wide Fund, Candie’s, and Geico What is the appeal and purpose of each advertisement? 15 13 LO2 DEVELOPING THE ADVERTISING PROGRAM DESIGNING THE ADVERTISEMENT  Creating the