Professional Documents
Culture Documents
Sales Promotion
Personal Presentations.
Direct Marketing
Advertising
PROS Message can be repeated for exposure Very expressive -- can be used to create image Can reach a geographically diverse audience CONS Can be tuned out Can be expensive Hard to measure results
Personal Selling
PROS Interactive - can be customized Allows a relationship to develop Better understanding of customer needs Buyer will pay more attention to the message
CONS Expensive Can only reach a small number of consumers
Publicity
PROS Very believable Free advertising CONS Hard to implement Hard to control Hard to measure its effectiveness
Sales Promotion
PROS Attract attention Strong incentives will induce consumers to act Quick response Encourages trial of product CONS Can create price sensitive customers Can be costly Easy for competition to imitate
Push
Push
Retail Promotions
CONSUMER
Pull
Consumer-Promotion Tools
Samples Coupons Cash Refunds Price Packs Premiums Advertising Specialties Patronage Rewards Contests Sweepstakes
Games
Point-of-Purchase Displays
Trade-Promotion Tools
Price-Offs Allowances Premiums
Buy-Back Guarantees
Free Goods Contests
Execute campaign
Execute campaign
Preference
Conviction Purchase Evaluation Trial Behavior
Intention
Adoption
Advertising Objectives
Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time
Advertising Objectives
Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time
Informative Advertising
Build Primary Demand
Persuasive Advertising
Build Selective Demand
Reminder Advertising
Keeps Consumers Thinking About a Product.
Execute campaign
Advertising platform
A statement of the basic idea or issues to be communicated in the advertisement.
A general notion of the media type (e.g., TV, radio, newspapers, etc.)
Execute campaign
Percentage-ofSales Method
Setting Promotion Budget at a Certain % of Current or Forecasted Sales
Competitive-Parity Method
Setting Promotion Budget to Match Competitors Outlay
Objective-and-Task Method
Setting Promotion Budget by Defining Objectives, Tasks & Costs.
Execute campaign
Media Timing
Scheduling of Advertising Over the Course of a Year Pattern of Ads: Continuity or Pulsing
Television
Advantages: Combines sight, sound, motion; high attention; high reach; appealing to senses Limitations: High absolute costs; high clutter; fleeting exposure; less audience selectivity
Direct Mail
Advantages: Audience selectivity; flexibility, no ad competition within same medium; allows personalization
Limitations: Relative high cost; junk mail image
Magazines
Advantages: High geographic and demographic selectivity; credibility and prestige; high-quality reproduction; long life; good pass-along readership Limitations: Long ad purchase lead time; no guarantee of position
Outdoor
Advantages: Flexibility; high repeat exposure; low cost; low message competition Limitations: Little audience selectivity; creative limitations
Media Timing
Scheduling of Advertising Over the Course of a Year Pattern of Ads: Continuity or Pulsing
Media Timing
Scheduling of Advertising Over the Course of a Year Pattern of Ads: Continuity or Pulsing
Level (1)
Rising (2)
(5)
Continuous
(6)
(7)
(8)
(9) (9)
Intermittent
(10)
(11)
(12)
Month
Execute campaign
Selective Distortion
Selective Retention
Message Structure Draw Conclusions Argument Type Argument Order Message Source Expertise, Trustworthiness, Likeability
Slice of Life
Lifestyle Demonstration
Spokesperson Musical
Fantasy Scientific Evidence
Humor
Stylistic Approaches
Can present many points quickly Cost less than drama to produce Audience can become distracted Discount all or part of the facts DRAMA
COMBINATION
LECTURE
Characters speak to each other not the audience Consumers must infer lessons Conclusions are more likely to be accepted
Common Appeals
Profit motive
Health concerns
Convenience
Love
Admiration/worship
Sex
Fear
Execute campaign
Execute campaign
Advertising Evaluation
Advertising Program Evaluation
Communication Effects
Is the advertisement meeting the specific communication objective?