Advertising and Sales Promotion
Chapter
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CHAPTER 10
Advertising and Sales Promotion
Management of Effective Advertising
10.1 The Advertising Plan
10.2 Creation of the Advertisement
10.3 Analysis and Evaluation of Advertising
Messages
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CHAPTER 10
Advertising and Sales Promotion
10.1 The Advertising Plan
 Goals
 Identify the steps in creating an advertising plan.
 Recognize the various types of analyses that should be
performed when creating an advertising plan.
 Terms
 advertising plan
 situational analysis
 SWOT analysis
 creative strategy
 return on investment (ROI),
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CHAPTER 10
Advertising and Sales Promotion
What Is the Advertising Plan?
Perform a situational analysis
Set advertising objectives
Determine the budget
Develop the creative strategy
Execute the plan
Evaluate the plan
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CHAPTER 10
Advertising and Sales Promotion
Advertising Plan Analyses
Industry analysis
Market analysis
Competitor analysis
Global analysis
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CHAPTER 10
Advertising and Sales Promotion
Industry Analysis
 What is the estimated size of the industry (in total sales or
number of products/services sold)?
 What is the expected outlook of the industry? (Is it on the
rise or decline?)
 What are the sales trends in the industry over recent years?
 What are the product/service trends in the industry?
 Who are the leading businesses (top brands) in the
industry?
 What types of marketing strategies are commonly used in
this industry?
 Is the industry sensitive to economic conditions?
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CHAPTER 10
Advertising and Sales Promotion
Market Analysis
 Who is the target customer?
 What is the size of the overall target market?
 What features and benefits are most important
to the target customer?
 What would motivate the target customer to buy
our company’s product or service instead of the
competitors’?
 What is the best way to reach the target
customer?
 How is the market changing?
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CHAPTER 10
Advertising and Sales Promotion
Competitor Analysis
Who are the competitors?
What threats do they pose?
What are the strengths and weaknesses of the
competitors?
What marketing strategies do the competitors
use and how successful are those strategies?
How are the competitors likely to respond to
changes in our marketing strategies?
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CHAPTER 10
Advertising and Sales Promotion
Global Analysis
Standardize for greater efficiency
Customize to appeal to local tastes
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CHAPTER 10
Advertising and Sales Promotion
10.2 Creation of the Advertisement
 Goals
 Describe different advertising creative formats.
 Identify processes involved in the copywriting, art, and
production stages of advertising.
 Terms
 image advertising
 comparison advertising
 copywriting
 slogan
 illustration
 storyboard
 layout
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CHAPTER 10
Advertising and Sales Promotion
Select a Creative Format
 Slice-of-life advertising
 Lifestyle advertising
 Testimonial advertising
 Humorous advertising
 Image advertising
 Scientific advertising
 Product demonstration advertising
 Musical advertising
 Comparison advertising
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CHAPTER 10
Advertising and Sales Promotion
Determine Copywriting, Art, and
Production Strategies
Copywriting and art directing
Print advertising
Radio advertising
Television advertising
Digital advertising
The production process
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CHAPTER 10
Advertising and Sales Promotion
10.3 Analysis and Evaluation of
Advertising Messages
 Goals
 Describe various methods used to evaluate
advertising effectiveness.
 Identify simple approaches to use in determining
advertising effectiveness.
 Terms
 recognition test
 recall test
 attitude study
 resonance test
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CHAPTER 10
Advertising and Sales Promotion
Evaluate Advertising Effectiveness
Recognition and recall measures
Attitude measures
Emotional measures
Behavioral measures
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Advertising and Sales Promotion
Other Strategies to Determine
Advertising Effectiveness
Track retail traffic
Use a website stat counter to determine the
number of visitors to the company’s website
Ask people how they found out about the
company
Discontinue advertisements and measure any
changes in business
Use different telephone numbers
Use direct-response advertisements
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