Introduction to Advertising,
Sales Promotion and Public
Relations: Part 2
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Setting Advertising Media
• Reach
• Percentage of people exposed to ad
• Frequency
• Number of times a person exposed to ad
• Media Impact
• Qualitative value of message exposure through
given medium
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Choosing Media Vehicles
• Media vehicles
• Specific media within each general media type
• Factors to consider
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Cost per exposure
Audience quality
Audience attention
Editorial quality
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Deciding on Media Timing
• Must decide how to schedule advertising over
course of a year
• Follow seasonal pattern
• Oppose seasonal pattern
• Same coverage all year
• Choose the ad pattern
• Continuity
• Pulsing
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Evaluating Advertising
• Measure the communication effects of an ad—
“Copy Testing”
• Measure the sales effects of an ad
• Is the ad increasing sales?
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Sales Promotion
• Sales promotions are short-term incentives to
encourage the purchase or sales of a product or
service
• Goal of sales promotion is to generate
immediate sales
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Rapid Growth of Sales Promotion
• Sales promotion can take the form of consumer,
business, trade, or sales force promotions
• Rapid growth in the industry has been achieved
because
• Product managers are facing more pressure to
increase their current sales
• Companies face more competition
• Advertising efficiency has declined
• Consumers have become more deal oriented
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Consumer Promotion
• Objectives
• Increase short-term sales
• Help build long-term market share
• Many tools exist for achieving these objectives
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Consumer Sales Promotion Tools
• Samples
• Most effective
• Most costly
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Coupons
Cash refunds/rebates
Price packs
Premiums
Advertising Specialties
• Patronage rewards for
loyal/frequent customers
• Point-of-purchase
displays
• Demonstrations
• Contests
• Sweepstakes
• Games
• Good with advertiser’s
name
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Trade Promotion
• Objectives
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Persuade resellers to carry brand
Give brand shelf space
Promote brand in advertising
Push brand to customers
• Tools
• Discounts, allowances, free goods, push money,
and specialty advertising items
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Developing the Sales Promotion
Program
• Decide on the size of the incentive
• Set conditions for participation
• Decide how to promote and distribute promotion
program
• Decide program length
• Evaluate program
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Public Relations
Building good relations with firm’s various publics
by obtaining favorable publicity, building up a good
corporate image, and handling or heading off
unfavorable rumors, stories, and events
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Public Relations Functions
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Press relations or press agency
Product publicity
Public affairs
Lobbying
Investor relations
Development
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Public Relations Role & Impact
• May strongly impact public awareness at lower
cost than advertising
• Results can be spectacular
• Beginning to play increasingly important brandbuilding role
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Public Relations Tools
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News
Speeches
Special events
Buzz marketing
Mobile marketing
Written materials
• Audiovisual materials
• Corporate identity
materials
• Public service
activities
• Company Web site
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Recap—What was Covered?
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Process and advantages of integrated
marketing communications
Promotion tools and factors that must be
considered in shaping overall promotion mix
Major decisions involved in developing an
advertising program
How sales promotion campaigns are
developed and implemented
How companies use public relations to
communicate with their publics
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