3/16/2016
MKT201
1
Advertising
“Advertising
may be described as the
science of arresting the human
intelligence long enough to get money
from it.”
3/16/2016
MKT201
2
Advertising Objectives
Persuasive
Informative
Advertising
Reminder
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MKT201
3
Developing Advertising Strategy
• Creating advertising message
– Breaking through the clutter
– Madison and Vine
– Message strategy
– Creative concept
3/16/2016
MKT201
4
Message Execution
Lifestyle
Fantasy
Mood or Image
Slice of life
Execution
Testimonial
Evidence or
Endorsement
Personality
symbol
Scientific
Evidence
3/16/2016
Musical
Technical
Expertise
MKT201
5
Selecting Advertising Media
•
•
•
•
Deciding on reach, frequency and impact
Choosing among major media types
Selecting specific media vehicle
Deciding media timing
3/16/2016
MKT201
6
Sales Promotion
a direct inducement that offers
extra value or an incentive to purchase /
sell the product to the
- sales force OR
- distribution channel OR
- the ultimate consumer
with the primary objective of
creating an immediate sale (ie. result)”
3/16/2016
MKT201
7
An Example of a Dr.Pepper Coupon Promotion
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MKT201
8
Sales Promotion
Ultimately seeking to motivate
behavioural change by offering an
attractive reward.
Contrasts with advertising, which
attempts to change attitudes /
perceptions / knowledge levels.
3/16/2016
MKT201
9
Sales Promotion Tools - Consumer
EXAMPLES???
Contests and games
of skill and chance
Samples / Free trial
Point-ofPurchase
Redeemable
coupons
Sales Promotion tools
Patronage
Rewards
Advertising
Specialties
(Promotional Product)
Cash-back
Offers (Rebate)
Cents-off deals
or Price Packs
Premiums
3/16/2016
MKT201
10
An Example of a Price Reduction Promotion
3/16/2016
MKT201
11
The Role of Public Relations
Building good relations with the company’s various
publics by obtaining favorable publicity, building up a
good corporate image, and handling or heading off
unfavorable rumors, stories and events.
General
Public
Employees
Customers
FIRM
Suppliers
3/16/2016
MKT201
Stockholders
12
A News Story Written About The New Jacket
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MKT201
13