Dr. Hurrem Yilmaz ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS C HAPTER 15.

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Presentation transcript:

Dr. Hurrem Yilmaz ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS C HAPTER 15

Dr. Hurrem Yilmaz Product Advertisements Institutional Advertisements TYPES OF ADVERTISEMENTSADVERTISEMENTS

Dr. Hurrem Yilmaz Designing the Advertisement Message Appeal- information and persuasive content in the form of an appeal Message Content DEVELOPING THE ADVERTISING PROGRAM

Dr. Hurrem Yilmaz DEVELOPING THE ADVERTISING PROGRAM Basic Terms  Reach Reach  Rating Rating  Frequency Frequency  Gross Rating Points Gross Rating Points  Cost Per Thousand Cost Per Thousand

Dr. Hurrem Yilmaz Scheduling the Advertising CONTINUOUS FLIGHTING PULSE DEVELOPING THE ADVERTISING PROGRAM

Dr. Hurrem Yilmaz News Release News Conference Public Service Announcements (PSAs) Publicity Tools

Dr. Hurrem Yilmaz Sales Promotion Tools Coupons encourage trial but more expensive than face value Deals respond to competitor action but reduce perceived value Premiums offer additional merchandise but consumers may be purchasing only for the premium Contests create involvement but require creative thinking Sweepstakes are popular and substantially regulated Samples are expensive Loyalty programs encourage repeat purchase but expensive to run Displays provide visibility but difficult to place in retail space Rebates simulate demand but are easily copied Product Placement provides positive message in a noncommercial setting but is difficult to control

Dr. Hurrem Yilmaz Pretesting the AdvertisingPretesting Portfolio Tests Jury Tests Theater Tests EXECUTING THE ADVERTISING PROGRAM

Dr. Hurrem Yilmaz Posttesting the AdvertisingPosttesting Aided Recall (Recognition-Readership) Unaided Recall Attitude Tests Inquiry Tests Sales Tests EVALUATING THE ADVERTISING PROGRAM

Dr. Hurrem Yilmaz Advertisements that focus on selling a good or service and take three forms: (1) pioneering (or informational), (2) competitive (or persuasive), and (3) reminder. Product Advertisements

Dr. Hurrem Yilmaz Advertisements designed to build goodwill or an image for an organization, rather than promote a specific good or service. Institutional Advertisements

Dr. Hurrem Yilmaz The number of people or households exposed to an advertisement. Reach

Dr. Hurrem Yilmaz The percentage of households in a market that are tuned to a particular TV show or radio station. Rating

Dr. Hurrem Yilmaz The average number of times a person in the target audience is exposed to a message or advertisement. Frequency

Dr. Hurrem Yilmaz A reference number for advertisers, created by multiplying reach (expressed as a percentage of the total market) by frequency. Gross Rating Points

Dr. Hurrem Yilmaz The cost of reaching 1,000 individuals or households with an advertising message in a given medium. Cost per Thousand

Dr. Hurrem Yilmaz Tests conducted before an advertisement is placed to determine whether it communicates the intended message or to select among alternative versions of an advertisement. Pretests

Dr. Hurrem Yilmaz Tests conducted after an advertisement has been shown to the target audience to determine whether it has accomplished its intended purpose. Posttests