1. Nickels
Cover
Nickels
McHugh

2. Today’s Promotional Techniques
Chapter 16
Today’s Promotional Techniques
1-2

3. Total Direct Advertising Expenditures
In billions
TA 16-4 Total Direct Advertising Expenditures
1. This acetate illustrates how much money has been spent on direct advertising in the U.S. and what is expected to be spent in 2002.
2. It becomes quite obvious that direct advertising is big business. See if students can ascertain why so much spending is put into advertising. It will be interesting to see if any of them recognize the tax implications of advertising. Though a bit advanced for an introductory course, it’s important for students to know that advertising is a deductible expense of doing business. If they don’t spend some of the available funds, that money is taxed.
Source: The Direct Marketing Association & Advertising Age, FACTPAK, 2002.

4. Advertising Today Persuasive Communication Infomercials Internet
Global Advertising

5. Top Brand Advertisers McDonald’s $629 Mil Verizon Wireless 508 Mil
AT&T Wireless Mil
Cingular Wireless Mil
Home Depot Mil

6. Century’s Top Ad Jingles
“You deserve a break today”
“Be all you can be”
“Pepsi-Cola hits the spot”
“Mm Mm good!”
“See the USA in your Chevrolet”
“I wish I were an Oscar Mayer wiener”
“Double your pleasure, double your fun”
“Winston tastes good like a cigarette should”
“It’s the real thing”
“A little dab’ll do ya”
Source: Advertising Age

7. Favorite Budweiser Advertising Slogans
When you know your beer… it’s bound to be Bud
Food’s Favorite Companion
Proud to be your Bud
America’s
Social
Companion
When you say Budweiser, you’ve said it all
King of
Bottled Beers
It lives with good taste everywhere
1899
1937
1943
1947
1971
1993
1953

8. Do Blatantly Sexy Ads Turn You Off?
Source: USA Today

9. Total Direct Mail Expenditures
In Billions
Source: The Direct Marketing Association & AdAge.com

10. 2002 Amount U.S. Spent On... Internet Advertising $5.74 Billion
Outdoor Advertising
$2.40 Billion
Source: AdAge.com

11. Top Online Advertising Industries
Source: Nielsen/NetRating, 2002

12. Steps in Personal Selling
Presentation
Prospect/Qualify
Objections
Close
Preapproach
Follow-up
Approach

13. Public Relations Steps Publicity Free Listen
Change
Inform
Publicity
Free
More Effective Than Advertising
Believable
No Control
No Repetition

14. Sales Promotion Internal & External Sampling Word-Of-Mouth
Viral Marketing/Swag
Technology

15. Tips on Issuing Coupons
Coupons can be used as a “Thank you for buying” or a “Stop and try us.”
The value must be enough to attract customers.
Use coupon promotions sparingly.
Get professional help to get maximum exposure.
Color-code your coupons for different groups that use them.

16. Factors That Affect The Promotion Mix
Type of Product
Stage in the Product Life Cycle
Target Market Characteristics
Actions of Competitors
Available Funds

17. Components of Integrated Marketing
Advertising
Corporate Communication
Crisis Communication
E-Commerce
Event Marketing
Internal Communication
Issues Management
Multimedia
Public Relations
Sales Promotion
Strategic Planning
Web Design

18. Objectives of Integrated Marketing
Build Brand Equity
Provide Information
Manage Demand & Build Sales
Differentiate Products
Influence Perceptions, Attitudes, & Buyer Behavior

19. Building IMC IMC Gather Data & Maintain Database
Respond Quickly To Adjust Policies & Procedures
IMC
Provide Accessible Information