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Lecture on Types of Advertising
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ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS
WHAT’S THE FUTURE OF ADVERTISING? THE ANSWER IS PERSONAL!
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TYPES OF ADVERTISEMENTS
Product Advertisements Institutional Advertisements
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DEVELOPING THE ADVERTISING PROGRAM
Identifying the Target Audience Specifying Advertising Objectives Setting the Advertising Budget
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DEVELOPING THE ADVERTISING PROGRAM
Designing the Advertisement Message Content Creating the Actual Message
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DEVELOPING THE ADVERTISING PROGRAM
Selecting the Right Media Choosing a Medium and a Vehicle within That Medium
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U.S. advertising expenditures, by category (data in millions of dollars)
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DEVELOPING THE ADVERTISING PROGRAM
Basic Terms Reach Rating Frequency Gross Rating Points Cost Per Thousand
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The language of the media buyer
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DEVELOPING THE ADVERTISING PROGRAM
Different Media Alternatives Television Infomercials Radio Magazines Newspapers
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DEVELOPING THE ADVERTISING PROGRAM
Different Media Alternatives Internet Outdoor Other Media Selection Criteria Scheduling the Advertising
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Advantages and disadvantages of major advertising media
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DEVELOPING THE ADVERTISING PROGRAM
Scheduling the Advertising
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EXECUTING THE ADVERTISING PROGRAM
Pretesting the Advertising Portfolio Tests Jury Tests Theater Tests
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Alternative structures of advertising agencies used to carry out the advertising program
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EXECUTING THE ADVERTISING PROGRAM
Carrying Out the Advertising Program Full-service agency Limited-service agencies In-house agencies
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EVALUATING THE ADVERTISING PROGRAM
Posttesting the Advertising Aided Recall (Recognition-Readership) Unaided Recall Attitude Tests Inquiry Tests Sales Tests Making Needed Changes
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SALES PROMOTION The Importance of Sales Promotion
Consumer-Oriented Sales Promotion Coupons Deals Premiums Contests Sweepstakes
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SALES PROMOTION Consumer-Oriented Sales Promotion Samples
Continuity Programs Point-of-Purchase Displays Rebates Product Placement
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Sales promotion alternatives
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SALES PROMOTION Trade-Oriented Sales Promotions
Allowances and Discounts Cooperative Advertising Training of Distributor’s Salesforces
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PUBLIC RELATIONS Publicity Tools
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INCREASING THE VALUE OF PROMOTION
Building Long-Term Relationships with Promotions Self-Regulation
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