Lecture Basic Marketing: A global managerial approach - Chapter 16: Advertising and sales promotion

After completing this chapter, students will: Understand why a marketing manager sets specific objectives to guide the advertising effort, understand when the various kinds of advertising are needed, understand how to choose the "best" medium, understand how to plan the "best" message - that is, the copy thrust, understand what advertising agencies do and how they are paid,...
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Lecture Basic Marketing: A global managerial approach - Chapter 16: Advertising and sales promotion Chapter 16:    Advertising and Sales Promotion For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited. Strategic Planning for Advertising Target Market Product Place Promotion Price Personal Mass Sales Selling Selling Promotion Advertising Publicity Target Kind of Who will do Media types Copy thrust the work? audience advertising Exhibit 16­2 16­2 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited. Setting Advertising Objectives Introduce New Products Position Brands Obtain Outlets Ongoing Contact Strategy Support Sales Force Decisions in Setting Get Immediate Action Advertising Objectives Maintain Relationships 16­3 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited. Kinds of Advertising Pioneering Competitive Kinds of Product Advertising Reminder 16­4 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited. Choosing Media Television Yellow Pages Magazine Newspaper Major Kinds Transit of Media Direct Mail Outdoor Radio Internet 16­5 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited. Advertising on the Internet Many Forms ?????? ?????? Seek Direct Response ?????? More Exposure ?????? Better Targeting ?????? Context Ads/Pointcasting Pay for Results 16­6 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited. Planning the Message Get Attention Hold Interest Arouse Desire Obtain Action 16­7 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited. Measuring Advertising Effectiveness ???? Consider Consider the the Total Total Mix Mix ???? ???? Research Research and May and Testing May Improve Testing Improve Odds Odds ???? ???? Build Build Upon What Upon What Works Works 16­8 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited. Issues in Managing Sales Promotion + + Immediate Growth Results + + Positives - Negatives - Erodes Hard to Brand Manage Loyalty - - 16­9 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited. Possible Effects of Sales Promotion Unit Sales Period of promotion Sales  temporarily  increase, then  decrease, then  return to  ...