Major Types of Advertising

1
Chapter 16

• Major Types of Advertising
• Institutional
• Product
• Pioneering
• Competitive
• Comparative

2
Chapter 16

• Steps in a Campaign
• Determine Objectives
• Make Creative Decisions
• Identify benefits
• Develop appeals
• Execute the message
• Make Media Decisions
• Evaluate Campaign

3
Chapter 16

• Media Types
• Print
• Electronic
• Alternative Media

4
Chapter 16

• Sales Promotion Tools
• Coupons
• Rebates
• Premiums
• Loyalty Programs
• Contests Sweepstakes
• Sampling
• Point of Purchase Promotion

5
Chapter 16

• Public Relations
• Functions on Page 577

6
Chapter 16

• Tools
• New Product Publicity
• Product Placement
• Consumer Education
• Event Sponsorship
• Issue Sponsorship
• Internet Web Sites

7
Chapter 16

• Definition
• USP
• Reach
• Frequency
• Audience Selectivity
• Media Schedule
• Crisis Management