Advertising, Sales Promotion, and Public Relations

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Chapter 15
Advertising
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Chapter 15 Objectives
1. Discuss the effect advertising has on market
share, consumers, brand loyalty, and
perception of product attributes. 2. Identify
the major types of advertising. 3. Describe the
advertising campaign process. 4. Describe media
evaluation and selection techniques.
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Effects of Advertising
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Major Types of Advertising
Types of Advertising
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Product Advertising
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Steps in Creating an Advertising Campaign
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Common Advertising Appeals
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Execute the Message
Common Executional Styles
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Make Media Decisions
Major Types of Advertising Media
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National Ad Spending for Media--1997
Internet
Magazines
Yellow Pages
Radio
Newspapers
Outdoor
Television
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Newspapers
Advantages
Disadvantages

• Year-round readership
• Geographic selectivity
• Short lead time

• Limited demographic selectivity
• Low pass-along rate
• Clutter

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Magazines
Advantages
Disadvantages

• Good reproduction
• Demographic selectivity
• Regional/local selectivity
• High pass-along rate
• Lower cost per potential customer

• Higher cost per contact
• Limited demonstration capabilities
• Long lead time

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Radio
Advantages
Disadvantages

• Selectivity and audience segmentation
• Low production costs
• Geographic flexibility

• No visual treatment
• High frequency to generate retention
• Clutter

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Television
Advantages
Disadvantages

• Wide diverse audience
• Low cost per thousand
• Creative and demonstrative
• Demographic selectivity with cable stations

• Expensive with high campaign cost
• Little demographic selectivity with network
• Long lead times
• Clutter

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Outdoor Media
Advantages
Disadvantages

• Short message
• Lack of demographic selectivity
• High noise level

• High exposure frequency
• Moderate cost
• Geographic selectivity
• Broad, diverse market

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Internet and World Wide Web
Advantages
Disadvantages

• Fast growing
• Ability to reach narrow target audience
• Short lead time
• Moderate cost

• Difficult to measure ad effectiveness
• Not all consumers have access to Internet

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Alternative Media
Fax Machines
Examples of Alternative Media
Video Shopping Carts
Interactive Kiosks
Ads in Movies and Videos
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Media Selection Considerations
Factors Influencing Media Mix Decisions
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Media Scheduling
Types of Media Schedules