Đang tải... (xem toàn văn)
In chapter 16, 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,...
Chapter 16: Advertising and Sales Promotion For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Chapter 16 Objectives When you finish this chapter, you should 1. Understand why a marketing manager sets specific objectives to guide the advertising effort 6. Understand what advertising agencies do—and how they are paid 2. Understand when the various kinds of advertising are needed 7. Understand how to advertise legally. 3. Understand how to choose the “best” medium 8. Understand the importance and nature of sales promotion 4. Understand the main ways that 9. Know the advantages and advertising on the Internet differs limitations of different types of from advertising in other media sales promotion 5. Understand how to plan the "best" 10. Understand the important new message—that is, the copy thrust terms 162 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Strategy Planning for Advertising Target Market Product Place Promotion Personal Selling Mass Selling Advertising Target audience Exhibit 161 163 Kind of advertising Price Sales Promotion Publicity Media types Copy thrust Who will the work? For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Setting Advertising Objectives Introduce New Products Position Brands Obtain Outlets Ongoing Contact Strategy Decisions in Setting Advertising Objectives 164 Support Sales Force Get Immediate Action Maintain Relationships For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Kinds of Advertising Pioneering Competitive Kinds of Product Advertising Reminder 165 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Choosing Media Television Yellow Pages Newspaper Magazine Major Kinds of Media 166 Direct Mail Outdoor Radio Internet For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Advertising on the Internet ?????? ?????? ?????? ?????? ?????? Many Forms Seek Direct Response More Exposure Better Targeting Context Ads/Pointcasting Pay for Results 167 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Planning the Message Get Attention Hold Interest Arouse Desire Obtain Action 168 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Measuring Advertising Effectiveness ???? ???? ???? ???? ???? 169 Consider Consider the the Total Total Mix Mix Research Research and and Testing Testing May May Improve Improve Odds Odds Build Build Upon Upon What What Works Works For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Issues in Managing Sales Promotion + + Immediate Growth Results + + Positives - Negatives Erodes Hard to Brand Manage Loyalty 1610 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Possible Effects of Sales Promotion Unit Sales Period of promotion Sales temporarily increase, then decrease, then return to regular level Time Exhibit 166A 1611 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Possible Effects of Sales Promotion Unit Sales Period of promotion Sales temporarily increase and then return to regular level Time Exhibit 166B 1612 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Possible Effects of Sales Promotion Unit Sales Period of promotion Sales increase and then remain at higher level Time Exhibit 166C 1613 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Key Terms Institutional Advertising Product Advertising Pioneering Competitive Direct Type Indirect Type Comparative Reminder Advertising Allowances Cooperative Advertising Copy Thrust Advertising Agencies Corrective Advertising 1614 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill ... Irwin/McGraw-Hill Planning the Message Get Attention Hold Interest Arouse Desire Obtain Action 16 8 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill... Positives - Negatives Erodes Hard to Brand Manage Loyalty 16 10 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Possible Effects of Sales Promotion... and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Strategy Planning for Advertising Target Market Product Place Promotion Personal Selling Mass Selling Advertising Target