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1、Chapter 19,http:/,Objectives,Developing & Managing an Advertising ProgramDeciding on Media & Measuring EffectivenessSales PromotionPublic Relations,Major Decisions in Advertising,Informative AdvertisingBuild Primary Demand,Persuasive AdvertisingBuild Selective Demand,Comparison AdvertisingCompares O
2、ne Brand to Another,Reminder AdvertisingKeeps Consumers ThinkingAbout a Product.,Advertising Objectives,Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time,The Five Ms of Advertising,Advertising Budget Factors,Profiles of Major Media Types,Profil
3、es of Major Media Types,Classification ofAdvertising Timing Patterns,Simplified Rating Sheet for Ads,_Total,(Attention) How well does the ad catch the readers attention? _20,(Read-through) How well does the ad lead the reader to read further? _20,(Cognitive) How clear is the central message or benef
4、it? _20,(Affective) How effective is the particular appeal? _20,(Behavior) How well does the ad suggest follow-through action? _20,Advertising StrategyMessage Execution,TypicalMessageExecutionStyles,TestimonialEvidence,Slice of Life,ScientificEvidence,Lifestyle,TechnicalExpertise,Fantasy,Musical,Per
5、sonalitySymbol,Mood orImage,Turning the “Big Idea” Into an Actual Ad to Capture the Target Markets Attention and Interest.,Advertising Evaluation,Why the increase in Sales Promotion?,Growing retailer powerDeclining brand loyaltyIncreased promotional sensitivityBrand proliferationFragmentation of con
6、sumer marketShort-term focusIncreased managerial accountabilityCompetitionClutter,Long-Term Promotional Allocation,Cox Direct 19th Annual Survey of Promotional Practices,Channels of Sales Promotions,Consumer Promotion,Consumer-Promotion Objectives,Consumer-Promotion Tools,Entice Consumers to Try a N
7、ew Product,Lure Customers AwayFrom Competitors Products,Get Consumers to “Load Upon a Mature Product,Hold & Reward Loyal Customers,Consumer Relationship Building,“Deal Proneness,”Liechtenstein, Burton, & Netemeyer, Journal of Retailing, Summer 1997,Examination of “deal proneness” among consumers in
8、a supermarket settingSurveys & Grocery Receipts usedEight types of deals:Cent-off, One-free, Gift, Display, Rebate, Contest, Sale, & Coupon,“Deal Proneness,”Liechtenstein, Burton, & Netemeyer,Cluster analysis yielded two interpretable results:49% are “deal prone,” 51% not24% High “Deal prone,” 50% i
9、ntermediate, 26% deal insensitive“Deal-proneness” a generalized construct - (crosses type of promotion)Younger & Less educated more likely to be deal prone,Trade-Promotion Objectives,Trade-Promotion Tools,Persuade Retailers or Wholesalers to Carry a Brand,Give a Brand Shelf Space,Promote a Brand in Advertising,Push a Brand to Consumers,Trade Promotions,Business-Promotion Objectives,Business-Promotion Tools,Generate Business Leads,Stimulate Purchases,Reward Customers,Motivate Salespeople,Business-to-Business Promotion,Major Public Relations Tools,
