文档介绍：Chapter 13 Advertising, Public Relations, and Sales Promotion
Advertising, Public Relations,
and Sales Promotion
Prepared by
Deborah Baker
Texas Christian University
Chapter 13
Advertising
U1>.S. advertising spending exceeds $240 billion per year
Industry employs only 284,000
Ad budgets of some firms exceed over $2 billion per year—over $6 million per day!
1
Top Ten Leaders by .
Advertising Spending
1
Major Types of Advertising
Enhance corporation’s identity
Pioneering
Competitive
Comparative
Product
Advertising
Institutional
Advertising
Advocacy advertising
2
Steps in Creating an
Advertising Campaign
Determine the
advertising objectives.
Make creative decisions.
Make media decisions.
Evaluate the campaign.
3
Identify Product Benefits
“Sell the Sizzle, not the Steak”
Sell product’s benefits, not its attributes
A benefit should answer “What’s in it for me?”
Ask “So?” to determine if it is a benefit
3
Common Advertising Appeals
Profit
Health
Love or romance
Fear
Admiration
Convenience
Fun and pleasure
Vanity and egotism
Environmental
Consciousness
Product saves, makes, or protects money
Appeals to body-conscious or health seekers
Used in selling cosmetics and perfumes
Social embarrassment, old age, losing health
Reason for use of celebrity spokespeople
Used for fast foods and microwave foods
Key to advertising vacations, beer, parks
Used for expensive or conspicuous items
Centers around environmental protection
3
Executing the Message
Mood or Image
Musical
Demon-
stration
Scientific
Real/
Animated
Product
Symbols
Fantasy
Lifestyle
Slice-of-Life
Humorous
Common
Executional
Styles
Spokes-person/
Testimonial
3
Advertising Spending for 2000
4
Cooperative Advertising
An arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer’s brand.
4
Examples of Alternative Media
Ads in
Movies and Videos
Interactive Kiosks
Computer