文档介绍：Chapter 16 Advertising, Sales Promotion, and Public Relations
Advertising,
Sales Promotion, and
Public Relations
Chapter 16
Objectives
Understand the roles of advertising, sales promotion, and public relations in the promotion mix3>.
Know the major decisions involved in developing an advertising program.
Objectives
Learn how sales promotion campaigns are developed and implemented.
Learn panies use public relations municate with their publics.
Case Study
A few years ago, only 13% of . recognized AFLAC
Old ads: “warm and fuzzy” similar to other insurance ads
Goal: break through advertising clutter
1999: AFLAC developed the “duck” campaign to enhance brand awareness
Incredibly essful: name recognition is now 91%; sales growth of 30% each year campaign has run
AFLAC
Definition
Advertising
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
Advertising
Signage in ancient times offers evidence of early advertising.
Modern ad spending tops $231 billion in . annually, $500 billion worldwide.
Business firms, not-for-profit, social agencies, and professionals all advertise.
Advertising
Setting objectives
Setting the budget
Developing the advertising strategy
Evaluating advertising campaigns
Advertising objectives can be classified by primary purpose:
Inform
Introducing new products
Persuade
es more important petition increases
Comparative advertising
Remind
Most important for mature products
Key Decisions
Advertising
Setting objectives
Setting the budget
Developing the advertising strategy
Evaluating advertising campaigns
Methods of budget setting were listed in chapter 15
Several factors should be considered when setting the ad budget:
Stage in the PLC
Market share
Level petition
Ad clutter
Degree of brand differentiation
Key Decisions
Advertising
Setting objectives
Setting the budget
Developing the advertising strategy
Evaluating advertising campaigns