文档介绍：PRINCIPLES OF MARKETING Eighth Edition Chapter 15 Advertising, Sales Promotion and Public Relations
Chapter 15
Advertising, Sales
Promotion
and Public Relations
PRINCIPLES OF MARKETING
Eighth Edition
Philip Kotler and Gary Armstrong
What is Advertising?
Any form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor3>.
. advertisers spend in excess of $175 billion each year.
Advertising is used by:
Business firms,
anizations,
Professionals,
Social Agencies.
Major Decisions in Advertising
Objectives Setting
Budget Decisions
Message Decisions
Campaign Evaluation
Media Decisions
Setting Objectives
Informative Advertising
Build Primary Demand
Persuasive Advertising
Build Selective Demand
Comparison Advertising
Compares One Brand to Another
Advertising Objectives
munication Task
plished with a Specific Target Audience
During a Specific Period of Time
Reminder Advertising
Keeps Consumers Thinking
About a Product.
Setting the Advertising Budget
Stage in the Product
Life Cycle
Competition
and Clutter
Market
Share
Advertising
Frequency
Product
Differentiation
Factors in Setting the Advertising Budget
Advertising Budget Methods
Affordable, Percentage of Sales, Competitive-Parity and Objective-and-Task
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Plan a Message Strategy
General Message to municated to Customers
Advertising Strategy
Creating Advertising Messages
Develop a Message
Focus on
Customer Benefits
Creative Concept
“Big Idea”
Visualization or Phrase
Combination of Both
Advertising Appeals
Meaningful
Believable
Distinctive
Advertising Strategy
Message Execution
Typical
Message
Execution
Styles
Testimonial
Evidence
Slice of Life
Scientific
Evidence
Lifestyle
Technical
Expertise
Fantasy
Musical
Personality
Symbol
Mood or
Image
Turning the “Big Idea” Into an Actual Ad to Capture the Target Market’s Attention and Interest.
Advertising Strategy
Selecting Adv