Chapter advertising, public relations, and sales promotions seventeen McGraw-Hill/Irwin Copyright ©...

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chapter advertising, public relations, and sales promotions seventeen McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

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Page 1: Chapter advertising, public relations, and sales promotions seventeen McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights.

chapter

advertising, public relations, and sales promotions

seventeen

McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

Page 2: Chapter advertising, public relations, and sales promotions seventeen McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights.

LEARNING OBJECTIVES

LO1 Describe the steps in designing and executing an advertising campaign.

LO2 Identify three objectives of advertising.LO3 Describe the different ways that

advertisers appeal to consumers.LO4 Identify the various types of media.LO5 Identify agencies that regulate advertising. LO6 Describe the elements of a public relations

toolkit.LO7 Identify the various types of sales

promotions.

Advertising, Public Relations, and Sales Promotions

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Page 3: Chapter advertising, public relations, and sales promotions seventeen McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights.

Steps in Planning and Executing an Ad Campaign

Advertising Age Website

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Page 4: Chapter advertising, public relations, and sales promotions seventeen McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights.

Set Advertising Objectives

Push strategyPush strategyPull strategyPull strategy

©Brand X Pictures/PunchStock

©Comstock/PunchStock

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Page 5: Chapter advertising, public relations, and sales promotions seventeen McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights.

Advertising Objectives

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Page 6: Chapter advertising, public relations, and sales promotions seventeen McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights.

Product-focused advertisementsProduct-focused advertisements

Institutional advertisements

Institutional advertisements

Focus of Advertisements

©2

00

0 Im

ag

e 1

00

Ltd

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Determining Advertising Budget

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Convey the Message

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The Appeal

Emotional appealEmotional appeal

Informational appeal

Informational appeal

©Pro

cter

& G

am

ble

©Pro

cter

& G

am

ble

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Page 10: Chapter advertising, public relations, and sales promotions seventeen McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights.

Evaluate and Select Media

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Choosing the Right Medium

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Determine the Advertising Schedule

©Procter & Gamble

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Assess Impact Using Marketing Metrics

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Page 14: Chapter advertising, public relations, and sales promotions seventeen McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights.

Regulatory and Ethical Issues in Advertising

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Public Relations

TOMS Shoes Website 17-15

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Types of Sales Promotion

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Evaluated Sales Promotions using Marketing Metrics

17-17


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