University:
Missouri State University
Course:
MGT 340 | Principles of Management
Academic year:

2024
Views:

149

Pages:

5
Author:

princesa035c6tg

CHAPTER 15 NOTES ADVERTISING AND SALES PROMOTION • Total spending is big--and growing internationally • Advertising doesn't employ that many people ADVERTISING OBJECTIVES ARE A STRATEGY DECISION • Advertising objectives must be specific • The marketing manager sets the overall direction OBJECTIVES DETERMINE KIND OF ADVERTISING NEEDED PRODUCT ADVERTISING--tries to sell a specific product. INSTITUTIONAL ADVERTISING--tries to promote an organization's image, reputation--rather than a specific product. • Product advertising--know us, like us, remember us PIONEERING ADVERTISING--tries to develop primary demand for a product category rather than demand for a specific brand. COMPETITIVE ADVERTISING--tries to develop selective demand for a specific brand rather than a product category. DIRECT TYPE ADVERTISING--competitive advertising that aims for immediate buying action. INDIRECT TYPE ADVERTISING--competitive advertising that points out product advantages to affect future buying decisions. COMPARATIVE ADVERTISING--advertising that makes specific brand comparisons--using actual product names. REMINDER ADVERTISING--advertising to keep the product's name before the public. • Vertical cooperation--advertising allowances, cooperative advertising ADVERTISING ALLOWANCES--price reductions to firms in the channel to encourage them to advertise or otherwise promote the firm's products locally. COOPERATIVE ADVERTISING--middlemen and producers sharing in the cost of ads. • Specify promotion objectives • Match your market with the media • Advertisers pay for the whole audience • Some media help zero in on specific target markets • Specialized media are small--but gaining • "Must buys" may use up available funds ADVERTISING ON THE INTERNET: NEW OPPORTUNITIES AND NEW CHALLENGES • Most Internet ads seek a direct response • Some websites are better for reaching target customers • Context advertising links ad to content being viewed • Pointcasting determines which customers see an ad • At some websites, ads are free if they don't get results PLANNING THE "BEST" MESSAGE--WHAT TO COMMUNICATE COPY THRUST--what the words and illustrations of an ad should communicate. • Let AIDA help guide message planning • Getting Aention • Holding Interest • Arousing Desire • Obtaining Action ADVERTISING AGENCIES OFTEN DO THE WORK ADVERTISING AGENCIES--specialists in planning and handling mass-selling details for advertisers. • Some firms pay the agency based on results MEASURING ADVERTISING EFFECTIVENESS IS NOT EASY • Success depends on the total marketing mix • Research and testing can improve the odds AD FAIRNESS/TRUTHFULNESS CAN BE AN ISSUE • FTC controls unfair practices in the United States CORRECTIVE ADVERTISING--ads to correct deceptive advertising. SALES PROMOTION: DO SOMETHING DIFFERENT TO STIMULATE CHANGE • The nature of sales promotion • Sales promotion objectives and situation should influence decision PROBLEMS IN MANAGING SALES PROMOTION • Does sales promotion erode brand loyalty? • Sales promotion is hard to manage • Sales promotion for final consumers or users • Sales promotion for middlemen • Sales promotion for own employees