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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.

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

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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

17-2

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

17-3

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

17-4

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

17-5

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

17-6

Page 7: Chapter advertising, public relations, and sales promotions seventeen McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights

Determining Advertising Budget

17-7

Page 8: Chapter advertising, public relations, and sales promotions seventeen McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights

Convey the Message

17-8

Page 9: Chapter advertising, public relations, and sales promotions seventeen McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights

The Appeal

Emotional appealEmotional appeal

Informational appeal

Informational appeal

©Pro

cter

& G

am

ble

©Pro

cter

& G

am

ble

17-9

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

17-10

Page 11: Chapter advertising, public relations, and sales promotions seventeen McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights

Choosing the Right Medium

17-11

Page 12: Chapter advertising, public relations, and sales promotions seventeen McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights

Determine the Advertising Schedule

©Procter & Gamble

17-12

Page 13: Chapter advertising, public relations, and sales promotions seventeen McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights

Assess Impact Using Marketing Metrics

17-13

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

17-14

Page 15: Chapter advertising, public relations, and sales promotions seventeen McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights

Public Relations

TOMS Shoes Website 17-15

Page 16: Chapter advertising, public relations, and sales promotions seventeen McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights

Types of Sales Promotion

17-16

Page 17: Chapter advertising, public relations, and sales promotions seventeen McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights

Evaluated Sales Promotions using Marketing Metrics

17-17


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