chapter 18: advertising, public relations, and sales promotions

Question 1

steps in planning and executing advertising campaign

Answer 1

• paid communication or paid media
• variety of platforms
  1. identify target audience
  2. set advertising objectives
  3. determine the advertising budget
  4. convey the message
  5. evaluate and select media
  6. create advertisements
  7. assess impact

Question 2

identifying the target audience

Answer 2

1. conduct research
   use the information to set the tone
   identify and select the right media

Question 3

advertising strategies and objectives

Answer 3

pull strategy: end user focused
push strategy: channel focused
INFORM: create and build brand awareness, sales promotions, PERSUADE: typically occurs in the growth and early maturity stages when competition is intense, differentiation focus
REMIND: used to remind and or prompt new purchase, typically occurs after the product has gained market acceptance

Question 4

advertising focus

Answer 4

1. product/service focus
2. institution focus
3. public service announcements

Question 5

determining advertising budget

Answer 5

CONSIDERATIONS
- role that advertising plays in meeting overall promotional objectives
- expenditures vary over the course of the product life cycle
- nature of the market and the product may influence the size of the budget

Question 6

convey the message

Answer 6

UNIQUE SELLING PROPOSITION
NIKE: just do it
CAPITAL ONE: what’s in your wallet
STATE FARM: like a good neighbor, state farm is there

Question 7

advertising appeal

Answer 7

1. INFORMATIONAL APPEAL (helps consumers make purchase decisions by offering factual information)
2. EMOTIONAL APPEAL (aims to satisfy consumers; emotional desires rather than their utilitarian needs)
   - fear
   - humor
   - happiness
   - sex/love
   - comfort
   - nostalgia/longing/yearning

Question 8

evaluate and select media

Answer 8

media planning, media mix, media buy

Question 9

advertise schedule

Answer 9

continuous, pulsing, flighting

Question 10

creating advertisements

Answer 10

ADVERTISEMENTS
- the type of medium determines execution style
- creativity plays a major role
- creativity should not overshadow the message
- the execution style must match the medium and objectives

Question 11

assessing advertising impact via key metrics

Answer 11

pretesting, tracking, prosttesting

Question 12

sales promotions

Answer 12

• can be targeted at either the end user consumers or channel members
• can be used in either push or pull strategies
  TYPES OF SALES PROMOTIONS
• coupons
• discounts/rebates/deals
• premiums
• contests/sweepstakes
• samples
• loyalty programs
• pop displays
• product placement
• cross pomotions