Advertising and Sales Promotion
Strategy
The Marketing Communications
Mix
Any Paid Form of Nonpersonal
Advertising Presentation by an Identified
Sponsor.
Sales Promotion Short-term Incentives to
Encourage Trial or Purchase.
Protect and/or Promote
Public Relations Company’s Image/products.
Personal Selling Personal Presentations.
Direct Communications
Direct Marketing With Individuals to Obtain
an Immediate Response.
Advertising
PROS
• Message can be repeated for exposure
• Very expressive -- can be used to create image
• Can reach a geographically diverse audience
CONS
• Can be tuned out
• Can be expensive
• Hard to measure results
Personal Selling
PROS
• Interactive - can be customized
• Allows a relationship to develop
• Better understanding of customer needs
• Buyer will pay more attention to the message
CONS
• Expensive
• Can only reach a small number of consumers
Publicity
PROS
• Very believable
• “Free advertising”
CONS
• Hard to implement
• Hard to control
• Hard to measure its effectiveness
Sales Promotion
PROS
• Attract attention
• Strong incentives will induce consumers to act
• Quick response
• Encourages trial of product
CONS
• Can create price sensitive customers
• Can be costly
• Easy for competition to imitate
Channels of Sales Promotions
MANUFACTURER
Trade
Push
Promotions
RETAILER Consumer
Promotions
Retail Pull
Push
Promotions
CONSUMER
Consumer Promotion -- PULL
Consumer-Promotion Consumer-Promotion
Objectives Tools
Entice Consumers to
Try a New Product Samples Advertising
Specialties
Lure Customers Away Coupons
From Competitors’ Products Patronage
Get Consumers to “Load Up’ Rewards
Cash Refunds
on a Mature Product Contests
Hold & Reward Loyal Price Packs
Customers Sweepstakes
Consumer Relationship
Building Premiums Games
Point-of-Purchase
Displays
Trade Promotions -- PUSH
Trade-Promotion
Trade-Promotion Tools
Objectives
Persuade Retailers or Price-Offs Premiums
Wholesalers to Carry a Brand
Give a Brand Shelf Space Allowances Patronage
Displays
Rewards
Promote a Brand in Buy-Back
Advertising Guarantees Discounts
Push a Brand to Consumers Push Money
Free Goods
Specialty
Advertising
Contests
Items
Identify and
Define Create Determine
analyze
Advertising advertising advertising
target
objectives platform appropriation
market
Evaluate Create Develop
Execute
advertising advertising Media
campaign
effectiveness messages plan
Target market selection
This is the single most important decision, because all
other decisions build upon it.
Is the budget sufficent?
Is the media message correct?
Are the media outlets appropriate?
All of these questions will depend upon the target
audience’s size, motivations, concerns, etc.
Start by describing with
demographic data
Target market of a national chain of child day-care
centers:
“Female household heads aged 25 to 34 employed
outside the home who have one or more children under
age 6 at home and live or work within within 10 miles of
a current center.”
But need to add life-style and
psychographic profile data
“This group aspires to have both a successful career and
family. These women are serious about child-rearing
responsibilities and are avid readers of books and articles on
the subject. They are primarily outer-directed Emulators and
Achievers in terms of VALS categories. They are concerned
about where and with whom they leave their children. Heir
child’s “experience” is of crucial importance, while cost of
the service is an important, but secondary, concern.”
Identify and
Define Create Determine
analyze
Advertising advertising advertising
target
objectives platform appropriation
market
Evaluate Create Develop
Execute
advertising advertising Media
campaign
effectiveness messages plan
Problem with using $ of revenue
or units sold as an advertising
objective
1. Advertising is only one of many factors impacting
whether a sale occurs.
3. Advertising has a carryover / delay effect that extends
beyond a calendar or fiscal year.
Response Hierarchy Models
Hierarchy-of- Innovation- Communi-
Stages AIDA Effects Adoption cations
Model Model Model Model
Awareness Exposure
Cognitive Attention Awareness Reception
stage
Knowlege Cognitive
response
Interest Liking Interest Attitude
Affective Preference
stage
Desire Conviction Evaluation Intention
Trial
Behavior Action Purchase Behavior
stage
Adoption
Advertising Objectives
• Specific Communication Task
• Accomplished with a Specific Target Audience
• During a Specific Period of Time
Example advertising objective
To increase from 12% to 35%, within one year , the
number of homemakers, age 25-55, that list our
brand in unaided recall when asked to name 5
different instant coffee brands.
Advertising Objectives
• Specific Communication Task
• Accomplished with a Specific Target Audience
• During a Specific Period of Time
Informative Advertising Persuasive Advertising
Build Primary Demand Build Selective Demand
Reminder Advertising
Keeps Consumers Thinking
About a Product.
Identify and
Define Create Determine
analyze
Advertising advertising advertising
target
objectives platform appropriation
market
Evaluate Create Develop
Execute
advertising advertising Media
campaign
effectiveness messages plan
Advertising platform
A statement of the basic idea or issues to be
communicated in the advertisement.
A general notion of the media type (e.g., TV, radio,
newspapers, etc.)
Identify and
Define Create Determine
analyze
Advertising advertising advertising
target
objectives platform appropriation
market
Evaluate Create Develop
Execute
advertising advertising Media
campaign
effectiveness messages plan
Issues to consider in setting
advertising budget
Product Life Cycle
Market share
Competitive clutter
Product Substitutability
Setting Advertising Budgets
Affordable Percentage-of-
Method Sales Method
Setting Promotion Setting Promotion
Budget at the Level the Budget at a Certain %
Company Thinks They of Current or
Can Afford. Forecasted Sales
Competitive-Parity Objective-and-Task
Method Method
Setting Promotion Setting Promotion
Budget to Match Budget by Defining
Competitors’ Outlay Objectives, Tasks &
Costs.
Identify and
Define Create Determine
analyze
Advertising advertising advertising
target
objectives platform appropriation
market
Evaluate Create Develop
Execute
advertising advertising Media
campaign
effectiveness messages plan
Issues in Selecting Advertising Media
Reach, Frequency, and Impact
Major Media Type Options
Media Habits of Target Consumers
Nature of the Product
Type of Message
Cost
Specific Media Vehicles
Specific Media Within a Given Type (e.g., E.R.)
Balance Media Cost Against Media Factors:
Audience Quality & Attention, Editorial Quality
Media Timing
Scheduling of Advertising Over the Course of a Year
Pattern of Ads: Continuity or Pulsing
Profiles of Major Media Types
Newspapers
Advantages: Flexibility, timeliness; good local market coverage;
high believability
Limitations: Short life; poor reproduction quality; small
pass-along audience
Television
Advantages: Combines sight, sound, motion; high attention;
high reach; appealing to senses
Limitations: High absolute costs; high clutter; fleeting exposure;
less audience selectivity
Direct Mail
Advantages: Audience selectivity; flexibility, no ad compe-
tition within same medium; allows personalization
Limitations: Relative high cost; “junk mail” image
Profiles of Major Media Types
Radio
Advantages: Mass use; high geographic and demographic
selectivity; low cost
Limitations: Audio only; fleeting exposure; lower attention;
fragmented audiences
Magazines
Advantages: High geographic and demographic selectivity;
credibility and prestige; high-quality reproduction;
long life; good pass-along readership
Limitations: Long ad purchase lead time;
no guarantee of position
Outdoor
Advantages: Flexibility; high repeat exposure; low cost;
low message competition
Limitations: Little audience selectivity; creative limitations
Issues in Selecting Advertising Media
Reach, Frequency, and Impact
Major Media Type Options
Media Habits of Target Consumers
Nature of the Product
Type of Message
Cost
Specific Media Vehicles
Specific Media Within a Given Type (e.g., E.R.)
Balance Media Cost Against Media Factors:
Audience Quality & Attention, Editorial Quality
Media Timing
Scheduling of Advertising Over the Course of a Year
Pattern of Ads: Continuity or Pulsing
Issues in Selecting Advertising Media
Reach, Frequency, and Impact
Major Media Type Options
Media Habits of Target Consumers
Nature of the Product
Type of Message
Cost
Specific Media Vehicles
Specific Media Within a Given Type (e.g., E.R.)
Balance Media Cost Against Media Factors:
Audience Quality & Attention, Editorial Quality
Media Timing
Scheduling of Advertising Over the Course of a Year
Pattern of Ads: Continuity or Pulsing
Classification of
Advertising Timing Patterns
Level Rising Falling Alternating
(1) (2) (3) (4)
Concen-
trated
(5) (6) (7) (8)
Continuous
(9)
(9) (10) (11) (12) Number of
Inter- messages
mittent per month
Month
Identify and
Define Create Determine
analyze
Advertising advertising advertising
target
objectives platform appropriation
market
Evaluate Create Develop
Execute
advertising advertising Media
campaign
effectiveness messages plan
Factors Impacting the
Receipt of a Message
Selective Attention
Selective Distortion
Selective Retention
Issues to Consider in
Designing the Message
Message Content
Rational Appeals
Emotional Appeals
Moral Appeals
Message Structure
Draw Conclusions
Argument Type
Argument Order
Message Source
Expertise,
Trustworthiness,
Likeability
Typical Message Execution Styles
Comparisons Real or animated
Symbol
Slice of Life Mood or
Image
Lifestyle
Demonstration
Spokesperson
Musical
Fantasy
Scientific
Humor Evidence
Stylistic Approaches
• Can present many points quickly
• Cost less than drama to produce
• Audience can become distracted
DRAMA
• Discount all or part of the facts
COMBINATION
• Characters speak to each other –
not the audience
LECTURE
• Consumers must infer lessons
• Conclusions are more likely to be
accepted
Common Appeals
Vanity and egotism Profit motive
Fun and pleasure Health concerns
Common
Convenience
Message Love
Appeals
Admiration/worship Sex
Fear
Identify and
Define Create Determine
analyze
Advertising advertising advertising
target
objectives platform appropriation
market
Evaluate Create Develop
Execute
advertising advertising Media
campaign
effectiveness messages plan
Identify and
Define Create Determine
analyze
Advertising advertising advertising
target
objectives platform appropriation
market
Evaluate Create Develop
Execute
advertising advertising Media
campaign
effectiveness messages plan
Advertising Evaluation
Advertising Program Evaluation
Communication Effects Sales Effects
(to the extent possible)
Is the advertisement
meeting the specific
communication objective? Is the Ad Increasing Sales?
