Advertising Sales Promotion publicity Developing managing Advertising Campaigns Sales promotion Publicity
Advertising, Sales Promotion & Publicity • Developing & Managing Advertising Campaigns • Sales Promotion • Publicity
Slide The Process of Managing Advertising Review Advertising Goals and Budget Create Messages Select media Pretest Ads Schedule and Run ads Evaluate Advertising Effectiveness Adjust Advertising As Needed IrwinMcGraw-Hill o The McGraw-Hill Commpanies, Inc, 1998
Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 The Process of Managing Advertising Slide 18-2 Figure 18.2 Review Advertising Goals and Budget Pretest Ads Schedule and Run Ads Evaluate Advertising Effectiveness Adjust Advertising As Needed Create Messages Select Media
Basic Types of Advertising 口 Product 口 Institutional attempts to create promotes the name demand for goods Image, personnel or services, places, reputation of a persons or events company, organization or industry
Basic Types of Advertising Product — attempts to create demand for goods, services, places, persons or events Institutional — promotes the name image, personnel or reputation of a company, organization, or industry
Categories of Advertising Pioneering- ● Comparative Competitive Advocacy ● Corrective
Categories of Advertising • Pioneering- • Competitive- •Comparative •Advocacy •Corrective
Create messages Develop appeals Rational Emotional- Fear- ex Humor- Moral- Want appeals that are desirable exclusive believable
Create Messages • Develop appeals – Rational-- – Emotional-- – Fear-- – Sex-- – Humor-- – Moral-- • Want appeals that are – desirable – exclusive – believable