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Lê Đoàn Ngọc Hân 20DH481755
Nguyễn Đức Huy 20DH480588
Lê Hồng Khánh 20DH481176
Võ Thị Minh Quế 20DH481723
Ngô Minh Tài 20DH121687
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Hồ Nguyễn Thùy Vân 20DH121597
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Hoàng Quốc Việt 20DH481962
2
Table of contents
01 03
Advertising Advertising and
spending the law
02 04
Advertising Sales promotion
strategy decisions decisions
3
Chapter 14 Chapter 15 Chapter 16
Promotion-Introduction to Personal Selling and Advertising and Sales
Integrated Marketing Customer Service Promotion
Communications
Advertising Spending Advertising strategy Advertising and the Sales promotion
Total spending decisions law decisions
Largest advertisers Advertising objectives Deceptive and unfair Objectives
Jobs in advertising Target audience advertising Challenges
Types of advertising Standards evolving Match with target
Media types market
Copy thrust
Who does the work
4
International dimensions are important
5
ADVERTISING IS BIG BUSINESS
Total spending is Most advertisers
big – and growing aren’t really
internationally spending that
much
6
7
8
ADVERTISING IS BIG BUSINESS
Top advertisers Advertising doesn’t
really spend employ that many
people
9
ADVERTISING OBJECTIVES ARE A STRATEGY
DECISION
Advertising Objectives
Must Be Specific
Position Brands Support Sales Maintain
Obtain Outlets
or Marketing Mix Force Relationships
Introduce New Ongoing Get Immediate
Products Contact Action
10
Objectives guide implementation
Evaluation
Awareness Interest Decision Confirmation
and trial
Teaser Informative or Competitive ads Direct-action Reminder ads
campaigns descriptive ads Persuasive copy retails ads Informative
Pioneering ads Image/celebrity Comparative Point-of- “why” ads
Jingles/slogans ads ads purchase ads
Viral advertising Search ads Testimonials Price deal offers
Announcements Email ads
Demonstration
of benefits
Exhibit 16-3 Examples of Different Types of Advertising over Adoption Process Stages
11
Types of Advertising
Types of
Advertising
Product Institutional
Advertising Advertising
Pioneering Competitive Reminder
Advertising Advertising Advertising
Direct Indirect Comparative
13
OBJECTIVES DETERMINE THE KINDS OF
ADVERTISING NEEDED
Product advertising :
Tries to sell a product
Institutional advertising :
Promotes an organization’s image, reputation, or ideas
rather than a specific product
12
Pioneering advertising :
Develop primary demand for a product category rather
than demand for a specific brand
14
Competitive advertising emphasizes selective
demand
Direct type :
Aims for immediate buying action
Indirect type :
Points out product advantages to affect future buying decisions
Comparative advertising :
Making specific brand comparisons – using actual product
names
15
Reminder advertising reinforces a favorable relationship
Reminder advertising :
Tries to keep the product’s name before the public
16
Institutional advertising – remember our name
Institutional advertising :
Focuses on the name and prestige of an organization or industry
17
COORDINATING ADVERTISING EFFORTS WITH
COOPERATIVE RELATIONSHIPS
Vertical Cooperation -
Advertising Allowances,
Cooperative Advertising
Cooperative
Relationships
Integrated Communications
Ethical Concerns May Arise From Cooperative
Relationships
18
CHOOSING THE “BEST” MEDIUM-HOW TO DELIVER
THE MESSAGE
19
Specific promotion objectives
Magazine TV
20
Match your market with the media
Microsoft Ad Sprint Ad
21
Some media help zero in on specific
target markets
TV Radio Magazine
22
ADVERTISING ON THE INTERNET –
NEW OPPORTUNITIES AND NEW CHALLENGES
The Internet influences many purchases
23
Most Internet ads seek a direct response
Banners
ads
Pop-up Pop-
ads under ads
24
ADVERTISING ON THE INTERNET – NEW
OPPORTUNITIES AND NEW CHALLENGES
Site often target specific customers
Search ads know what customers are looking for
Some ads know where customers have been on the
Web
25
Some advertisers only pay if ads deliver
Pay-per-click : A big shift from traditional media
where firms pay for ads based on an estimate of
how many people will see the ad
26
Websites need to
maintain interest
and create desire
27
Advertising on social network sites
YouTube Myspace Facebook
28
PLANNING THE “BEST” MESSAGE – WHAT TO
COMMUNICATE
Specifying the copy thrust
Copy thrust : what words and illustrations should
communicate, the message the advertisement sends
29
PLANNING THE “BEST” MESSAGE – WHAT TO
COMMUNICATE
Let AIDA help guide message planning
Getting
Attention
Obtaining Holding
Action
AIDA concept Interest
Arousing
Desire
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PLANNING THE “BEST” MESSAGE – WHAT TO
COMMUNICATE
Getting Attention : An ad’s first job
Holding Interest : More difficult
Arousing Desire : Buy a particular product is one of an ad’s most
difficult jobs
Obtaining Action : The final requirement
Can global messages work ?
Many international consumer products firms try to use one global
advertising message all around the world
31
ADVERTISING AGENCIES OFTEN DO THE WORK
Ad agencies are specialists
Advertising agencies :
Specialists in planning and handling mass-selling details for
advertisers
32
ADVERTISING AGENCIES OFTEN DO THE WORK
The biggest agencies handle much of the advertising
Exhibit 16-7. Top Eight Advertising Agency Supergroups
33
ADVERTISING AGENCIES OFTEN DO THE WORK
Some firms pay the agency, based on results :
A number of advertisers now grade the work done by their
agencies – and the agencies pay depends on the grade
Ethical conflicts may arise :
Ad agencies usually work closely with their clients, and they
often have access to confidential information
create ethical conflicts if an agency is working with two or more
competing clients
34
MEASURING ADVERTISING EFFECTIVENESS
IS NOT EASY
Success depends on the total marketing mix
Research and testing can improve the odds
Hindsight may lead to foresight
35
HOW TO AVOID UNFAIR ADVERTISING
Government agencies may say what is fair
FTC controls unfair practices in the United States
“Green” claims must be backed by evidence
What is unfair or deceptive is changing
Supporting ad claims is a fuzzy area
36
SALES PROMOTION – DO SOMETHING
DIFFERENT TO STIMULATE CHANGE
Sales promotion : promotion activities other than advertising,
publicity and personal selling that stimulate interest trial or
purchase by final customers or others in the channel
37
SALES PROMOTION – DO SOMETHING DIFFERENT
TO STIMULATE CHANGE
Examples of typical sales promotions
39
SALES PROMOTION – DO SOMETHING DIFFERENT TO
STIMULATE CHANGE
Sales promotion objectives and situation should influence
decision
38
SALES PROMOTION – DO SOMETHING DIFFERENT TO
STIMULATE CHANGE
Sales promotion spending has grown in mature markets
Insignia POPs Promotion Edge
sales promotion ad sales promotion ad
40
PROBLEMS IN MANAGING SALES PROMOTION
Does sales promotion erode brand loyalty?
• The expense of the sales promotion simply contributes to lower
profits
• In mature markets, frequent sales promotions may be needed
just to offset the effects of competitors’ promotions
41
Sales promotion is hard to manage
Sales promotion problems :
• Easy to make big, costly mistakes
• Difficult for the typical company to
develop skills in managing a wide
variety of activities
• Each promotion is typically custom-
designed and then used only once
• Mistakes caused by lack of experience
can be costly or hurt relationships with
customers 42
PROBLEMS IN MANAGING SALES PROMOTION
Not a sideline for amateurs
• Sales promotion mistakes are likely to be worse when a
company has no sales promotion manager
• Making sales promotion work is a learned skill, not a sideline for
amateurs
43
DIFFERENT TYPES OF SALES PROMOTION FOR
DIFFERENT TARGETS
Sales promotion aimed at final customers or users :
Tries to increase demand, perhaps temporarily, or speed up the
time of purchase
Sales promotion aimed at intermediaries :
Get the intermediary’s sales force to pay more attention to the
producer’s products
Sales promotion aimed at the company’s own sales force :
Try to encourage providing better service, getting new customers,
selling a new product, or selling the company’s whole line
44
THANK YOU FOR LISTENING
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