Chapter 19

Advertising and Sales Promotions

Tools For Instructors

· Brief Chapter Outline

· Learning Objectives

· Chapter Overview (“Summing Up”)

· Extended Chapter Outline with Teaching Tips

Identify Target Audience

Set Advertising Objectives

Determine the Advertising Budget

Convey the Message

Evaluate and Select Media

Create Advertisements

Assess Impact Using Marketing Metrics

Regulatory and Ethical Issues in Advertising

Public Relations

Learning Objectives

LO1 Describe the steps in designing and executing an advertising campaign.

LO2 Identify three objectives of advertising.

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.

Chapter Overview (“Summing Up”)

LO1 Describe the steps in designing and executing an advertising campaign.

Firms (1) identify their target market, (2) set advertising objectives, (3) set the advertising budget, (4)

depict their product or service, (5) evaluate and select the media, (6) create the ad, and (7) assess the

impact of the ad.

LO3 Describe the different ways that advertisers appeal to consumers.

Advertising appeals are either informational or emotional. Informational appeals influence purchase

decisions with factual information and strong arguments built around relevant key benefits that

encourage consumers to evaluate the brand favorably. Emotional appeals indicate how the product

satisfies emotional desires rather than utilitarian needs.

LO4 Identify the various types of media.

choosing media, firms must match their objectives to that channel. Also, certain media are better at

Advertising is regulated by a plethora of federal and state agencies. The most important federal

agencies are the FTC, which protects consumers against general deceptive advertising; the FCC, which

has jurisdiction over radio, television, wire, satellite, and cable and covers issues regarding the use of

tobacco products and objectionable language; and the FDA, which regulates food, dietary supplements,

drugs, cosmetics, and medical devices.

LO6 Describe the elements of a public relations toolkit.

A variety of elements compose a firm’s public relations toolkit. They include publications, video and

include coupons, deals, premiums, contests, sweepstakes, samples, POP ¬displays, rebates, and product

placement. They either push sales through the channel, as is the case with contests directed toward

retail salespeople, or pull sales through the channel, as coupons and rebates do.

Extended Chapter Outline With Teaching Tips

I. Steps in Planning an AD Campaign (PPT

slide 19-4)

3. Reminder Advertising (PPT slide 19-12)

4. Focus of Advertisements (PPT slide 19-14)

C. Step 3. Determine The Advertising Budget (PPT slide

19-18)

D. Step 4. Convey The Message (PPT slide 19-19)

1. The Message (PPT slide 19-20)

2. The Appeal (PPT slide 19-21)

2. Choosing the Right Medium (PPT slide 19-26)

3. Determining the Advertising Schedule (PPT slide 19-27)

F. Step 6. Create Advertisements (PPT slide 19-29)

G. Step 7. Assess Impact Using Marketing Metrics (PPT slide

19-31)

Check Yourself: Several questions are offered for students to check their understanding of core

concepts. (PPT slide 19-32)

1. What are the steps involved in planning an ad campaign?

2. What is the difference between informational, persuasive and reminder advertising?

Answer: Informational advertising helps consumers make purchase decisions by offering factual

3. What are the pros and cons of the different media types?

Answer: The advantages of television are that it has wide reach and incorporates sound and video;

however, it has high costs, cluttered airways, and more potential spillover. The advantages of radio are

that it is relatively inexpensive, can be selectively targeted, and has wide reach; however, it has no

4. How can the effectiveness of advertising be evaluated?

II. Regulatory and Ethical Issues in

Advertising (PPT slide 19-33)

III. Public Relations (PPT slide 19-36)

Check Yourself: Several questions are offered for students to check their understanding of core

concepts. (PPT slide 19-37)

3. Contests

4. Sweepstakes