978-0077729028 Chapter 19 Slides

Type

Quiz

Book Title

Marketing 5th Edition

ISBN 13

978-0077729028

April 8, 2019

Chapter 19 - Advertising and Sales Promotions Marketing 5th

Powerpoint Slides With Teaching Notes

Power Point Slide Teaching Notes

19-1: Advertising, Public Relations, and

Sales Promotions

19-2: Learning Objectives These are the learning objectives for this

chapter.

19-3: Chipotle Mexican Grill Chipotle has adopted a marketing plan that

spans a range of media. In animated YouTube

films, two artful spots feature characters that

reject a factory model of food production by

embracing farm-fresh vegetables and meats.

Ask students Does environmentally friendly

sourcing make a difference in choosing a

restaurant?

in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 1

Chapter 19 - Advertising and Sales Promotions Marketing 5th

19-4: Steps in Planning an Ad Campaign This will be covered in the following slides.

This web link is for Ad Age – it is interesting

to visit the site and have students see current

issues in advertising.

19-5: Identify Target Audience The success of an advertising program depends

on how well the advertiser can identify its

target audience.

Firms conduct research to identify their target

audience, then use the information they gain to

set the tone for the advertising program and

help them select the media they will use to

deliver the message to that audience.

19-6: Set Advertising Objectives The advertising plan must be specific to the

identified target audience and include the

strategic objectives and tactics to be used.

Group activity: Develop an advertising plan

for a product you like.

What are the objectives of the campaign?

How are you going to accomplish those

objectives?

How will you measure the campaign’s success?

in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 2

Chapter 19 - Advertising and Sales Promotions Marketing 5th

19-7: Advertising Objectives An advertising campaign has three broad

objectives: inform, persuade, or remind the

target audience.

19-8: Designing an ad for a delicate topic

for parents and kids

This is a good ad to help the mother and parent

feel more “normal” about their older child’s

bedwetting issue and persuade them to

purchase this product for their child.

19-9: Iams Pet Remind students that all types of firms,

including nonprofits, use advertising.

Visually, this ad conveys a lot of information

yet also serves to inform and persuade

consumers and remind patrons what the

museum offers.

Thus, this ad fulfills all three advertising

objectives.

in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 3

Chapter 19 - Advertising and Sales Promotions Marketing 5th

19-10: Informative Advertising Group activity: List brands that might benefit

from focusing on informative, persuasive, and

reminder advertising.

Next, list several brands that enjoy top-of-mind

awareness for you (e.g., when you think of a

cola, does Coke pop into your head

unprompted?).

19-11: Persuasive Advertising When a product has gained a certain level of

brand awareness, firms use persuasive

advertising to motivate consumers to take

action.

19-12: Reminder Advertising Reminder advertising is communication used

to remind or prompt repurchases, especially for

products that have gained market acceptance

and are in the maturity stage of their life cycle.

in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 4

Chapter 19 - Advertising and Sales Promotions Marketing 5th

19-13: Using Brand History This clip examines advertising and takes a look

at branding history.

It also looks at communicating the main

message or the icon to the consumer in order to

enhance brand recall.

Note: Please make sure that the video file is

located in the same folder as the PowerPoint

slides.

19-14: Focus of Advertisements Most advertising is product focused. However,

companies like Exxon-Mobile advertise their

commitment to the environment, not their

products, to inform, persuade, and remind

consumers of positive thoughts about the

company, which can prompt the purchase of

products and services.

Ask students: Why might Exxon be

particularly interested in institutional

advertising?

Oil and Gas companies are often accused of

engaging in practices that are harmful to the

environment.

Therefore it is important for the firm to stress

that they are an environmentally responsible

firm to negate some of this criticism.

19-15: Social Marketing Public service advertisements are designed to

raise awareness of public welfare issues and

receive free airtime, as required by the FCC.

in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 5

Chapter 19 - Advertising and Sales Promotions Marketing 5th

19-16: The AdCouncil Ask students: What issues have you seen

“advertised” in PSAs? Are they effective?

The AdCouncil creates and distributes most

PSAs. This slide shows a campaign for the

United Negro College Fund and an

anti-bullying initiative.

19-17: The TRUTH Takes Hold As part of the historic tobacco settlement, a

fund was created to decrease the incidence of

smoking among children and teens.

Ask students: Do the shocking images and

text used by the TRUTH campaign work?

If you think it does not, why do observers

consider the overall campaign a success?

19-18: Determining Advertising Budget Setting the promotional budget is not easy, and

advertising often is the largest single

expenditure in the promotional budget.

Thus, firms must carefully weigh the benefits

of advertising versus other communications

when deciding how much to allocate.

Video: “Super Bowl Ad Sales Score a

Touchdown”

Ask students estimate the total cost of Super

Bowl Ads including pretesting and production

Ask students are Super Bowl Ads worth the

cost?

in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 6

Chapter 19 - Advertising and Sales Promotions Marketing 5th

19-19: Convey the Message The USP (unique selling proposition) concept

conveys core benefits to the target audience.

The best USPs stands the test of time; consider

examples such as those on the slide.

Ask students: do you believe these will stand

the test of time?

Nokia has been using “connecting people” for

a long time; however Verizon tends to change

and is currently using “It’s the Network”

19-20: Creative Advertisements This is a good example of bringing a very

mature product category to life with a creative

ad.

19-21: The Appeal Appeals depend on the target audience, chosen

media, and type of product/service.

Each appeal persuades in different ways.

Whereas informational appeals are more

cognitive and persuade using rational thought,

emotional appeals persuade by triggering an

emotional response rather than offering

rational arguments.

Ask students: how do the two Febreeze ads

vary in their type of appeal and how well does

each match the product? Which would make

you purchase Febreeze?

in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 7

Chapter 19 - Advertising and Sales Promotions Marketing 5th

19-22: Emotional Appeals in Advertising These appeals therefore focus on feelings about

the self.

The key to a successful emotional appeal is the

use of emotion to create a bond between the

consumer and the brand.

19-23: Symbols Help to Convey Messages Ask students what other symbols they know

for brands.

They are bound to know the Hushpuppie dog,

Mr. Clean, and more.

19-24: Evaluate and Select Media The ability of any one media outlet to reach a

mass audience is declining due to the

fragmentation of media and the proliferation of

new media outlets.

This trend represents a double-edged sword,

because fragmenting media have also allowed

for very fine targeting in media buys.

in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 8

Chapter 19 - Advertising and Sales Promotions Marketing 5th

19-25: Mass and Niche Media Ask students: How would a firm use both

mass and niche media in the same campaign?

Often firms will use mass media to reach a

broad audience with a product message and

then choose specific niche media to customize

that same message for various audiences.

In the McDonald’s Case in Point in chapter 17

we discussed how McDonald’s is using both

mass and niche media.

19-26: Choosing the Right Medium Ask students: What media do you use and

under what circumstances do you use them?

For example, do you listen to the radio while

driving in your car or watch television when

you get home at night?

Use these lists to discuss how the usage context

of each medium affects how marketers design

messages for them.

For example most people listen to radio in their

cars, often by themselves.

Radio is considered a more personal medium,

thus marketers often use ads that employ

dialogues.

This allows the person to place themselves in

the conversation. This same technique cannot

be used in print.

19-27: Viral Marketing Campaign Ask students what other campaigns do they

know – many will be familiar with the Dove

campaign from earlier chapters.

If it is near the holiday season – OfficeMax

might be running this campaign again.

If so, see if you can load up some pictures of

people at your university and play it for the

students.

They will find it very entertaining.

in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 9

Chapter 19 - Advertising and Sales Promotions Marketing 5th

19-28: Determine the Advertising Schedule Every advertising campaign has a set duration,

and during that period, marketers must

determine how often and when to show the

ads.

Ask students: In a media buy when would

each strategy be employed?

For a frequently purchased good such as soda,

most firms use a continuous strategy.

A flighting schedule is often used for seasonal

goods since they are only advertised during

certain times of the year.

A pulsing schedule is used by firms who have

certain fluctuations in their demand and need

to increase advertising during the periods of

high or low demand.

19-29: Create Advertisements Ads attempt to make maximum use of the

medium’s ability to deliver the message.

Discuss the benefits and limitations of various

media.

For example, television enables advertisers to

combine imagery, movement, and music,

whereas radio must rely solely on sound to

deliver the message.

19-30: This print Ad for Eukanuba is using humor to

deliver the selling message.

The text copy “Feeling & Looking This Good

Outside Starts On The Inside” informs

consumers of the benefits of Eukanuba.

in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 10

Chapter 19 - Advertising and Sales Promotions Marketing 5th

19-31: Assess Impact Group activity: Your group has been assigned

to assess the impact of a campaign for a new

perfume.

The goal of the campaign is to increase

awareness of the brand within a chosen target

market by 20% over the campaign.

What measures would you need to take to

ensure that the campaign is remaining on

track?

Answer: You could design a tracking study that

measures sales, website visits and sample

requests generated over the course of the

campaign. You also might measure awareness

levels of the target market at various stages of

the campaign.

19-32: Check Yourself 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.

2. Informative advertising communicates to

create and build brand awareness, with the

ultimate goal of moving the consumer

through the buying cycle to a purchase.

When a product has gained a certain level

of brand awareness, firms use persuasive

advertising to motivate consumers to take

action. Persuasive advertising generally

occurs in the growth and early maturity

stages of the product life cycle. reminder

advertising is communication used to

remind or prompt repurchases, especially

for products that have gained market

acceptance and are in the maturity stage of

their life cycle.

3. See exhibit 18.3.

4. The effectiveness of an advertising

campaign must be assessed before, during,

and after the campaign has run. Firms can

use Pretesting, Tracking, and Posttesting.

in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 11

Chapter 19 - Advertising and Sales Promotions Marketing 5th

19-33: Regulatory and Ethical Issues

in Advertising

Advertising regulation exists on federal, state,

and local levels and a host of self-regulatory

agencies oversee various forms of advertising.

Unlike in many European countries, puffery is

legal in the United States. Generally these

claims are so outrageous that no rational

consumer would believe them

19-34: FDA Rules on Prescription

Side Effects

This clip looks at rules established by the Food

and Drug Administration on prescription

advertisement.

It examines the required FDA side effects

discloser and regulatory issues.

Note: Please make sure that the video file is

located in the same folder as the PowerPoint

slides.

19-35: Puffery Ask students: Could puffery ever be

considered deceptive? If so, how should we

draw the line between puffery and deception?

The line between puffery and deception is a

fine one.

Obvious exaggerations are not the problem it is

the more subtle issues that create the problem.

The line is currently drawn by the FTC which

determines how many individuals hold a false

belief as a result of advertising. It is a very

gray area of advertising law.

in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 12

Chapter 19 - Advertising and Sales Promotions Marketing 5th

19-36: Public Relations Companies involved with cause related

marketing often generate a lot of PR.

Ask students if they can think of any events or

companies they see advertised on the news, in

the papers, or written about in websites.

This web link is for TOMS shoes which is

discussed in the chapter.

19-37: Check Yourself 1. Public relations programs are used to build

and maintain a positive image of the firm,

head off unfavorable stories or events, and

maintaining positive relationships with the

media. Firms can accomplish these public

relations objectives by working with or

providing the media with products or

favorable information to be used in articles,

television appearances, etc. They can also

work with charities or co-sponsor events.

2. Publications, video and audio, annual

reports, press kits, news releases, speeches,

event sponsorships, electronic media

19-38: Sales Promotions Remind students that as advertising has

decreased as a portion of total marketing

communications budgets, sales promotions

have increased.

Promotions can be used to stimulate sales by

either the end user consumers or to stimulate

channel members to sell more of a given

product/service.

If focused on the end user, the promotion is

using a “pull strategy.”

If focused on channel members , it is using a

“push strategy”

in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 13

Chapter 19 - Advertising and Sales Promotions Marketing 5th

19-39: Types of Sales Promotion Sales promotions occur either in conjunction

with an advertising campaign or as a

stand-alone component of a marketing

communications plan.

In either case, they must be consistent with the

brand image.

Asks students which ones they think are the

most effective and why? Ask them which ones

they have used in the past week? Month?

19-40: Using Sales Promotion Tools This ad represents a demonstration.

The promotion encourages consumers to

increase their level of interest by offering

demonstration of the coffee maker.

19-41: Using Sales Promotion Tools In recent years, firms have become more

creative in the types of promotions used.

Ask students: How many of them as children

collected promotions in Happy Meals or other

children’s products?

The Happy Meal for years was McDonald’s

most successful product, primarily driven by

the children’s desire for the toy inside. Many

of the happy meal toys have become sought

after collectibles.

The Beanie Baby promotion a number of years

ago was so successful that McDonald’s

literally ran out of the featured item for the

week within hours of its initial distribution.

in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 14

Chapter 19 - Advertising and Sales Promotions Marketing 5th

19-42: Cross Promotion An ad for IAMS and a coupon for Petsmart –

an good example of co-marketing

19-43: Check Yourself 1. Coupons, deals. Premiums. Contests,

sweepstakes, samples, loyalty programs,

POP displays, rebates, product placement

2. The realized margin from the promotion,

the cost of the additional inventory carried

due to buying more than the normal

amount, the potential increase in sales from

the promoted merchandise, the long-term

impact on sales of the promotion, the

potential loss suffered when customers

switch to the promoted merchandise from

more profit table TVs, the additional sales

made to customers attracted to the store by

the promotion.

in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 15