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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?
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
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?
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
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.
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
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.
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
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.
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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?
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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?
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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.
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
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.
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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.
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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.
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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.
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
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”
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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.
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or 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.
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
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