PowerPoint Slides With Teaching Notes
PowerPoint Slide Teaching Notes
18-1: Advertising, Public Relations, and
Sales Promotions
18-2: Advertising, Public Relations, and
Sales Promotions
These are the learning objectives for this chapter.
18-3: 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?
18-4: Steps in Planning and Executing 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.
18-5: 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.
18-6: 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?
18-7: Advertising Objectives An advertising campaign has three broad
objectives: inform, persuade, or remind the target
audience.
18-8: Advertising Objectives This is a good ad to help the parents feel more
“normal” about their older child’s bedwetting
issue and persuade them to purchase this product
for their child.
18-9: Iams Pet Remind students that all types of firms use
advertising.
18-10: 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?).
18-11: Persuasive Advertising When a product has gained a certain level of
brand awareness, firms use persuasive
advertising to motivate consumers to take action.
18-12: 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.
18-13: 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.
18-14: 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.
18-15: Social Marketing Public service advertisements are designed to
raise awareness of public welfare issues and
receive free airtime, as required by the FCC.
18-16: 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.
18-17: 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?
18-18: 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 to estimate the total cost of Super
Bowl Ads including pretesting and production.
Ask students: Are Super Bowl Ads worth the
cost?