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Chapter 18
Advertising, Public Relations, and Sales Promotions
Tools For Instructors
Brief Chapter Outline
Learning Objectives
Extended Chapter Outline with Teaching Tips
PowerPoint Slides with Teaching Notes
Additional Teaching Tips
Brief Chapter Outline
Identify Target Audience
Set Advertising Objectives
Determine the Advertising Budget
Sales Promotion
Connect Learning Aids
Learning Objectives
LO 18-1 Describe the steps in designing and executing an advertising campaign.
Firms (1) identify their target market, (2) set advertising objectives, (3) set the advertising
LO 18-2 Identify three objectives of advertising.
All advertising campaigns are designed to inform, persuade, or remind customers. Informative
LO 18-3 Describe the different ways that advertisers appeal to consumers.
Advertising appeals are either informational or emotional. Informational appeals influence
how the product satisfies emotional desires rather than utilitarian needs.
LO 18-4 Identify the various types of media.
Firms can use mass media channels like newspapers or television to reach large numbers of
media are better at reaching a particular target audience than others.
LO 18-5 Identify agencies that regulate advertising.
Advertising is regulated by a plethora of federal and state agencies. The most important federal
food, dietary supplements, drugs, cosmetics, and medical devices.
LO 18-6 Describe the elements of a public relations toolkit.
A variety of elements composes a firm’s public relations toolkit. They include publications, video
LO 18-7 Identify the various types of sales promotions.
Sales promotions are special incentives or excitement-building programs that encourage
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 18-4)
A Step 1. Identify Target Audience (PPT slide 18-5)
4 Focus of Advertisements (PPT slide 18-14)
C Step 3. Determine the Advertising Budget (PPT slide 18-18)
1 Mass and Niche Media (PPT slide 18-25)
2 Choosing the Right Medium (PPT slide 18-26)
G Step 7. Assess Impact Using Marketing Metrics (PPT slide 18-31)
Check Yourself: Several questions are offered for students to check their understanding of core
concepts. (PPT slide 18-32)
1. What are the steps involved in planning an ad campaign?
Answer: The steps involved in planning an ad campaign include identifying target
marketing metrics.
2. What is the difference between informational, persuasive and reminder advertising?
Answer: Informational advertising helps consumers make purchase decisions by offering
factual information and strong arguments built around relevant issues that encourage
gained market acceptance and are in the maturity stage of their life cycle.
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
are that it is very targeted and subscribers pass it along to others; however, it is relatively
inflexible and has long lead times. The advantages of newspapers are that it is flexible,
exposure time is short. The advantages of direct mail are that it is highly targeted and
flexible; however, it is relatively expensive and in a cluttered environment and is often
considered junk mail.
4. How can the effectiveness of advertising be evaluated?
Answer: The effectiveness of an advertising campaign must be assessed before, during,
II Regulatory and Ethical Issues in Advertising (PPT slide 18-33)
III Public Relations (PPT slide 18-36)
Check Yourself: Several questions are offered for students to check their understanding of core
concepts. (PPT slide 18-37)
1. Why do companies utilize public relations as part of their IMC strategy?
Answer: Public relations people on both sides help orchestrate the events to get the
2. What are the elements of a public relations toolkit?
Answer: They include publications, video and audio offerings, annual reports, media
IV Sales Promotion (PPT slide 18-38)
A Types of Sales Promotion (PPT slide 18-39)
1 Deals
7 Point-of-Purchase Displays
8 Rebates
9 Product Placements
B Using Sales Promotion Tools (PPT slide 18-41)
Check Yourself: Several questions are offered for students to check their understanding of core
concepts. (PPT slide 18-43)
1. What are various forms of sales promotions?
Answer: These can include coupons, deals, premiums, contests, sweepstakes, samples,
2. What factors should a firm consider when evaluating a sales promotion?
Answer: To evaluate a trade promotion, the retailer considers:
The additional sales made to customers attracted to the store by the promotion.
