aware of a product
 Inform benefits
 Convince buyers
 Entice buyers to purchase product
 ADVERTISING COST PER TOUSAND
 REACH AND FREQUENCY
 Advertising
 efficient,
 Personnel
 persuasive,
 Sales
but cost per contact is high
 stimulate
demlife, but it has short impact
 Publicity
cost, but it may be uncontrollable
Advertising: Planning and
 Printed
and electronic media
 Reach large number of people to
inform, to persuade or to remind
 Non-personal representation to gain a
competitive advantage in the
 May be used to educate consumer
 Generalist
 concern
with sales, profits, return on
 Specialist
with measuring the effects of
advertising on special advertising campaign
 understands
the other views; however, views
advertising as a competitive weapon
 Awareness:
 Aid comprehension and Interest:getting
 Induce conviction:Understanding
benefits and need/want satisfaction
 Develop desire: Attitudes-trial
 Produce Action: Purchase
 Size
of the advertising budget
 Allocating the budget
 percent
 per-unit expenditures
 all you can effort
 competitive parity
 research approach
cost and advertising effect comparison
Media Decision and Effective
Management choice and strategies are
used for effective media choice.
Successful ad campaigns have two
 Say the right things in the ads
 Use appropriate media in the right
amount, at the right time to reach target
is a communication process and it should
depends upon consumers’ behaviors and
 Message
 Encoding
 Media sources
 Receiver
 Decoding
Complex products can not be advertised on
Nature and size of target market.
 Available advertising budget.
 Availability of media.
 Types of media:
Radio, TV, Magazine, Newspaper, billboard
Media Mix(cont.)
 Newspaper
 flexible
and timely, but short life
 broad acceptance and use, but small audience
 Radio
 Audience
selectivity, but audio presentation
 low cost, but less attention than the TV
combination of sight, sound and motion, but expensive
 Mass audience coverage, but it has short life.
high geographic and demographic selectivity, bur some
 Quality of readership, but long closing period
 pass-along readership, but no guarantee of position
audience selectivity, but high cost
 personalized, but consumers spent little attention
flexible and cheaper,
but no selectivity of audience
Feature-intangible/tangible
 Psychological Features-fear,love, humor
 Association-celebrities
 Message consistency
 Opinion leaders-carry the message
 Word-of-mouth communication
 Message selection
 Trade show promotion
 POP
 Contests
 Trade shows
 Sales meetings
 Advertising allowances
 Sampling
 Price
 Bonus packs
 Rebates and refunds
 Sweepstakes and contests
 Premiums
 Coupons
Sales Promotions (cont.)
can sales promotions do?
long-term buyer commitment
 Change sales trend
 Convince buyers to buy unacceptable products
 make-up for a lack of advertising and sales