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Chapter20
ManagingAdvertising,SalesPromotion,PublicRelations,andDirectMarketing
byPowerPointbyMiltonM.PressleyUniversityofNewOrleans1
Thebestadvertisingisdonebysatisfiedcustomers.Kotleron
Marketing2
ChapterObjectivesInthischapter,wefocusonthefollowingquestions:Whatstepsareinvolvedindevelopinganadvertisingprogram?Whatexplainsthegrowinguseofsalespromotion,andhowaresales-promotiondecisionsmade?Howcancompaniesexploitthepotentialofpublicrelationsandpublicity?Howcancompaniesuseintegrateddirectmarketingforcompetitiveadvantage?Howcancompaniesdoeffectivee-marketing?3
Figure20.1:
TheFiveMsofAdvertisingDevelopingandManaginganAdvertisingProgramSettingtheAdvertisingObjectivesAdvertisinggoal(Objective)4
DevelopingandManaginganAdvertisingProgramAdvertisingobjectivesatdifferentstagesinHierarchyofEffectsInformativeadvertisingPersuasiveadvertisingReminderadvertisingReinforcementadvertisingBrandequity5
DevelopingandManaginganAdvertisingProgramDecidingontheAdvertisingBudgetFivefactorstoconsiderwhensettingtheadvertisingbudget:StageintheproductlifecycleMarketshareandconsumerbaseCompetitionandclutterAdvertisingfrequencyProductsubstitutability6
DevelopingandManaginganAdvertisingProgramChoosingtheAdvertisingMessageMessagegenerationMessageevaluation
andselectionTwedtratesmessageson:DesirabilityExclusivenessBelievabilityCreativebriefPositioningstatementMessageexecutionRationalpositioningEmotionalpositioningSocialresponsibilityreview7
EthicalFunds’homepage8
DecidingonMediaandMeasuringEffectivenessDecidingonReach,Frequency,andImpactMediaselectionHowmanyexposures,E*,willproduceaudienceawarenessA*dependsontheexposures’:Reach(R)Frequency(F)Impact(I)9
Figure20.2:RelationshipAmongTrial,Awareness,andtheExposureFunction10
DecidingonMediaandMeasuringEffectivenessTotalNumberofExposures(E)
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