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Chapter 18: Advertising, public relations, and sales promotions. After reading this chapter, you should be able to: Describe the steps in designing and executing an advertising campaign, identify three objectives of advertising, describe the different ways that advertisers appeal to consumers, identify the various types of media,. | advertising, public relations, and sales promotions eighteen Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 1 LEARNING OBJECTIVES LO 18-1 Describe the steps in designing and executing an advertising campaign. LO 18-2 Identify three objectives of advertising. LO 18-3 Describe the different ways that advertisers appeal to consumers. LO 18-4 Identify the various types of media. LO 18-5 Identify agencies that regulate advertising. LO 18-6 Describe the elements of a public relations toolkit. LO 18-7 Identify the various types of sales promotions. Steps in Planning and Executing an Ad Campaign Advertising Age Website 3 Identify Target Audience Getty Images/Comstock Images 4 Set Advertising Objectives Push strategy Pull strategy ©Brand X Pictures/PunchStock ©Comstock/PunchStock 5 Advertising Objectives 6 Informative Advertising Create and build brand awareness Push the consumer through | advertising, public relations, and sales promotions eighteen Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 1 LEARNING OBJECTIVES LO 18-1 Describe the steps in designing and executing an advertising campaign. LO 18-2 Identify three objectives of advertising. LO 18-3 Describe the different ways that advertisers appeal to consumers. LO 18-4 Identify the various types of media. LO 18-5 Identify agencies that regulate advertising. LO 18-6 Describe the elements of a public relations toolkit. LO 18-7 Identify the various types of sales promotions. Steps in Planning and Executing an Ad Campaign Advertising Age Website 3 Identify Target Audience Getty Images/Comstock Images 4 Set Advertising Objectives Push strategy Pull strategy ©Brand X Pictures/PunchStock ©Comstock/PunchStock 5 Advertising Objectives 6 Informative Advertising Create and build brand awareness Push the consumer through the buying cycle Inform customers about upcoming sales events or arrival of new merchandise ©TJX Companies, Inc. 7 Persuasive Advertising Generally occurs in the growth and early maturity stages of the PLC when competition is most intense May be used to reposition an established brand in the later stage of the PLC ©The Procter & Gamble Company Used by permission 8 Reminder Advertising Communication used to remind or prompt repurchases Occurs after the products have gained market acceptance Used by Permission of Deutsch Inc as Agent for National Fluid Milk Processor Promotion Board 9 Product-focused advertisements Institutional advertisements Focus of Advertisements ©2000 Image 100 Ltd 10 Determining Advertising Budget Super Bowl Ads 11 Convey the Message 12 The Appeal Emotional appeal Informational appeal ©Procter & Gamble ©Procter & Gamble 13 Evaluate and Select Media 14 Choosing the Right Medium Medium Advantages Disadvantages Television Wide reach. Incorporates sound and video. High
