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    Haseeb Waheed
    marketing

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    15

    Uploaded by

    Haseeb Waheed
    194 views8 pages
    marketing

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    marketing

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    194 views8 pages

    15

    Uploaded by

    Haseeb Waheed
    marketing

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 8

    Chapter Fifteen

    Advertising and Public Relations

    Chapter 15 - slide 1

    Advertising
    Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor

    Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

    Chapter 15 - slide 2

    Advertising
    Setting Advertising Objectives
    Informative advertising is used when introducing a new product category; the objective is to build primary demand Comparative advertising directly or indirectly compares the brand with one or more other brands Persuasive advertising is important with increased competition to build selective demand
    Reminder advertising is important with mature products to help maintain customer relationships and keep customers thinking about the product
    Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

    Chapter 15 - slide 3

    Table 15.1 Possible Advertising Objectives

    Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

    Chapter 15 - slide 4

    Public Relations

    Public relations involves building good relations with the companys various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events Public relations is used to promote product, people, ideas, and activities
    Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

    Chapter 15 - slide 5

    Public Relations
    Major Public Relations Tools
    Written materials

    News

    Speeches

    Special events

    Audiovisual materials

    Corporate identity materials

    Public service activities

    Buzz marketing

    Social networking
    Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

    Mobile tour marketing

    Internet

    Chapter 15 - slide 6

    Personal Selling
    The Role of the Sales Force

    Personal selling is the interpersonal part of the promotion mix and can include: Face-to-face communication Telephone communication Video or Web conferencing

    Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

    Chapter 15 - slide 7

    Sales Promotion
    Sales promotion refers to the short-term incentives to encourage purchases or sales of a product or service:
    Consumer promotions Trade promotions Sales force promotions

    Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

    Chapter 15 - slide 8

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