Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Prepared by
Abellera, Joseph M.
Montecillo, Danilo
Urdaneta, Jessavel
Marga, Reign
1
Advertising Defined
2
Why Must a Firm advertise
Advertising Creates
Awareness
Advertising
Strengthens Attitudes
Advertising Leads to
Action
3
Factors to Determine Advertisability
1. Primary Demand
2. Buying Motives
3. Hidden Qualities
4. Differential Advantage; and
5. Money
Types of Advertisers
Product Advertisement
Pioneer Advertisement
Competitive Advertisement
Comparative Advertisement
Institutional Advertisement
6
Types of Advertisement
CONSUMER
NEWSPAPER RADIO TELEVISION
MAGAZINS
POINT-OF- THE
TRANSIT PURCHASE INTERNET CELLPHONES
7
Newspaper
8
Consumer Magazine
9
Radio
10
Television
11
Outdoor Ad
12
Direct Mail
13
Cable TV
14
Yellow Pages
15
Transit
16
Point-of-Purchase
17
The Internet
18
Cellphone
19
PUBLIC
RELATIONS
20
Public Relations Defined
PUBLICITY
PUBLIC AFFAIRS
22
Publicity
23
Publicity
24
Forms of Publicity
NEWS RELEASE
PRESS AGENTRY
25
News Release
27
Press agentry
28
Tools of Press Agentry
29
Two Components of Public Relations
PUBLICITY
PUBLIC AFFAIRS
30
Public Affairs
31
Two Types of Public Affairs
LOBBYING
COMMUNITY INVOLVEMENT
32
Lobbying
LOBBYING
COMMUNITY INVOLVEMENT
34
Community Involvement
Community involvement – is
that type of public affairs
which undertakes company
participation in community
activities like sponsoring a
sports event, a musical show,
or scholarship programs.
35
PUBLIC
RELATIONS
36
Sales Promotion
37
Sales Promotion Objectives
1. To identify and attract new 6. To bring more customers into
customers retail stores
7. To stabilize a fluctuating
2. To introduce a new product
sales pattern
5. To educate consumers
10. To obtain more and better
Regarding product
shelf-space and displays38
improvement
Sales Promotion Methods
39
Sales Promotion Methods used by Retailers
RETAILERS COUPONS
DEMONSTRATIONS
TRADING STAMPS
POINT-OF-PURCHASE DISPLAYS
40
Sales Promotion Technique (New Product)
FREE SAMPLES
PRICE-OFF COUPONS
MONEY REFUNDS
41
Sales Promotion Technique (Established Product)
PREMIUMS
CENT-OFF OFFERS
CONSUMER CONTESTS
POINT-OF-PURCHASE DISPLAYS
42