Advertising and Sales Promotion

Chapter 8

©2013 Cengage Learning. All Rights Reserved.

Advertising and Sales Promotion CHAPTER 8

Effective Advertising and

Sales Promotion
8.1 Developing an Effective Advertising
Campaign
8.2 Marketing Research for Advertising
8.3 Developing an Effective Sales Promotion
Strategy

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Advertising and Sales Promotion CHAPTER 8

8.1 Developing an Effective

Advertising Campaign
Goals
Explain the need for creativity in advertising.
Describe the desired results of an advertising
campaign.
Terms
creative brief
synergy
brainstorming

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Advertising and Sales Promotion CHAPTER 8

The Need for Creativity in Advertising

 Elements of creativity in advertising
 Make a connection with the target audience
 Have an element of unexpectedness
 Use mischief in the form of tricks, pranks, and
playfully naughty behavior to keep the audience
interested
 Provide concrete images
 Use storytelling
 Build momentum
 Synergy from teams

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Advertising and Sales Promotion CHAPTER 8

Determine the Desired Results of an

Advertising Campaign
Build brand awareness
Communicate product benefits
Encourage trial purchases
Create, change, or reinforce consumers’
attitudes about a brand
Attain brand loyalty

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Advertising and Sales Promotion CHAPTER 8

8.2 Marketing Research for

Advertising
 Goals
 Explain the marketing research process.
 Describe the benefits and limitations of marketing
research.
 Terms
 sample
 primary market research
 survey
 focus group
 secondary market research
 marketing-information system

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Advertising and Sales Promotion CHAPTER 8

What Is Marketing Research?

Marketing research is the process of planning,
collecting, and analyzing the data needed to
solve marketing problems.
Marketing research provides information
about consumers, products, services, brand
awareness, advertising, prices, wants and
needs, and much more.

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Advertising and Sales Promotion CHAPTER 8

Steps in Marketing Research

Identify and define the problem

Develop the research design

Determine the method for collecting data

Collect the data

Analyze the data

Report and present the data

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Advertising and Sales Promotion CHAPTER 8

Primary Market Research

Types of primary market research
Advertising and primary market research

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Advertising and Sales Promotion CHAPTER 8

Secondary Market Research

Advantages and disadvantages
Secondary market research sources
Internal company reports
Trade and professional associations
Nonprofit organizations
Government reports
Business websites
News and media sources

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Advertising and Sales Promotion CHAPTER 8

Marketing-Information Systems
Organized method of collecting, storing,
processing, and reporting information that is
needed to make marketing decisions

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Advertising and Sales Promotion CHAPTER 8

Benefits of Marketing Research

Reduces the risk of doing business
Helps a company identify threats and
opportunities
Guides a company’s communication with
consumers
Helps companies track their progress

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Advertising and Sales Promotion CHAPTER 8

Limitations of Marketing Research

Marketing research is not an easy task
Gathering and processing data can be very
expensive and time consuming
The value of the research findings depends on
the accuracy of the data collected
Marketing research does not guarantee
success
Marketing research data must be protected
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Advertising and Sales Promotion CHAPTER 8

8.3 Developing an Effective Sales

Promotion Strategy
 Goals
 Identify consumer sales promotions.
 Identify trade sales promotions.
 Terms
 coupon
 rebate
 premium
 sampling
 push money
 deal loader
 trade allowance
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Advertising and Sales Promotion CHAPTER 8

Consumer Sales Promotion

Coupons
Price deals
Rebates
Premiums
Loyalty marketing programs
Sampling
Contests and sweepstakes
Point-of-purchase displays

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Advertising and Sales Promotion CHAPTER 8

Trade Sales Promotions

 Push money
 Deal loader
 Buying loader
 Display loader
 Trade allowance
 Buying allowance
 Advertising allowance
 Slotting allowances
 Free merchandise
 Training

©2013 Cengage Learning. All Rights Reserved. 16