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Ingredients
Public Relations
of the
Promotion
Mix Personal Selling
Sales Promotion
Advertising
Advertizing is any paid form of nonpersonal presentation and
promotion of ideas, goods or services by an identified
sponsor.
- Philip Kotler
Developing an Advertising Program
In developing an advertizing program, marketing
managers must always start by identifying the target
market and buyer motives.
Then they can make the 5 major decisions known as “the
five Ms” Message
Message generation
Message evaluation and
Money selection
Message execution
Social – responsibility
Factors to consider :
Mission review Measurement
Stages in PLC
Market share and
Sales goals Communication impact
Advertizing objectives
consumer base Media Sales impact
Competition and clutter
Advertizing frequency Reach, frequency, impact
Product substitutability Major media types
Specific media vehicles
Media timing
Geographical media
allocation
Objectives of Advertizing
An advertizing objective is a specific communications
task and achievement level to be accomplished with a
specific audience in a specific period of time.
Newspapers Flexibility; timeliness; good local Short life; poor reproduction quality;
market coverage; broad acceptance; small “pass – along” audience
high believability
Television Combines sight, sound and motion; High absolute cost; fleeting exposure;
appealing to the senses; high less audience selectivity
attention; high reach
Direct mail Audience selectivity; flexibility; no ad Relatively high cost; “junk mail” image
competition within the same medium;
personalization
Radio Mass use; high geographic and Audio presentation only; lower
demographic selectivity; low cost attention than television;
nonstandardized rate structures;
fleeting exposure
Magazines High geographic and demographic Long ad purchase lead time; some
selectivity; credibility and prestige; waste circulation; no guarantee of
high-quality reproduction; long life; position
good pass-along relationship
Tool Advantages Limitations
Outdoor Flexibility; high repeat exposure; low Limited audience selectivity; creative
cost; low competition limitations
Yellow pages Excellent local coverage; high High competition; long ad purchase
believability; high reach; low cost lead time; creative limitations
Newsletters Very high selectivity; full control; Cost could run away
interactive opportunities; relative low
cost
Brochures Flexibility; full control; can dramatize Overproduction can lead to run away
messages costs
Telephone Many users; opportunity to give a Relative high cost unless volunteers
personal touch are used
Directed Coverage mass & targeted mass & targeted mass targeted
Message Flow one & two-way one & two-way one-way two-way
paid
Payment Model paid non-paid paid
limited non-paid
personal &
Interaction Type non-personal non-personal personal
non-personal