3. *
*
*
16-3
Steps In A
Promotional Campaign
1. Identify the target market
2. Define the objectives
3. Determine the promotional budget
4. Develop a unifying message
5. Implement the plan
6. Evaluate effectiveness
5. *
*
*
16-5
Advertising
• Advertising media: Newspaper,
television, radio, magazines,
outdoor, direct mail, yellow-pages,
Internet
• The growing use of Infomercials
• Moving to the Internet
• Global advertising
6. *
*
*
16-6
Century’s
Top Ad Jingles
• “You deserve a
break today”
• “Be all you can be”
• “Pepsi-Cola hits the
spot”
• “Mm Mm good!”
• “See the USA in
your Chevrolet”
• “I wish I were an Oscar
Mayer wiener”
• “A little dab’ll do ya”
• “Double your pleasure,
double your fun”
• “It’s the real thing”
• “Winston tastes good
like a cigarette should”
Source: Advertising Age
7. *
*
*
16-7
Do Blatantly Sexy
Ads Turn You Off?
4
5145
4
72
24
0
10
20
30
40
50
60
70
80
Strongly/Somewhat
Agree
Strongly/Somewhat
Disagree
Don't Know
Percent
Men Women
Source: USA Today
8. *
*
*
16-8
Total Direct
Advertising Expenditures
142.1 153
164.1
231.4
263.7 271
0
50
100
150
200
250
300
1996 1997 1998 2002 2004 2005
Source: The Direct Marketing Association, Advertising Age (accessed August 10, 2006)
9. *
*
*
16-9
Money Spent to
Place Products
$2.0 $2.1
$2.5
$3.4
$4.1
$0.0
$0.5
$1.0
$1.5
$2.0
$2.5
$3.0
$3.5
$4.0
$4.5
2001 2002 2003 2004 2005
In Billions
Source: PQ Media
10. *
*
*
16-10
Total Advertising
Expenditures By Media
$2,623
$2,652
$5,328
$6,499
$8,912
$9,527
$18,036
$0 $5,000 $10,000 $15,000 $20,000
Syndicated TV
Internet
Spot TV
Local Newspaper
Cable TV network
Magazine
Network TV
Source: Advertising Age, 2005
Expenditures of 100 Leading
National Advertisers
15. *
*
*
16-15
Steps in the Selling
Process (B2B)
1. Prospect and Qualify
2. Preapproach
3. Approach
4. Make Presentation
5. Answer Objections
6. Close Sale
7. Follow Up
16. *
*
*
16-16
Public Relations
Steps
• Listen to the public.
• Change policies and
procedures.
• Inform people that
you’re being
responsive to their
needs.
Publicity
• Free
• More Effective Than
Advertising
• Believable
• No Control
• No Repetition
18. *
*
*
16-18
Tips on
Issuing Coupons
• Coupons can be used as a “Thank you for
buying” or a “Stop and try us.”
• The value must be enough to attract
customers.
• Use coupon promotions sparingly.
• Get professional help to get maximum
exposure.
• Color-code your coupons for different
groups that use them.
19. *
*
*
16-19
Coupon Statistics
Average Face Value
• 93 cents (2004); 46 cents (1990)
Amount saved in 2004
• $2.9 billion
Number of coupons redeemed in America
in 2004
• 3 billion
Coupons rank 2nd as purchase motivators
(Largest: Free Samples)
Source: St. Louis Post-Dispatch Everyday, July 2005
21. *
*
*
16-21
Putting it all Together
• Convince wholesalers and
retailers to stock and sell
• Producer uses advertising,
personal selling, sales
promotion to convince the
intermediaries
• Idea is to push the product
through the distribution
system to the stores
• Heavy advertisements and
sales promotion efforts
• Directed at consumers so
that they will request the
products from retailers
• Products are pulled down
through the distribution
system