Advertising Sales Promotion and

Public Relation
 Developing an Advertising Program

Identifying
Specify the Set the Develop the
the target
advertiseme advertisin advertisement
audience
nt objectives g budget message

Measure Schedule the Select the media

advertising advertising
effectiveness campaign
Identify the Target
Audience

Define the Objectives of

Advertising Campaign

Inform
Persuade
Remind
Set the Advertising Budget
Objective and task method
Percent-of-sales method
Affordability method
Competitive parity method
 Developing the
Advertising Message
Meaningful
Distinctive
Believable
• Approaches to creating
advertising messages
Comparative advertising
Inoculative advertising
Refutation advertising
Creating emotions
Using endorser
• Message structure
Selecting the Right Media
Who should be reached
Where are they located
Which medium is
appropriate
When do we run the
advertising Campaign
Evaluating of Advertising
Effectiveness
Receptiveness
Comprehension
Response

Advertising Agencies
Ad Agencies in India
Sales Promotion
Consumer sales promotion methods
Price promotions
Coupons
Free gifts/samples
Money refunds and rebates
Frequent user incentives
Installment
Consumer Contest
Consumer sweepstakes
Trades shows
Trade sales promotion methods
Buying allowance
Buyback allowance
Merchandise allowance
Free merchandise
Dealer loader
Dealer listing
Scan back allowance
Public Relation
Marketing and PR
Major Decisions in PR
Major tools of PR
Techniques for PR
Evaluating PR
Dealing with unfavorable PR