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Lê Đoàn Ngọc Hân 20DH481755

Nguyễn Đức Huy 20DH480588
Lê Hồng Khánh 20DH481176
Võ Thị Minh Quế 20DH481723
Ngô Minh Tài 20DH121687
Ngô Gia Tuấn 20DH481945
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Hồ Nguyễn Thùy Vân 20DH121597
Trần Thúy Vân 20DH121603
Hoàng Quốc Việt 20DH481962
2
 Table of contents

01 03
Advertising Advertising and
spending the law

02 04
Advertising Sales promotion
strategy decisions decisions

3
 Chapter 14 Chapter 15 Chapter 16
Promotion-Introduction to Personal Selling and Advertising and Sales
Integrated Marketing Customer Service Promotion
Communications

Advertising Spending Advertising strategy Advertising and the Sales promotion

 Total spending decisions law decisions
 Largest advertisers  Advertising objectives  Deceptive and unfair  Objectives
 Jobs in advertising  Target audience advertising  Challenges
 Types of advertising  Standards evolving  Match with target
 Media types market
 Copy thrust
 Who does the work

4
International dimensions are important

5
ADVERTISING IS BIG BUSINESS

Total spending is Most advertisers

big – and growing aren’t really
internationally spending that
much

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7
8
ADVERTISING IS BIG BUSINESS

Top advertisers Advertising doesn’t

really spend employ that many
people

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 ADVERTISING OBJECTIVES ARE A STRATEGY
DECISION
Advertising Objectives
Must Be Specific

Position Brands Support Sales Maintain

Obtain Outlets
or Marketing Mix Force Relationships

Introduce New Ongoing Get Immediate

Products Contact Action

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 Objectives guide implementation

Evaluation
Awareness Interest Decision Confirmation
and trial
Teaser Informative or Competitive ads Direct-action Reminder ads
campaigns descriptive ads Persuasive copy retails ads Informative
Pioneering ads Image/celebrity Comparative Point-of- “why” ads
Jingles/slogans ads ads purchase ads
Viral advertising Search ads Testimonials Price deal offers
Announcements Email ads
Demonstration
of benefits

Exhibit 16-3 Examples of Different Types of Advertising over Adoption Process Stages

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 Types of Advertising
Types of
Advertising

Product Institutional
Advertising Advertising

Pioneering Competitive Reminder

Advertising Advertising Advertising

Direct Indirect Comparative

13
 OBJECTIVES DETERMINE THE KINDS OF
ADVERTISING NEEDED

 Product advertising :
Tries to sell a product

 Institutional advertising :
Promotes an organization’s image, reputation, or ideas
rather than a specific product

12
 Pioneering advertising :
Develop primary demand for a product category rather
than demand for a specific brand

14
 Competitive advertising emphasizes selective
demand
 Direct type :
Aims for immediate buying action

 Indirect type :
Points out product advantages to affect future buying decisions

 Comparative advertising :
Making specific brand comparisons – using actual product
names
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 Reminder advertising reinforces a favorable relationship

 Reminder advertising :

Tries to keep the product’s name before the public

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Institutional advertising – remember our name

 Institutional advertising :

Focuses on the name and prestige of an organization or industry

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COORDINATING ADVERTISING EFFORTS WITH
COOPERATIVE RELATIONSHIPS

Vertical Cooperation -
Advertising Allowances,
Cooperative Advertising

Cooperative
Relationships

Integrated Communications
Ethical Concerns May Arise From Cooperative
Relationships

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CHOOSING THE “BEST” MEDIUM-HOW TO DELIVER
THE MESSAGE

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Specific promotion objectives

Magazine TV

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Match your market with the media

Microsoft Ad Sprint Ad
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Some media help zero in on specific
target markets

TV Radio Magazine

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 ADVERTISING ON THE INTERNET –
NEW OPPORTUNITIES AND NEW CHALLENGES
The Internet influences many purchases

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Most Internet ads seek a direct response
Banners
ads

Pop-up Pop-
ads under ads

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 ADVERTISING ON THE INTERNET – NEW
OPPORTUNITIES AND NEW CHALLENGES

 Site often target specific customers

 Search ads know what customers are looking for

 Some ads know where customers have been on the

Web
25
Some advertisers only pay if ads deliver
Pay-per-click : A big shift from traditional media
where firms pay for ads based on an estimate of
how many people will see the ad

26
Websites need to
maintain interest
and create desire

27
Advertising on social network sites

YouTube Myspace Facebook

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PLANNING THE “BEST” MESSAGE – WHAT TO
COMMUNICATE
Specifying the copy thrust
Copy thrust : what words and illustrations should
communicate, the message the advertisement sends

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PLANNING THE “BEST” MESSAGE – WHAT TO
COMMUNICATE
Let AIDA help guide message planning

Getting
Attention

Obtaining Holding
Action
AIDA concept Interest

Arousing
Desire

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 PLANNING THE “BEST” MESSAGE – WHAT TO
COMMUNICATE
 Getting Attention : An ad’s first job

 Holding Interest : More difficult

 Arousing Desire : Buy a particular product is one of an ad’s most

difficult jobs
 Obtaining Action : The final requirement

 Can global messages work ?

Many international consumer products firms try to use one global
advertising message all around the world
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ADVERTISING AGENCIES OFTEN DO THE WORK

Ad agencies are specialists

 Advertising agencies :
Specialists in planning and handling mass-selling details for
advertisers

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ADVERTISING AGENCIES OFTEN DO THE WORK
The biggest agencies handle much of the advertising

Exhibit 16-7. Top Eight Advertising Agency Supergroups

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 ADVERTISING AGENCIES OFTEN DO THE WORK

 Some firms pay the agency, based on results :

A number of advertisers now grade the work done by their
agencies – and the agencies pay depends on the grade

 Ethical conflicts may arise :

Ad agencies usually work closely with their clients, and they
often have access to confidential information
 create ethical conflicts if an agency is working with two or more
competing clients

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MEASURING ADVERTISING EFFECTIVENESS
IS NOT EASY

 Success depends on the total marketing mix

 Research and testing can improve the odds

 Hindsight may lead to foresight

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 HOW TO AVOID UNFAIR ADVERTISING

Government agencies may say what is fair

FTC controls unfair practices in the United States

“Green” claims must be backed by evidence

What is unfair or deceptive is changing

Supporting ad claims is a fuzzy area

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 SALES PROMOTION – DO SOMETHING
DIFFERENT TO STIMULATE CHANGE
Sales promotion : promotion activities other than advertising,
publicity and personal selling that stimulate interest trial or
purchase by final customers or others in the channel

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SALES PROMOTION – DO SOMETHING DIFFERENT
TO STIMULATE CHANGE

Examples of typical sales promotions

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 SALES PROMOTION – DO SOMETHING DIFFERENT TO
STIMULATE CHANGE
Sales promotion objectives and situation should influence
decision

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 SALES PROMOTION – DO SOMETHING DIFFERENT TO
STIMULATE CHANGE
Sales promotion spending has grown in mature markets

Insignia POPs Promotion Edge

sales promotion ad sales promotion ad
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 PROBLEMS IN MANAGING SALES PROMOTION

 Does sales promotion erode brand loyalty?

• The expense of the sales promotion simply contributes to lower

profits

• In mature markets, frequent sales promotions may be needed

just to offset the effects of competitors’ promotions

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Sales promotion is hard to manage
 Sales promotion problems :

• Easy to make big, costly mistakes

• Difficult for the typical company to

develop skills in managing a wide
variety of activities

• Each promotion is typically custom-

designed and then used only once

• Mistakes caused by lack of experience

can be costly or hurt relationships with
customers 42
 PROBLEMS IN MANAGING SALES PROMOTION

 Not a sideline for amateurs

• Sales promotion mistakes are likely to be worse when a

company has no sales promotion manager

• Making sales promotion work is a learned skill, not a sideline for

amateurs

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 DIFFERENT TYPES OF SALES PROMOTION FOR
DIFFERENT TARGETS
 Sales promotion aimed at final customers or users :
Tries to increase demand, perhaps temporarily, or speed up the
time of purchase
 Sales promotion aimed at intermediaries :
Get the intermediary’s sales force to pay more attention to the
producer’s products

 Sales promotion aimed at the company’s own sales force :

Try to encourage providing better service, getting new customers,
selling a new product, or selling the company’s whole line
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THANK YOU FOR LISTENING

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