PPT-Advertising and Sales Promotion

Advertising History Unit 2 Lesson 7 Copyright Texas Education Agency 2012 All Rights Reserved 2 Copyright Texas Education Agency The materials found on this website are copyrighted and trademarked as the property of the Texas Education Agency and may not be reproduced without the express written permission of the Texas Education Agency except under the following conditions . The Digital Frontier*. Randall A. Lewis, Google, Inc.. Justin M. Rao, Microsoft Research. David . Reiley. , Google, Inc.. * Opinions expressed are our own, not our huge employers. Introduction. advertising is a $200+ billion per-year industry. 7. Objectives. Purpose/Methods of Ad Research. Secondary Data Sources (Yahoogle?!). Purpose/Methods of Copy Research. Key Definitions . Advertising & Promotion Research:. . Any research that helps in the development, execution or evaluation of advertising & 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. . PROMOTION. MEANING OF ADVERTISING. It has originated from . Latin. word . ‘. adver’. which means . ‘to turn the mind toward’. .. Dictionary. meaning of the term is . ‘to give. . public notice or to announce publicity. . Represents all marketing activities used to promote sales outside of personal selling, advertising, and PR.. Increase sales. Acquire customers. Create a positive business or corporate image. Sales Promotions v. Advertising. STUDENTS LEARN ABOUT:. How do you know who to believe?. Promotional techniques eg direct marketing, limited offer memberships. Accuracy of information. Ethics of advertising. Students learn to:. Who is the advertisement targeting?. 1-1. Define promotion and integrated marketing communication (IMC).. Discuss a basic model of communication.. Describe the different ways of classifying audiences for promotion and IMC.. Explain the key role of IMC as a business process.. Purpose of Promotion. The purpose of promotion is to . tell customers about a company’s goods, services, images, or ideas and persuade them to buy or to form an opinion. . A company may have an outstanding product which is priced just right for the market, but if customers don’t know about the product, no sales will be made. . Promotion-. any form of communication a business . uses . to inform, persuade, or remind people about its . products. Promotional Mix-. a combination of the different types of promotion. A business decides on the . Learning Intentions. Understand the concept of marketing. Know how to explain the marketing mix and advertising. Value and be able to apply the marketing mix. 3. 3. #04AFEF. BEFORE WE BEGIN. Do this exercise individually or in pairs. Tick whether you agree or disagree with the statements. Revisit it after the unit to see if you have changed your mind about any of them.. Objectives:. To understand the purpose of promotion. To know the different methods of promotion. Starter. My favourite advert....... http://www.youtube.com/watch?v=TVblWq3tDwY&feature=related. . "promotion" . refers to the various activities and efforts undertaken to advertise, sell, and create awareness about a product, service, brand, or company. It is one of the four key elements of the marketing mix, commonly known as the "4Ps," which also include Product, Price, and Place.. Chapter 7. LEARNING OBJECTIVES. To recognize the importance and value of setting objectives for advertising and promotion.. To know the differences between sales and communication objectives.. To understand the process of budgeting for IMC.. Factors influencing distribution channels . Customers characteristics. Product characteristics. Company profile. Competitors Distribution Strategy. Area Coverage. Middleman . characteristics. Economic Conditions.