KOTCHA15.ppt 134KB Dec 25 2006 08:34:14 PM

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PRINCIPLES OF MARKETING
Eighth Edition
Philip Kotler and Gary Armstrong

Chapter
Chapter 15
15
Advertising, Sales
Promotion
and Public Relations

 Copyright 1999 Prentice Hall

What
What is
is Advertising?
Advertising?
• Any form of nonpersonal presentation and

promotion of ideas, goods, or services by an
identified sponsor.
• U.S. advertisers spend in excess of $175
billion each year.
• Advertising is used by:
– Business firms,
– Nonprofit organizations,
– Professionals,
– Social Agencies.

 Copyright 1999 Prentice Hall

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Major
Major Decisions
Decisions in
in Advertising
Advertising

Objectives
Objectives Setting
Setting

Budget
Budget Decisions
Decisions

Message
Message Decisions
Decisions

Media
Media Decisions
Decisions

Campaign
Campaign Evaluation
Evaluation
  Copyright 1999 Prentice Hall

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Setting
Setting Objectives
Objectives

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Advertising Objectives
• Specific Communication Task
• Accomplished with a Specific Target Audience
• During a Specific Period of Time

Informative
Informative Advertising
Advertising

Persuasive
PersuasiveAdvertising
Advertising

Comparison
Comparison Advertising
Advertising

Reminder
Reminder Advertising
Advertising

Build
BuildPrimary
PrimaryDemand
Demand

Compares
ComparesOne
OneBrand

Brand to
to
Another
Another

Build
Build Selective
SelectiveDemand
Demand

Keeps
KeepsConsumers
ConsumersThinking
Thinking
About
AboutaaProduct.
Product.

Tugas : Cari 4 iklan yang memiliki tujuan di atas. Analisislah….!
  Copyright 1999 Prentice Hall

Setting
Setting the
the Advertising
Advertising Budget
Budget

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Advertising Budget Methods
Affordable, Percentage of Sales, Competitive-Parity and
Objective-and-Task
Product
Product
Differentiation
Differentiation

Advertising
Advertising

Frequency
Frequency

Stage
Stagein
inthe
theProduct
Product
Life
LifeCycle
Cycle

Factors in
Setting the
Advertising
Budget

Competition
Competition
and

and Clutter
Clutter
  Copyright 1999 Prentice Hall

Market
Market
Share
Share

Click
to
title
Advertising
Click
to add
add Strategy
title
Advertising
Strategy

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Creating
Creating Advertising
Advertising Messages
Messages
Plan
Plan aa Message
Message Strategy
Strategy

General
General Message
Messageto
toBe
BeCommunicated
Communicatedto
toCustomers
Customers

Develop
DevelopaaMessage
Message
Focus
Focuson
on
Customer
CustomerBenefits
Benefits

Creative
Creative Concept
Concept
“Big
“Big Idea”
Idea”

Visualization
Visualizationor

orPhrase
Phrase
Combination
Combinationof
ofBoth
Both

  Copyright 1999 Prentice Hall

Advertising
AdvertisingAppeals
Appeals
Meaningful
Meaningful
Believable
Believable
Distinctive
Distinctive

Advertising
Advertising Strategy
Strategy

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Message
Message Execution
Execution

Turning the “Big Idea” Into an Actual Ad to Capture the
Target Market’s Attention and Interest.
Testimonial
Testimonial
Evidence
Evidence
Scientific
Scientific
Evidence
Evidence
Technical
Technical
Expertise
Expertise

Slice
Sliceof
ofLife
Life

Typical
Typical
Message
Message
Execution
Execution
Styles
Styles

Personality
Personality
Symbol
Symbol

Lifestyle
Lifestyle
Fantasy
Fantasy
Mood
Moodor
or
Image
Image

Musical
Musical

Tugas : Cari
beberapa iklan
dan 1999
analisislah
……….????
  Copyright
Prentice Hall jenis eksekusi pesannya….!

Advertising
Advertising Strategy
Strategy

Selecting
Selecting Advertising
Advertising Media
Media
Step
Step1.
1. Decide
Decideon
onReach,
Reach, Frequency,
Frequency,
and
andImpact
Impact
Step
Step 2.
2. Choosing
ChoosingAmong
Among Major
Major Media
Media Types
Types
Media
MediaHabits
Habitsof
ofTarget
TargetConsumers
Consumers
Nature
of
the
Product
Nature of the Product
Type
Typeof
ofMessage
Message
Cost
Cost

Step
Step3.
3. Selecting
SelectingSpecific
Specific Media
MediaVehicles
Vehicles

Specific
SpecificMedia
MediaWithin
WithinaaGiven
GivenType,
Type,i.e.
i.e.Magazines.
Magazines.
Must
MustBalance
BalanceMedia
MediaCost
CostAgainst
AgainstMedia
MediaFactors:
Factors:
Audience
AudienceQuality
Quality&&Attention,
Attention,Editorial
EditorialQuality
Quality

Step
Step4.
4. Deciding
Decidingon
onMedia
MediaTiming
Timing

Scheduling
Schedulingof
ofAdvertising
AdvertisingOver
Overthe
theCourse
Courseof
ofaaYear
Year
Pattern
Patternof
ofAds:
Ads:Continuity
Continuityor
orPulsing
Pulsing
  Copyright 1999 Prentice Hall

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Advertising
Advertising Evaluation
Evaluation

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Advertising
Advertising Program
Program Evaluation
Evaluation

Communication
Communication Effects
Effects

Sales
Sales Effects
Effects

Is
Isthe
theAd
AdCommunicating
CommunicatingWell?
Well?

Is
Isthe
theAd
AdIncreasing
IncreasingSales?
Sales?

  Copyright 1999 Prentice Hall

Ways
Ways to
to Handle
Handle Advertising
Advertising

Sales
SalesDepartments
Departmentsin
in
Small
SmallCompanies
Companies

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Advertising
AdvertisingDepartments
Departments
in
in Larger
LargerCompanies
Companies

Advertising
AdvertisingAgency
Agency
Firm
Firmthat
thatAssists
AssistsCompanies
Companies
in
inPlanning,
Planning,Preparing,
Preparing,
Implementing
Implementingand
and
Evaluating
EvaluatingTheir
Their
Advertising
Advertising
Programs.
Programs.
  Copyright 1999 Prentice Hall

International
International Advertising
Advertising Decisions
Decisions
Adaptation
Adaptation of
of
Global
Global Advertising
Advertising
Advertising
Advertising Media
Media Costs
Costs
&
& Availability
Availability
Regulation
Regulation of
of
Advertising
Advertising Practices
Practices

  Copyright 1999 Prentice Hall

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What
What is
is Sales
Sales Promotion?
Promotion?
• Mass communication technique that
offers short-term incentives to encourage
purchase or sales of a product or service.
• Rapid growth in the industry has been
achieved because:
– Product managers are facing more pressure
to increase their current sales,
– Companies face more competition,
– Advertising efficiency has declined,
– Consumers have become more deal oriented.
 Copyright 1999 Prentice Hall

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Consumer
Consumer -- Promotion
Promotion Tools
Tools

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Short-Term Incentives to Encourage Purchase
or Sales of a Product or Service.
Consumer-Promotion
Objectives
Entice
EnticeConsumers
Consumersto
to
Try
TryaaNew
NewProduct
Product
Lure
LureCustomers
CustomersAway
Away
From
FromCompetitors’
Competitors’Products
Products
Get
GetConsumers
Consumersto
to“Load
“LoadUp’
Up’
on
onaaMature
MatureProduct
Product
Hold
Hold&&Reward
Reward Loyal
Loyal
Customers
Customers
Consumer
ConsumerRelationship
Relationship
Building
Building

Consumer-Promotion
Tools
Samples
Samples
Coupons
Coupons
Cash
CashRefunds
Refunds
Price
PricePacks
Packs
Premiums
Premiums

Advertising
Advertising
Specialties
Specialties
Patronage
Patronage
Patronage
Rewards
Rewards
Rewards
Contests
Contests
Sweepstakes
Sweepstakes
Games
Games

Point-of-Purchase
Point-of-Purchase
Displays
Displays
  Copyright 1999 Prentice Hall

Trade
Trade -- Promotion
Promotion Tools
Tools

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Short-Term Incentives That are Directed to
Retailers and Wholesalers.
Trade-Promotion
Tools

Trade-Promotion
Objectives
Persuade
PersuadeRetailers
Retailersor
or
Wholesalers
Wholesalersto
toCarry
CarryaaBrand
Brand

Price-Offs
Price-Offs

Premiums
Premiums

Give
GiveaaBrand
BrandShelf
ShelfSpace
Space

Allowances
Allowances

Promote
PromoteaaBrand
Brandin
in
Advertising
Advertising

Buy-Back
Buy-Back
Guarantees
Guarantees

Patronage
Displays
Patronage
Rewards
Rewards
Discounts
Discounts

Push
PushaaBrand
Brandto
toConsumers
Consumers

Free
FreeGoods
Goods
Contests
Contests

  Copyright 1999 Prentice Hall

Push
PushMoney
Money
Specialty
Specialty
Advertising
Advertising
Items
Items

Business
Business -- Promotion
Promotion Tools
Tools
Short-Term Incentives That are Directed to
Industrial Customers.
Business-Promotion
Objectives

Business-Promotion
Tools

Generate
GenerateBusiness
BusinessLeads
Leads

Conventions
Conventions

Stimulate
StimulatePurchases
Purchases

Trade
TradeShows
Shows

Reward
RewardCustomers
Customers

Sales
SalesContests
Contests

Motivate
MotivateSalespeople
Salespeople

  Copyright 1999 Prentice Hall

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Developing
Developing the
the Sales
Sales Promotion
Promotion
Program
Program
Decide
Decideon
onthe
the Size
Size of
of the
theIncentive
Incentive
Set
SetConditions
Conditionsfor
for Participation
Participation
Determine
Determine How
How to
toPromote
Promote and
and
Distribute
Distributethe
the Promotion
Promotion Program
Program
Determine
Determinethe
theLength
Length of
of the
the Program
Program
Evaluate
Evaluate the
theProgram
Program

  Copyright 1999 Prentice Hall

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What
What is
is Public
Public Relations?
Relations?

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• Building good relations with the company’s
various publics by obtaining favorable publicity,
building up a good “corporate image” and
handling or heading off unfavorable rumors,
stories and events.
• Major functions are:
– Press Relations or Press Agentry
– Product Publicity
– Public Affairs
– Lobbying
– Investor Relations
– Development
 Copyright 1999 Prentice Hall

Major
Major Public
Public Relations
Relations Tools
Tools
Public
Public
Service
Service
Activities
Activities

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Web
WebSite
Site
News
News

Corporate
Corporate
Identity
Identity
Materials
Materials

Speeches
Speeches

Audiovisual
Audiovisual
Materials
Materials

Written
Written
Materials
Materials

 Copyright 1999 Prentice Hall

Special
Special
Events
Events

Click
add
Major
Public
Relations
Click
to
add title
title
Majorto
Public
Relations Decisions
Decisions

Setting
SettingPublic
Public Relations
Relations Objectives
Objectives
Choosing
Choosing the
the Public
PublicRelations
RelationsMessages
Messages
and
and Vehicles
Vehicles
Implementing
Implementingthe
the Public
Public Relations
RelationsPlan
Plan

Evaluating
Evaluating Public
PublicRelations
RelationsResults
Results

 Copyright 1999 Prentice Hall

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