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Advertising
Paid communication intended to inform, persuade, or remind consumers about products or services.
What is the primary goal of advertising?
To influence consumer behavior and drive sales or awareness.
Advertising Objectives
Goals that guide advertising efforts, such as increasing awareness, generating interest, or driving sales.
What are common advertising objectives?
Informative, persuasive, and reminder objectives.
Informative Advertising
Advertising focused on providing information about a product or service
When is informative advertising most useful?
During the introduction phase of a product lifecycle.
Persuasive Advertising
Advertising aimed at convincing consumers to choose a specific brand or product.
What techniques are used in persuasive advertising?
Emotional appeals, endorsements, and comparisons
Comparative Advertising
Advertising that directly compares a product to competitors.
Why do companies use comparative advertising?
To highlight advantages over competitors
Reminder Advertising
Advertising designed to remind customers of a product or service
Why is reminder advertising important?
To maintain brand loyalty and encourage repeat purchases
Reinforcement Advertising
Ads aimed at reassuring customers they made the right purchase
How does reinforcement advertising benefit a brand?
It builds customer loyalty and satisfaction
Institutional Advertising
Promotes a company’s values or reputation rather than specific products
What is the purpose of institutional advertising?
To build goodwill and strengthen brand identity
Advocacy Advertising
Advertising that promotes a social, political, or environmental cause
How does advocacy advertising benefit a brand?
It aligns the brand with positive social values
Native Advertising
Ads that blend seamlessly with the content of the platform they appear on
Why is native advertising effective?
It feels less intrusive and engages users more effectively
Advertising Campaign
A coordinated series of advertisements with a unified theme or goal
What elements are essential in an advertising campaign?
Clear objectives, creative messaging, and targeted media
5 Steps in Developing/Implementing Advertising Campaign
Identify the target audience.
Set advertising objectives.
Develop the creative message.
Select appropriate media channels.
Measure campaign effectiveness.
Why is measuring effectiveness critical?
To assess whether objectives are met and guide future campaigns
Advertising Metrics
Measurements used to evaluate ad performance, such as reach and frequency.
What do advertising metrics help companies achieve?
They provide insights into campaign success and ROI
Frequency
The number of times an individual is exposed to an ad within a time period
How does frequency influence advertising success?
Repeated exposure increases message retention
Reach
The total number of unique individuals exposed to an ad.
Why is reach an important metric?
It measures how widely the message is distributed
Rational Appeal
Ads that use logic and facts to persuade consumers.
When is rational appeal most effective?
For high-involvement products like cars or appliances.
Emotional Appeal
Ads that evoke emotions to influence behavior.
What emotions are commonly used in emotional appeals?
Happiness, fear, love, and nostalgia.
Puffery
Exaggerated or subjective claims in advertising not meant to be taken literally.
Is puffery considered misleading?
No, as it’s understood as opinion or hyperbole
Advertising Ethics
Guidelines to ensure advertising is truthful, fair, and socially responsible
Why are advertising ethics important?
To build trust and avoid legal or reputational issues
Coupons
Vouchers offering discounts on products or services.
Cents Off
Discounts in the form of a reduced price on the packaging
Rebates
Partial refunds offered after a purchase
Samples
Free product trials to encourage purchases.
Premiums
Free or low-cost items given as incentives with purchases
Contests
Promotions requiring participants to compete for prizes
Sweepstakes
Random drawings for prizes, requiring no purchase or skill
Loyalty Programs
Rewards programs encouraging repeat business
Merchandise Allowance
A promotional incentive offered by manufacturers to retailers to encourage them to promote or display the manufacturer’s product
Why do manufacturers provide merchandise allowances
To boost product visibility and sales in retail stores
Cooperative Advertising
An arrangement where manufacturers and retailers share the cost of advertising a product
What is the primary benefit of cooperative advertising
It reduces costs for both the retailer and manufacturer while increasing exposure
Dealer Loader
Incentives provided by manufacturers to retailers to encourage bulk purchasing or product promotion
How does a dealer loader benefit retailers?
It provides extra stock or gifts that improve profitability
Employee Sales Promotion
Incentives or training provided to employees to improve sales performance
What types of rewards are common in employee sales promotions
Bonuses, contests, and recognition awards
Public Relations (PR)
Managing a company’s communication with the public to build a positive image and maintain good relationships
What is the primary goal of PR
To foster a positive image and manage public perceptions
Public Relations Tools
Annual Reports, Speeches, Blogs, Brochures, Event Sponsorships, Press Release, Publicity Offline, Publicity Online, Publicity
Annual Reports
Documents outlining a company’s financial and operational achievements over the year
Speeches
Formal presentations to communicate messages directly to an audience.
Blogs
Online articles written to share expertise or insights and engage audiences
Brochures
Printed or digital materials summarizing a company’s offerings
Event Sponsorships
Financial or in-kind support of an event to promote a brand
Press Release
Official statements issued to the media to share news or announcements
Publicity
Free media coverage generated by a company’s activities or news
Offline Publicity
Publicity through traditional media like newspapers or TV
Online Publicity
Publicity through digital platforms like blogs and social media
Image Repair Theory
A communication strategy used to address and recover from negative publicity
Why is image repair critical?
To rebuild trust and minimize damage to a brand’s reputation
Crisis Communication
Strategic communication during emergencies to minimize harm and maintain public trust.
What is the key to effective crisis communication
Transparency, speed, and empathy
Personal Selling
Direct interaction between a salesperson and a customer to make a sale
Why is personal selling effective
It allows for tailored communication and building relationships
Relationship Selling
Building long-term relationships with customers to encourage loyalty and repeat business
How does relationship selling benefit companies?
It increases customer retention and lifetime value
Steps of Personal Selling Process
Prospecting, Pre-Approach, Approach,
Sales Presentation, Objections, Closing, Follow Up
Prospecting
Identifying potential customers
Pre-Approach
Gathering information about prospects before interaction
Approach
Initial contact with a potential customer
Sales Presentation
Explaining the product’s benefits to the customer.
Objections
Customer concerns or doubts raised during the sales process
Closing
Securing the customer’s agreement to purchase
Follow-Up
Checking in after the sale to ensure customer satisfaction
Sales Management
Overseeing and directing a company’s sales team to achieve goals
What are the key roles of a sales manager
Setting goals, training, and evaluating performance
Captive Salespeople
Employees dedicated to selling only their company’s products
Independent Sales Representative
Freelancers selling products for multiple companies
Inside Salespeople
Sales staff who work from the company’s office or remotely
Outside Salespeople
Salespeople who visit clients in person
Sales Goals/Objectives
Targets set for sales teams to achieve
Territory Management
The process of organizing and managing sales efforts within specific geographic or market territories
Why is territory management important?
It ensures resources are allocated efficiently, reduces overlap, and improves sales coverage
Geographic Approach
Organizing sales territories based on geographical boundaries
Product Approach
Organizing sales territories based on specific product lines
Customer Approach
Organizing sales territories based on customer segments or types
Combination Approach
A mix of geographic, product, and customer approaches for optimal coverage.
Sales Implementation
The process of executing the sales plan to achieve organizational goals
What is key to successful sales implementation?
Effective training, clear objectives, and strong leadership
Salary
A fixed compensation paid to employees regularly
How does a salary benefit salespeople?
It provides financial stability regardless of performance
Incentives
Additional rewards offered to motivate and boost performance
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