Advertising and Sale Promotion

Student Notes Pages

Basic Marketing, 13th Chapter 16: Advertising and Sale Promotion

Discussion Question

Orientation

Advertising and Sales Promotion

This ad was created by the American Association of Advertising Agencies to counter charges that ads create artificial needs.

Basit Afzal

Finding New Ways to Build Brands

Strategy Planning for Advertising

Target Market

Get consumers involved

Apple Computer lets consumers test products in store Starbucks positions stores as a community gathering place

Product

Place

Promotion

Price

Interaction can be the best marketing

MySpace Facebook Google

Target audience

Personal Selling Advertising

Mass Selling

Sales Promotion Publicity

Kind of advertising

Media types

Copy thrust

Who will do the work?

© The McGraw-Hill Companies, Inc., 1999

Student Notes Pages

Basic Marketing, 13th Chapter 16: Advertising and Sale Promotion

Push versus Pull strategies

Two basis strategic alternatives are used in promotional activities: Push strategy - this involves promoting heavily to members of the distribution channels (wholesalers, retailers, agents). On the assumption that they will in turn promote heavily to the end consumers (places emphasis on personal selling & sales promotions) Pull Strategy - involves promoting heavily to end users and consumers to create a demand that will pull the product through the distribution channels (places emphasis on mass advertising) Most promotional campaigns contains elements of both push & pull strategies

Promotional Objectives

Increase sales Stimulate impulse and reminder buying Raise customer traffic Get leads for sales personnel Present and reinforce the retailer image Inform customers about goods and services Popularize new stores and Web sites Capitalize on manufacturer support Enhance customer relations Maintain customer loyalty Have consumers pass along positive information to friends and others

Promotional Strategies

Push...