Contents
Advertising and Sales Promotion
Rationale
This course provides students an opportunity to gain an understanding of advertising and other mass communications marketing practices: common business activities and terminology, perspectives applied when taking the optimal approach to decisions, plus descriptions and rationales of common practices (which are often far from optimal). The class itself places emphasis on developing students' abilities to express their analysis and recommendations in class discussion, essay exams and written assignments.
The greatest difficulty for students in this class is shifting perceptual focus. You can no longer think as if you are part of the audience (as you do when you watch television commercials or read magazines), but instead, as if you are the creators of communications strategies. And you must put aside your personal tastes. Since not all audience members (if any) are people like you, advertising strategy and tactics must be assessed in terms of what a target audience might perceive, not in terms of what appeals to you. This is being realistic: in business, people preparing advertising, publicity and sales promotion strategy and tactics are seldom members of the target audience and strategy desirability must be judged in terms of what a target audience might like, dislike or understand. And this also means we will be covering some topic areas and using examples that you might find offensive, such as sexual appeals, or media vehicles whose audiences are people whose lifestyles or values are not the same as yours.
Learning Outcomes
After completion of this module, the students will be able to
1. Explore various promotional strategies used as part of the marketing mix.
2. Explain what what advertising is and does and and how it is linked to the marketing concept.
3. Explain what motivates people to buy, including how targeting and positioning are utilized by advertising professionals for the marketing communications mix.
4. Illustrate the relationship between advertising, sales promotion, publicity/public relations, personal selling and direct marketing.
5. Compare and contrast the advantages and disadvantages of the mass media within an advertising campaign.
6. Design a comprehensive Integrated Advertising Plan using appropriate methods of promotion.
7. Utilize professional journals and, or organizations related to this course.
8. Evaluate ethical considerations and issues in advertising.
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Teaching and Learning Resources
An Introduction of Integrated Marketing Communications. The Role of IMC in the Marketing Process
- Introduction to Integrated Marketing Communications
- Introduction to Integrated Marketing Communications
- Integrated Marketing Communications
- Integrated Marketing Communications
- Integrated Marketing Communications and Promotion
- Introduction to Advertising
Integrated Marketing Communications (IMC) is defined as customer centric, data driven method of communicating with the customer. IMC is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost.[1] This management concept is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation.
- What is IMC?
- IMC Components
- Marketing mix component
- Importance of IMC
- 4 P's vs. 4 C's
- Effective communications elements
- Promotions Opportunity Analysis
- Accountability
- Barriers to IMC
Organizing for Advertising and Promotion
Tutorials
Readings
Advertising is a form of communication used to encourage or persuade an audience (viewers, readers or listeners) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various
traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as websites and text messages.
Commercial advertisers often seek to generate increased consumption of their products or services through "Branding," which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement (PSA).
Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries.
In 2010, spending on advertising was estimated at more than $300 billion in the United States[1] and $500 billion worldwide[citation needed].
Internationally, the largest ("big four") advertising conglomerates are Interpublic, Omnicom, Publicis, and WPP.
- Definition
- History
- Marketing mix
- Advertising theory
- Types of advertising
- Sales promotions
- Media and advertising approaches
- Criticisms
- Regulation
- Advertising research
- Semiotics
- Advertising Educational Foundation, archived advertising exhibits and classroom resources
- Duke University Libraries Digital Collections:
- Ad*Access, over 7,000 U.S. and Canadian advertisements, dated 1911-1955, includes World War II propaganda.
- Emergence of Advertising in America, 9,000 advertising items and publications dating from 1850 to 1920
- AdViews, vintage television commercials
- On-Line exhibits at William F. Eisner Museum of Advertising & Design
- Art & Copy, a 2009 documentary film about the advertising industry
- Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations
The Communication Process. Perspectives on Consumer Behavior
Tutorials
- How Advertising Works
- The Consumer Audience
- Brand Communication Process
- Perspectives on Consumer Behavior
- Perspectives on Business-to-Business Buying Behaviour
Readings
Communication is the activity of conveying information. Communication has been derived from the Latin word "communis", meaning to share. Communication requires a sender, a message, and an intended recipient, although the receiver need not be present or aware of the sender's intent to communicate at the time of communication; thus communication can occur across vast distances in time and space. Communication requires that the communicating parties share an area of communicative commonality. The communication process is complete once the receiver has understood the message of the sender. Feedback is critical to effective communication between parties.
- Human communication
- Nonhuman communication
- Communication cycle
- Communication noise
- Communication as academic discipline
- Introduction to Human Communication
- [1] Barriers to Effective Communication
Consumer behaviour is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.
Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalisation, customisation and one-to-one marketing. Social functions can be categorized into social choice and welfare functions.
Each method for vote counting is assumed as social function but if Arrow’s possibility theorem is used for a social function, social welfare function is achieved. Some specifications of the social functions are decisiveness, neutrality, anonymity, monotonicity, unanimity, homogeneity and weak and strong Pareto optimality. No social choice function meets these requirements in an ordinal scale simultaneously. The most important characteristic of a social function is identification of the interactive effect of alternatives and creating a logical relation with the ranks. Marketing provides services in order to satisfy customers. With that in mind, the productive system is considered from its beginning at the production level, to the end of the cycle, the consumer (Kioumarsi et al., 2009).
- Black box model
- Information search
- Information evaluation
- Purchase decision
- Postpurchase evaluation
- Internal influences
- External influences
Creative Strategy: Planning and Development. Implementation and Evaluation
Tutorials
- The Creative Side of Advertising
- Design and Production
- Advertising Design I
- Advertising Design II
- Copywriting
Readings
The Year's Most Creative Advertising Ideas
Elaine Wong, 12.13.10, 02:25 PM EST From Procter & Gamble's new spin on men's body wash and deodorant to a pop-up store that serves Pop-Tarts sushi, here are the most creative advertising ideas of 2010.
Sometimes, all you need is a little creativity to turn something old and familiar into a fresh new hit.
That's exactly what did it for Old Spice. To revive a 72-year-old brand, Procter & Gamble ( PG - news - people ) tapped Isaiah Mustafa, the handsome former NFL wide receiver, to star in a campaign to appeal to women. Old Spice presented the chisel-chested Mustafa in ads as "The Man Your Man Could Smell Like," and the campaign went viral. P&G reaped 1.2 billion earned media impressions from the campaign, and Old Spice soared to the No. 1 spot in the U.S. male body wash and deodorant category. The insight that made it possible? Women, not men, do most male grooming purchasing.
Read More ...
Advertising design refers to the creation and organization of visual artwork used in advertisements (ads) for products and services. The designs used in advertising are created by graphic designers. Advertising agencies as well as the advertising departments of corporations employ graphic designers to create and execute brochures, direct mail, web ads and print ads. Design elements used in advertisements include fancy lettering, borders, cartoons, illustrations and photographs. The main difference between advertising design and regular mainstream artwork is that advertising art must be designed to reach and compel the target audience to purchase products and services.
Advertising designers are not only talented in the art of creative design, they understand marketing and how to promote products and services through visual communication. Whereas a freelance fine artist may work on one creative piece of artwork for months, a graphic artist must constantly keep generating original advertising design pieces to meet campaign deadlines. Examples of advertising design are all around us. The banner ads you see on websites as well as the newspaper ads for products such as shoes and watches have been designed for advertising purposes. Graphic designers also create logos and symbols used in advertising to help inspire consumers to develop brand recognition, such as McDonald’s® golden arches.
Read More ...
Media Planning Strategy
Tutorials
- Advertising Planning and Strategy
- Advertising Media Selection
- Media Planning
- Media Planning and Buying
- Print Media
- Retail and Business-to-Business Advertising
- International Advertising
- The Integrated Campaign
Readings
How to plan the best advertising media for your business
Planning your media advertising well is a fundamental part of giving your campaign the very best chance of success. Without good media planning, you are risking a lot of wasted time, effort and money and this is such a vital part of the eventual media buying process.
How you tackle this process depends very much on how intense your campaign is going to be and which media you intend to focus on. If you plan to use traditional media like magazine advertising and say National Newspaper Advertising, then the whole research and planning stage can be quite straightforward. This is also the case with Internet Advertising, as automated network systems and ppc advertising products can create tailor-made campaigns for you with very little effort on your part.
However, when it comes to Radio Station Advertising and TV advertising, the whole media planning stage can take on a whole new level of commitment. In fact, most companies that have the budget for these types of media will leave the Media Buying Services and media placement to an advertising agency or other professional company.
One thing that advertising agencies can do is use their experience to not only get you the best deals on advertising costs, but they'll also bring someone in to help on the creative design and production requirements too.
Whichever route you choose, your scheduled media planning activities (or those of the agency) must include:
- Which media will reach your target market in the best way
- What will it cost to run campaigns for each
- What do I want to achieve as a result of using this media
When you have looked at these areas, you then have to decide on the schedule, frequency and associated costs for the whole campaign. You must also make sure that correct deadlines are met and that your adverts achieve the positioning and coverage you require.
Planning Examples
Measuring the Effectiveness of the Promotional Program. Evaluation of Broadcast Media
Tutorials
- Evaluating an Integrated Marketing Program
- Measuring The Effectiveness of Integrated Marketing Communications
- Measuring the Effectiveness of the Promotional Program
- Broadcast and Interactive Online Media
- Broadcast Media
- Evaluation of Broadcast Media of Television and Radio
- TV Audience Measurement Terms (Nielsen Media Research)
Readings
Marketing effectiveness is the quality of how marketers go to market with the goal of optimizing their spending to achieve good results for both the short-term and long-term. It is also related to Marketing ROI and Return on Marketing Investment (ROMI). Marketing expert Tony Lennon believes marketing effectiveness is quintessential to marketing, going so far as to say It's not marketing if it's not measured.[1] The concept of marketing effectiveness first came to prominence in the 1990s with the publication of Improving Marketing Effectiveness Shaw,R [2] which won the 1998 Business Management Book of the Year Award.
- Demand chain
- Marketing
- Marketing management
- Marketing operations
- Marketing mix
- Marketing mix modeling
- Marketing performance measurement and management
- Marketing plan
- Marketing strategy
- Strategic management
- Strategic planning
External links
Sales Promotion
Tutorials
Readings
Sales promotion is one of the seven aspects of the promotional mix. (The other six parts of the promotional mix are advertising, personal selling, direct marketing, publicity/public relations, corporate image and exhibitions.) Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include contests, coupons, freebies, loss leaders, point of purchase displays, premiums, prizes, product samples, and rebates.
Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions. Some sale promotions, particularly ones with unusual methods, are considered gimmicks by many.
Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used in sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes.[1]
- Consumer sales promotion techniques
- Trade sales promotion techniques
- Retail Mechanics
- Political issues
- Alcohol advertising
- Demand chain
- Institute of Sales Promotion
- Marketing
- Pricing
- Promotion
- Sales Promotion (magazine)
- Tobacco advertising
- References
- The British Code of Advertising, Sales Promotion and Direct Marketing
- European Commission: Sales Promotions in the Internal Market
Public Relations, Publicity, and Corporate Advertising
Tutorials
Readings
Public Relations (PR) is the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc.
An earlier definition of public relations, by The first World Assembly of Public Relations Associations, held in Mexico City, in August 1978, was "the art and social science of analyzing trends, predicting their consequences, counseling organizational leaders, and implementing planned programs of action, which will serve both the organization and the public interest."[1]
Others define it as the practice of managing communication between an organization and its publics.[2] Public relations provides an organization or individual exposure to their audiences using topics of public interest and news items that provide a third-party endorsement[3] and do not direct payment.[4] Common activities include speaking at conferences, working with the media, crisis communications, social media engagement,[5] and employee communication.
The European view of public relations notes that besides a relational form of interactivity there is also a reflective paradigm that is concerned with publics and the public sphere; not only with relational, which can in principle be private, but also with public consequences of organizational behaviour [6][7] A much broader view of interactive communication using the Internet, as outlined by Phillips and Young in Online Public Relations Second Edition (2009), describes the form and nature of Internet-mediated public relations. It encompasses social media and other channels for communication and many platforms for communication such as personal computers (PCs), mobile phones and video game consoles with Internet access. The increasing use of the mentioned technologies give the media a democratisation power and thus, aid to the demystification of subjects.
Public relations is used to build rapport with employees, customers, investors, voters, or the general public.[4] Almost any organization that has a stake in how it is portrayed in the public arena employs some level of public relations. There are a number of public relations disciplines falling under the banner of corporate communications, such as analyst relations, media relations, investor relations, internal communications and labor relations. Most of them include the aspect of peer review to get liability.
Other public relations disciplines include:
- Financial public relations – providing information mainly to business reporters
- Consumer/lifestyle public relations – gaining publicity for a particular product or service, rather than using advertising
- Crisis public relations – responding to negative accusations or information
- Industry relations – providing information to trade bodies
- Government relations – engaging government departments to influence policymaking
- Global Alliance for Public Relations and Communication Management
- Stockholm Accords for Public Relations
- Russia (independent) Alliance for Public Relations
- Public Relations at the Open Directory Project
About the industry
- A History of Public Relations, from The Institute for Public Relations
- PR industry to double in size to US$10.5bn by 2012: Assocham
Personal Selling. Direct Marketing
Tutorials
Readings
Selling is offering to exchange something of value for something else. The something of value being offered may be tangible or intangible. The something else, usually money, is most often seen by the seller as being of equal or greater value than that being offered for sale.
Another person or organization expressing an interest in acquiring the offered thing of value is referred to as a potential buyer, prospective customer or prospect. Buying and selling are understood to be two sides of the same "coin" or transaction. Both seller and buyer engage is in a process of negotiation to consummate the exchange of values. The exchange, or selling, process has implied rules and identifiable stages. It is implied that the selling process will proceed fairly and ethically so that the parties end up nearly equally rewarded. The stages of selling, and buying, involve getting acquainted, assessing each party’s need for the other’s item of value, and determining if the values to be exchanged are equivalent or nearly so, or, in buyer's terms, "worth the price.”
From a management viewpoint it is thought of as a part of marketing,[1] although the skills required are different. Sales often forms a separate grouping in a corporate structure, employing separate specialist operatives known as salespersons (singular: salesperson). Selling is considered by many to be a sort of persuading "art". Contrary to popular belief, the methodological approach of selling refers to a systematic process of repetitive and measurable milestones, by which a salesman relates his or her offering of a product or service in return enabling the buyer to achieve their goal in an economic way.[2] While the sales process refers to a systematic process of repetitive and measurable milestones, the definition of the selling is somewhat ambiguous due to the close nature of advertising, promotion, public relations, and direct marketing.
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- DMA Consumer Assistance: How And Where To Find Help
- Information for the Direct Marketing Industry via the Internet
Evaluating the Social, Ethical, Economic and Regulatory Aspects of Advertising
Tutorials
Readings
Marketing ethics is the area of applied ethics which deals with the moral principles behind the operation and regulation of marketing. Some areas of marketing ethics (ethics of advertising and promotion) overlap with media ethics.
- Fundamental issues in the ethics of marketing
- Specific issues in marketing ethics
- Regulation and enforcement
- Consumerism
- Customer relationship management
- Ethical marketing
- False advertising
- Marketing
- Marketing warfare strategies
- Media ethics
- Propaganda
- References
- Bibliography
- American Marketing Association Statement of Ethics (2004)
- "Ethics in Marketing." Encyclopedia of Business and Finance. Mohandeep Singh. Thomson Gale, 2001. eNotes. 2006. 16 Oct, 2006
- Marketing Ethics Resources from the Center for the Study of Ethics in the Professions, Illinois Institute of Technology.
- Direct Marketing Association, Guidelines for Ethical Business Practice (September 2006)
- The Catholic Church's Handbook on Ethics in Advertising
- Federal Trade Commission, FTC Guidelines on Advertising
Recommended Texts
 |
Sales
Promotion How to Create, Implement and Integrate Campaigns That Really Work Authors:
Roddy Mullin and Julian Cummins Check
the availability and buy your books from our Bookshop. |
 |
Advertising
and Promotion: An Integrated Marketing Communications Perspective,
6/e
George
Belch, San Diego University Check
the availability and buy your books from our Bookshop. |
 |
Advertising:
Principles and Practice, 6/e Check the availability and buy your books from our Bookshop. |
 |
IMC:
Using Advertising and Promotion to Build Brands Check
the availability and buy your books from our Bookshop. |
 |
Marketing:
An Introduction, 6/e
Check the availability and buy your books from our Bookshop. |
 |
A
Framework for Marketing Management, 3/e Check the availability and buy your books from our Bookshop. |
 |
The
Subject is Marketing Second Canadian Edition Charles
W. Lamb, Texas Christian University Check the availability and buy your books from our Bookshop. |
Resources
- Advertising Education Foundation
- Advhttp://www.auburn.edu/~rotfehj/essays.htmlertisement Avenue, for downloads of ads and commercials
- ICC International code of sales promotion
- Essays