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Chapter Fifteen

Advertising and Public Relations

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Advertising
Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

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Advertising
Setting Advertising Objectives
Informative advertising is used when introducing a new product category; the objective is to build primary demand Comparative advertising directly or indirectly compares the brand with one or more other brands Persuasive advertising is important with increased competition to build selective demand
Reminder advertising is important with mature products to help maintain customer relationships and keep customers thinking about the product
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter 15 - slide 3

Table 15.1 Possible Advertising Objectives

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

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Public Relations

Public relations involves building good relations with the companys various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events Public relations is used to promote product, people, ideas, and activities
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

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Public Relations
Major Public Relations Tools
Written materials

News

Speeches

Special events

Audiovisual materials

Corporate identity materials

Public service activities

Buzz marketing

Social networking
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Mobile tour marketing

Internet

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Personal Selling
The Role of the Sales Force

Personal selling is the interpersonal part of the promotion mix and can include: Face-to-face communication Telephone communication Video or Web conferencing

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

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Sales Promotion
Sales promotion refers to the short-term incentives to encourage purchases or sales of a product or service:
Consumer promotions Trade promotions Sales force promotions

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

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