MKTG1025 Lecture Notes - Lecture 11: Advertising Management, Narrowcasting, Sales Promotion
MARKETING PRINCIPLES SUMMARY
CHAPTER 11
The promotion mix
• A opa’s total prootio i –also called its marketing communications mix
• It is a led of
- Advertising
- Public relations
- Personal selling
- Direct marketing
- Sales promotion
ADVERTISING
Any paid form of presentation and promotion of ideas, goods or services by an identified
sponsor.
• Television
• Outdoor
• Print
• Radio
• Internet
Advantages
• Broad geographic reach
• Relatively low cost per exposure
• Creative & expressive formats
• Useful for creating awareness and long term image
• Can trigger quick sales
Disadvantages
• Lacks persuasive power / impersonal
• One-way communication
• High cost of main advertising media (egTV)
MEASURING ADVERTISING EFFECTIVENESS
• Return of advertising investment is the net return divided by the costs of the advertising
investment.
Advertisers should measure two advertising effects:
Communication Effects
- How well is the advertising communicating the desired message?
Sales & Profits Effects
- Is the message translating into the desired sales response?
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