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1、Advertising,SalesPromotion,andPublicRelationsChapter15LearningGoalsKnowthemajordecisions involvedindevelopinganadvertisingprogram.Learnhowsalespromotioncampaignsaredevelopedandimplemented.Learnhowcompaniesusepublicrelationstocommunicatewiththeirpubli
2、cs.Understandtherolesofadvertising,salespromotion,andpublicrelationsinthepromotionmix.LearningGoalsKnowthemajordecisions involvedindevelopinganadvertisingprogram.Learnhowsalespromotioncampaignsaredevelopedandimplemented.Learnhowcompaniesusepublicrela
3、tionstocommunicatewiththeirpublics.Understandtherolesofadvertising,salespromotion,andpublicrelationsinthepromotionmix.DefinitionAdvertisingAnypaidformofnonpersonalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsor.MacvsPCAdvertisin
4、gSignageinancienttimesoffersevidenceofearlyadvertising.Modernadspendingtops$245billioninU.S.annually,$498billionworldwide.Businessfirms,not-for-profit,socialagencies,andprofessionalsalladvertise.ShowNetPrice***Change1FriendsNBC$473,5003.9%2Will&Grace
5、NBC$414,50010.1%3ERNBC$404,814-7.7%4SurvivorCBS$390,367-6.8%5ScrubsNBC$360,95022.5%6CouplingNBC$316,400*7CSICBS$310,32410.8%8TheSimpsonsFox$296,44019.4%924Fox$292,20058.3%10Mon.FootballABC$272,867-8.4%The"Change"fieldrepresentsthedifferencefromlastse
6、ason. *'Coupling'isanewshow.Thereisnopreviousseasoncomparisonnumber.***Priceisthecostofplacinga30secondadintheparticularshowIn2005inTurkeyOneoftheindicatorsofimprovementinadvertisingsectorisnumberofnewadsoffirmsandbrandsotheroneisthenumberofadsintota
7、l.Lastyear717brandsadvertisedforthefirsttime.Intotal13,810,636secondofadswererunTVshowsweretakingthelead. NationalTVshowsintotalhad10,335,659secondsofads.ForeignTVshowsintotalhad5,726,725secondsofads.Number1was(withsyndications)"ÇocuklarDuymasın“Itw
8、asaired382timesandhad515,073secondsofads.Number2was"EnSonBabalarDuyar".Itwasaired366timesandhad469,754secondsofads.CitiesFlavorsMajorAdvertisingDecisionsFigure15.1AdvertisingSettingobjectivesSettingthebudgetDevelopingtheadvertisingstrategyEvaluatinga
