整合营销传播

2. Overview of Integrated Marketing Communications
The process of planning, creation, integration, and
implementation of diverse forms of marketing communications
that are delivered over time to a brand’s targeting customers
and prospects.
2

3. Overview of Integrated Marketing Communications
3

4. The Marketing Communications Process and Brand-Equity Enhancement

5. The Marketing Communications Process and Brand-Equity Enhancement
A brand possesses equity to the extent that consumers are
familiar with the brand and have stored in their memory
warehouses favorable, strong and unique brand associations

6. The Marketing Communications Process and Brand-Equity Enhancement
Brand Awareness
An issue of whether a brand name comes to mind when
consumers think about a particular product category and the
ease with which the name is evoked
Brand Image
The types of associations that come to the consumer’s mind
when contemplating a particular brand

7. The Marketing Communications Process and Brand-Equity Enhancement
Non-Product-Related
Brand
(e.g., Price, Packaging,
Recognition User and Usage Imagery)
Brand
Awareness
Brand Attributes
Recall Product-Related
(e.g., color, size,
design features)
Brand
Knowledge
Types of
Brand Associations Benefits Functional
Brand
Image Symbolic
Favorability,
Overall
Strength, and
Evaluation Experiential
Uniqueness of
(Attitude)
Brand Association

8. The Marketing Communications Process and Brand-Equity Enhancement

9. Positioning and Targeting for MarCom Efforts
Non-Product-Related
(e.g., Price, Packaging,
User and Usage Imagery)
Brand
Awareness
Attributes
Product-Related
(e.g., color, size,
design features)
Brand
Knowledge
Types of
Brand Associations Benefits Functional
Brand
Image Symbolic
Favorability,
Overall
Strength, and
Evaluation Experiential
Uniqueness of
(Attitude)
Brand Association

10. Positioning and Targeting for MarCom Efforts

11. Positioning and Targeting for MarCom Efforts
Products that attempt
to fulfill the consumer’s
consumption-related
problems

12. Positioning and Targeting for MarCom Efforts
An appeal to
symbolic needs

13. Positioning and Targeting for MarCom Efforts
An appeal to experiential needs

14. Positioning and Targeting for MarCom Efforts
Children and
teenagers

15. Positioning and Targeting for MarCom Efforts

16. Positioning and Targeting for MarCom Efforts
Fulfillers

17. Positioning and Targeting for MarCom Efforts
Experiencers

18. Positioning and Targeting for MarCom Efforts
Makers

19. The Communication Process, Meaning Creation, and the Fundamentals of
Consumer’s Use of MarCom Information

20. The Communication Process, Meaning Creation, and the Fundamentals of
Consumer’s Use of MarCom Information
Drawing meaning
from the culturally
constituted world

21. The Communication Process, Meaning Creation, and the Fundamentals of
Consumer’s Use of MarCom Information
Use of Metaphor

22. The Communication Process, Meaning Creation, and the Fundamentals of
Consumer’s Use of MarCom Information
How consumers process and respond to marketing
communications stimuli and make choices among brands
Two models of consumer behavior
› CPM and HEM
Consumer behavior is too complex and diverse to be explained
by two extreme models

23. The Communication Process, Meaning Creation, and the Fundamentals of
Consumer’s Use of MarCom Information
Consumer Processing Model (CPM)
Behavior is seen as rational, highly cognitive, systematic, and
reasoned
Hedonic, Experiential Model (HEM)
Consumer behavior is driven by emotions in pursuit of “fun,
fantasies, and feelings”

24. The Communication Process, Meaning Creation, and the Fundamentals of
Consumer’s Use of MarCom Information
An advertisement
exemplifying
the CPM approach

25. The Communication Process, Meaning Creation, and the Fundamentals of
Consumer’s Use of MarCom Information
An advertisement
exemplifying
the HEM approach

26. Persuasion in Marketing Communications
Cognitive Affective Conative
A person’s Feelings and A person’s
beliefs about evaluations behavioral
an object or tendency
issue toward an
object
26

27. Persuasion in Marketing Communications
Persuasion
Important element of marketing
Attempt to guide people toward the acceptance of some
belief, attitude, or behavior by using reasoning and
emotional appeals
Sometimes viewed as unethical
Many forms
27

28. Persuasion in Marketing Communications
Using persuasion
for reformulated
brand of
orange juice
28

29. Persuasion in Marketing Communications
Opportunity
Motivation Ability
29

30. Persuasion in Marketing Communications
Attend to the
message
•Appeal to hedonic
needs
•Using novel stimuli Process brand info
•Use intense cues •Increased relevance
•Use motion of brand
•Increased curiosity
about brand
30

31. Persuasion in Marketing Communications
Using novelty to attract
attention
31

32. Persuasion in Marketing Communications
The use of
surprise
to enhance
processing
motivation
32

33. Persuasion in Marketing Communications
Encode information
•Repeat brand
information
•Repeat key scenes
•Repeat the ad
Reduce processing time
•Using picture and imagery
33

34. Persuasion in Marketing Communications
The use of
pictorials
to create
gestalt processing or reduce
processing time
34

35. Persuasion in Marketing Communications
Access knowledge structure
•Provide a context
Create Knowledge structure
•Facilitate example- based
learning
35

36. Persuasion in Marketing Communications
Creating knowledge
structures by facilitating
exemplar-based
learning
36

37. Persuasion in Marketing Communications
37

38. Persuasion in Marketing Communications
Using authorities in
a field to promote
the product
38

39. MarCom’s Role in Facilitating Product Adoption
Coupons Product
Distribution
Satisfaction
Free Awareness Trier Repeater
Samples Class Class Class
Advertising Price
39

40. MarCom’s Role in Facilitating Product Adoption
Free
Awareness Class Samples
Coupons Advertising
Distribution
Variables: free samples, coupons, advertising, and distribution
Successful introduction of new products requires an effective
advertising campaign, widespread product distribution, and
extensive couponing and sampling
40

41. MarCom’s Role in Facilitating Product Adoption
Coupons Distribution Price
Trier Class
Variables: coupons, distribution, and price
Once the consumers becomes aware of a new product, there is
an increased probability that they will actually try the new
offering
41

42. MarCom’s Role in Facilitating Product Adoption
Advertising Price Distribution
Repeater Class
Product
Satisfaction
Variables: advertising, price, distribution and product satisfaction
Consumers repeat the purchase if advertising reminds them
about the brand, if the price is reasonable, if the brand is
accessible in retail outlets, and if product quality is satisfactory
42

43. MarCom’s Role in Facilitating Product Adoption
Relative Innovation Observability
Advantage Related
Characteristics
Compatibility Trialability
Complexity
43

44. MarCom’s Role in Facilitating Product Adoption
Another
illustration of
relative advantage
44

45. MarCom’s Role in Facilitating Product Adoption
Compatibility
45

46. MarCom’s Role in Facilitating Product Adoption
Offsetting perceived
product complexity
46

47. MarCom’s Role in Facilitating Product Adoption
Trialability
47

48. MarCom’s Role in Facilitating Product Adoption
High Visibility
48

49. MarCom’s Role in Facilitating Product Adoption
Mean Time
of
Adoption
Innovators
(2.5%)
Early Late
Early Majority Majority
Adopters (34%) (34%) Laggards
(13.5%) (16%)
49

50. MarCom’s Role in Facilitating Product Adoption
100
90
80
Potential Adopters
70 “Desired” Pattern
60
50
Introduction “Typical” Pattern
40
30
20
10
0
Time of Adoption
50

51. Brand Names, Logos, Packages, and Point-of-Purchase Materials
Affects the speed with which consumers become aware of the
brand
Influences the brand’s image
Plays major role in brand-equity information
51

52. Brand Names, Logos, Packages, and Point-of-Purchase Materials
Distinguish the brand from competitive offerings
Describe the brand and its attributes
Achieve compatibility with a brand’s desired image and with
its product design or packaging
Be memorable and easy to pronounce and spell
52

53. Brand Names, Logos, Packages, and Point-of-Purchase Materials
A new brand name
53

54. Brand Names, Logos, Packages, and Point-of-Purchase Materials
Graphic design element that is related to the brand name
Companies use logos with or without brand names
Not all brand names possess a distinct logo but many do
e.g., the Nike swoosh, Ralph Lauren’s Polo
54

55. Brand Names, Logos, Packages, and Point-of-Purchase Materials
Recognized readily
Convey essentially the same meaning to all target members
Evoke positive feelings
Best strategy is to choose a design that is moderately elaborated
rather than too simple or too complex
55

56. Brand Names, Logos, Packages, and Point-of-Purchase Materials
Sailor Jac, The famous Cracker Jack
56

57. Brand Names, Logos, Packages, and Point-of-Purchase Materials
Contain and protect the product
Draw attention to a brand
Break through competitive clutter at the point of purchase
Justify price/value to the consumer
Signify brand features and benefits
Motivate consumers’ brand choices
57

58. Brand Names, Logos, Packages, and Point-of-Purchase Materials
Color
Design and Shape
Physical
Materials
Product Information
on Package
* VIEW Model (Visibility, Information, Emotional appeal, Workability)
58

59. Brand Names, Logos, Packages, and Point-of-Purchase Materials
Color
Design, Shape
Size
Physical Materials
Information labeling
59

60. Brand Names, Logos, Packages, and Point-of-Purchase Materials
Visibility
Information
Emotional Appeal
Workability
60

61. Brand Names, Logos, Packages, and Point-of-Purchase Materials
Visibility
61

62. Brand Names, Logos, Packages, and Point-of-Purchase Materials
Illustration of packaging information for Gardenburger
Veggie Patties
62

63. Brand Names, Logos, Packages, and Point-of-Purchase Materials
Emotional
appeals in the
packaging of
WOW!
63

64. Brand Names, Logos, Packages, and Point-of-Purchase Materials
Point-of-purchase; store environment
A final opportunity to affect consumer behavior
Many product-and-brand choice decisions are made at this
time
It is the time and place at which all elements of the sale
(consumer, money and product) come together
64

65. Brand Names, Logos, Packages, and Point-of-Purchase Materials
displays intended for six
Permanent P-O-P
months or more
Temporary and
Semipermanent
P-O-P
In-Store Media
65

66. Brand Names, Logos, Packages, and Point-of-Purchase Materials
Permanent display
for Sesame Street
toys
66

67. Brand Names, Logos, Packages, and Point-of-Purchase Materials
displays intended for six
Permanent P-O-P
months or more
Temporary and displays intended for
Semipermanent P-O-P fewer than six months
In-Store Media
67

68. Brand Names, Logos, Packages, and Point-of-Purchase Materials
Semipermanent display
68

69. Brand Names, Logos, Packages, and Point-of-Purchase Materials
Temporary
display
69

70. Brand Names, Logos, Packages, and Point-of-Purchase Materials
displays intended for six
Permanent P-O-P
months or more
Temporary and displays intended for
Semipermanent P-O-P fewer than six months
executed by a third party
In-Store Media (P-O-P radio, shopping
cart ads, shelf talkers,
coupon dispensers, etc..)
70

71. Brand Names, Logos, Packages, and Point-of-Purchase Materials
ActMedia
in-store
advertising cart
71

72. Brand Names, Logos, Packages, and Point-of-Purchase Materials
Computerized units that
Interactive allow consumers
Displays to obtain information
about the product
Video Audio and video
Merchandising presentations that
Centers perform informational
and transactional
functions
72

73. Overview of Advertising Management
Informing
Persuading
Reminding
Adding Value
Assisting Other Company Efforts
73

74. Overview of Advertising Management
Advertising Strategy
• Setting Objectives
•Formulating Budgets
•Creating Ad messages
•Selecting Ad Media and Vehicles
Strategy Implementation
Assessing Ad Effectiveness
74

75. Overview of Advertising Management
The hierarchy of effects metaphor implies that for advertising to
be successful it must move consumers from one goal to the next
goal
75

76. Overview of Advertising Management
The best(optimal) level of any investment is the level that
maximizes profits(MR=MC)
Advertisers should continue to increase their advertising
investment as long as it is profitable to do so
MC MR
= (Change in total cost) = (Change in total Revenue)
(Change in quantity) (Change in quantity)
= TC/Q = TR/Q
76

77. Overview of Advertising Management
Percent-of-Sales Budgeting
Objective-and-Task Method
Competitive Parity Method
(match competitors method)
Affordability Method
77

78. Creative Advertising Strategy
Consumer’s
Sound
View Persuasive
Strategy
Effective
Advertising
Break Deliver on Doesn’t
Clutter Promises Overwhelm
78

79. Creative Advertising Strategy
The Role of Creativity
79

80. Creative Advertising Strategy
Background Their current
thoughts/feelings
Strategy What do we want
them to think/feel
Task What do we want
them to do
Positioning Proposition
Client’s Belief in proposition
Objectives
Target How we speak to them
80

81. Creative Advertising Strategy
Definition Superiority claims based on
unique physical feature or
benefit
Conditions Most useful when point of
difference cannot be readily
matched by competitors
Competitive May force competitors to imitate
or choose more aggressive
Implications
strategy
81

82. Creative Advertising Strategy
Definition Claims based on psychological
differentiation, usually symbolic
association
Conditions Best for homogeneous good
where differences are difficult to
develop; easily duplicated
Competitive Most often involve prestige
Implications claims; rarely challenge
competition directly
82

83. Creative Advertising Strategy
Definition Attempts to evoke stored
experiences of prospects to
endow product with relevant
meaning or significance
Conditions Best for socially visible goods;
requires considerable consumer
understanding to design
messages
Competitive Few direct limitations on
Implications competitor’s options; most likely
competitive response is imitation
83

84. Creative Advertising Strategy
Definition Attempts to provoke involvement
or emotion through ambiguity,
humor without strong selling
emphasis
Conditions Best suited to discretionary
items; effective use depends on
competitor response
Competitive Competitors may imitate to
Implications undermine strategy of difference
or pursue other alternatives
84

85. Creative Advertising Strategy
Definition Straight product or benefit claim
with no assertion of superiority
Conditions Monopoly or extreme dominance
of product category
Competitive Brand attempts to become
Implications synonymous with product
category
85

86. Creative Advertising Strategy
Definition Generic claim with assertion of
superiority
Conditions Growing or awakening market
where competitive advertising is
generic or nonexistent
Competitive May be successful in convincing
Implications customer of superiority
86

87. Creative Advertising Strategy
1. Leverage Point
The manner in which the advertising will tap into, reach, or
activate the key value, or end-level that serves as the
advertisement’s driving force
2. Brand Attributes
The brand’s specific attributes or features that are communicated
as a means of supporting the consequences of using the brand
3. Brand Consequence
The major positive consequences, or benefits of using the brand
4. Value - Orientation
The end-level (terminal or instrumental value) to be focused on in
the advertising
87

88. Creative Advertising Strategy
10 Universal Values
• Self-direction
• Stimulation
• Hedonism
• Achievement
• Power
• Security
• Conformity
• Tradition
• Benevolence
• Universalism
88

89. Creative Advertising Strategy
Attributes Consequences Values
Self-respect
Low fat Healthy
Wisdom
Healthy Many Variety
Freedom
Choice flavors of choices (of choice)
Great Happiness,
High Pleasure
quality Tasting Lack of
self-control
89

90. Creative Advertising Strategy
Two Forms
Image advertising
Issue or advocacy advertising
90

91. Creative Advertising Strategy
Jaguar
91

92. Endorsers and Message Appeals in Advertising
Advertisers are willing to pay huge salaries to celebrities who
are liked and respected by target audiences and who will
favorably influence consumers’ attitudes and behavior
toward the endorsed products
92

93. Endorsers and Message Appeals in Advertising
Michael Jordan
is a popular
endorsement figure
93

94. Endorsers and Message Appeals in Advertising
Show regular people using or endorsing products
Avoid the backlash from using “beautiful people” who may be
resented
Real personal experience of the benefits of the particular brand
possess a degree of credibility
Effective using multiple people rather than a single individual
94

95. Endorsers and Message Appeals in Advertising
Illustration of a
typical-person
endorsement
95

96. Endorsers and Message Appeals in Advertising
Trustworthiness
Refers to the honesty, integrity, and believability of a source
Often an endorser is perceived as highly trustworthy but not an
expert
Expertise
Refers to the knowledge, experience, or skills possessed by an
endorser as they relate to the endorsed brand
Attractiveness
The trait of being regarded as pleasant to look at in terms of a
particular group’s concept of attractiveness.
96

97. Endorsers and Message Appeals in Advertising
Respect
Represents the quality of being admired or even esteemed due
to one’s personal qualities and accomplishments
Similarity
Represents the degree to which an endorser matches an
audience in terms of characteristics pertinent to the endorsement
relationship
Age, gender, ethnicity, etc.
“Birds of a feather flock together
97

98. Endorsers and Message Appeals in Advertising
Attracts attention
Enhances liking of ad and brand
Does not hurt comprehension
Does not harm persuasion
Does not enhance source credibility
Nature of product affects the appropriateness of using humor
Effective only when consumers’ evaluations of the advertised
brand are already positive
Effect of humor can differ due to differences in audience
characteristics
Humorous message may be so distracting that receivers ignore
the message content
98

99. Endorsers and Message Appeals in Advertising
Eastpak
backpacks
99

100. Endorsers and Message Appeals in Advertising
Appeal to fear is effective as a means of enhancing motivation
Appeal by identifying the negative consequences of:
Not using the product
Engaging in unsafe behavior (example drinking and
driving)
Stimulates audience involvement with a message
Promotes acceptance of message arguments
Takes the forms of either
Social disapproval or
Physical danger
100

101. Endorsers and Message Appeals in Advertising
An insurance
company’s
appeal to fear
101

102. Endorsers and Message Appeals in Advertising
Degree of
Persuasive
Effectiveness
Low Moderate High
Level of Fear Intensity
102

103. Endorsers and Message Appeals in Advertising
Guilt appeals motivate emotionally mature individuals to
undertake responsible action leading to a reduction in the
level of guilt
Generally, they focus on one’s past or future transgressions
or failure to care for others
103

104. Endorsers and Message Appeals in Advertising
An illustrative
guilt appeal
104

105. Endorsers and Message Appeals in Advertising
Initial attentional lure
Enhance recall of message point
Evoke emotional responses
105

106. Endorsers and Message Appeals in Advertising
Attention lure
106

107. Endorsers and Message Appeals in Advertising
Subliminal
Refers to the presentation of stimuli at a rate or level that is
below the conscious threshold of awareness
107

108. Endorsers and Message Appeals in Advertising
Example of using
embedding in
advertising
108

109. Endorsers and Message Appeals in Advertising
Attracts attention
Promotes positive mood
Increase receptivity of message
Communicates meanings
109

110. Endorsers and Message Appeals in Advertising
Better in enhancing brand
awareness
Promotes better recall
However, perceived as somewhat
less believable
Effective especially when the
brand is a new
Generates more purchases
110

111. Endorsers and Message Appeals in Advertising
Indirect Comparison
111

112. Endorsers and Message Appeals in Advertising
Direct Comparison
112

113. Assessing Ad Message Effectiveness
Message
Research
Methods
Recognition & Recall
Physiological Arousal
Persuasion
Sales Response
113

114. Assessing Ad Message Effectiveness
Recognition & Recall
Starch readership service Physiological Arousal
(magazines)
Bruzzone tests (TV) Persuasion
Burke day-after recall (TV)
Sales Response
114

115. Assessing Ad Message Effectiveness
Starch-rated
advertisement for
the Toyota Sienna
115

116. Assessing Ad Message Effectiveness
Recognition & Recall
• Psychogalvanometer
Physiological Arousal
• Pupilometer
Persuasion
Sales Response
116

117. Assessing Ad Message Effectiveness
Illustration of
potential role for
physiological
measurement
117

118. Assessing Ad Message Effectiveness
Recognition & Recall
• Ipsos-ASI Next*TV method Physiological Arousal
• Rsc’s ARS Persuasion method
Persuasion
Sales Response
118

119. Assessing Ad Message Effectiveness
Recognition & Recall
• IRI’s BehaviorScan
• Nielsen’s SCANTRACK Physiological Arousal
Persuasion
Sales Response
119

120. Traditional Advertising Media
Media Vehicles
The general Specific broadcast
communication programs or print
methods that carry choices in which
advertising messages advertisements are
e.g., television, magazines, placed
newspapers, etc. e.g., Friends, NBC Evening News,
Time, Cosmopolitan
120

121. Traditional Advertising Media
Out-of-home advertising Newspaper
Magazines Radio
Television
Advertisers attempts to select the media and vehicles whose
characteristics are most compatible with the advertised
brand in reaching its target audience and conveying its
intended message
121

122. Traditional Advertising Media
$5 Billion in 2000
Regarded as supplementary
e.g., billboard(major), bus shelters, giant inflatables,
shopping-mall displays, etc.
400,000 billboards in the US
Designed with name recognition as the primary
objective
Two major forms:
(1) Poster Panels and
(2) Painted Bulletins
122

123. Traditional Advertising Media
Example of a poster panel
123

124. Traditional Advertising Media
60 million households during week and nearly 62 million on
Sundays
Historically leading advertising medium but declining in recent
years
124

125. Traditional Advertising Media
Hundreds of special - interest magazines
125

126. Traditional Advertising Media
Nearly 100% of home and cars have radios
126

127. Traditional Advertising Media
Nearly 98% of all households have televisions
Uniquely personal and demonstrative yet expensive
127

128. Traditional Advertising Media
8p.m.-11p.m.
(7p.m.-10p.m.)
Prime Time
Early morning news
- 4:30p.m.
Daytime
Preceding and following
prime time
Fringe Time
128

129. Alternative Offline Advertising Media and Mass Online Advertising
Two Broad Groupings of Media Alternatives:
Alternative Offline Mass Media
Mass Online Ad Media
129

130. Alternative Offline Advertising Media and Mass Online Advertising
Product Placements in Movies
Videos for VCRs
Virtual Signage at Sports Stadiums and Other Venues
CD-Rom Advertising
Yellow Page Advertising
130

131. Alternative Offline Advertising Media and Mass Online Advertising
131

132. Alternative Offline Advertising Media and Mass Online Advertising
132

133. Alternative Offline Advertising Media and Mass Online Advertising
Internet not replacement but key element of IMC programs
60% of U.S. households have internet access
By 2005, online spending will represent 8% of overall
advertising and amount to $16.5 billion
133

134. Alternative Offline Advertising Media and Mass Online Advertising
Individualization:
Refers to the fact that the Internet user has control over
the flow of information
Interactivity:
Allows for users to select the information they perceive
relevant & for brand managers to build relationships with
customers via two-way communication.
134

135. Alternative Offline Advertising Media and Mass Online Advertising
Websites
Users seek out web sites in a goal-oriented fashion
Movie web sites play prominent role in predicting box-
office performance
“Form follows function”
135

136. Alternative Offline Advertising Media and Mass Online Advertising
Banner Ads
Equivalent of 30-second T.V. ads
Who pays attention?
Nielsen/NetRatings: Average click rate of 2001 was
0.49%
Exposure not equivalent to attention
136

137. Alternative Offline Advertising Media and Mass Online Advertising
Pop-ups
Ads that appear in a separate window out of nowhere
137

138. Alternative Offline Advertising Media and Mass Online Advertising
Interstitials/Superstitials
Interstitials:
Ads that appear between two
content pages
Superstitials:
Short animated ads that play over web page
138

139. Alternative Offline Advertising Media and Mass Online Advertising
Site Sponsorships
Advertiser is a partial or exclusive sponsor of a Web site
and benefits from the visitations to the site
Ex. IBM paid $1 Million to be sole sponsor of National
Football League’s http://www.superbowl.com
139

140. Offline and Online Direct Advertising
Use of any of several media to transmit messages that encourage
purchases of advertiser’s brands
Postal mail and e-mail are the most important.
Facilitated by practice of Database Marketing
140

141. Offline and Online Direct Advertising
Involves collecting and electronically storing info about past,
present, and prospective customer
Info is used to profile customers
141

142. Offline and Online Direct Advertising
B2b marketers have expanded usage of direct advertising
142

143. Offline and Online Direct Advertising
P-mail advertising:
Advertising matter sent via the postal service to the person whom
the marketer wishes to influence
Ex. Letters, postcards, programs, calendars, catalogs,
videocassettes, blotters, order blanks, price lists, menus, etc.
143

144. Offline and Online Direct Advertising
Test-drive kit
mailing
144

145. Offline and Online Direct Advertising
Marketer’s perspective:
Catalog selling provides efficient and effective way to reach prime
prospects
145

146. Offline and Online Direct Advertising
Consumer’s perspective:
1. Saves time
2. Appeals to consumers fearful of shopping
3. Convenience of making purchase decisions at leisure
4. Modern conveniences make it easy to order from
catalogs
5. Merchandise quality and prices are often comparable if
not better than those of stores
6. Guarantees are attractive
146

147. Offline and Online Direct Advertising
The use of the Internet for sending commercial e-mail
messages
Alternative to banner ads, pop-ups, or other forms of rich-
media presentations
147

148. Offline and Online Direct Advertising
Opt-in E-mailing:
The practice of marketers’ asking for and receiving
consumers’ permission to send them messages on a
particular topic (s)
148

149. Offline and Online Direct Advertising
SPAM
Unsolicited and unwanted commercial e-mail messages
Brand-awareness is offset by negative reaction
149

150. Offline and Online Direct Advertising
150

151. Media Planning and Analysis
Advertisers are placing more emphasis than ever on media
planning
Choosing media & vehicles is the most complicated of all
marketing communications decisions
Aside from specific vehicles in media, the planner has to choose
geographical locations and budget distribution over time
151

152. Media Planning and Analysis
Media planning
Involves the process of designing a scheduling plan that
shows how advertising time and space will contribute to the
achievement of marketing objectives
152

153. Media Planning and Analysis
Advertising Strategy
Marketing Advertising Advertising Message Media
Strategy Objectives
Budget Strategy Strategy
Media Strategy
• Audience Selection
• Objective Specification
• Media and Vehicle
• Media Buying
153

154. Media Planning and Analysis
Percentage of target audience that is exposed to an
advertisement, at least once, during a certain time frame
(usually four weeks)
154

155. Media Planning and Analysis
Average number of times an advertisement reaches
the target audience in a four-week period
155

156. Media Planning and Analysis
How much advertising volume is required to accomplish
advertising objectives
Three weight metrics:
Gross ratings
Target ratings
Effective ratings
156

157. Media Planning and Analysis
How advertising is allocated during
the course of an advertising
campaign : how should the media
budget be distributed?
157

158. Sales Promotion Management, Marketing-Oriented Public Relations, and
Sponsorships
What Exactly is Sales Promotion?
Any incentive used by manufacturers to induce the trade
and/or consumers to buy a brand and encourage sales force
to aggressively sell it
The incentive is additional to the basic benefits provided by
the brand and temporarily changes its perceived price or value
158

159. Sales Promotion Management, Marketing-Oriented Public Relations, and
Sponsorships
Promotion Targets
All three groups – the sales force, retailers and consumers –
are targets of sales promotional efforts
159

160. Sales Promotion Management, Marketing-Oriented Public Relations, and
Sponsorships
Brand-Level Advertising
and Sales Promotion Mix
Encourage
Pull
Push
Sales Force Retailers Consumers
160

161. Sales Promotion Management, Marketing-Oriented Public Relations, and
Sponsorships
Push Strategy
Using promotional
efforts to push
product through Pull Strategy
the selling chain
Using Consumer
advertising to pull
product through the
channel of distribution
161

162. Sales Promotion Management, Marketing-Oriented Public Relations, and
Sponsorships
Advertising to
Consumers Advertising to
Sales Promotion to
Retailers Retailers
Sales Promotion to Personal Selling to
Consumers Retailers
Personal Selling to Sales Promotion to
Sales Promotion to Retailers Consumers
Retailers
Advertising to
Retailers
Advertising to
Consumers
162

163. Sales Promotion Management, Marketing-Oriented Public Relations, and
Sponsorships
All Consumers
On- and Off-Deal On-Deal Only
Consumers Consumers (S8)
Loyalists Switchers
Non-Deal-Prone Deal-Prone Non-Deal-Prone Deal-Prone
Loyalists (S1) Loyalists Switchers (S5) Switchers
Stockpiling Exceptionist Stockpiling-Exceptionist
Loyalists (S2) Loyalists (S3) Loyalists (S4)
S1- S8 = Segment1 - Segment 8 Nonstockpiling Stockpiling
Switchers (S6) Switchers (S7)
163

164. Sales Promotion Management, Marketing-Oriented Public Relations, and
Sponsorships
164

165. Sales Promotion Management, Marketing-Oriented Public Relations, and
Sponsorships
Unprofitable Promotion-insensitive
Stockpiling loyalists
Profitable On-Deal-Only consumers
‘May’ or Nonstockpiling or
‘May not’ Stockpiling promotion-
sensitive consumers
165

166. Trade-Oriented Sales Promotion
Introduce new or revised products
Increase distribution of new packages or sizes
Build retail inventories
Maintain/Increase manufacturer’s shelf space
Obtain displays outside shelf locations
Reduce excess inventory
Achieve product features in retailer’s ads
Counter competitive activity
Sell as much as possible to final consumers
166

167. Trade-Oriented Sales Promotion
Trade allowances
Cooperative advertising and vendor support programs
Trade contests and incentives
Trade shows
167

168. Trade-Oriented Sales Promotion
Trade Allowances
Used by manufacturers to reward wholesalers and retailers for
performing activities in support of the manufacturer’s brand
168

169. Trade-Oriented Sales Promotion
Slotting allowances
Bill-back allowances
Off-invoice allowances
The fees manufacturers pay retailers for access to the slot,
or location,
Typically when a manufacturer to get its new brand
accepted by retailers
A form of bribery? or Legitimate cost of doing business?
169

170. Trade-Oriented Sales Promotion
Slotting allowances
Bill-back allowances
Off-invoice allowances
Retailers receive allowances for featuring the manufacturer’s
brand in advertisements or for providing special displays
170

171. Trade-Oriented Sales Promotion
Slotting allowances
Bill-back allowances
Off-invoice allowances
Most frequently used form
Deals offered periodically to trade that permit wholesalers
and retailers to deduct a fixed amount from the invoice
Retailers do not necessarily pass along to consumers the
discounts
171

172. Trade-Oriented Sales Promotion
Cooperative (co-op) advertising
An arrangement between a manufacturer and reseller whereby
the manufacturer pays for all or some of the advertising costs
undertaken by the reseller
172

173. Trade-Oriented Sales Promotion
Vendor support programs (VSPs)
A retailers develops an advertising program in consultation with
local advertising media and then invites its vendors to pay for a
specific percentage of the media cost for the proposed
campaign
173

174. Trade-Oriented Sales Promotion
Trade contest generally based on
managers meeting a sales
goal
Trade given to retail managers and
incentives salespeople for performing
certain tasks
Push money provide financial incentives
to retail salespeople to
aggressively sell to
consumers a selected item
174

175. Trade-Oriented Sales Promotion
Trade show
A temporary forum for sellers of a product category to
exhibit and demonstrate their wares to present and
prospective buyers
175

176. Consumer-Oriented Promotions
Three general categories of objectives
(1) Generating trial purchases
(2) Encouraging repeat purchases
(3) Reinforcing brand images
176

177. Consumer-Oriented Promotions
Consumer Rewards
All promotion techniques provide consumers with rewards
Typically in the form of cash savings or free gifts
Consumers are more responsive to immediate than delayed
rewards
177

178. Consumer-Oriented Promotions
Consumer Generating Trial Encouraging Reinforcing
Reward Purchases Repeat Purchases Brand Image
Immediate  Sampling  Price-offs
 Instant coupons  Bonus packs
 Shelf-delivered  In-, on-, and near-
coupons pack premiums
 Games
Delayed  Scanner-  In-and on-pack  Self-
delivered coupons liquidating
coupons  Rebates /Refunds premiums
 Media- and mail-  Phone cards  Contests and
delivered  Continuity sweepstakes
coupons programs
 Online coupons
 Mail-in premiums
 Free-with-
purchase
premiums
178

179. Consumer-Oriented Promotions
Sampling
The premier sales-promotion device for
generating trial usage by delivering an
actual- or trial-sized product to consumers
179

180. Consumer-Oriented Promotions
Direct mail
Newspapers and
magazines
Door to door by special • Mailed directly to households
distribution crews • Targeted by demographic
characteristics or
On- or in-pack sampling
geodemographics
High-traffic locations
In-store sampling
Internet sampling
180

181. Consumer-Oriented Promotions
Direct Mail
Sampling
181

182. Consumer-Oriented Promotions
Direct mail
Newspapers and
magazines
Door to door by special • The Sunday newspaper is an
distribution crews increasingly attractive
medium for broad-scale
On- or in-pack sampling sampling
High-traffic locations
In-store sampling
Internet sampling
182

183. Consumer-Oriented Promotions
Newspaper
Sampling
183

184. Consumer-Oriented Promotions
Direct mail
Newspapers and
magazines
Door to door by special • Allows considerable
targeting
distribution crews
• Lower cost than in-store or
On- or in-pack sampling direct-mail sampling
• Short lead times
High-traffic locations
In-store sampling
Internet sampling
184

185. Consumer-Oriented Promotions
Door-to-Door
sampling
185

186. Consumer-Oriented Promotions
Direct mail
Newspapers and
magazines
Door to door by special
distribution crews • Uses the package of another
product to serve as the
On- or in-pack sampling sample carrier
High-traffic locations
In-store sampling
Internet sampling
186

187. Consumer-Oriented Promotions
On- or In-pack
Sampling
187

188. Consumer-Oriented Promotions
Direct mail
Newspapers and
magazines
Door to door by special
distribution crews • Shopping centers, movie
theaters, airports, or special
On- or in-pack sampling events
High-traffic locations
In-store sampling
Internet sampling
188

189. Consumer-Oriented Promotions
Direct mail
Newspapers and
magazines
Door to door by special • Provide product samples in
distribution crews grocery stores and other
retail outlets for trial while
On- or in-pack sampling consumers are shopping
• The most frequent form
High-traffic locations
In-store sampling
Internet sampling
189

190. Consumer-Oriented Promotions
In-store
sampling
190

191. Consumer-Oriented Promotions
Direct mail
Newspapers and
magazines
• Brand managers are
Door to door by special increasingly distributing
distribution crews samples online
• Specialized online sample
On- or in-pack sampling
delivery firms aid this
process
High-traffic locations
In-store sampling
Internet sampling
191

192. Consumer-Oriented Promotions
Coupon
A promotional device that provides cents-off to consumers
upon its redemption
192

193. Consumer-Oriented Promotions
Coupons for
automotive
maintenance
service
193

194. Consumer-Oriented Promotions
Instantly Redeemable Coupons
Shelf- Delivered Coupons
Scanner- Delivered Coupons
Peelable from the package at the point of purchase
Represent an immediate reward
An alternative to price-off deals
Redemption rate about 30%
194

195. Consumer-Oriented Promotions
Instantly Redeemable Coupons
Shelf- Delivered Coupons
Scanner- Delivered Coupons
Instant Coupon Machines, Smart SourceTM
Machines are attached to the shelf alongside coupon-sponsoring
brands
Redemption rate about 11%
195

196. Consumer-Oriented Promotions
Instant coupon machine
(so called SmartSource)
196

197. Consumer-Oriented Promotions
Instantly Redeemable Coupons
Shelf- Delivered Coupons
Scanner- Delivered Coupons
Catalina Marketing Corp. offers two programs
Reward is delayed
Potentially very effective because they provide a way to carefully
target coupon distribution
197

198. Consumer-Oriented Promotions
Scanner- Delivered Coupons
Checkout Coupon Checkout Direct
Delivers coupons based on the particular brands a shopper has
purchased
Directed at competitive-brand users
Redemption rate about 9%
198

199. Consumer-Oriented Promotions
Checkout coupon for
Lean Cuisine Hearty Portions
199

200. Consumer-Oriented Promotions
Scanner- Delivered Coupons
Checkout Coupon Checkout Direct
A coupon for the sponsoring manufacturer’s brand is
automatically dispensed for use on the shopper’s next purchase
occasion
Directed at users who satisfy a manufacturer’s prescribed
demographic or product-usage requirements
200

201. Consumer-Oriented Promotions
Mail-Delivered Coupons
Highest household penetration • Relatively expensive
Highest redemption rate of all • Inefficient and expensive for
mass-delivered coupons brands enjoying a high
Increase the amount of product market share
purchases
201

202. Consumer-Oriented Promotions
Media-Delivered Coupons
80% of all coupons distributed via • Redemption rate is very
Sunday newspaper freestanding low
inserts • Don’t generate much
Broad exposure trade interest
Relatively cheaper • Susceptible to
Reminder function misredemption
Advertising function
202

203. Consumer-Oriented Promotions
FSI
advertisement
203

204. Consumer-Oriented Promotions
Included in- or on- product’s package
Cannot be removed at the point of purchase;It’s for next
purchase
A coupon for one brand is promoted by another brand
(crossruffing)
Has bounce-back value
No distribution costs
Redemption rates are higher
Delayed value to consumers
Don’t reach nonusers of the carrying brand
204

205. Consumer-Oriented Promotions
(F)
Manufacturer Redemption Center
(A) (E) (D
(B) (C) )
Consumers Retailers Clearinghouse
(M)
* Organized criminals
* Terrorists
M: misredemption
* Media employees
* Crooked retailers
205

206. Consumer-Oriented Promotions
Premiums
Articles of merchandise or service offered by manufacturers to
induce action on the part of the sales force, trade
representatives, or consumers
206

207. Consumer-Oriented Promotions
Mail-in Offers
• Receive a premium item for
In-, On-, and submitting a required number of
proofs of purchase
Near- Pack • Not only stimulate consumer trial,
also reward brand loyalties and
encourage repeat purchase
Self-Liquidating behavior
• 2 to 4% of consumers take
advantage
Phone Cards
207

208. Consumer-Oriented Promotions
Mail-in offers
208

209. Consumer-Oriented Promotions
Free-in-the-Mail
• Offer a premium item inside
or attached
In-, On-, and • Immediate value
Near- Pack • Near-pack premium provide
the retail trade with premium
item that retailers then give
Self-Liquidating to consumers
• Near-pack is less expensive
due to no additional
Phone Cards packaging
209

210. Consumer-Oriented Promotions
Free-in-the-Mail
In-, On-, and
• Consumer mails in a proof of
Near- Pack purchase along with sufficient
money to receive the premium
item
Self-Liquidating • The premium should be appealing
and represent a value
Phone Cards
210

211. Consumer-Oriented Promotions
Self-liquidating
premium
211

212. Consumer-Oriented Promotions
Phone debit card
Free-in-the-Mail Performing customer-holding objective
Delayed reward
In its infancy
In-, On-, and Commonly, a preset amount of long-
Near- Pack distance calling time
Self-Liquidating
Phone Cards
212

213. Consumer-Oriented Promotions
Effective for certain objectives
Reward present users
Get consumers to purchase larger quantities than normal
Establish repeat purchase
Ensure promotion dollars reach consumers
Obtain off-shelf display space
Provide the sales force with incentive
213

214. Consumer-Oriented Promotions
Extra quantities of a product that are offered for the same
price
Alternative to price-off deals
Many bonus-packs will be purchased by regular customers
who would have purchased the brand anyway
214

215. Consumer-Oriented Promotions
Bonus Packs
215

216. Consumer-Oriented Promotions
Rebates/Refunds
Manufacturers give cash discounts or reimbursements to
consumers who Submit (mail) proofs of purchase
216

217. Consumer-Oriented Promotions
A refund offer
217

218. Consumer-Oriented Promotions
Primarily to enhance a brand’s image
Sweepstakes are preferred because it’s relatively inexpensive
and simple to execute
Sweepstakes Contest
purely on the basis of Solve the specific
chance, no need for contest problem and
proofs of purchase may need proofs of
purchase
218

219. Consumer-Oriented Promotions
Sweepstakes offer
219

220. Consumer-Oriented Promotions
Contests
220

221. Consumer-Oriented Promotions
Provide an instant reward
Create excitement, stimulate brand interest, and reinforce brand
loyalty
221

222. Consumer-Oriented Promotions
Games
222

223. Consumer-Oriented Promotions
Reward consumers’ repeat purchasing
“Loyalty programs”, “point programs”
Serve to cement a relation with the consumer
223

224. Consumer-Oriented Promotions
The Spam stuff
points program
224

225. Consumer-Oriented Promotions
The Internet is becoming a major medium for consumer-oriented
promotions
Online couponing is a cheaper and more targeted, but
susceptible to fraud
225

226. Consumer-Oriented Promotions
Overlay Tie-in
Program Promotion
Or combination program
Combines two or more promotion techniques
Increases the likelihood that consumers will attend a promotional
message
226

227. Consumer-Oriented Promotions
Overlay Tie-in
Program Promotion
Or joint promotion
Simultaneous promotion of multiple brands
Cost-effective, but lead time is lengthened
The partners’ images should reinforce each other other
227

228. Consumer-Oriented Promotions
An intercompany
tie-in
228

229. Consumer-Oriented Promotions
To increase store traffic
› Couponing
› Frequent-shopper card program
› Sampling
229

230. Consumer-Oriented Promotions
A store coupon
230

231. Marketing Public Relations and Sponsorship Marketing
Marketing Public Relations (MPR)
Marketing-oriented aspect of public relations that is an
organizational activity involved with fostering goodwill
between a company and its various publics
231

232. Marketing Public Relations and Sponsorship Marketing
Proactive MPR Reactive MPR
Dictated by a company’s
marketing objectives
Offensively oriented and
opportunity seeking
• The conduct of public
relations in response to
outside influences
• Attempt to repair company’s
reputation, prevent market
erosion, and regain lost sales
232

233. Marketing Public Relations and Sponsorship Marketing
Proactive MPR Widely used forms
of publicity in MPR
Product introductions or product
revisions
Product releases
Credibility accounts for the
effectiveness
Publicity is the major tool
Executive-statement
Feature articles
233

234. Marketing Public Relations and Sponsorship Marketing
Announce new products
Provide relevant information,
Product releases features and benefit
Audiovisual product releases (video
news releases, or VNRs) gained
wide usage
Executive-
statement
Feature articles
234

235. Marketing Public Relations and Sponsorship Marketing
News releases quoting CEOs and
other corporate executives
Product releases May address a wide variety of
issues
Published in the news section
Carry a significant degree of
Executive- credibility
statement
Feature articles
235

236. Marketing Public Relations and Sponsorship Marketing
Detailed descriptions of products
or other newsworthy programs
Product releases Written by a PR firm for immediate
publications or airing
Inexpensive to prepare
Executive-
statement
Feature articles
236

237. Marketing Public Relations and Sponsorship Marketing
Often product defects and failures Negative publicity
are the factors cases
Quick and positive responses are
imperative
• Product tampering
cases -Tylenol and
Sudafed
• The Perrier case
• The Pepsi Hoax
• Coke in Europe
237

238. Marketing Public Relations and Sponsorship Marketing
Old and New
Proctor
and
Gamble’s
Logos
238

239. Marketing Public Relations and Sponsorship Marketing
Involve investments in events or causes for the purpose
of achieving various corporate objective
Event Cause-oriented
sponsorships sponsorships
239

240. Marketing Public Relations and Sponsorship Marketing
Event Sponsorship
A form of brand promotion that ties a brand to a meaningful
athletic, entertainment, cultural , social, or other type of high-
interest public activity
240

241. Marketing Public Relations and Sponsorship Marketing
The Oscar Mayer Wienermobile
241

242. Marketing Public Relations and Sponsorship Marketing
Cause-Related Marketing
Based on the idea that a company will contribute to a cause
every time the customer undertakes some action
242

243. Marketing Public Relations and Sponsorship Marketing
Cause-related
marketing
illustration
243

244. Personal Selling
A form of person-to-person communication in which
a salesperson works with prospective buyers and
attempts to influence their purchase
needs in the direction of his or her company’s
products or service

245. Personal Selling
Enhancing brand equity
Educating customers
Providing product usage and marketing assistance
Providing after-sale service and support to buyers

246. Personal Selling
1. High level of 4. Communicate
customer attention more technical and
complex information
2. Customize the 5. Demonstrate a
message product’s functioning
and characteristics
3. Yields immediate 6. Develop long-term
feedback relationship

247. Personal Selling
Job freedom
Variety and challenge
Opportunities for
advancement
Attractive compensation
and non-financial rewards

248. Personal Selling
Based on trust and mutual agreement
Customer-driven atmosphere
Act as if on customer’s payroll
After-sales service is key
No one solution is appropriate for all customers
Professionalism and integrity are essential

249. Personal Selling

250. Personal Selling
Trade Selling
Typically employees of
manufacturers
Missionary Selling
Sell through their direct
customers
Technical Selling Requires limited
prospecting and places
greater emphasis on
New-business Selling servicing accounts
Retail Selling
Telemarketing

251. Personal Selling
Trade Selling
Employees of
manufacturers
Missionary Selling
Typically pharmaceutical
industry
Technical Selling Sells for its direct
customers (wholesalers)
New-business Selling
Retail Selling
Telemarketing

252. Personal Selling
Trade Selling
Typically trained in technical
fields such as chemistry,
Missionary Selling engineering, computer science,
and accounting
Technical Selling Must be able to communicate
complicated features to
prospective customers
New-business Selling
Retail Selling
Telemarketing

253. Personal Selling
Trade Selling
Must continuously call on
new accounts
Missionary Selling
Bird-dogging, cold calling
Continually work to open
Technical Selling new accounts
e.g., Office copiers, personal
computers, business forms,
New-business Selling and personal insurance
Retail Selling
Telemarketing

254. Personal Selling
Trade Selling
Customer comes to the
salesperson
Missionary Selling
Have considerable
product knowledge,
Technical Selling strong interpersonal skills,
and ability to work with a
diversity of customers
New-business Selling
Retail Selling
Telemarketing

255. Personal Selling
Trade Selling
Is used to support or even
replace the sales forces
Missionary Selling
Versatility applies to both
consumer-oriented
Technical Selling products and business-to-
business marketing
Not appropriate for all
New-business Selling sales organizations
Retail Selling
Telemarketing

256. Personal Selling
How essential is face-to-face contact?
Customers geographically concentrated or dispersed?
How large are typical order sizes?
What decision criteria are important？
How many decision makers?
What is the nature of purchase?
What is the status of the decision maker?
What specific selling tasks have to be performed?

257. Personal Selling
To best represent the customer’s interests by capitalizing on
the strengths and expertise of various personnel
Also prevalent in business-to-business selling situation
Include experts drawn from throughout the organization

258. Personal Selling
Aptitude
Includes interests, intelligence,
and personality characteristics
Skill level Some people better suit to
one type of sales job than
another
Motivational level
All must be customer oriented
and empathetic
Role perceptions
Personal characteristics
Adaptability

259. Personal Selling
Aptitude
Includes selling, interpersonal,
and technical skills
Skill level Companies instill the skills
needed for success
Motivational level One of the most important
skills—”Close a sale”
Getting along with immediate
Role perceptions superior
Personal characteristics
Adaptability

260. Personal Selling
Aptitude
The amount of time and
energy a person is willing to
Skill level expend performing tasks
Reciprocally related to
performance
Motivational level
People are driven in different
ways
Role perceptions
Personal characteristics
Adaptability

261. Personal Selling
Competitors Ego-driven
Desire to win and to Desire to be the best,
beat rivals to win awards, and
to be organized
Achievers Service-oriented
Routinely set higher
goals and like Good at building
accomplishment relationships with
customers

262. Personal Selling
Aptitude
Accurate role perception is
crucial
Skill level Often they face role conflicts
that diminish their sales
performance
Motivational level
Organizational citizenship
behaviors (OCBs)
Role perceptions
Personal characteristics
Adaptability

263. Personal Selling
Aptitude
Age, physical size,
appearance, race, gender, etc.
Skill level It doesn’t ensure sales
success or failure
Motivational level Successful salespeople are
androgyny (possess both male
and female traits)
Role perceptions
Personal characteristics
Adaptability

264. Personal Selling
Aptitude
Ability to adapt to situational
circumstances
Skill level Due in part to personal
aptitude but also includes
learned skills
Motivational level
Absolutely essential for
success
Role perceptions
Personal characteristics
Adaptability

265. Personal Selling
First Impression Self-esteem
Depth of knowledge Extended focus
Breadth of knowledge Sense of humor
Adaptability Creativity
Sensitivity Taking risks
Enthusiasm Honesty & ethics

266. Regulatory, Ethical, and “Green” Issues in Marketing Communications
Federal State Regulation
Regulation
Marketing
Communications
266

267. Regulatory, Ethical, and “Green” Issues in Marketing Communications
Regulation of deceptive advertising
Regulation of unfair practices
Information regulation
Regulation of product labeling
Regulation of prescription drug advertising
267

268. Regulatory, Ethical, and “Green” Issues in Marketing Communications
Ethics in our context involves matters of right and wrong, or
moral, conduct pertaining to any aspect of marketing
communications
268

269. Regulatory, Ethical, and “Green” Issues in Marketing Communications
Example of
Controversial
Advertising
- Camel’s “Joe camel”
269

270. Regulatory, Ethical, and “Green” Issues in Marketing Communications
The Golden Act in a way that you would want
Rule
The Take only actions that would be
Professional viewed as proper by an objective
Ethics panel of your professional
colleagues
“Would l feel comfortable
The TV test
explaining this action on
television to the general public?”
270

271. Regulatory, Ethical, and “Green” Issues in Marketing Communications
Green advertising
Packaging response
Seal-of-Approval programs
Cause-Oriented Programs
Point-of-Purchase
271

272. Regulatory, Ethical, and “Green” Issues in Marketing Communications
Green Advertising
Promoting an
Image of
Environmental
Responsibility
272

273. Regulatory, Ethical, and “Green” Issues in Marketing Communications
Green advertising
Packaging response
Seal-of-Approval programs
Cause-Oriented Programs
Point-of-Purchase
273

274. Regulatory, Ethical, and “Green” Issues in Marketing Communications
Recyclable bottles
Polystyrene to paperboard
Plastic to cardboard
Smaller packages
274

275. Regulatory, Ethical, and “Green” Issues in Marketing Communications
Green advertising
Packaging response
Seal-of-Approval programs
Cause-Oriented Programs
Point-of-Purchase
275

276. Regulatory, Ethical, and “Green” Issues in Marketing Communications
Designed to assist consumers in identifying environmentally
friendly products and brands
Green Seal of Approval
“Chasing arrows logo”
276

277. Regulatory, Ethical, and “Green” Issues in Marketing Communications
Green advertising
Packaging response
Seal-of-Approval programs
Cause-Oriented Programs
Point-of-Purchase
277

278. Regulatory, Ethical, and “Green” Issues in Marketing Communications
Cause-Oriented
programs
278