©2000 Prentice Hall
Advertising Evaluation
Advertising Program Evaluation
Communication Effects Is the Ad Communicating Well?
Sales Effects Is the Ad Increasing Sales?
Limitations:
Long ad purchase lead time; waste circulation;
no guarantee of position
Outdoor
Advantages:
Flexibility; high repeat exposure; low cost;
low message competition
Business-Promotion Tools
Conventions
Trade Shows
Sales Contests
©2000 Prentice Hall
Major Public Relations Tools
Public Service Activities
Web Site
Corporate Identity Materials
©2000 Prentice Hall
“Deal Proneness,” Liechtenstein, Burton, & Netemeyer
Cluster analysis yielded two interpretable results: 49% are “deal prone,” 51% not 24% High “Deal prone,” 50% intermediate, 26% deal insensitive “Deal-proneness” a generalized construct - (crosses type of promotion) Younger & Less educated more likely to be deal prone
