【正文】 hines.B) The appeal of pointofpurchasing advertising lies in the fact that numerous studies show that in many product categories consumers make the bulk of their final brand decisions in the store1) One study suggested that 70 percent of all buying decisions are made in the store2) Instore advertising is designed to increase the number of spontaneous buying decisionsEvaluating Alternative Media The main advantage of nontraditional media is that a very precise and captive audience often can be reached in a costeffective manner. A) The challenge with nontraditional media is demonstrating its reach and effectiveness through credible, independent research.B) These new marketing strategies must be judged on how they contribute, directly or indirectly, to brand equity.C) There has been some consumer backlash when people see ads in traditionally adfree spaces.D) Perhaps because of the sheer pervasiveness of advertising, consumer seem to be less bothered by nontraditional media now than in the past.E) Consumers must be favorably affected in some way to justify the marketing expenditures for nontraditional media.Selecting Specific Vehicles The media planner must search for the most costeffective vehicles within each chosen media type. A) In makin。 and (5) evaluate munication and sales effects. Sales promotion consists of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade. Sales promotion includes tools for consumer promotion, trade promotion, and business and salesforce promotion (trade shows and conventions, contests for sales reps, and specialty advertising). In using sales promotion, a pany must establish its objectives, select the tools, develop the program, pretest the program, implement and control it, and evaluate the results. Events and experiences are a means to bee part of special and more personally relevant moments in consumers’ lives. Involvement with events can broaden and deepen the relationship of the sponsor with its target market, but only if managed properly.Public relations (PR) involves a variety of programs designed to promote or protect a pany’s image or its individual products. Many panies today use marketing public relations (MPR) to support the marketing department in corporate or product promotion and image making. MPR can affect public awareness at a fraction of the cost of advertising, and is often much more credible. The main tools of PR are publications, events, news, speeches, publicservice activities, and identity media. OPENING THOUGHT Students will be familiar with the major forms of advertising. What will perhaps, present challenges to some students will be the ideas surrounding the fivestep process: set advertising objectives, establish a budget, choose the advertising message and creative strategy, decide on the media, and evaluate the effects. The instructor is encouraged to present examples of differing advertising campaigns and differing forms of munication (print, electronic, Webbased, billboards, etc.) to show the various opportunities and plexities involved. The instructor is encouraged to use events and experiences (sponsorships of university or college events are good examples to use) to demonstrate the effectiveness (or ineffectiveness) of this media to build brand equity. Sponsorships allows for good inclass discussion(s) as to the value of this form of media. Public relations and MPR might be new material to students and the instructor is encouraged to use professional public relations officers (university or college representatives) as guest speakers to explain current developing practices and procedures in this evolving specialty. TEACHING STRATEGY AND CLASS ORGANIZATIONPROJECTS1. At this point in the semesterlong project, students should submit their advertising program plete with objectives, budget, advertising message and creative strategy, media decisions, and sales and promotional materials. 2. Sponsorships are an integral part of life in America today. The support of college and university’s teams by various sporting goods panies and local vendors add needed revenues to colleges and universities. In this project, students are to contact their college or university’s sports management program and try to discover the dollar amount that sponsorships add to the university. Secondly, contact as many of these local sponsors as possible and try to see how these sponsors quantify their expenditures (to the college and university) in terms of brand awareness, purchase intent, or consumer product decisionmaking. 3. Sonic PDA Marketing Plan Advertising, sales promotion, and public relations are among the most visible outes of any marketing plan. These mass munications tools provide support for branding, product, pricing, and distribution strategies. At Sonic, you are starting to plan promotional support for launching the new PDA. After reviewing your earlier marketing mix decisions and your current situation as a new player in the PDA market, respond to the following questions about your promotion strategy: (4) decide on the media。 deciding on media timing。 Should you use consumer or trade promotion or both? Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public RelationsMANAGING MASS COMMUNICATIONS: ADVERTISING, SALES PROMOTIONS, EVENTS, AND PUBLIC RELATIONS18C H A P T E R LEARNING OBJECTIVESAfter reading this chapter, students should:q Know what steps are involved in developing an advertising programq Know how sales promotion decisions should be madeq Know what are the guidelines for effective brandbuilding events and experiencesq Know how panies can exploit the potential of public relations and publicity CHAPTER SUMMARY Advertising is any paid form of nonper