3.marketing advertising and promotion

7/31/2019 3.Marketing Advertising and Promotion

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Managing Mass Communications:

Advertising,

Sales Promotions,

Events and Experiences,

Public Relations

Word of Mouth

Personal Selling


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AIDS prevention campaign in West

Bengal was a unique integrated

mass media campaign


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What is Advertising?

Advertising is any paid form of

nonpersonal presentation and

promotion of ideas, goods, or services

by an identified sponsor.


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The Five Ms of Advertising


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Advertising Objectives

Informative

advertising

Reminder

advertising

Reinforcement

advertising

Persuasive

advertising


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Factors to Consider in Setting an

Advertising Budget

Stage in the product life cycle

Market share and consumer base

Competition and clutter

Advertising frequency

Product substitutability


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Developing the

Advertising Campaign

Message generation

and evaluation

Creative

development andexecution

Legal and social

issues


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Television

Advantages

Reaches broad

spectrum of consumers

Low cost per exposure Ability to demonstrate

product use

Ability to portray image

and brand personality

Disadvantages

Brief

Clutter

High cost of production High cost of placement

Lack of attention by

viewers


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Print Ads

Advantages

Detailed product

information

Ability tocommunicate user

imagery

Flexibility Ability to segment

Disadvantages

Passive medium

Clutter

Unable to

demonstrate

product use


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Print Ad Components

Headline

Picture

SignatureCopy


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Media Selection

Reach

Frequency

Impact

Exposure


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Relationship Among Trial,

Awareness, and the Exposure

Function


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Choosing Among Major Media Types

Target audience and media habits

Product characteristics

Message characteristics Cost


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Major Media Types

Newspapers

Television

Direct mail

Radio

Magazines

Outdoor

Yellow Pages

Newsletters

Brochures

Telephone

Internet


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Advertising Research Techniques

For Print Ads

For Broadcast Ads

In-house tests Trailer tests

Theater tests

On-air tests


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Evaluating Advertising

Effectiveness

Communication-Effect Research

Consumer feedback method

Portfolio tests Laboratory tests

Sales-Effect Research


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Formula for Measuring Sales Impact

of Advertising


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What is Sales Promotion?

Sales promotions consist of a

collection of incentive tools, mostly

short term, designed to stimulate

quicker or greater purchase ofparticular products or services by

consumers or the trade.


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Sales Promotion Tactics

Consumer-directed

Samples

Coupons

Cash refund offers Price offs

Premiums

Prizes Patronage rewards

Free trials

Tie-in promotions

Trade-directed

Price offs

Allowances

Free goods Sales contests

Spiffs

Trade shows Specialtyadvertising


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Using Sales Promotions

Establish objectives

Select tools

Develop program

Pretest

Implement and control

Evaluate results


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Why Sponsor Events?

To identify with a particular target market orlife style

To increase brand awareness

To create or reinforce consumer perceptions

of key brand image associations To enhance corporate image

To create experiences and evoke feelings

To express commitment to community

To entertain key clients or reward employees

To permit merchandising or promotionalopportunities


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Using Sponsored Events


Choose events

Design programs

Measure effectiveness


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Ideal Events

Audience closely matches target market

Event generates media attention

Event is unique with few sponsors

Event lends itself to ancillary activities

Event enhances brand image of sponsor


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Tasks Aided by Public Relations

Launching new products

Repositioning a mature product

Building interest in a product category Influencing specific target groups

Defending products that have

encountered public problems Building the corporate image in a way

that reflects favorable on products


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Public Relations Functions

Press relations

Product publicity

Corporate communications Lobbying

Counseling


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Major Tools in Marketing PR

Publications

Events

Sponsorships

News

Speeches

Public Service

Activities Identity Media


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Decisions in Marketing PR


Choose messages

Choose vehicles

Implement

Evaluate results


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Word-of-Mouth Marketing is

Empowered by Social Networks


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How to Start Buzz

Identify influential individuals and companiesand devote extra effort to them

Supply key people with product samples

Work through community influentials Develop word-of-mouth referral channels to

build business

Provide compelling information that

customers want to pass along


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Designing

a Sales Force

Sales force objectives

Sales force strategy

Sales force structure

Sales force size

Compensation


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Types of Sales Representatives

Deliverer

Order taker Missionary

Technician

Demand creator

Solution vendor


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Sales Tasks

Prospecting

Targeting

Communicating

Selling

Servicing

Information

gathering Allocating


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Managing the

Sales Force

Recruiting, selecting

Training

Supervising

Motivating

Evaluating


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Workload Approach to Determining

Sales Force Size

Customers are grouped into size classes

Desirable call frequencies are established

Number of accounts in each size class

multiplied by call frequency Average number of calls possible per year

established

Number of reps equal to total annual callsrequired divided by number possible


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Components of Sales Force

Compensation

Fixed amount

Variable amount

Expense allowances

Benefits


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Form for Evaluating Performance

3.marketing advertising and promotion

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