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04/10/23 12:51Prof. U.M. Amin, CMS,
JMI University, New Delhi
1
Marketing ManagementMBA CP 205
04/10/23 12:51Prof. U.M. Amin, CMS,
JMI University, New Delhi
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04/10/23 12:51Prof. U.M. Amin, CMS,
JMI University, New Delhi
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Managing Mass Communications
04/10/23 12:51Prof. U.M. Amin, CMS,
JMI University, New Delhi
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Learning Objectives:
• Know what steps are involved in developing an advertising program.• Know how sales promotion decisions should be made.• Know what are the guidelines for effective brand-building events and experiences.• Know how companies can exploit the potential of public relations and publicity.
Managing Mass Communications
04/10/23 12:51Prof. U.M. Amin, CMS,
JMI University, New Delhi
5
Managing Mass Communications
Any paid form of non-personal presentationand promotion of ideas, goods, orservices by an identified sponsor.
Advertising
04/10/23 12:51Prof. U.M. Amin, CMS,
JMI University, New Delhi
6
Managing Mass Communications
The five Ms of advertising
04/10/23 12:51Prof. U.M. Amin, CMS,
JMI University, New Delhi
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Managing Mass Communications
Informativeadvertising
Reminderadvertising
Reinforcementadvertising
Persuasiveadvertising
Objectives of advertising
04/10/23 12:51Prof. U.M. Amin, CMS,
JMI University, New Delhi
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Managing Mass Communications
Stage in the product life cycle
Market share and consumer base
Competition and clutter
Advertising frequency
Product substitutability
Factors to consider in setting advertising budget
04/10/23 12:51Prof. U.M. Amin, CMS,
JMI University, New Delhi
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Developing the advertising campaign
Managing Mass Communications
Message generation and evaluation
Creative development and execution
Social responsibility review
04/10/23 12:51Prof. U.M. Amin, CMS,
JMI University, New Delhi
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Managing Mass Communications
• Positioning statement• Key message• Target market• Objectives• Key brand benefits
• Brand promise• Evidence of promise• Media• Background• Creative considerations
Creative brief
04/10/23 12:51Prof. U.M. Amin, CMS,
JMI University, New Delhi
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Managing Mass Communications
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
04/10/23 12:51Prof. U.M. Amin, CMS,
JMI University, New Delhi
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Managing Mass Communications
Print ads
Advantages• Detailed product
information• Ability to communicate
user imagery• Flexibility• Ability to segment
Disadvantages• Passive medium• Clutter• Unable to demonstrate
product use
04/10/23 12:51Prof. U.M. Amin, CMS,
JMI University, New Delhi
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Managing Mass Communications
Print ad components
Headline
Picture
Signature
Copy
04/10/23 12:51Prof. U.M. Amin, CMS,
JMI University, New Delhi
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Managing Mass Communications
• Is the message clear at a glance?• Is the benefit in the headline?• Does the illustration support the headline?• Does the first line of the copy support or explain the
headline and illustration?• Is the ad easy to read and follow?• Is the product easily identified?• Is the brand or sponsor clearly identified?
Print ad evaluation criteria
04/10/23 12:51Prof. U.M. Amin, CMS,
JMI University, New Delhi
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Managing Mass Communications
Choosing among major media types
• Target audience and media habits: Radio and TV are the most effective media for reaching teenagers.
• Product characteristics: Media types have different potential for demonstration, visualization, explanation, believability and color.
• Message characteristics: Timeliness and information content will influence media choice.
• Cost: TV ads are expensive while print ads are relatively inexpensive.
04/10/23 12:51Prof. U.M. Amin, CMS,
JMI University, New Delhi
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Managing Mass Communications
Major media types
• Newspapers
• Television• Direct mail• Radio• Magazines
• Outdoor• Yellow pages• Newsletters• Brochures• Telephone• Internet
04/10/23 12:51Prof. U.M. Amin, CMS,
JMI University, New Delhi
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Managing Mass Communications
Media selection
• It involve finding the most cost effective media to deliver the desired no. and type of exposures to the target audience.
• Success in achieving advertising objective say product trial, depends on brand awareness.
• Marketers need to find out no. of exposures required to produce sufficient level of brand awareness.
• The effect of exposures on audience awareness depends on the exposures’ reach, frequency and impact.
04/10/23 12:51Prof. U.M. Amin, CMS,
JMI University, New Delhi
18
Managing Mass Communications
• Reach: The no. of different persons or households exposed to a particular media schedule at least once during a specified time period.
• Frequency: The number of times within the specified time period that an average person or household is exposed to the message.
• Impact: The qualitative value of an exposure through a given medium.
04/10/23 12:51Prof. U.M. Amin, CMS,
JMI University, New Delhi
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Managing Mass Communications
Relationship among Trial, Awareness and the Exposure function
04/10/23 12:51Prof. U.M. Amin, CMS,
JMI University, New Delhi
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Managing Mass Communications
Place advertising
• Billboards• Public spaces• Product placement• Point-of-purchase Measures of audience size
• Circulation: no. of physical units carrying the advertising.
• Audience: no. of people exposed to the vehicle.• Effective audience: no. people with target audience
characteristics exposed to the vehicle.• Effective ad-exposed audience: Above who actually saw
the ad.
04/10/23 12:51Prof. U.M. Amin, CMS,
JMI University, New Delhi
21
Managing Mass Communications
Media timing and allocation
• In choosing media, advertiser faces micro and macro-scheduling problems.
• Macro-scheduling problem involves scheduling the ad w.r.t. to seasons and business cycles.
• Micro-scheduling calls for allocating ad expenditures within a short period to obtain maximum impact.
• The most effective pattern of advertising depends on product, target customers and distribution channels.
04/10/23 12:51Prof. U.M. Amin, CMS,
JMI University, New Delhi
22
Managing Mass Communications
Classification of advertising timing patterns
04/10/23 12:51Prof. U.M. Amin, CMS,
JMI University, New Delhi
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Managing Mass Communications
• The timing pattern should consider three factors: Buyer turnover, purchase frequency and forgetting rate.
• Buyer turnover expresses the rate at which new buyers enter the market.
• Purchase frequency is the number of times during the period that the average buyer purchases the product.
• Forgetting rate is the rate at which the buyer forgets the brand.
04/10/23 12:51Prof. U.M. Amin, CMS,
JMI University, New Delhi
24
Managing Mass Communications
• In launching the new product the advertiser chooses among continuity, concentration, flighting and pulsing.
• Continuity is achieved by scheduling exposures evenly throughout a given period.
• Concentration calls for spending all ad budget in a single period.
• Flighting calls for advertising for a period followed by a period with no ad, followed by a second period of ad activity.
• Pulsing is continuous advertising at low-weight levels reinforced by waves of heavier activity.
04/10/23 12:51Prof. U.M. Amin, CMS,
JMI University, New Delhi
25
Managing Mass Communications
Sales Promotion
Collection of incentive tools, mostlyshort term, designed to stimulate
quicker or greater purchase of particular products or services
by consumers or the trade.
04/10/23 12:51Prof. U.M. Amin, CMS,
JMI University, New Delhi
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Managing Mass Communications
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• Specialty advertising
04/10/23 12:51Prof. U.M. Amin, CMS,
JMI University, New Delhi
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Managing Mass Communications
Establish objectives
Select tools
Develop program
Pretest
Implement and control
Evaluate results
Using Sales Promotions
04/10/23 12:51Prof. U.M. Amin, CMS,
JMI University, New Delhi
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Managing Mass Communications
• To identify with a particular target market or life 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 promotional opportunities.
Why Sponsor Events?
04/10/23 12:51Prof. U.M. Amin, CMS,
JMI University, New Delhi
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Managing Mass Communications
Public Relations Functions
• Press relations: Presenting news and info about company in positive light.
• Product publicity: Sponsoring efforts to publicize specific products.
• Corporate communications: Promoting understanding of the organization through internal and external communications.
• Lobbying: Dealing with government to promote or defeat legislation and regulation.
• Counseling: Advising management about public issues and company positions and image during good and bad times.
04/10/23 12:51Prof. U.M. Amin, CMS,
JMI University, New Delhi
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Managing Mass Communications
1. Assist in product launches.
2. Assist in repositioning mature products.
3. Build interest in a product category.
4. Influence specific target groups.
5. Defend products.
6. Build corporate image.
Marketing Public Relations Functions
04/10/23 12:51Prof. U.M. Amin, CMS,
JMI University, New Delhi
31
Managing Mass Communications
• Publications.• Events.• Sponsorships.• News.• Speeches.• Public Service Activities.• Identity Media.
Major tools in Marketing PR
04/10/23 12:51Prof. U.M. Amin, CMS,
JMI University, New Delhi
32
Recap:
• What steps are involved in developing an advertising program.• How sales promotion decisions should be made.• What are the guidelines for effective brand-building events and experiences.• How companies can exploit the potential of public relations and publicity.
Managing Mass Communications
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