15/02/15
1
18 Managing
Mass Communications
1
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-2
Chapter Questions
§ What steps are required in developing an advertising program?
§ How should sales promotion decisions be made?
§ What are the guidelines for effective brand-building events and experiences?
§ How can companies exploit the potential of public relations and publicity?
Old Spice’s Advertising Campaign
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 18-3
15/02/15
2
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-4
Figure 18.1 The Five M’s of Advertising
Developing an Advertising Program
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 18-5
Setting Objectives
Deciding on the Budget
Developing the Campaign
Deciding on Media
Making Measurement Plans
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-6
Advertising Objectives
Informative
Persuasive
Reminder
Reinforcement
15/02/15
3
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-7
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
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-8
Developing the Advertising Campaign
Viral Power of Advertising
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 18-9
15/02/15
4
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-10
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
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-11
Print Ads
Advantages § Detailed product
information § Ability to communicate
user imagery § Flexibility § Ability to segment
Disadvantages § Passive medium § Clutter § Unable to demonstrate
product use
Print Ad Components
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 18-12
15/02/15
5
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-13
Print Ad Evaluation Criteria
§ 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?
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-14
Variables in Media Selection
Reach
Frequency
Impact
Exposure
Figure 18.2 Relationship among Trial, Awareness, and the Exposure Function
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 18-15
15/02/15
6
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-16
Choosing Among Major Media Types
§ Target audience and media habits § Product characteristics § Message characteristics § Cost
GEICO’s Message Strategy for Magazine Medium
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 18-17
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-18
Major Media Types
§ Newspapers § Television § Direct mail § Radio § Magazines
§ Outdoor § Yellow Pages § Newsletters § Brochures § Telephone § Internet
15/02/15
7
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-19
Place Advertising
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-20
Figure 18.3 Advertising Timing Patterns
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-21
Media Schedule Patterns
Continuity
Concentrated
Flighting
Pulsing
15/02/15
8
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-22
Measuring Sales Impact of Advertising
Share of Expenditures
Share of Voice
Share of Mind and Heart
Share of Market
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-23
What is Sales Promotion?
Sales promotion consists of a collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of
particular products or services by consumers or the trade.
Consumer-Directed Sales Promotion Tactics § Samples § Coupons § Cash refund offers § Price offs
§ Premiums § Prizes § Patronage rewards § Free trials § Tie-in promotions
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-24
15/02/15
9
Trade-Directed Sales Promotion Tactics § Price offs § Allowances § Free goods § Sales contests
§ Spiffs § Trade shows § Specialty
advertising
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-25
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-26
Using Sales Promotions
§ Establish objectives § Select tools § Develop program § Pretest § Implement and control § Evaluate results
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-27
Events and Experiences
15/02/15
10
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-28
Why Sponsor Events? § 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
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-29
Using Sponsored Events
§ Choose events § Design programs § Measure effectiveness
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-30
Public Relations Functions
§ Press relations § Product publicity § Corporate communications § Lobbying § Counseling
15/02/15
11
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-31
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
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-32
Major Tools in Marketing PR
§ Publications § Events § Sponsorships § News § Speeches § Public Service Activities § Identity Media
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-33
Decisions in Marketing PR
§ Establish objectives § Choose message § Choose vehicles § Implement § Evaluate results
15/02/15
12
For Review
§ What steps are required in developing an advertising program?
§ How should sales promotion decisions be made?
§ What are the guidelines for effective brand-building events and experiences?
§ How can companies exploit the potential of public relations and publicity?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 18-34