04/10/23 12:51Prof. U.M. Amin, CMS,

JMI University, New Delhi

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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