Kotler mm 14e_18_sppt

18 Managing

Mass Communications

1

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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

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Figure 18.1 The Five M’s of Advertising

Developing an Advertising Program

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Setting Objectives

Deciding on the Budget

Developing the Campaign

Deciding on Media

Making Measurement Plans

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Advertising Objectives

Informative

Persuasive

Reminder

Reinforcement

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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

Viral Power of Advertising

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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 to communicate

user imagery Flexibility Ability to segment

Disadvantages Passive medium Clutter Unable to demonstrate

product use

Print Ad Components

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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?

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Variables in Media Selection

Reach

Frequency

Impact

Exposure

Figure 18.2 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

GEICO’s Message Strategy for Magazine Medium

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Major Media Types

Newspapers Television Direct mail Radio Magazines

Outdoor Yellow Pages Newsletters Brochures Telephone Internet

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Place Advertising

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Figure 18.3 Advertising Timing Patterns

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Media Schedule Patterns

Continuity

Concentrated

Flighting

Pulsing

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Measuring Sales Impact of Advertising

Share of Expenditures

Share of Voice

Share of Mind and Heart

Share of Market

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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

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Trade-Directed Sales Promotion Tactics Price offs Allowances Free goods Sales contests

Spiffs Trade shows Specialty

advertising

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Using Sales Promotions

Establish objectives Select tools Develop program Pretest Implement and control Evaluate results

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Events and Experiences

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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

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Using Sponsored Events

Choose events Design programs Measure effectiveness

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Public Relations Functions

Press relations Product publicity Corporate communications Lobbying Counseling

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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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Major Tools in Marketing PR

Publications Events Sponsorships News Speeches Public Service Activities Identity Media

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Decisions in Marketing PR

Establish objectives Choose message Choose vehicles Implement Evaluate results

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?

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