Kotler18 Media

8/8/2019 Kotler18 Media

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18-6

Advertising Obj ectives

Inf ormative advertising

Reminder advertising

Rein f orcementadvertising

Pers uasiveadvertising



18-7

Factors to Consider in S etting an Advertising Bu dget

S tage in the prod uct lif e cycle

Market share and cons umer base

Competition and clu tter

Advertising f req uency

Prod uct sub stitu tab ility



18-8

Developing the Advertising Campaign

Message generation and eval uation

Creative development and exec u tionS ocial responsi b ility review



18-9

Creative Brief

Positioning statementKey messageTarget marketObj ectivesKey brand bene f its

Brand promiseEvidence of promiseMediaBackgro und

Creative considerations



18-10

TelevisionAdv antages

Reaches broad spectr um of

cons umers Low cost per expos ure Ab ility to demonstrate prod uct use

Ab ility to portray image and brand personality

Disa dv antagesBrief

Clu tter

High cost of prod uction

High cost of placement

Lack of attention by viewers



18-11

Print AdsAdv antages

Detailed prod uct inf ormation

Ab ility to comm unicate user imagery

Flexib ility Ab ility to segment

Disa dv antages Passive medi um Clu tter

Unab le to demonstrate prod uct use



18-12

Print Ad Components

Headline

Picture

S ignat ureCopy



18-13

Print Ad Evaluation Criteria

Is the message clear at a glance?Is the bene f it in the headline? Does the illustration support the headline? Does the f irst line of the copy support or explain the headline and illustration?Is the ad easy to read and f ollow?Is the prod uct easily identi f ied?Is the brand or sponsor clearly identi f ied?



18-14

Media S election

Reach FrequencyImpactExpos ure



18-15

Figure 1.2 Relationship among Trial, Awareness, and the Expos ure Function



18-16

Reach x Freq uency = GR Ps



18-17

Choosing Among Ma jor Media Types

Target audience and media ha b its

Product

characteristicsMessage characteristics

Cost



18-18

Ma jor Media Types

NewspapersTelevision

Direct mail

RadioMagazines

Ou tdoor Yellow pagesNewsletters

Broch uresTelephoneInternet



18-19

Tab le 18.2 Marketing Comm unication Expendit ures (2001)

Med ia $ % of Total

TV 52.7 22

Radio 19.4 8

Internet 3.4 1

Magazines 12.3 5

Newspaper 49.4 21



18-20

Place Advertising

Billboards

Pub lic spaces Product placement Point-of -purchase



18-21

Meas ures of Audience S ize

Circu lation Au dience

Eff ective audienceEff ective ad-exposed audience



18-22

Figure 18.3 Classi f ication of Advertising Timing Patterns



18-23

Factors Aff ecting Timing Patterns

Bu yer turnover Purchase f req uency

Forgetting rate



18-24

Media S ched u le Patterns

Continu ity Concentration Flighting Pu lsing



18-25

Evaluating Advertising Eff ectiveness

Communication Eff ect Research ± Cons umer

f eed back method ± Portf olio tests ± Laboratory tests

S ales- Eff ect Research



18-26

S ales Promotion

Collection of incentive tools, mostlyshort term, designed to stimu late

qu icker or greater purchase of partic u lar prod ucts or services

by cons umers or the trade.



18-27

S ales Promotion TacticsConsumer- d irecte d

S amples Coupons

Cash re fund off ers Price off s Premiums Prizes Patronage rewards Free trialsTie-in promotions

Tra d e- d irecte d

Price off s A llowances

Free goodsS ales contestsS piff sTrade showsS pecialty advertising



18-28

Using S ales Promotions

Esta b lish objectives

S elect tools

Develop program

Pretest

Implement and control

Evaluate res u lts



18-29

Events and Experiences

$11.14 billion spent on sponsorship in 2004 ± 69% sports

± 10% tours ± 7% f estivals, f airs ± 5% arts ± 9% ca uses



18-30

Why S ponsor Events?To identi f y with a partic u lar target market or lif e styleTo increase brand awarenessTo create or rein f orce cons umer perceptions of key brand image associationsTo enhance corporate imageTo create experiences and evoke f eelings

To express commitment to comm unityTo entertain key clients or reward employeesTo permit merchandising or promotional opport unities



18-31

Using S ponsored Events


Choose event opport unities

Design program


Meas ure e ff ectiveness



18-32

Ideal Events

Au dience closely matches target market

Event generates media attention

Event is unique with f ew sponsors

Event lends itsel f to ancillary activities

Event enhances brand image of sponsor



18-33

Pub lic Relations Functions

Press relations Product pub licity Corporate comm unications Lobb ying Counseling





18-35

Ma jor Tools in Marketing PR

Pub licationsEventsS ponsorshipsNewsS peeches

Pub lic S ervice

ActivitiesIdentity Media



18-36

S teps in Marketing PR


Choose messages

Choose vehicles


Meas ure e ff ectiveness



18-37

Marketing Debate

Has TV Advertising Lost Power?

Take a position:1. TV advertising has f aded in importance.2. TV advertising is still the most power fuladvertising medi um.



18-38

Marketing Disc ussion

What are some of your f avorite TVads? Why? How e ff ective arethe message and creativestrategies? How are they

bu ilding brand eq u ity?

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Kotler18 Media