Managing Mass Communications.pdf

8/18/2019 Managing Mass Communications.pdf

1/12

11/5/20

MANAGING MASS

COMMUNICATION

Dr. Vandana T Khanna

AIDS PREVENTION CAMPAIGN IN

WEST BENGAL WAS A UNIQUE

INTEGRATED MASS MEDIA CAMPAIGN

11/5/2015 Dr. Vandana Khanna

WHAT IS ADVERTISING?

, ,

.

PROCTER &

GAMBLE’S

ADVERTISING

HISTORY

11/5/2015 Dr. Vandana Khanna 11/5/2015 Dr. Vandana Khanna

ADVERTISING

, , , .

. .


5 M’S OF

ADVERTISING PROGRAM

:

:

:

:

:

THE FIVE M’S OF ADVERTISING



2/12

11/5/20


5 M’S OF

ADVERTISING PROGRAM

Sales goals

Advertising objectivesInformInformInformInform

PersuadePersuadePersuadePersuade

RemindRemindRemindRemind

ReinforceReinforceReinforceReinforce

Stage in PLC

Market share and consumer base

Competition & clutter Advertising frequency

Product substitutability


5 M’S OF

ADVERTISING PROGRAM

Message generation Message evaluation & selection

Message execution

Social responsibility review


5 M’S OF

ADVERTISING PROGRAM

Reach, frequency, impact

Major media types

Specific media vehicles

Media timing

Geographical media allocation

Communication impact

Sales impact


ADVERTISING GOALS

AND OBJECTIVES

:

To increase sales

To establish brandequity

To enter the targetmarket

:

Return on Investment(R.O.I)

Selection of media

Coordination


Objectives Setting

Budget Decisions

Message Decisions Media Decisions

Campaign Evaluation

MAJOR DECISIONS IN

ADVERTISING MAJOR

ADVERTISING DECISIONS


3/12

11/5/20

ADVERTISING

: Inform

Introducing newIntroducing newIntroducing newIntroducing newproductsproductsproductsproducts

Persuade

Becomes moreBecomes moreBecomes moreBecomes moreimportant asimportant asimportant asimportant ascompetitioncompetitioncompetitioncompetitionincreasesincreasesincreasesincreases

Comparative adsComparative adsComparative adsComparative ads

Remind

Most important forMost important forMost important forMost important formature productsmature productsmature productsmature products

Setting objectives

Setting the budget

Developing theadvertisingstrategy

Evaluatingadvertisingcampaigns

Key Decisions:


ADVERTISING OBJECTIVES

Specific Communication Task

Accomplished with a Specific Target Audience

During a Specific Period of Time

InformativeAdvertising

Build Primary Demand

PersuasiveAdvertising

Build Selective Demand

ComparisonAdvertising

Compares One Brand to

Another

Reminder AdvertisingKeeps Consumers

ThinkingAbout a Product.


Comparativeadvertisingcan beextremelypersuasive

Do these ads attemptto inform, persuade,

or remind?

How effective are

these ads?


APPROACHES FOR SETTING

ADVERTISING OBJECTIVES

DAGMAR Approach proposed by RusselM. Colley

Product Life cycle Approach

Primary and Selective Demand Theory

ADVERTISING

: Stage in the PLC

Market share

Level of competition

Ad clutter

Degree of branddifferentiation

Setting objectivesSetting the budget



Key Decisions:



4/12

11/5/20


Stage in theProduct Life Cycle

Market Share &Consumer Base

Competition &Clutter

AdvertisingFrequency

ProductSubstitutability

ADVERTISING BUDGET

FACTORS ADVERTISING

Media fragmentation

Soaring media costs

Advertising clutter

Message strategy

Creative concept Creative concept Creative concept Creative concept

Advertising appealAdvertising appealAdvertising appealAdvertising appeal

Message execution

Many executionMany executionMany executionMany executionstylesstylesstylesstyles

Tone, format,Tone, format,Tone, format,Tone, format,illustration, headline,illustration, headline,illustration, headline,illustration, headline,copycopycopycopy

Setting objectives

Setting the budget



Key Decisions:


ADVERTISING

Creative Execution Styles

Musical

PersonalitySymbol

TechnicalExpertise

ScientificEvidence


When does advertisingpass the boundaries ofgood taste? Can you thinkof some examples?

Should marketers beconcerned about theopinions of anyone otherthan the target market?

Why or why not?

Discussion Question


Celebrity endorsersmay be movie stars,politicians, sportsstars, or other publicpersonalities

Testimonials featureordinary people whotalk about theirproduct experiences

ADVERTISING

Decide on level of reach,

frequency and impact

Choose among the majormedia types byconsidering:

Consumer mediaConsumer mediaConsumer mediaConsumer mediahabits, nature of thehabits, nature of thehabits, nature of thehabits, nature of theproduct, types ofproduct, types ofproduct, types ofproduct, types ofmessages, and costsmessages, and costsmessages, and costsmessages, and costs

Select specific mediavehicles

Decide on media timing




Key Decisions:



5/12

11/5/20

TIVO is one example of how technologypresents challenges to media planners.With TIVO, consumers can easily zap ads.

TIVO

Media plannersfor Absolutvodka workwith creativesto design adstargeted tospecificaudiences.The ad at leftappears intheater playbills.

ADVERTISING

Major Media Types

Radio

Magazines

Outdoor

Internet


Marketers are increasingly using alternateforms of media to reach their target markets.What other examples can you think ofbesides those shown below?

Reddi Wip is one product

whose media strategyincludes heavy adexpenditures prior toThanksgiving.

What types of productswould benefit from amedia flighting strategy?

Discussion Question


ADVERTISING

Copy testing

Consumer recall Product awareness

Product knowledge

Product preference

Past vs. current sales

comparison

Experimentation




Key Decisions:



6/12

11/5/20

Small vs. large companies

Nature of advertising agencies

Advantages of advertising agenciesAdvantages of advertising agenciesAdvantages of advertising agenciesAdvantages of advertising agencies

DepartmentsDepartmentsDepartmentsDepartments

CompensationCompensationCompensationCompensation

Changes in agency servicesChanges in agency servicesChanges in agency servicesChanges in agency services

ADVERTISING


Advantages of

standardizingworldwideadvertising:

Lower advertisingLower advertisingLower advertisingLower advertisingcostscostscostscosts

Greater global adGreater global adGreater global adGreater global adcoordinationcoordinationcoordinationcoordination

Consistent globalConsistent globalConsistent globalConsistent globalimageimageimageimage

ADVERTISING


Drawbacks to

standardizingworldwideadvertising:

Ignores differencesIgnores differencesIgnores differencesIgnores differences

in demographicsin demographicsin demographicsin demographics

and economicand economicand economicand economic

conditionsconditionsconditionsconditionsIgnores differencesIgnores differencesIgnores differencesIgnores differences

in culturein culturein culturein culture

ADVERTISING


U.S., Thai, & Germanwebsites reflect the

worldwide Jeepbrand image of

ruggednessand reliability

Mostmarketers

thinkglobally

but actlocally

ADVERTISING


FRAMEWORK FOR GENERATING

ADVERTISING MESSAGES

Results-in-use Experience Product-in-use Experience

Incidental-to-use Experience Rational Sensory Social Ego Satisfaction


7/12

11/5/20


TYPES OF MEDIA

FOR ADVERTISING

Print Media Electronic

Media

Outdoor

Media

Direct Mail

Newspapers TV Billboards Price Lists

Direct Mail Video Hoardings Catalogues

Folders Radio Balloons Personal

Letters

Product

Literature Voice Mail

Ads on

Transport

Means

Circulars

Journals Cinema Electric

Display

-


NewspapersAdvantages: Flexibility, timeliness; good local market coverage;

broad acceptance, high believability

Limitations: Short life; poor reproduction quality; smallpass-along audience

TelevisionAdvantages: Combines sight, sound, motion; high attention;

high reach; appealing to senses

Limitations: High absolute costs; high clutter; fleeting exposure;less audience selectivity

Direct MailAdvantages: Audience selectivity; flexibility, no ad compe-

tition within same medium; allows personalization

Limitations: Relative high cost; “junk mail” image

PROFILES OF MAJOR MEDIAPROFILES OF MAJOR MEDIAPROFILES OF MAJOR MEDIAPROFILES OF MAJOR MEDIA

TYPES TYPES TYPES TYPES


RadioAdvantages: Mass use; high geographic and demographic

selectivity; low cost

Limitations: Audio only; fleeting exposure; lower attention;nonstandardized rates; fragmented audiences

MagazinesAdvantages: High geographic and demographic selectivity;

credibility and prestige; high-quality reproduction;long life; good pass-along readership

Limitations: Long ad purchase lead time; waste circulation;no guarantee of position

OutdoorAdvantages: Flexibility; high repeat exposure; low cost;

low message competition

Limitations: Little audience selectivity; creative limitations

PROFILES OF MAJOR MEDIAPROFILES OF MAJOR MEDIAPROFILES OF MAJOR MEDIAPROFILES OF MAJOR MEDIA

TYPES TYPES TYPES TYPES


TypicalMessageExecution

Styles

Testimonial

EvidenceSlice of Life

Scientific

EvidenceLifestyle

Technical

ExpertiseFantasy

Musical

Personality

Symbol

Mood orImage

Turning the “Big Idea” Into an Actual Ad to Capture the TargetMarket’s Attention and Interest.

ADVERTISING STRATEGY ADVERTISING STRATEGY ADVERTISING STRATEGY ADVERTISING STRATEGY

MESSAGE EXECUTION MESSAGE EXECUTION MESSAGE EXECUTION MESSAGE EXECUTION


AD ERTISING

EVALUATION

Advertising Program Evaluation

Communication Effects

Is the Ad Communicating Well?

Sales Effects

Is the Ad Increasing Sales?

PRINT AD COMPONENTS

Headline

Picture

SignatureCopy


8/12

11/5/20


SOME FUNNY ADS

SALES PROMOTION


WHY THE INCREASE IN

SALES PROMOTION?

Growing retailer power Declining brand loyalty Increased promotional sensitivity Brand proliferation Fragmentation of consumer market Short-term focus Increased managerial accountability Competition Clutter

WHEREAS ADVERTISING GIVES

A REASON TO BUY, SP GIVES ANINCENTIVE TO BUY

It is part of the Marketing spendof all companies and these daysSP spends in many companiesexceed that of the adspends


SALES PROMOTION

Attract new triers or brand switchers

Reward loyal customers

Increase repurchase rates

Marketing activities--other than personal selling,

advertising, and public relations--that stimulate

consumer buying and dealer effectiveness.

SALES PROMOTION

EndConsumers

Trade Customers

CompanyEmployees

Sales Promotion

Targets



9/12

11/5/20

TWO TYPES OF SALES

PROMOTION

Consumer Promotion

Trade Promotion

Buy More

Buy Now

WHAT DO WE WANT THE CONSUMERS

AND TRADE TO DO?


WHY?

Internal

Top management is more conducive toTop management is more conducive toTop management is more conducive toTop management is more conducive to

spending on promotionsspending on promotionsspending on promotionsspending on promotions

Line managers under greater pressure toLine managers under greater pressure toLine managers under greater pressure toLine managers under greater pressure to

achieve targetsachieve targetsachieve targetsachieve targets

Justification of expenditure is easyJustification of expenditure is easyJustification of expenditure is easyJustification of expenditure is easy

External

Increase in number of brandsIncrease in number of brandsIncrease in number of brandsIncrease in number of brands

Consumer is more price savvyConsumer is more price savvyConsumer is more price savvyConsumer is more price savvy

Greater pressure from trade to liquidateGreater pressure from trade to liquidateGreater pressure from trade to liquidateGreater pressure from trade to liquidate

stocksstocksstocksstocks

Add effectiveness declining owing to risingAdd effectiveness declining owing to risingAdd effectiveness declining owing to risingAdd effectiveness declining owing to rising

costs, media clutter and legal constraintscosts, media clutter and legal constraintscosts, media clutter and legal constraintscosts, media clutter and legal constraints11/5/2015 Dr. Vandana Khanna

A SALES PROMOTION

SHOULD BE :


TRENDS ON SALES PROMOTION

1995, 51% . 24% 22%



STEPS IN SALES PROMOTION

PROGRAM DEVELOPMENT

Establish objectives

Select consumer-promotion tools

Select trade-promotion tools

Select business- and sales force promotiontools

Develop the program

Pretest the program

Implement and evaluate the program


CHANNELS OF SALES

PROMOTIONS

MANUFACTURER

RETAILER

Trade

Promotions

CONSUMER

Consumer

Promotions

Push

PushPullRetail

Promotions


10/12

11/5/20

SP IS A PUSH STRATEGY

,

,

SP SPURS ACTION BECAUSE THEY ARE

SUPPOSED TO RUN FOR A LIMITED TIME


Consumer-PromotionObjectives

Consumer-Promotion Tools

Point-of-Purchase

Displays

Premiums

Price Packs

Cash Refunds

Coupons

Samples

PatronageRewards

Games

Sweepstakes

Contests

Advertising

Specialties

PatronageRewards

Entice Consumers toTry a New Product

Lure Customers AwayFrom Competitors’ Products

Get Consumers to “Load Up’on a Mature Product

Hold & Reward LoyalCustomers

Consumer RelationshipBuilding

CONSUMER PROMOTION

TYPES OF BUYERS

Buy a particular brand on a more or less

consistent basis

People who are loyal to the competing brand

Purchase of various brands in one category


RESULTS THAT ARE NEEDED ….

Reinforce behavior

Increase consumption

Change buying timing

Break loyalty

Encourage brand switching

Persuade to buy the “right” brand more often

Value added to make price less important

Create awareness, create category worth


CONTINUITY PROGRAM

/LOYALTY CARDS


Trade-PromotionObjectives

Trade-PromotionTools

Specialty

AdvertisingItems

Contests

Free Goods

Buy-Back

Guarantees

Allowances

Price-Offs

PatronageRewards

Push Money

Discounts

Premiums

Displays

Persuade Retailers orWholesalers to Carry a Brand

Give a Brand Shelf Space

Promote a Brand inAdvertising

Push a Brand to Consumers

TRADE PROMOTIONS TRADE PROMOTIONS TRADE PROMOTIONS TRADE PROMOTIONS


11/12

11/5/20


Business-Promotion

Objectives Business-PromotionToolsGenerate Business Leads

Stimulate Purchases

Reward Customers

Motivate Salespeople

Conventions

Trade Shows

Sales Contests

BUSINESS- TO-BUSINESS

PROMOTION WHY SPONSOR EVENTS?

To identify with a particular target market orlife style

To increase brand awareness To create or reinforce consumer

perceptions of key brand imageassociations

To enhance corporate image

To create experiences and evoke feelings

To express commitment to community

To entertain key clients or rewardemployees

To permit merchandising or promotionalopportunities


IDEAL EVENTS

Audience closely matches target market

Event generates media attention

Event is unique with few sponsors

Event lends itself to ancillary activities

Event enhances brand image of sponsor


PROMOTION AT DIFFERENT

STAGES OF THE PLC

Introduction – wise to use heavy promot ion toinduce trials and promote brand franchise

Growth – promotion should be limited ,if any

Maturity – Higher promotions required since thebrand is under attack from competitors or productquality or advertising effectiveness is tapering off

Decline – Heavy promotions. Used only to retain aset of loyal customers. Prior to withdrawal of theproduct, it could be used as a one time stockclearance from the trade


FINAL CONSIDERATIONS

Don’t promote if the product is not good

Promotions rarely stop a declining salescurve

It is very easy to lose the promotionalgains made if your promotion has not beeneffective in retaining new customers. Sothe product has to speak for itself.

The objective of the promotion is to weanaway users from competition and createnew users.

Excessive promotions lead to diminishingreturns and may devalue the brand


Promotions may be used in conjunctionwith advertising and other marketingcommunication tools

It should be novel and attractive

Ensure supply lines are good and adequatestock is available right through thepromotion

Cater for contingencies. Have escaperoutes built into the plan

Trade has to be handled tactfully

Reimburse incentives/ rewards/ giftspromptly

Must be within the legal boundaries

FINAL CONSIDERATIONS



12/12

11/5/20


PUBLIC RELATIONS

:

Press relations

Product publicity

Corporate communications

Lobbying

Counseling


SpecialEvents

WrittenMaterials

CorporateIdentityMaterials

Speeches

News

AudiovisualMaterials

PublicServiceActivities

Web Site

MAJOR PUBLIC RELATIONS

TOOLS


MARKETING PUBLIC RELATIONS

(MPR) :

New product launches

Repositioning of maturebrands

Building interest inproduct categories

Influencing specifictarget groups

Defending productswith public problems

Building the corporateimage

DECISIONS IN MARKETING PR

Establish objectives

Choose messages

Choose vehicles

Implement

Evaluate results


CUSTOMER EXPERIENCE MANAGEMENT:

EXPERIENCE PROVIDERS

Communications

Identity

Product presence

Co-branding

Environments

Internet

Electronic media

People


STEPS IN THE CEM FRAMEWORK

Analyze the customer’s experiential world

Build the experiential platform

Design the brand experience

Structure the customer interface

Engage in continuous innovation


Documents

Managing Mass Communications.pdf