MARKETING MANAGEMENT
Managing Mass Communications
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Advertising
Any paid form of non - personal presentationand promotion of ideas, goods, orservices by an identified sponsor.
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The Five M’s of Advertising
Mission Money Message Media Measurement
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Advertising Objectives (Mission)
Informative advertising Persuasive advertising Reminder advertising Reinforcement advertising
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Factors to Consider in Setting an Advertising Budget (money)
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 (Message)
Message generation and evaluation Creative development and execution Social responsibility review
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Creative Brief
Positioning statement Key message Target market Objectives Key brand benefits
Brand promise Evidence of promise Media Background Creative
considerations
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Media
Deciding on desired reach, frequency and impact.
Choosing among major media types; Selecting specific media vehicles; Deciding on media timing; Deciding on geographical media allocation
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Reach: the number 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
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TelevisionAdvantages 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
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Choosing Among Major Media Types
Target audience and media habits Product characteristics Message characteristics Cost
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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
Billboards Public spaces Product placement Point-of-purchase
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Media Schedule Patterns Continuity – achieved by scheduling exposures evenly
throughout a given period Concentration – spending all the advertising money in
a single period Flighting – it calls for advertising for a period, followed
by a period with no advertising, followed by a second period of advertising activity.
Pulsing – it is continuous advertising at low-weight levels reinforced periodically by waves of heavier activity.
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Evaluating Advertising Effectiveness Communication Effect Research – Before &
after.Consumer feedback methodPortfolio tests – it asks consumer to view
or listen to a portfolio of advertisements. Consumers are then asked to recall all the ads and their content, aided or unaided by interviewer.
Laboratory tests – heartbeat, blood pressure, pupil dilation, galvanic skin response, perspiration – to an ad;
Sales-Effect Research
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Sales Promotion
Collection of incentive tools, mostly
short term, designed to stimulate
quicker or greater purchase
of particular products or services
by consumers or the trade.
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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
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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
$11.14 billion spent on sponsorship in 200469% sports10% tours7% festivals, fairs5% arts9% causes
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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
Establish objectives
Choose event opportunities
Design program
Implement and control
Measure effectiveness
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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
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Public Relations Functions
Press relations Product publicity Corporate communications Lobbying Counseling
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Marketing Public Relations Functions
Assist in product launches Assist in repositioning mature products Build interest in a product category Influence specific target groups Defend products Build corporate image
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Major Tools in Marketing PR
Publications Events Sponsorships News Speeches Public Service Activities Identity Media
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Steps in Marketing PR
Establish objectives
Choose messages
Choose vehicles
Implement and control
Measure effectiveness