1. 1
18
Managing
Mass Communications

2. 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?
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3. Old Spice’s Advertising Campaign
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4. Figure 18.1 The Five M’s of
Advertising
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5. Developing an
Advertising Program
Setting Objectives
Deciding on the Budget
Developing the Campaign
Deciding on Media
Making Measurement Plans
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6. Advertising Objectives
Informative
Persuasive
Reminder
Reinforcement
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7. 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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8. Developing the
Advertising Campaign
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9. Viral Power of Advertising
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10. Television
Advantages Disadvantages

Reaches broad 
Brief
spectrum of consumers  Clutter
 Low cost per exposure 
High cost of production

Ability to demonstrate  High cost of placement
product use 
Lack of attention by
 Ability to portray image viewers
and brand personality
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-10

11. Print Ads
Advantages Disadvantages

Detailed product 
Passive medium
information  Clutter
 Ability to communicate 
Unable to demonstrate
user imagery product use

Flexibility
 Ability to segment
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12. Print Ad Components
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13. 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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14. Variables in Media Selection
Reach
Frequency
Impact
Exposure
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15. Figure 18.2 Relationship among
Trial, Awareness, and the
Exposure Function
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16. Choosing Among Major Media Types
 Target audience and media habits

Product characteristics
 Message characteristics
 Cost
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17. GEICO’s Message Strategy for
Magazine Medium
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18. Major Media Types
 Newspapers  Outdoor

Television 
Yellow Pages
 Direct mail  Newsletters
 Radio  Brochures

Magazines 
Telephone
 Internet
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19. Place Advertising
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20. Figure 18.3 Advertising
Timing Patterns
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21. Media Schedule Patterns
Continuity
Concentrated
Flighting
Pulsing
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22. Measuring Sales Impact of Advertising
Share of Expenditures
Share of Voice
Share of Mind and Heart
Share of Market
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23. 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.
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24. Consumer-Directed Sales
Promotion Tactics
 Samples  Premiums

Coupons 
Prizes
 Cash refund offers  Patronage rewards
 Price offs  Free trials

Tie-in promotions
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25. Trade-Directed
Sales Promotion Tactics
 Price offs  Spiffs

Allowances 
Trade shows
 Free goods  Specialty
 Sales contests advertising
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26. Using Sales Promotions
 Establish objectives

Select tools
 Develop program
 Pretest

Implement and control
 Evaluate results
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27. Events and Experiences
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28. 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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29. Using Sponsored Events
 Choose events

Design programs
 Measure effectiveness
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30. Public Relations Functions
 Press relations

Product publicity
 Corporate communications
 Lobbying

Counseling
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31. 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
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-31

32. Major Tools in Marketing PR
 Publications

Events
 Sponsorships
 News

Speeches
 Public Service Activities
 Identity Media
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33. Decisions in Marketing PR
 Establish objectives

Choose message
 Choose vehicles
 Implement

Evaluate results
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-33

34. 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?
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 18-34