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1.
18 Managing Mass
Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations Marketing Management, 13th ed
2.
Chapter Questions •
What steps are involved 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 © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-2
3.
GEICO Relies Heavily
on TV Advertising Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-3
4.
What is Advertising?
Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-4
5.
Procter & Gamble’s
Advertising History Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-5
6.
Figure 18.1 The
Five M’s of Advertising Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-6
7.
Advertising Objectives Informative
advertising Reminder advertising Persuasive advertising Reinforcement advertising Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-7
8.
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 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-8
9.
Developing the Advertising
Campaign • Message generation and evaluation • Creative development and execution • Legal and social issues Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-9
10.
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 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-10
11.
Print Ads Advantages
• Detailed product information • Ability to communicate user imagery • Flexibility • Ability to segment Disadvantages • Passive medium • Clutter • Unable to demonstrate product use Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-11
12.
Print Ad Components
Picture Headline Signature Copy Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-12
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? Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-13
14.
Media Selection •
Reach • Frequency • Impact • Exposure Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-14
15.
Figure 18.2 Relationship
Among Trial, Awareness, and the Exposure Function Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-15
16.
Reach x Frequency
= GRPs Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-16
17.
Choosing Among Major
Media Types • Target audience and media habits • Product characteristics • Message characteristics • Cost Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-17
18.
Major Media Types
• Newspapers • Television • Direct mail • Radio • Magazines • Outdoor • Yellow Pages • Newsletters • Brochures • Telephone • Internet Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-18
19.
Table 18.2 Marketing
Communication Expenditures (2007) Media $ % of Total TV 72.1 32 Radio 20.9 9 Internet 16.7 8 Magazines 23.7 11 Newspaper 45.8 20 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-19
20.
Place Advertising •
Billboards • Public spaces • Product placement • Point-of-purchase Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-20
21.
Virtual Worlds as
a Media Vehicle Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-21
22.
Measures of Audience
Size • Circulation • Audience • Effective audience • Effective ad-exposed audience Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-22
23.
Figure 18.3 Classification
of Advertising Timing Patterns Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-23
24.
Factors Affecting Timing
Patterns • Buyer turnover • Purchase frequency • Forgetting rate Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-24
25.
Media Schedule Patterns
• Continuity • Concentration • Flighting • Pulsing Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-25
26.
Evaluating Advertising Effectiveness
• Communication-Effect Research • Consumer feedback method • Portfolio tests • Laboratory tests • Sales-Effect Research Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-26
27.
Figure 18.4 Formula
for Measuring Sales Impact of Advertising Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-27
28.
What is Sales
Promotion? Sales promotions consist 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. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-28
29.
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 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-29
30.
Using Sales Promotions
Establish objectives Select tools Develop program Pretest Implement and control Evaluate results Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-30
31.
Events and Experiences
• $14.9 billion spent on sponsorship in 2007 • 66% sports • 11% tours • 5% festivals, fairs • 5% arts • 10% causes Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-31
32.
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 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-32
33.
Using Sponsored Events
Establish objectives Choose events Design programs Measure effectiveness Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-33
34.
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 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-34
35.
Customer Experience Management:
Experience Providers • Communications • Identity • Product presence • Co-branding • Environments • Internet • Electronic media • People Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-35
36.
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 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-36
37.
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 18-37
38.
Public Relations Functions
• Press relations • Product publicity • Corporate communications • Lobbying • Counseling Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-38
39.
Major Tools in
Marketing PR • Publications • Events • Sponsorships • News • Speeches • Public Service Activities • Identity Media Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-39
40.
Decisions in Marketing
PR Establish objectives Choose messages Choose vehicles Implement Evaluate results Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-40
41.
Marketing Debate
Should marketers test advertising? Take a position: 1. Ad pretesting is an unnecessary waste of marketing dollars. or 2. Ad pretesting provides an important diagnostic function for marketers as to the likely success of an ad campaign. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-41
42.
Marketing Discussion
What are some of your favorite TV ads? Why? How effective are the message and creative strategies? How are they building brand equity? Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18-42
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