Post on 24-Apr-2019
MARKETING MANAGEMENT12th edition
18 Managing Mass
Communications
Kotler Keller 18-2
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?
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Advertising
Any paid form of nonpersonal presentationand promotion of ideas, goods, orservices by an identified sponsor.
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Procter & Gamble’s Advertising History
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Figure 18.1 The Five M’s of Advertising
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Advertising Objectives
Informative advertising
Reminderadvertising
Reinforcementadvertising
Persuasiveadvertising
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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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Developing the Advertising Campaign
• 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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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 AdsAdvantages• 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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Print Ad Components
Headline
Picture
SignatureCopy
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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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Media Selection
• Reach• Frequency• Impact• Exposure
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Figure 1.2 Relationship among Trial, Awareness, and the Exposure Function
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Reach x Frequency = GRPs
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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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Table 18.2 Marketing Communication Expenditures (2001)
Media $ % of TotalTV 52.7 22
Radio 19.4 8
Internet 3.4 1
Magazines 12.3 5
Newspaper 49.4 21
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Place Advertising
• Billboards• Public spaces• Product placement• Point-of-purchase
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Measures of Audience Size
• Circulation• Audience• Effective audience• Effective ad-exposed
audience
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Figure 18.3 Classification of Advertising Timing Patterns
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Factors Affecting Timing Patterns
• Buyer turnover• Purchase frequency• Forgetting rate
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Media Schedule Patterns
• Continuity• Concentration• Flighting• Pulsing
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Evaluating Advertising Effectiveness
• Communication Effect Research– Consumer
feedback method– Portfolio tests– Laboratory tests
• Sales-Effect Research
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Sales Promotion
Collection of incentive tools, mostlyshort term, designed to stimulate
quicker or greater purchase of particular products or services
by consumers or the trade.
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Sales Promotion TacticsConsumer-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 2004– 69% sports– 10% tours– 7% festivals, fairs– 5% arts– 9% 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
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Marketing Debate
Has TV Advertising Lost Power?
Take a position:1. TV advertising has faded in importance.2. TV advertising is still the most powerfuladvertising medium.
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Marketing Discussion
What are some of your favorite TVads? Why? How effective are
the message and creativestrategies? How are they
building brand equity?