Transcript Chapter 18 Managing Mass Communications

Phillip
Kevin Lane
Kotler • Keller
Marketing Management • 14e
Managing Mass Communications:
Advertising, Sales Promotions, Events
and Experiences, and Public Relations
Discussion Questions
1. What steps are required in developing
an advertising program?
2. How should sales promotion decisions
be made?
3. What are the guidelines for effective
brand-building events and experiences?
4. How can companies exploit the
potential of public relations and
publicity?
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Developing Advertising Programs
Psychological
Economic
Social
Buyer Motives
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The 5 Ms of Advertising
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Setting the Objectives
Communication Task
To increase among 30 million
homemakers who own automatic
Achievement Level
washers the number who identify
brand X as a low-sudsing detergent,
Audience
and who are persuaded that it gets
clothes cleaner, from 10 percent to 40
Period of Time
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percent in one year.
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Advertising Objectives
Persuade
Inform
Reinforce
Remind
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Deciding on the Advertising Budget
Decision Factors:
Stage in the Product Life Cycle
Market share and consumer base
Competition and clutter
Advertising frequency
Product substitutability
Advertising
Budget
Awareness
Advertising Elasticity
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Deciding on the Advertising Budget
Advertising Elasticity
Advertising
Budget
Awareness
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Developing the Advertising Campaign
Creative Strategy
Message Strategy
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Developing the Advertising Campaign
Creative development
and execution
Message generation
and evaluation
Legal and Social Issues
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Media Decisions and Measurement
Reach, Frequency,
Impact
Media Type
Media Vehicles
Media Timing
Geographical Media
Allocation
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Reach, Frequency, and Impact
Reach
Frequency
Impact
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Relationship Between Trial,
Awareness, and the Exposure
Function
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Profile of Major Media Types
Medium
Advantages
Disadvantages
Newspapers
Flexibility; timeliness;
local; believability
Short life; small “passalong”; reproduction
Television
Multiple senses;
appealing; high
attention; high reach
High absolute cost;
clutter; fleeting exposure;
less audience selectivity
Direct Mail
Audience selectivity;
flexibility; personalized
Relatively high cost;
“junk mail” image
Radio
Mass use; high
selectivity; low cost
Single sense; passive;
fleeting exposure
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Profile of Major Media Types
Medium
Advantages
Disadvantages
Magazines
High selectivity; high
quality; credibility and
prestige; long life
Long lead time; waste in
circulation
Outdoor
Flexibility; low cost;
high repeat exposure;
low competition
Low audience selectivity;
creative limitations
Yellow Pages
Excellent local coverage; High competition; long
high believability; wide lead time; creative
reach; low cost
limitations
Internet
High selectivity;
interactive possibilities;
low relative cost
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Increasing clutter
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Alternate Advertising Media
Public Spaces
Product Placement
Point of Purchase
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Billboards
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Selecting Specific Media Vehicles
Media Cost
Audience Size
Composition
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Media Timing and Allocation
Macroscheduling
(seasons/business cycle)
Microscheduling
(short term)
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Advertising Timing Patterns
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Evaluating Advertising Effectiveness
Copy Testing
(pretest, post-test)
Sales-effects
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Measuring the Sales Impact
of Advertising
Share of expenditures
Share of voice
Share of mind and heart
Share of market
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Sales Promotion
Short term
Stimulate Sales
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Objectives
Product trial
Increase
repurchase
Reward
Brand switching
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Major Sales Promotion Decisions
Objectives
Consumer
Trade
Sales Force
Develop the Program
Implement and Evaluate
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Major Consumer Promotion Tools
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Samples
Coupons
Cash refunds
Prices off
Premiums
Prizes
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Loyalty rewards
Free trials
Tie-in promotions
Cross-promotions
Point-of-purchase displays
Demonstrations
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Major Trade Promotion Tools
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Price off
Advertising allowances
Display allowances
Free goods
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Events and Experiences
Objectives
• Identify with target market
• Increase exposure to brand name
• Reinforce brand image / enhance corporate image
• Evoke feelings / express commitment
• Entertain clients / reward employees
• Merchandising/promotional opportunities
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Events and Experiences
Sports - 68%
Festivals - 5%
Cause Marketing9%
The Arts - 5%
Entertainment - 10%
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Major Sponsorship Decisions
Choosing Events
Match target market
Create awareness
Designing Sponsorship Programs
Special events
Art exhibits
Sports stadiums and arenas
Measuring Sponsorship Activities
Brand exposure
Media coverage
Brand knowledge
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Creating Experiences
More engaging / informative
Increased word-of-mouth
Factory Tour
Corporate Museum
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Public Relations
Promote
Monitors attitudes
Five Functions of PR
Protect Image
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1.
2.
3.
4.
5.
Press relations
Product publicity
Corporate communications
Lobbying
Counseling
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Marketing Public Relations (MPR)
Publicity
Launch new products
Repositioning a mature product
Building interest in a product category
Influencing specific target groups
Manage brand crisis
Build corporate image
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Major Decisions in MPR
Establish Objectives
Awareness
Credibility
Enthusiasm
Choose Messages and Vehicles
Newsworthy/Interesting
PR activities
Implement and Measure
Exposures
Media clippings
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