managing mass communications
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Kotler18_media.ppt.pptMARKETING MANAGEMENT
12th edition
18
Managing Mass Communications
Kotler Keller
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?
Advertising
Any paid form of nonpersonal presentation
and promotion of ideas, goods, or
services by an identified sponsor.
Procter & Gamble’s Advertising History
Click on the video icon to launch a video clip about Procter & Gamble’s advertising history.
Figure 18.1 The Five M’s of Advertising
Advertising Objectives
Informative
advertising
Reminder
advertising
Reinforcement
advertising
Persuasive
advertising
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
Developing the Advertising Campaign
- Message generation and evaluation
- Creative development and execution
- Social responsibility review
Creative Brief
- Positioning statement
- Key message
- Target market
- Objectives
- Key brand benefits
- Brand promise
- Evidence of promise
- Media
- Background
- Creative considerations
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
Print Ads
Advantages
- Detailed product information
- Ability to communicate user imagery
- Flexibility
- Ability to segment
Disadvantages
- Passive medium
- Clutter
- Unable to demonstrate product use
Print Ad Components
Headline
Picture
Signature
Copy
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?
Media Selection
- Reach
- Frequency
- Impact
- Exposure
Figure 1.2 Relationship among Trial, Awareness, and the Exposure Function
Reach x Frequency = GRPs
Choosing Among Major Media Types
- Target audience and media habits
- Product characteristics
- Message characteristics
- Cost
Major Media Types
- Newspapers
- Television
- Direct mail
- Radio
- Magazines
- Outdoor
- Yellow pages
- Newsletters
- Brochures
- Telephone
- Internet
Table 18.2 Marketing Communication Expenditures (2001)
| Media | $ | % of Total |
| TV | 52.7 | 22 |
| Radio | 19.4 | 8 |
| Internet | 3.4 | 1 |
| Magazines | 12.3 | 5 |
| Newspaper | 49.4 | 21 |
Place Advertising
- Billboards
- Public spaces
- Product placement
- Point-of-purchase
Measures of Audience Size
- Circulation
- Audience
- Effective audience
- Effective ad-exposed audience
Figure 18.3 Classification of Advertising Timing Patterns
Factors Affecting Timing Patterns
- Buyer turnover
- Purchase frequency
- Forgetting rate
Media Schedule Patterns
- Continuity
- Concentration
- Flighting
- Pulsing
Evaluating Advertising Effectiveness
- Communication Effect Research
- Consumer feedback method
- Portfolio tests
- Laboratory tests
- Sales-Effect Research
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.
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
Using Sales Promotions
Establish objectives
Select tools
Develop program
Pretest
Implement and control
Evaluate results
Events and Experiences
- $11.14 billion spent on sponsorship in 2004
- 69% sports
- 10% tours
- 7% festivals, fairs
- 5% arts
- 9% causes
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
Using Sponsored Events
Establish objectives
Choose event opportunities
Design program
Implement and control
Measure effectiveness
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
Public Relations Functions
- Press relations
- Product publicity
- Corporate communications
- Lobbying
- Counseling
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
Major Tools in Marketing PR
- Publications
- Events
- Sponsorships
- News
- Speeches
- Public Service Activities
- Identity Media
Steps in Marketing PR
Establish objectives
Choose messages
Choose vehicles
Implement and control
Measure effectiveness
Marketing Debate
- Has TV Advertising Lost Power?
Take a position:
- TV advertising has faded in importance.
2. TV advertising is still the most powerful
advertising medium.
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?
